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.--

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De Lara, Norilyn O [author]

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TextPublication details: Technological University Of The Philippines, Manila. 2025Description: ix, 121 pages. 29 cmContent type:

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BTH HD 28 D45 2025

Dissertation note: College of Liberal Arts.-- Bachelor Of Science In Business Administration Major In Industrial Management: Technological University Of The Philippines, Manila. 2025 Summary: 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. Keywords: Urgency Cues, Consumer Purchase Decision, Time-Limited Offers, Stock- Limited Offers, Generational Cohorts

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Item type	Current library	Shelving location	Call number	Copy number	Status	Date due	Barcode
Bachelor's Thesis CLA	TUP Manila Library	Thesis Section-2nd floor	BTH HD 28 D45 2025 (Browse shelf(Opens below))	c.1.	Not for loan		BTH0005942

Bachelor's thesis

College of Liberal Arts.-- Bachelor Of Science In Business Administration Major In Industrial Management: Technological University Of The Philippines, Manila. 2025

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.

Keywords: Urgency Cues, Consumer Purchase Decision, Time-Limited Offers, Stock-
Limited Offers, Generational Cohorts

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