Impact Of Time Scarcity Marketing Promotions On Online Shoppers’ Purchase Decisions

Abstract

The present research investigates the influence of time scarcity in promotional messages on consumers' purchasing intentions in online retailing. A quantitative research design was used and the data were collected using a computerized questionnaire from 260 online shoppers. The study aims to explore consumers' attitudes toward time scarcity cues in both time-limited offers (exclusive and regular) and countdown timers and their purchasing effect. It shows that time scarcity marketing also plays an important role in consumers’ buying decisions because of its time-urgent characteristic and impulse buying. However, attendants also listed some limitations, like the perception of pressure to buy and too much time stringency. This study extends the applicability of time scarcity marketing in an online retail context and provides practical implications for online retailers who wish to manage their promotional tactics.