THE INFLUENCE OF SCARCE INVENTORY INFORMATION DISCLOSURE ON ONLINE SALES
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Abstract
Nowadays, the information disclosure of scarce inventory has become a clearance means at the end of e-commerce sales. However, whether the information disclosure of scarce inventory can effectively improve online sales remains to be studied. To explore this question, a model is proposed in this paper to explore the relationship between information disclosure of scarce inventory and online sales based on the signal theory. Through an empirical study of Taobao data, it is found that information disclosure of scarce inventory has a positive influence on online sales, and the commodity discount rate plays a positive moderating role in the relationship between information disclosure of scarce inventory and online sales. This paper reveals that the two signals of scarce inventory and commodity discount rate can promote online sales, which enriches the application of signal theory in the e-commerce field and effectively combines the signal theory with e-commerce research.
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