Last Item Left Effectiveness Of Urgency Cues In Consumer Purchase Decision
Norilyn O. De Lara, Lovely Joy E. Lerin, Jennifer A. Malong, Ericson Jake D. Nebio, Ricka Mae Beatriz Palarao, Manuel Jr. R. Parejo and Niniel S. Quintana.--
- Technological University Of The Philippines, Manila. 2025
- ix, 121 pages. 29 cm
Bachelor's thesis
College of Liberal Arts.--
Includes bibliographic references and index.
E-commerce has revolutionized the market, providing unparalleled convenience and accessibility. This study investigates the influence of urgency cues, such as Time-Limited
and Stock-Limited Offers, on the Consumer Purchase Decision (CPD) process in e- commerce. Despite growing adoption, limited research explores how these cues affect
consumer decision-making stages varied by generational cohorts. The study aims to fill this gap by examining Millennials and Gen Z, the current and primary drivers of online shopping, focusing on responses to urgency cues during the stages: need recognition, information search, evaluation, purchase, and post-purchase behavior. A descriptive quantitative approach was employed through a survey of 400 e-commerce consumers in Manila, evenly divided between Millennials and Gen Z. Data analysis revealed that urgency cues significantly influence immediate purchases, post-purchase satisfaction, and repeat buying behavior, highlighting the relationship between urgency cues and CPD. Moreover, distinct generational differences were observed, with demographic factors moderating responses to urgency cues. This research emphasizes the psychological impact of urgency cues on CPD, offering valuable insights for businesses, particularly e-commerce platforms, to optimize scarcity-based marketing strategies. However, ethical considerations must be observed to prevent overuse or manipulation, ensuring a balanced approach that fosters consumer trust and engagement.