00000ctm a22000003i 4500 UP-99796217614036820 Buklod 20230802143626.0 a r |||| u| ta 230802s2021 ph grm 00| 0|eng | (iLib)UPD-00536375115 DCHE rda eng DMLUC LG 995 2021 H65 L38 Laviña, Bianca Camille F. author Scarcity messages with price discounts in online shopping on the purchase intention of selected Filipino young professionals Bianca Camille F. Laviña ; Joanne R. Bantang, adviser. Quezon City College of Home Economics, University of the Philippines Diliman 2021. xii, 102 leaves : illustrations, + 28 cm. 1 CD ROM (4 ¾ in.) text rdacontent unmediated rdamedia volume rdacarrier Thesis Classification: P Thesis M. Home Economics University of the Philippines Diliman July 2021. Includes bibliographical references and appendices. This quantitative study determined the young professionals' online purchase intention when faced with promotional tactics, namely scarcity message and price reduction. The optimum rate of discount that increases the probability of the favorable purchase intention of an advertised product using various scarcity messages is also determined. The phenomenon studied was applied to two product categories, namely electronics and travel. A total of 574 consumers were recruited as online respondents of the study through two Facebook groups with many members; one group attracts members who buy electronic products, while the other group dedicated to those who love to travel. The research methodology consists of a repeated measures design. Respondents answered questionnaires wherein their purchase intention for a product was measured three times with different scarcity messages: a time scarcity, a quantity scarcity, and a regular (no scarcity message). The respondents from the electronics group answered the set of questionnaires with electronic products, while those from the travel group answered the one with airline tickets for sale. It is hypothesized that purchase intention towards the advertised products will differ with the different scarcity messages used. Descriptive statistics were used to provide the mean rank of the purchase intentions and the demographic overview of the respondents, while Friedman's Test for Repeated Measures was used to the test to difference in the purchase intention given the various scarcity messages. Kendall's Coefficient of Concordance and Wilcoxon's Signed Rank Test were also used to check the differences' effect size and identify specific scarcity messages that differ from each other. A curve was fitted to the plot of the cumulative number of buyers and their willing discount rates to identify the optimum discount rate while restricting the fitted curve must not reach the 50% discount level. The study shows that there is a significant difference in the purchase intention with varying scarcity messages, particularly quantity, time, and no scarcity with accompanied price discount for laptop and camera only. Moreover, quantity scarcity message advertisement is more effective and leads to higher purchase intention than time and no scarcity message. On the other hand, there is no significant difference in the purchase intention for powerbank, local travel, and international travel with varying scarcity messages with an accompanied price discount. In terms of the optimum rate of discount, the data suggest that a 50% discount, most respondents will have a favorable decision to buy regardless of the category and the promotional tactic present. Time scarcity is a promising scarcity message for travel for higher price discounts at about 45-50%. Consumers give more importance on price discounts than scarcity messages in online advertisements based on the results of the study. Thus, a future study wherein price discounts is independent variable and scarcity message as the moderating variable can be conducted. Another study can look into the effects of time scarcity message accompanied by 45-50% discount rate. Finally, a qualitative research through typical case sampling or extreme case sampling can be done among the consumers' purchase intention towards items with scarcity message and price discount. Teleshopping Philippines. Consumer behavior Philippines. Bantang, Joanne R. adviser. Thesis FI UP UPD DCHE LG 995 2021 H65 L38 Thesis