Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency

摘要

This study examined the product characteristics of the LES (Limited Edition Shoes) and confirmed the structural relationship between perceived value, brand trust, and purchase intention. It also verified whether there is a different type of one-time and repeated scarcity messages. The outcome showed that the various characteristics of the LES are associated with uniqueness, self-expression, and investment. The characteristics affected perceived value, brand trust, and purchase intention. The structural relationship is affected depending on the type of shoe release and the degree of influence. Because of the distinctive characteristics of LES, shoe companies should consider the characteristics that fit the consumer. Also, the type of release appropriate to the consumer should be considered as the consumer's desire to purchase may vary depending on the type of release.