Scarcity effect in collaborative fashion consumption via the C2C online platform: moderating effect of consumer price sensitivity and gender

This study investigates the effect of scarcity on purchase intention in a collaborative fashion consumption situation using a C2C platform. Furthermore, it examines the moderating effect of consumer price sensitivity and gender. A mixed experimental design method of 2 (scarcity level: high vs. low) × 2 (consumer price sensitivity: high vs. low) × 2 (gender: male vs. female) was applied. This study found that although the scarcity level did not directly affect purchase intention, the effect was moderated by price sensitivity. Consumers with high price sensitivity show greater purchase intention under low scarcity, whereas consumers with low price sensitivity show greater purchase intention under high scarcity. Moreover, the interaction effect of scarcity level and price sensitivity on purchase intention significantly differed for women, but not for men. This study provides insights for C2C platform marketers to devise marketing strategies considering the scarcity of second-hand fashion products and consumer traits.