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    政大機構典藏 > 理學院 > 心理學系 > 期刊論文 >  Item 140.119/63557


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    題名: Decision-contextual and individual influences on scarcity effects.
    作者: 郭建志
    Kuo,Chien-Chih
    Ku,Hsuan-Hsuan
    Yang,Yi-Ting
    Chung,Tzu-Shao
    貢獻者: 心理系
    關鍵詞: Buying behaviour;Demand management;Product planning;Public versus private consumption;Scarcity effects;Self-monitoring;Utilitarian and hedonic products
    日期: 2013-07
    上傳時間: 2014-01-24 15:49:53 (UTC+8)
    摘要: Purpose – This study aims to examine the relative effectiveness of demand-related and supply-related explanations of the scarcity of a product, and specifically the extent to which decision context and individual factors moderate purchase intention in response to those explanations. Design/methodology/approach – The first of two formal experiments examines the effects of the two kinds of scarcity on participants` purchase intentions with respect to utilitarian and hedonic product types. The second tests for self-monitoring differences in participants` relative susceptibility to scenarios characterizing scarcity as either demand-generated or supply-generated, when their decisions are either private or subject to third-party scrutiny. Findings – Experiment 1 shows that participants shopping for a utilitarian product are more inclined to respond positively to what they understand to be demand-generated scarcity, and less inclined to do so if the scarcity was attributed to limited supply; whereas the converse holds true for a hedonic product. Experiment 2 shows that for high self-monitors, increased purchase intention was the outcome of matching the alleged reason for scarcity to the demands of the decision context; low self-monitors were ready to consider demand-scarce products regardless of whether they knew that their consumption decisions would be subject to third-party scrutiny or private.
    關聯: European Journal of Marketing, 47(8),1314-1332
    資料類型: article
    DOI 連結: http://dx.doi.org/10.1108/03090561311324345
    DOI: 10.1108/03090561311324345
    顯示於類別:[心理學系] 期刊論文

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