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    題名: 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
    作者: 陳穎萱
    Chen, Ying Hsuan
    貢獻者: 陳建維
    陳穎萱
    Chen, Ying Hsuan
    關鍵詞: 限量
    稀少性
    訊息理論
    訊息明確度
    發訊者信譽
    獨特性需求
    日期: 2012
    上傳時間: 2013-07-01 17:26:12 (UTC+8)
    摘要: 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。
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    描述: 碩士
    國立政治大學
    國際經營與貿易研究所
    100351027
    101
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