Clarifying the impact of hunger marketing strategy in buyers’ purchase behaviors of bubble milk tea

Abstract

The purpose of this research is to investigate how does customers’ buying behavior affected by hunger marketing strategy in the bubble milk tea market. We construct the mechanism related to hunger marketing based on Chen’s (2014) and Wu’s (2011) models, and then design a questionnaire to collect data to analyze our hypothesis. The amount of valid questionnaires is 156. We adopt convergent validity and discriminant validity to test the reliability of all statistics, and then use path analysis to examine whether the coefficient between each variable is significant. From the analysis results, all proposed hypotheses are significant. We find that hunger marketing has significant impact on perceived quality and perceived uniqueness, and both of these two factors can affect Perceived Value positively, thus motivating customers to conduct Buying Behaviors. These results indicate the importance of perceived quality and perceived uniqueness when marketer in bubble milk tea market considering adopting hunger marketing strategy, since they have a significantly positive influence on perceived value, and the influence can affect their buying decision.