政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/58689
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113822/144841 (79%)
Visitors : 51773343      Online Users : 502
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/58689


    Title: 限量訊息策略與消費者獨特性需求對購買意願之影響
    The Strategy of Signaling Limited Edition, Consumers’ Need for Uniqueness, and Purchase Intention
    Authors: 陳穎萱
    Chen, Ying Hsuan
    Contributors: 陳建維
    陳穎萱
    Chen, Ying Hsuan
    Keywords: 限量
    稀少性
    訊息理論
    訊息明確度
    發訊者信譽
    獨特性需求
    Date: 2012
    Issue Date: 2013-07-01 17:26:12 (UTC+8)
    Abstract: 市場上有非常多種利用「限量」來吸引消費者的方式，例如許多品牌會找來藝術家合作推出限量聯名商品，如村上隆為 LV 設計的限量櫻桃包；也有像SWATCH手錶一樣每款手錶皆用限量發行方式，引發搶購與收藏熱潮，成功地提高了商品附加價值；此外，也有廠商利用不同節日與紀念日，趁勢推出限量商品供消費者收藏與選擇。
    本研究希望從訊息面、廠商面、消費者特質面三個面向來探討限量商品對購買意願之影響。本研究主要探討的目的有三：第一部份欲了解限量商品在訊息策略上有些甚麼樣的策略模式和手法是會影響消費者知覺價值和購買意願；第二部份欲了解發行廠商的信譽，是否對限量商品推出的成效有所影響；第三部份欲探討消費者端的個人特質如獨特性需求是否會影響對限量商品的購買意願。
    研究發現，「限量訊息明確度」與「購買意願」間有直接正向關係；「限量訊息明確度」與「知覺品質」有正向關係；「發訊者信譽」與「知覺價值」有正向關係；而「消費者獨特性需求」程度與對限量商品「知覺價值」有正向關係。本研究最後根據分析結果，提出整體行銷建議供相關業者參考。
    Reference: 一、中文文獻

