Scarcity strategies are employed by marketers to influence consumer decision making. Many famous brands have been designed and produced for the purpose of as being marketed as limited-edition products to intensify consumer desire and intention to purchase them. However, very few studies have simultaneously integrated relevant constructs to explain the phenomenon of scarcity purchasing. To fill this void, this study develops a comprehensive research model in order to fully understand how scarcity affects consumer value perception and purchase intention. Simultaneously, two competing models are developed to compare the explanation power of Lynn's Scarcity-Expensiveness-Desirability (S-E-D) model and Synde and Fromkin's desire for uniqueness model. The results suggest that the effects of scarcity on purchase intention through perceived uniqueness, perceived sacrifice and perceived value are stronger than the scarcity effects through assumed expensiveness, perceived quality, perceived sacrifice and perceived value.

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Feng Shui principles have a significant impact on consumers’ housing selection in Chinese societies. However, the importance of such beliefs in consumer's decision‐making processes has not been investigated in previous studies. Thus, an analytic hierarchy process was adopted to identify the importance of Feng Shui principles in the selection of residential properties. Furthermore, based on the theoretical foundations of the theory of reasoned action (TRA) and perceived risks, two empirical studies were conducted to verify how consumers use Feng Shui principles to influence their beliefs, attitudes, and purchasing decisions. The results indicate that consumers tend to place more emphasis on housing with good accessibility, no harmful objects, positive directional aspects, and harmony between Feng Shui and humans. The results further confirm that the TRA model is applicable when utilizing Feng Shui principles as stimuli to elicit consumer behaviors. Individuals who perceive higher risks related to violations of Feng Shui principles tend to more seriously consider the impact of such principles on their beliefs, attitudes, and purchasing behaviors with regard to residential properties. © 2012 Wiley Periodicals, Inc.

This study adopts the input-process-output perspective to develop a research framework, and aims to investigate the factors associated with medical travel behaviours. A total of 343 international medical tourists who took low invasive treatments in Taiwan were surveyed using questionnaires. The data were analysed using structural equation modelling, and the results of this work are as follows. Medical tourists felt that higher service quality led to better corporate image. The service quality and corporate image of medical institutions had positive influences on the perceived value of medical travel. Perceived value plays a significant mediating role for the relationships between various medical institution factors and behavioural intention. Furthermore, destination image can be regarded as an important moderator that facilitates the influences of medical institution factors on perceived value.

This study confirms that consumers' beliefs and perceived value influence significant on their attitudes and behaviors toward online shopping. While perceived risk serves as a negative moderator that can inhibit the influences of consumers' perceived value on their attitude and approach behavior, social influence is regarded as a positive moderator.