How Product Arrangement and Quantity Influence Consumer's Intention: The Role of Disliking Disorderliness and Scarcity Effects
- DOI
- 10.2991/icbmr-17.2017.53How to use a DOI?
- Keywords
- Product Arrangement; Consumer's Intention; Disorderliness; Scarcity effects
- Abstract
Previous research claimed that disgust and contamination fears mediated the relationship between touch and purchase intention. Disorganized product display used as a contamination cue and a limited quantity of product used as a cue that the product has been more touched. Contrary to that, several studies showed that people did not like messiness itself, and limited product quantity could be a scarcity cue that increased the positive perception of the product. This research aimed to study the relationship between buying intention and product arrangement as well as product quantity. Using 2 (product arrangement: organized vs. disorganized) x 2 (product quantity: fully-stocked vs. one product) between subjects' experimental design, it was found that 'the perception that product has been contaminated' and 'the feelings of dislike toward messiness' variables mediate the relationship between product arrangement and purchase intention. Furthermore, the relationship between product quantity and purchase intention mediated by the level of perception that the product is in high demand, while the perception that the product has been more touched does not mediate the relationship.
- Copyright
- © 2017, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Andang Fazri AU - Adi Zakaria Afiff AU - Tengku Ezni Balqiah PY - 2017/11 DA - 2017/11 TI - How Product Arrangement and Quantity Influence Consumer's Intention: The Role of Disliking Disorderliness and Scarcity Effects BT - Proceedings of the International Conference on Business and Management Research (ICBMR 2017) PB - Atlantis Press SP - 582 EP - 594 SN - 2352-5428 UR - https://doi.org/10.2991/icbmr-17.2017.53 DO - 10.2991/icbmr-17.2017.53 ID - Fazri2017/11 ER -