부산대학교 도서관

Currently, limited purchase is widely used in various online promotional activities in e-business. Previous studies have found that limited quantities often enhance consumers’ desire to buy goods. In fact, with the frequent occurrence of promotional activities, when the number of purchase restrictions is large, it may be more able to stimulate consumers’ willingness to purchase. The existing research has not been able to conduct a comparative study on the amount of total purchase restrictions. Therefore, this study introduces perceived sincerity and perceived scarcity to explore the impact mechanism of the total amount of product purchase limit on consumers’ purchase intention. Through online experimental research, we find that: the total amount of product purchase limit has a significant positive impact on consumer purchase intention; Compared to the case where the limited purchase quantity is small, when the limited purchase quantity of a product is large, the consumer’s purchase intention is stronger; Perceived sincerity and perceived scarcity play a mediating role in the impact of total purchase limit on consumers’ purchase intentions. The results of this study enrich the research on online limited sales promotion, and provide reference suggestions for enterprises and businesses to plan promotional activities in e-business.