The Effect of Time-limited Products on Consumers’ Buying Decision: An Empirical Research in Taiwan

Launching time-limited goods are widely used by marketers to attract consumers and extending the market shares in these decades. Time-limited products have proved with a positive effect on consumers’ buying purchase intention in several studies. However, there are few current findings of the impact of time-limited products on purchase intention, owing to the lack of clarifying the determinants factors of time-limited products. For instance, attitude towards time-limited goods, the attractiveness of time-limited products and the price which are the primary variable of influencing the intention to attract consumers. Therefore, it is necessary to study these three factors to estimate its effects on consumers’ buying intention. Purpose: As a result of the increased use of launching time-limited goods as a marketing tool, this study, therefore, aims to discover whether attitude towards time-limited products, the attractiveness of time-limited products and the price are positively influenced consumer purchase intention of in Taiwan. Methodology: The quantitative research method is adopted in this study. The sample of this study constituted with 215 Taiwanese consumers who have eligible of ever bought a time-limited product. The online questionnaire is conducted to do the pilot survey with 50 respondents to execute an accurate survey to evaluate the research field and the further complete questionnaire. Based on the pilot survey, there are three independent variables and one dependent variable to support and test the hypotheses. Findings: The results indicate that two independent variables have a significant influence on one’s buying intention to support the hypotheses except for the variable price. Among those critical variables, the only price has no significant effect on consumers’ buying intention. Research implications: These findings lead us to believe that time-limited products do affect subjects’ determination during purchasing journey. While price is not a significant factor that it could not exert influence on people to give up buying time-limited products. In short, those independent variables which are an attitude towards time-limited products, the attractiveness of time-limited goods and price are provided for marketers to consider before doing the marketing of the goods