臺灣博碩士論文加值系統

論文提要內容：
強調稀少性訊息在行銷實務中屬於常見手法，業者為了刺激消費者的購買意願，利用由於供給性稀少 (如限量版)或需求性稀少 (如暢銷品)訊息，使得消費者透過獨特性需求或從眾行為提高其對產品的知覺價值與購買意願。
據此，本研究旨在探討不同產品類型 (外顯性產品/非外顯性產品)與不同稀少性類型 (供給性稀少/需求性稀少)對消費者的產品知覺價值與購買意願的影響。同時檢驗獨特性需求與從眾行為在供給性稀少或需求性稀少與產品知覺價值間的中介效果。
研究產品為手機 (外顯性產品)與沐浴乳 (非外顯性產品)，研究品牌為虛擬品牌，以傳單文字操弄產品稀少性訊息。以問卷方式透過網路收集消費者樣本，共收集923份有效問卷，利用LISREL進行資料分析。結果發現：(1)供給性稀少會直接，也會透過獨特性需求間接提昇消費者對於產品的知覺價值，進而提高購買意願；獨特性需求會提高購買意願。(2)需求性稀少會直接，也會透過從眾行為間接提昇消費者對於產品的知覺價值，進而提高購買意願；從眾行為會提高購買意願。(3)不論外顯性產品或非外顯性產品，供給性稀少與需求性稀少對消費者的產品知覺價值與購買意願認知並無顯著差異。

Emphasizing scarcity is a common technique in marketing practices. Practitioners stimulate the intention of purchase by giving message of scarcity due to supply (Limited) or the scarcity due to demand (Sold out) to increase the perceived value and purchase intention of consumer through the need for uniqueness or conformity.
Accordingly, this research is to probe the effects in perceived value and purchase intention of consumer through different product types (conspicuous consumption / non-conspicuous consumption) and different scarcity (scarcity due to supply/ scarcity due to demand). And also inspect the mediating effects of need for uniqueness and conformity in the perceived value of scarcity due to supply/demand.
Using mobile phone (conspicuous consumption products) and shampoo (non-conspicuous consumption products) as research product, both with fiction brand and using leaflets slogan to manipulate the message of product scarcity. This research collects consumer questionnaire samples through Internet, and by collecting 923 effective samples, using LISREL to carry out analysis. The result has found: (1) The Scarcity due to supply will directly and indirectly (through need for uniqueness) rise the perceive value of consumer to increase purchase intention; need for uniqueness will increase purchase intention. (2)The scarcity due to demand will directly and indirectly (through conformity) rise the perceive value of consumer to increase purchase intention; conformity will increase purchase intention. (3)Regardless of conspicuous consumption products or non-conspicuous consumption products, scarcity due to supply or demand makes no significant difference in the perceive value and purchase intention of consumers.

目錄 I
圖目錄 III
表目錄 IV
第一章　緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第二章　文獻探討 6
第一節 產品稀少性 6
第二節 獨特性需求 13
第三節 從眾行為 18
第四節 知覺價值 27
第五節 購買意願 33
第三章　研究方法 36
第一節 觀念性架構 36
第二節 研究假說 37
第三節 變數衡量 46
第四節 研究設計 50
第五節 資料分析方法 54
第四章　資料分析 55
第一節 基本分析 55
第二節 衡量模式分析 58
第三節 共同方法變異分析 64
第四節 樣本同質性分析 66
第五節 結構方程模式分析 69
第六節 中介效果分析 77
第七節 產品類的干擾效果分析 79
第五章 結論 81
第一節 研究結果 81
第二節 理論意涵 83
第三節 行銷意涵 84
第四節 研究限制與後續研究建議 85
參考文獻 87
附錄一 前測問卷 99
附錄二 正式問卷 101

圖目錄
圖2-1 Lynn S-E-D模式 9
圖2-2 產品稀少性類型 11
圖2-3 從眾行為模型 23
圖2-4 知覺價值模式 27
圖2-5 價格、品質與價值的手段－目的鏈模式 29
圖2-6 交易效用理論 34
圖3-1 觀念性架構 36

表目錄
表2-1 獨特性需求衡量之相關量表 17
表2-2 影響從眾行為因素 24
表3-1 產品稀少性之衡量問項 47
表3-2 獨特性需求之衡量問項 48
表3-3 從眾行為之衡量問項 49
表3-4 知覺價值之衡量問項 49
表3-5 購買意願之衡量問項 50
表3-6 前測衡量問項(以牛仔褲為例) 51
表3-7 前測產品外顯性與興趣之信度分析 52
表3-8 產品外顯性與興趣衡量結果 52
表4-1 正式問卷分配與回收情形 55
表4-2 樣本結構 56
表4-3 供給/需求性稀少模式的Cronbach’s α值 57
表4-4 供給性稀少樣本之驗證性因素分析 60
表4-5 需求性稀少樣本驗證性因素分析 61
表4-6 供給性稀少樣本區別效度分析變數相關係數 62
表4-7 需求性稀少樣本區別效度分析變數相關係數 63
表4-8 共同方法變異分析 65
表4-9 供給性稀少樣本敘述性統計 66
表4-10 需求性稀少樣本敘述性統計 67
表4-11 人口統計變數在供給性與需求性稀少樣本之平均數差異 67
表4-12 人口統計變數在供給性稀少樣本之平均數差異 68
表4-13 模式配適度標準表 73
表4-14 供給性稀少結構模式之路徑係數與假說驗證 76
表4-15 需求性稀少結構模式之路徑係數與假說驗證 76
表4-16 外顯性產品之平均數差異性檢定表 79
表4-17 非外顯性產品之平均數差異性檢定表 80
表5-1 假說驗證彙整表 82

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