This study was based on the theoretical framework of SED. We looked at how third-person perception,
scarcity of products and perceived value affect consumers' purchase intention. This study conducted
an online survey and collected 451 valid samples. Results showed that when consumers face limited
products containing convincing messages, despite the level of perceived value, they all presumed that
message had more impact on others than on themselves. This was why the third-person perception
had a negative effect on consumers’ purchasing intention. Consumers did hold certain perceived value
on limited products. However, after comparing the impact of messages on others and themselves, they
would take action to buy products for fear of losing their own benefits. Other than that, the scarcity
of limited products raised perceived value; the higher the perceived value was, the more possible
purchase would happen. This study also took demographic variables and product involvement as
control variables and found that compared with scarcity, the involvement of products could more
effectively predict consumers’ intention of buying limited products. The results overall provided both
theoretical and practical implications.