부산대학교 도서관

This article examines how scarcity messages influence consumers’ purchase intentions in the restaurant industry. It develops a conceptual framework integrating two factors (perceived value as a mediator and product preference as a moderator) and tests their effects on the relationship between scarcity messages and purchase intentions. The results show that scarcity messages improve purchase intentions and that the limited-quantity scarcity message positively influences purchase intentions more than the limited-time scarcity message. This study provides empirical evidence that perceived value partially mediates and product preference moderates the relationship between scarcity messages and purchase intentions. Considering the limited advertising budget of the small restaurant business sector, the findings provide useful insights into the development of cost effective promotion-oriented revenue management strategies for restaurant owners and managers.