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How looking forward over the short period to-go affects consumer enjoyment: Role of temporal scarcity in access-based services
Institution:1. United Arab Emirates University, United Arab Emirates;2. United Arab Emirates University, P.O. Box 15551, Al-Ain, United Arab Emirates;3. Nottingham Business School, Nottingham Trent University, Nottingham, United Kingdom;4. University of Sadat City, Sadat City, Menofia, Egypt;5. Faculty of Tourism and Hotels, University of Sadat City, Egypt;6. College of Business Administration, Jazan University, Saudi Arabia;1. School of Management, Jinan University, Guangzhou, Guangdong Province, 510632, China;2. Faculty of Business Administration, University of Macau, Macau, 999078, China;3. School of Management and Economics, Beijing Institute of Technology Beijing, 100084, China;1. School of Business, Nanjing University, No.22 Hankou Road, Nanjing, Jiangsu, China;2. Website Editorial Office, at Information Disclosure Dept, Shanghai Stock Exchange, Shanghai, China;3. School of Business, Hohai University, No.8 West Focheng Road, Nanjing, Jiangsu, China;1. Brandon University, Brandon, Manitoba, R7A6A9, Canada;2. Department of Marketing, School of Business, University of Queensland, St Lucia, QLD, 4067, Australia
Abstract:Access-based services (ABS) have shown tremendous growth recently. We examine the relationship between service period framing and consumers’ anticipated ABS enjoyment. Four scenario-based experiments revealed that focus frame of the service period affected anticipated enjoyment of upcoming ABS experiences and this effect is mediated by perceived temporal scarcity. We also examine the moderating role of perceived product benefits, indicating that this mediated focus-frame effect is amplified among consumers tending to pursue hedonic benefits from the borrowed goods. Lastly, we confirm the anticipated enjoyment’s mediating role on the relationship between focus frame and consumers’ positive behaviors and attitudes toward ABS.
Keywords:Access-based services  Savoring  Framing  Temporal scarcity  Consumer enjoyment  Product benefits
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