The impact of scarcity messages on the relationship between perceived value and purchase intention in the promotion in e-commerce platforms to generation Z in Ho Chi Minh city

Abstract

Currently, the e-commerce market in Vietnamingeneraland in Ho Chi Minh City in particular is increasingly expanding and is graduallybecoming a popular form of goods exchange, create many innovative business models,in which “flash sale” with the characteristics of scarcity messages is a popular modeland brings many effects to businesses, individual business owner as well as consumers.In addition, in the current consumer market, Generation Z is a potential groupofconsumers. Therefore, this study was conducted to understand the impact of scarcitymessages on the relationship between perceived value and purchase intentioninpromoting in e-commerce platforms to Generation Z in Ho Chi Minh City. At thesame time, the study also explores the impact of product involvement ontherelationship between perceived value and purchase intention of Gen Zconsumers. Data for the study were collected through a survey questionnaireonGen Z individuals (born 1996 to 2012) who are consumers who use e-commerceplatforms in the shopping process, knowledgeable and interested in the impact ofscarcity messages on the purchase process and living in Ho Chi Minh City(N=228).Then, the data is used to test the reliability of the scale; exploratory factor analysisEFA; confirmatory factor analysis CFA and linear structural model SEM. The study found that positive influence of two factors - limited-timescarcity and limited-quantity scarcity on the perceived value of Gen Zconsumersinthe shopping process on e-commerce platforms. At the same time, perceivedvaluealsohas a positive impact on the purchase intention of consumers, as well as contributingto the promotion of consumer purchase behavior. Product involvement alsoplaysamoderating role between perceived value and purchase intention.