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題名：產品稀少性如何影響消費者的產品知覺風險--以效用外部性為調節效果
書刊名：企業管理學報
作者：謝佳宏 引用關係／李宜靜／江季芸
作者(外文)：Hsieh, Chia-hung／Li, Yi-ching／Chiang, Chi-yun
出版日期：2014
卷期：100
頁次：頁61-81
主題關鍵詞：產品稀少性；知覺風險；預期昂貴；效用外部性；Product scarcity；Perceived risk；Assumed expensiveness；Utility externality
原始連結：連回原系統網址new window
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  • 點閱點閱:25
本研究從稀少性及效用外部性理論觀點出發，探討產品稀少性對消費者產品知覺風險之間的關聯性，過去研究對產品稀少性有助於提升消費者產品購買意願的研究論述已有許多發現，但對產品知覺風險與效用外部性的互動關係卻缺乏關注。本研究為補足上述之缺口，探討產品稀少性如何影響消費者的產品知覺風險程度，以效用外部性為調節變數，挑選產品並以問卷調查方式進行資料蒐集，總回收294份有效問卷。研究結果發現：（1）產品稀少性對於消費者預期昂貴有正向影響；（2）產品稀少性對於消費者產品知覺風險有負向影響；（3）消費者預期昂貴對於產品知覺風險有正向影響；（4）效用外部性在產品稀少性對於消費者產品知覺風險上具有部份調節效果。
This study started from the view of the scarcity and utility externality to investigate the correlation between the product scarcity and customers' perceived risk. Previous researches support the argument that product scarcity may help to consumers' purchase intention. However, most researches pay less attention on the interaction between the perceived risk and utility externality. To make up for the insufficient discussion, this study explored that how product scarcity affects consumers' perceived risk, and utility externality as moderating effect. This research selected product and conducted with a survey questionnaire, and retrieved 294 responses. The results of the study were summarized as follows: (1) Product scarcity has a significantly positive effect on consumers' assumed expensiveness. (2) Product scarcity has a significantly negative effect on consumers' perceived risk. (3) Consumers' assumed expensiveness has a significantly positive effect on perceived risk. (4) Utility externality has partial moderating effect between consumers' assumed expensiveness and perceived risk.
期刊論文
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24.Lim, N.(2003)。Consumers’ perceived risk: Sources versus consequences。Electronic Commerce Research & Applications，2(3)，216-228。  new window
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學位論文
1.邢姍姍(2006)。產品稀少性與消費者初始態度對知覺價值的影響(博士論文)。國立臺灣科技大學。new window  延伸查詢new window
2.吳瑛茵(2009)。產品稀少性和消費者獨特性需求對購買意願之影響(碩士論文)。國立成功大學。  延伸查詢new window
3.林子傑(2011)。限量聯名產品對消費者品牌態度與購買意圖之影響(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
4.林伯男(2012)。探討產品稀少性對炫耀性消費與地位消費之影響(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
5.孫資輝(2012)。產品稀少注對消費者購買遊戲限量版商品意圖之影響(碩士論文)。義守大學。  延伸查詢new window
6.鄭岱昀(2012)。限量策略的稀少性效果對消費者購買意圖之影響(碩士論文)。國立成功大學。  延伸查詢new window
圖書
1.Bade, R.、Parkin, M.(2004)。Essential foundations of economics。Boston：Pearson Addison Wesley。  new window
2.Cialdini, R.(1985)。Influence: Science and Practice Scott。Glenview, IL：Scott, Foresman and Company。  new window
3.Veblen, T. B.(1899)。The Theory of the Leisure Class。Boston：Houghton Mifflin。  new window
4.Jöreskog, K. G.、Sörbom, D.(1993)。LISREL 8: Structural Equation Modeling with SIMPLIS Command Language。Scientific Software International Inc.。  new window
5.Bentler, P. M.、Wu, E. J. C.(1993)。EQS/Windows user's guide。Los Angeles, CA：BMDP Statistical Software。  new window
 
 
 
 
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