    包海松 (2012)。《誰來拯救世界經濟》。中國發展出版社。

    李佳勳 (2004) 。《探討數量稀少性對個人決策偏離原有偏好之影響》。國立中央大學企業管理研究所碩士論文。

    周怡璇(2008)。《品牌知名度、商品稀有性及消費者獨特性需求對於消費者態度之影響—以限量背包為例》。國立政治大學廣告研究所碩士論文。

    周雅燕、邱郁文、趙宗玫 (2010)。《休閒住宅企業形象、服務品質與顧客滿意度之研究》。中華管理評論國際學報，2010 年 8 月第 13 卷 3 期。

    林威霖 (2007)。《廠商限量策略與消費者購買決策：限量訊息分析》。東吳大學國際貿易學系碩士班國際企業組碩士論文。

    林碩俊 (2004) 。《線上購物者有意識之溢價消費行為研究》。國立政治大學資訊管理研究所碩士論文。

    邱志聖 (2011)。《行銷研究─實務與理論應用》三版。智勝出版社。

    張維羽 (2007)。《消費者對於節日套餐價格接受程度與消費行為之探討》。國立政治大學廣告研究所碩士論文。

    許士軍 (1987)。《管理學》。東華書局出版。

    鄧筱羚 (2003)。《廣告代言人，顧客價值對購買意願之關係研究》。國立台北科技大學商業自動化與管理研究所碩士論文。

    鄭芯慧 (2002)。《物以稀為貴?----消費者獨特性需求初探性研究》。國立政治大學廣告研究所碩士論文。



    二、英文文獻

    Aaker, D. A. 1991. Management brand equity: Capitalizing on the Value of a Brand
    Name. New York, NY: Free Press.
    Aaker, D. A., Stayman, D. M., & Hagerty, M. R. 1986. Warmth in advertising:
    Measurement, impact, and sequence effects, Journal of Consumer Research, 12
    (3), pp. 365-381.
    Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. 2002. The influence of
    multiple store environment cues on perceived merchandise value and patronage intentions, The Journal of Marketing, 66 (4), pp.120-141.
    Balachander, S., & Stock, A. 2009. Limited edition products: When and when not to
    offer them, Marketing Science, 28 (3), pp. 336–355.
    Belk, R. W. 1975. Situational variables and consumer behavior, Journal of Consumer
    research, 2 (12), pp. 157-164.
    Boulding, W., & Kirmani, A. 1993. A consumer-side experimental examination of
    signaling theory: Do consumers perceive warranties as signals of quality?, The Journal of Consumer Research, 20 (1), pp. 111-123.
    Brannon, L. A.,& McCabe, A. E. 2000. Time-restricted sales appeals: The importance
    of offering real value, Cornell Hotel and Restaurant Administration Quarterly, 42 (4), pp.47-52.
    Brehm, J. W. 1966. A theory of psychological reactance, New York.
    Brock, T. C. 1968. Implications of commodity theory for value change, In A.G.
    Brock, T. C.,& Brannon, L. A. 1992. Liberalization of commodity theory, Basic and
    Applied Social Psychology, 13 (1), pp. 135-144.
    Brock, T. C.,& Brannon, L. A. 2001. Scarcity claims elicit extreme responding to
    persuasive messages: role of cognitive elaboration, Personality and Social Psychology Bulletin, 27 (3), pp. 365-375.
    Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. 2011. Signaling theory:
    a review and assessment, Journal of Management, 37 (1), pp. 39-67.
    Darby, M. R., & Karni, E. 1973. Free competition and the optimal amount of fraud,
    Journal of law and Economics, 16 (4), pp. 67-88.
    Dawar, N., & Parker, P. 1994. Marketing universals: consumers` use of brand name,
    price, physical appearance, and retailer reputation as signals of product quality, The Journal of Marketing, 58 (4), pp. 81-95.
    Dodds, W. B., Monroe, K. B., & Grewal, D. 1991. Effects of price, brand, and store
    information on buyers’ product evaluations, Journal of Marketing Research, 28
    (3), pp. 307-319.
    Eliashberg, J., & Robertson, T. S. 1988. New product preannouncing behavior: A
    market signaling study, Journal of Marketing Research, 25 (3), pp. 282-292.
    Erdem, T., & Swait, J. 1998. Brand equity as a signaling phenomenon, Journal of
    Consumer Psychology, 7 (2), pp. 131-157.
    Erdem, T., Swait, J., & Louviere, J. 2002. The impact of brand credibility on
    consumer price sensitivity, Intern. J. of Research in Marketing, 19, pp.1-19.
    Erdem, T., Swait, J., & Valenzuela, A. 2006. Brands as signals: a cross-country
    validation study, Journal of Marketing, 70 (1), pp. 34-49.
    Erdem, T., Swait, J., Broniarczyk, S., Chakravarti, D., Kapferer, J., Keane, M., Roberts, J., Steenkamp, J., & Zettelmeyer, F. 1999. Brand equity, consumer learning
    and choice, Marketing Letters, 10 (3), pp. 301-318.
    Fishbein, M., & Ajzen, I. 1975. Belief, attitude, intention and behavior: An
    introduction to theory and research, Reading: Addison-Wesley.
    Fombrun, C. 1996. Reputation: Realising value from the corporate image.
    Cambridge, MA: Harvard Business School Press.
    Fombrun, C., & Shanley, M. 1990. What’s in a name? Reputation building and
    corporate strategy, Academy of Management Journal, 33 (2), pp. 233-258.
    Foxall, G. R., & Greenley, G. E. 1999. Consumers` emotional responses to service
