| Abstract |
| Scarcity and probabilistic access frequently characterize modern consumption contexts, yet little is known about how consumers’ perceived chance of encountering a product influences their product experiences. The present study examines how perceived chance affects product enjoyment and investigates the sequential mediating roles of self-product connection and serendipity as underlying psychological mechanisms. We demonstrate that when a single product is presented, a low (vs. high) perceived chance of acquisition strengthens consumer self-product connection, which in turn generates feelings of serendipity - the sense that the product encounter was a personally meaningful and fortuitous event - ultimately leading to greater product enjoyment. In contrast, when multiple products are presented simultaneously, this sequential indirect effect attenuates, as concurrent presentation divides attentional resources and activates comparative processing, thereby undermining the translation of serendipity into product enjoyment. These findings contribute to previous research on scarcity, consumer identity, and assortment structure by identifying perceived chance as a novel antecedent of experiential value and by demonstrating that serendipity serves as a key mechanism linking self-product connection to enjoyment. This study offers practical guidance to marketers designing promotional campaigns, lotteries, and limited-access product experiences and reveals interdisciplinary implications for emotional design and user experience design in digital environments. |
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| Key Words |
| Perceived Chance, Self-Product Connection, Serendipity, Product Enjoyment, Assortment Size, Uncertainty, 지각된 획득 가능성, 자기-제품 연결, 의외성, 제품 즐거움, 구색 규모, 불확실성 |
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