World Cup Edition or Summer Special: Why Consumers Buy Limited Edition Products

摘要

This study aims on analyzing the crucial determinants driving purchase decisions within the fast-moving consumer good (FMCG) industry with a special focus on limited edition (LE) products. LE products are newly introduced products, which are only offered for a predefined time or in a predefined amount. In order to support marketers to better promote and use scarcity signals in practice as well as to reduce failure rates of newly introduced LE products, we aim on answering the following research questions: 1. What kind of success factors drive consumers' purchase intention of limited FMCG products? 2. How do those success factors influence consumer perceptions towards a product? 3. How does the perceived level of product scarcity mediate the influence of those success factors on consumer perceptions?