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趙柏宇
天主教輔仁大學企業管理學系管理學碩士班碩士論文
天主教輔仁大學企業管理學系管理學碩士班碩士論文
天主教輔仁大學企業管理學系管理學碩士班碩士論文
By
趙柏宇
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Taipei City, Taiwan
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論文名稱:產品稀少性對於消費者的知覺價值與購買意願之影響—探討產品類型、產品涉入程度、人格特質之調節效果 摘要: 當消費者在一般的產品無法滿足他們時,會開始追求較獨特、稀少的產品。在行銷方面,消費者對於一成不變的促銷活動會感到厭倦,而稀少性不僅能滿足消費者的獨特性需求,還能提升產品的價值。因此,業者便開始採用各種強調稀少性的促銷策略,像是限量販售的球鞋、期間限定的周邊產品等,來增加曝光度以及消費者想要擁有的慾望。 產品稀少性可分為由業者主動提供的供給稀少(時間)、供給稀少(數量),以及因大量需求而導致的需求稀少(數量)。過去將產品稀少性分為這三種來探討的研究依然不多,因此本研究想探討不同的產品稀少性對於消費者知覺價值與購買意願的影響,並檢驗產品類型、產品涉入程度、人格特質的調節效果,以提出較有效之適配條件。 研究結果顯示,在產品稀少性方面,供給稀少(時間)與需求稀少(數量)會讓消費者產生較高的知覺價值與購買意願。在產品類型方面,供給稀少(數量)搭配實用型產品或象徵型產品,會讓消費者產生較高的知覺價值與購買意願。在產品涉入程度方面,供給稀少(時間)與供給稀少(數量)會讓產品涉入程度高的消費者產生較高的知覺價值與購買意願。在人格特質方面,供給稀少(數量)會讓獨特性消費者產生較高的知覺價值與購買意願,需求稀少(數量)會讓從眾性消費者產生較高的知覺價值與購買意願。
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趙柏宇
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Published: Jan 29th 2021
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