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How looking forward over the short period to-go affects consumer enjoyment: Role of temporal scarcity in access-based services

Authors
Lee, ShinhyoungPark, Kiwan
Issue Date
Mar-2022
Publisher
Elsevier Ltd
Keywords
Access-based services; Consumer enjoyment; Framing; Product benefits; Savoring; Temporal scarcity
Citation
Journal of Retailing and Consumer Services, v.65, pp 1 - 12
Pages
12
Journal Title
Journal of Retailing and Consumer Services
Volume
65
Start Page
1
End Page
12
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/151272
DOI
10.1016/j.jretconser.2021.102521
ISSN
0969-6989
1873-1384
Abstract
Access-based services (ABS) have shown tremendous growth recently. We examine the relationship between service period framing and consumers’ anticipated ABS enjoyment. Four scenario-based experiments revealed that focus frame of the service period affected anticipated enjoyment of upcoming ABS experiences and this effect is mediated by perceived temporal scarcity. We also examine the moderating role of perceived product benefits, indicating that this mediated focus-frame effect is amplified among consumers tending to pursue hedonic benefits from the borrowed goods. Lastly, we confirm the anticipated enjoyment's mediating role on the relationship between focus frame and consumers’ positive behaviors and attitudes toward ABS.
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