Units of time do matter: How countdown time units affect consumers’ intentions to participate in group-buying offers

作者：

Highlights：

• Units of time in fixed-price group-buying countdowns affect perceived time remaining.

• Contracted countdown time scales increase intentions to participate in group-buying.

• Temporal focus mediates the countdown time unit effect on participation intentions.

• Hedonic (vs. utilitarian) products enhance the countdown time unit effect.

• The countdown time unit effect is stronger for highly skeptical consumers.

摘要

•Units of time in fixed-price group-buying countdowns affect perceived time remaining.•Contracted countdown time scales increase intentions to participate in group-buying.•Temporal focus mediates the countdown time unit effect on participation intentions.•Hedonic (vs. utilitarian) products enhance the countdown time unit effect.•The countdown time unit effect is stronger for highly skeptical consumers.

论文关键词：Online group-buying,Countdowns,Unit effect,Temporal focus,Group-buying participation intentions

论文评审过程：Received 5 July 2018, Revised 6 February 2019, Accepted 4 March 2019, Available online 5 March 2019, Version of Record 14 March 2019.

论文官网地址：https://doi.org/10.1016/j.elerap.2019.100839