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How looking forward over the short period to-go affects consumer enjoyment: Role of temporal scarcity in access-based services

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  • Lee, Shinhyoung
  • Park, Kiwan

Abstract

Access-based services (ABS) have shown tremendous growth recently. We examine the relationship between service period framing and consumers’ anticipated ABS enjoyment. Four scenario-based experiments revealed that focus frame of the service period affected anticipated enjoyment of upcoming ABS experiences and this effect is mediated by perceived temporal scarcity. We also examine the moderating role of perceived product benefits, indicating that this mediated focus-frame effect is amplified among consumers tending to pursue hedonic benefits from the borrowed goods. Lastly, we confirm the anticipated enjoyment’s mediating role on the relationship between focus frame and consumers’ positive behaviors and attitudes toward ABS.

Suggested Citation

  • Lee, Shinhyoung & Park, Kiwan, 2022. "How looking forward over the short period to-go affects consumer enjoyment: Role of temporal scarcity in access-based services," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    • Handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921000874
    DOI: 10.1016/j.jretconser.2021.102521
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    1. Gong, Xiushuang & Zhang, Honghong, 2023. "You are being watched! Using anthropomorphism to curb customer misbehavior in access-based consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

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