Only one room left! How scarcity cues affect booking intentions on hospitality platforms
作者：
Highlights：
• Communication of scarcity has emerged as a fundamental marketing principle.
• First, actual market data from Airbnb and Booking.com is analyzed.
• Scarcity cues are used differently by hotel versus peer-based hospitality platforms.
• Second, we conduct an online experiment on user perceptions of scarcity.
• We uncover mediating effects of value and urgency on booking intentions.
摘要
•Communication of scarcity has emerged as a fundamental marketing principle.•First, actual market data from Airbnb and Booking.com is analyzed.•Scarcity cues are used differently by hotel versus peer-based hospitality platforms.•Second, we conduct an online experiment on user perceptions of scarcity.•We uncover mediating effects of value and urgency on booking intentions.
论文关键词：Consumer behavior,Marketing research,Platform economy,Scarcity cues,Urgency
论文评审过程：Received 17 September 2019, Revised 17 November 2019, Accepted 17 November 2019, Available online 11 December 2019, Version of Record 25 December 2019.
论文官网地址：https://doi.org/10.1016/j.elerap.2019.100910
