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題名：產品稀少性與消費者初始態度對知覺價值的影響
作者：邢姍姍
作者(外文)：San-san Hsing
校院名稱：國立臺灣科技大學
系所名稱：企業管理系
指導教授：吳克振
學位類別：博士
出版日期：2006
主題關鍵詞：訊息曲解理論； ；產品稀少性；知覺價值；消費者初始態度；動機推斷理論；Perceived Value；Motivated Reasoning Theory；The S-E-D Model；Scarcity；Consumers' Initial Product Attitude
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稀少性被認為是最具效果的說服性原則之一，行銷實務中常見許多品牌利用稀少性訴求來增加消費者的注意力及購買意願。然而對於有關產品稀少性如何增進消費者購買意願、以及稀少性訴求是否適用於所有銷售情境卻仍不甚清楚。對於行銷活動之規劃而言，了解稀少性如何影響產品評估與探討稀少性效果是否會受產品基本態度影響是一重要議題。
本篇論文的第一部分，是奠基於 Lynn 1991年所提出的 S-E-D 模型，與Monroe and Krishnan (1985) 的知覺價值模型，提出一個較完整的稀少性效果架構來驗證產品稀少性如何透過中介機制—預期昂貴、知覺品質、知覺符號性利益、知覺貨幣犧牲，進而影響知覺價值與購買意願。本研究利用線性結構模式來驗證該模型之適切性。研究結果指出：產品稀少性會透過預期昂貴、 知覺品質、與知覺符號性利益的提升進而增加知覺價值與購買意願。
本篇論文的第二部分，則根據激勵推斷理論(Motivated Reasoning Theory)與訊息曲解理論(Information Distortion Theory)來驗證消費者對產品的基本態度是否會干擾稀少性訊息對產品評估的影響。研究中針對兩個不同的產品，利用兩個2 (產品的初始態度：喜好/不喜好) X 2 (產品供應: 充分/稀少)的實驗設計，並搭配衡量或操弄兩種不同的態度運作來進行干擾效果分析。研究結果指出：在喜好態度下，產品稀少性會更加提升知覺品質, 同時會降低知覺貨幣犠牲，進而明顯地強化消費者對產品的知覺價值。研究中並發現，消費者對產品的基本態度，相對於稀少性訊息，對知覺價值有更強烈的影響。最後，本篇論文根據研究結果提出具體建議與未來研究方向。
In the world of applied marketing, scarcity appeal is an important strategy (Brannon and McCabe, 2001). Famous brands like NIKE, Apple, and Swatch have designed and produced limited-edition products specifically to stress the unavailability of products, thereby attracting more attention from markets and intensifying the desire for ownership (Brannon and McCabe, 2001). However, how scarcity affect evaluation, and does scarcity work for all products and on all consumers are not clear.
The first part of this article examines how scarcity influences consumers’ value perceptions and purchase intents via mediating mechanisms—assumed expensiveness, perceived quality/symbolic benefits, and perceived monetary sacrifice. To fully understand the effects of scarcity, a conceptual framework incorporating Lynn’s S-E-D model (1992b) and the price-perceived quality model (Monroe & Krishnan, 1985) is developed. The proposed model is tested using SEM (Structural Equation Modeling) performed by LISREL, and results indicate that all hypothesized causal relationships are statistically significant.
The second part of this paper, based on motivated reasoning theory (Agrawal and Maheswaran, 2005; Jain and Maheswaran, 2000) and information distortion theory (Adaval, 2003; Chernev, 2001), explores the moderating impact of consumers’ initial product attitudes on the effects of scarcity. These results show that individuals utilize different strategies in processing scarcity information, influencing the value perception in varied ways. Finally, this study concludes by discussing managerial implications and making suggestions for future research.
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