    environments, Journal of Business Research, 46 (10), pp. 149–158.
    Garretson, J. A., & Clow, K. E. 1999. The influence of coupon face value on service
    quality expectations, risk perceptions and purchase intentions in the dental
    industry, Journal of Services Marketing, 13 (1), pp. 59-72.
    Greenwald, T. C. Brock, & T. M. Ostrom (Eds.), Psychological fundations of
    attitudes , pp.243-275. New York: Academic.
    Grubb, E. L., & Grathwohl, H. L. 1967. Consumer self-concept, symbolism and
    market behavior: a theoretical approach, The Journal of Marketing, 31 (10), pp.
    22-36
    Harrison-Walker, L. J. 1995. The import of illiteracy to marketing communication,
    Journal of Consumer Marketing, 12 (1), pp. 50-62.
    Hauser, J. R., & Urban, G. L. 1986. The value priority hypotheses for consumer
    budget plans, Journal of Consumer Research, 12 (3), pp. 446-462.
    Heffner, R. R., Kurani, K. S., & Turrentine, T. S. 2005. Effects of vehicle image in
    gasoline-hybrid electric vehicles. University of California, Davis: Institute of Transportation Studies. Monaco, April 2-6, 2005.
    Heil, O., & Robertson, T. S. 1991. Toward a theory of competitive market signaling:
    A research agenda, Strategic Management Journal, 12 (6), pp. 403-418.
    Herbig, P., & Milewicz, J. 1994. Marketing signals in service industries: Implications
    for strategic decision making and profitability, Journal of Services Marketing, 8
    (2), pp. 19-35.
    Herbig, P., Milewicz, J. C., & Gulbro, R. 1994. Marketing signals in industrial markets,
    Industrial Management and Data Systems, 94 (9), pp. 16-21.
    Hoch, S. J., & Deighton, J. 1989. Managing what consumers learn from experience,
    The Journal of Marketing, 53 (4), pp. 1-20.
    Horn, D. & Salvendy, G. 2006. Product creativity: conceptual model, measurement
    and characteristics, Theoretical Issues in Ergonomics Science, 7 (4), pp. 395-412.
    Keller, K. L. 1993. Conceptualizing, measuring and managing customer-based brand
    equity, Journal of Marketing, 57, pp.1-22.
    Kirmani, A. 1990. The effect of perceived advertising costs on brand perceptions,
    Journal of Consumer Research, 17 (2), pp. 160-171.
    Kirmani, A., & Rao, A. R. 2000. No pain, no gain: A critical review of the literature
    on signaling unobservable product quality, Journal of Marketing, 64 (2), pp. 66-79.
    Kirmani, A., & Rao, A. R. 2000. No pain, no gain: A critical review of the literature on
    signaling unobservable product quality, Journal of Marketing, 64 (2), pp. 66-79.
    Kotler, P., & Armstrong, G. 2005. Priciples of Marketing, Upper Saddle River.
    Kreps, D. M., & Wilson, R. 1982. Reputation and imperfect information, Journal of
    Economic Theory, 27 (2), pp. 253-279.
    Levitt, T. 1965. Industrial purchasing behavior: A study of communications effects. Cambridge, MA: Harvard Business School Press.
    Lynn, M. 1992a. The psychology of unavailability: Explaining scarcity and cost
    effects on value, Basic and Applied Social Psychology, 13 (1), pp. 3-7.
    Lynn, M. 1992b. Scarcity’s enhancement of desirability: The role of naive economic
    theories, Basic and Applied Social Psychology, 13 (1), pp. 67-78.
    Lynn, M., & Harris, J. 1997. Individual differences in pursuit of self- uniqueness
    through consumption, Journal of Applied Social Psychology, 27 (21), pp. 1861-1883.
    Lynn, M., & Harris, J. 1997. The Desire for Unique Consumer Products: A new
    individual differences scale, Psychology & Marketing, 14 (6), pp. 601-616.
    Lynn, M., & Snyder, C. R. 2002. Uniqueness seeking, Handbook of positive
    psychology, pp. 395– 410. London: Oxford University Press.
    McCracken, G. 1989. Who is the celebrity endorser? Cultural foundations of the
    endorsement process, Journal of Consumer research, 16 (12), pp. 310-324.
    Milgrom, P., & Roberts, J. 1986. Price and advertising signals of product quality, The
    Journal of Political Economy, 94 (4).
    Monroe, K. B., & Krishnan, R. 1985. The effect of price on subjective product
    evaluations, Lexington Books Lexington, MA.
    Morwitz, V. G., Schmittlein, D. 1992. Using segmentation to improve sales forecasts
    based on purchase intent: Which" intenders" actually buy, Journal of Marketing Research, 29 (11), pp. 391-405.
