A Study on the Effect of Consumer Innovativeness on Perceived Innovation, Perceived Value, and Purchase Intention: Focusing on the Moderating Effects of Scarcity Messages

Purpose - The purpose of this study is to identify the effects of innovation by type of company and scarcity message appealed to consumers on consumers' purchase intention and to provide a logical basis for establishing a market entry strategy for each innovation type.Design, data, and methodology - This research employed a between subjects experimental design and had a total 242 responses to utilize for the data analysis.Result - As a result of the analysis, first, companies should strengthen their marketing strategies of comparative advantage. Second, even if there is an innovative element in the product, it is not easy to connect this point to the purchase behavior of the consumer. Third, perceived value has a positive effect on purchase intention, so that the value or utility that consumers get from using their products should be maximized.Conclusions - Based on the result of this study, companies should respond consumer innovativeness when new products are launched to the customers.