Examines hunger marketing techniques and their influence on purchase intention in consumers, suggesting effective strategies for real estate marketers.
Key Points
This research aims to evaluate the effectiveness of hunger marketing strategies in influencing purchase intention within the real estate sector, especially during economic downturns.
Utilized a quantitative research design
Collected data from an online survey of 421 Chinese consumers
Analyzed data using SPSS and SmartPLS
Applied signalling theory and prospect theory frameworks
Limited quantity and price discounts significantly increased purchase intention.
Risk aversion amplified the relationship between limited quantity and purchase intention.
Emotional benefits moderated the effect of price discounts on purchase intention.