    Nelson, P. 1974. Advertising as information, Journal of Political Economy, 82 (4), pp.
    729-754.
    Park, C. W., Jaworski, B.J., & Maclnnis, D. J. 1986. Strategic brand concept-image
    management, Journal of Marketing, 50 (4), pp. 135-145.
    Park, C. W., Zaltman, G. 1987. Marketing management, Chicago: Dryden Press.
    Price, L. J., & Dawar, N. 2002. The joint effects of brands and warranties in signaling
    new product quality, Journal of Economic Psychology, 23 (2), pp. 165-190.
    Ruvio, A. 2008. Unique like everybody else? The dual role of consumers` need for
    uniqueness, Psychology & Marketing, 25 (5), pp. 444–464.
    Schiffman, L. G., Kanuk, L. L. 2000. Consumer Behavior, 7th, Prentice Hall, Inc.
    Schlosser, A. E., White, T. B., & Lloyd, S. M. 2006. Converting web site visitors into
    buyers: how web site investment increases consumer trusting beliefs and online purchase intentions, Journal of Marketing, 70 (4), pp. 133–148.
    Shannon, C. E. 1948. A Mathematical Theory of Communication, The Bell System
    Technical Journal, 27 (7), pp. 379–423, 623–656.
    Shapiro, C. 1983. Premiums for high quality products as returns to reputation,
    Quarterly Journal of Economics, 98 (4), pp. 659-679.
    Sheth, J., Newman, B., & Gross, B. 1991. Why we buy what we buy: A theory of
    consumption values, Journal of Business Research, 22 (3), pp. 159–170.
    Simonson, I., & Nowlis, S. M. 2000. The role of explanations and need for
    uniqueness in Consumer Decision Making: Unconventional choices based on reasons, Journal of Research, 27 (1), pp.49-68.
    Smallwood, D. E., & Conlisk, J. 1979. Product quality in markets where consumers are
    imperfectly informed, Quarterly Journal of Economics, 93 (1), pp. 1-23.
    Snyder, C. R. 1992. Product scarcity by need for uniqueness interaction: A consumer
    catch-22 carousel, Basic and Applied Social Psychology, 13 (1), pp. 9-24.
    Spence, A. M. 1974. Market signaling. Cambridge, MA: Harvard University Press.
    Steenkamp, E. M. 1990. Conceptual model of the quality perception process, Journal
    of Business Research, 21 (12), pp. 309–333.
    Stock, A., & Balachander, S. 2005. The marketing of a “hot product”: A signaling
    explanation of marketers’ scarcity strategy, Management Science, 51 (8), pp. 1181-1192.
    Sweeney, J. C., & Soutar, G. N. 2001. Consumer perceived value: the development of
    a multiple item scale, Journal of retailing, 77, pp. 203-220.
    Tian, K. T., Bearden, W. O., & Hunter, G. L. 2001. Consumers` need for uniqueness:
    Scale development and validation, Journal of Consumer Research, 28 (6), pp.
    50-66.
    Varadarajan, P. R., & Jayachandran, S. 1999. Marketing strategy: An assessment of the
    state of the field and outlook, Journal of the Academy of Marketing Science, 27
    (2), pp. 120-143.
    Verhallen, T. M. M. 1982. Scarcity and consumer choice behavior, Journal of
    Economic Psychology, 2, pp. 299-322.
    Verhallen, T. M. M., & Robben, H. S. J. 1994. Scarcity and preference: An
    experiment on unavailability and product evaluation, Journal of Economic Psychology, 15 (2), pp. 315-331.
    VerHallen, T. M. M., & Robben, H. S. J. 1995. Unavailability and the Evaluation of
    goods, KYKLOS, 48, pp. 369-387.
    Weigelt, K., & Camerer, C. 1988. Reputation and corporate strategy: A review of
    recent theory and application, Strategic Management Journal, 9 (5), pp.
    443-454.
    Worchel, S. 1992. Beyond a commodity theory analysis of censorship: When
    abundance and personalism enhance scarcity effects, Basic and Applied Social
    Psychology, 13 (1), pp. 79-92.
    Worchel, S., & Brehm, J. W. 1971. Direct and implied social restoration of freedom,
    Journal of Personality and Social Psychology, 18 (3), pp. 294-304.
    Yamauchi, K. T., & Templer, D. J. 1982. The development of a money attitude scale,
    Journal of Personality Assessment, 46 (6), pp. 522-528.
    Zeithaml, V. A. 1988. Consumer perceptions of price, quality, and value: a means-end
    model and synthesis of evidence, The Journal of Marketing, 52 (7), pp. 2-22.
     
    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    100351027
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100351027
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2417View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback