A Conceptual Model for Explanation of Scarcity Marketing Emphasizing Brand Authenticity regarding Online Shopping Behavior

Consumers always seek out markets that meet their needs most efficiently; they always look for quality products and services. Advances in information technology have introduced and developed a new form of market, i.e. Internet/online market. Online markets have set their eyes on satisfying the internal and external needs of their customers by offering authentic brands. Some of these markets even try to generate demands by limiting the quantities or time for the purchasers. The present study aimed to identify the factors affecting the concept of scarcity marketing with an emphasis on the role of brand authenticity. This was a fundamental research trying to work out a conceptual model for the explanation of scarcity marketing focusing on the brand authenticity in relation to the behavior of online shoppers. To this end, the author employed a mixed methodology. In the qualitative section, the Grounded Theory including open, axial, and selecting codings was used in order to develop the research model. In the quantitative section, a descriptive survey came to use and the model was tested via PLS software. Afterwards, the results were confirmed in a goodness-of-fit model, and presented in the form of 5 categories and 33 minor subcategories.