臺灣博碩士論文加值系統

一般在零售店購物時，可能多數的消費者都有遇過產品售罄的現象，但過往的研究大多是針對消費者不同的缺貨反應進行探討，相關的文獻較少以缺貨產品做為參照標準來研究消費者對其他產品偏好的效果。因此，本研究主要想探討當消費者在店中選購商品時，起初在心中想購買產品之偏好是否會受另一缺貨產品所吸引，其中以自我建構、獨特需求、順從傾向為考量偏好決策的調節變項，來檢視消費者會如何改變對原欲購買產品的偏好。研究中的缺貨情境則分為因限量而缺貨的供給性缺貨以及因熱賣而缺貨的需求性缺貨。
本研究分別用三個實驗設計來進行，實驗研究的發現如下：
1.實驗一發現操弄成獨立自我之消費者，較喜歡因限量供給的缺貨產品，因此會降低對原先想購買產品的偏好而不受熱賣缺貨的產品所吸引;相反地，操弄成相依自我的消費者，反而較容易喜歡需求性缺貨的產品，因此會造成對原欲購買產品的喜好程度下降。
2.實驗二發現高獨特性需求之消費者，由於喜愛追求獨特性，因此會較喜歡供給性缺貨的產品，而減低對於原先想購買產品的喜愛程度;低獨特性需求之消費者，因較喜愛需求性缺貨的產品，反而會減低原先想購買產品的偏好。
3.實驗三發現高順從傾向之消費者，因較偏好需求性缺貨的產品，所以會降低對原欲購買產品的偏好;低順從傾向之消費者，反而較喜愛供給性缺貨的產品，因此會提升對原欲購買產品之偏好。

This study tested the hypothesis that customers’ need for uniqueness or conformity moderates the effect on their initial preference for a particular product of their discovery in the store of a previously unconsidered comparable alternative, which happens to be presently out of stock.
In the study 1, participants who were been primed as independent exhibited a stronger preference for the option originally under consideration if the alternative was out of stock out due to heavy demand rather than short supply. By comparison, participants whose self-concept was primed as interdependent exhibited a weaker preference for the initial option if the alternative product was unavailable due to heavy demand, not short supply.
Study 2 examines consumers’ need for uniqueness as a moderator of the impact of retail out-of-stock options on preferences. The results showed that high-uniqueness individuals experienced increased preference for the initial option if they were told that a comparable alternative was out of stock due to heavy demand, not short supply, whereas the converse holds true for low-uniqueness individuals.
Study 3 also examines the moderated effect of consumers’ conformity and the results revealed that high-conformity individuals exhibited a weaker preference for the initial option if the alternative product was unavailable due to heavy demand, not short supply, whereas the low-conformity exhibited a converse hold.

目 錄
表目錄 III
圖目錄 VI
第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 文獻探討 5
第一節 產品缺貨 5
第二節 自我建構 8
第三節 獨特性需求 11
第四節 消費者順從 13
第三章 研究方法 15
第一節 研究假設 15
第二節 實驗一 19
第三節 實驗二 24
第四節 實驗三 27
第五節 資料分析方法 29
第四章 研究結果與分析 30
第一節 實驗一 30
第二節 實驗二 36
第三節 實驗三 42
第五章 研究結論與建議 48
第一節 研究結論 48
第二節 研究貢獻 51

第三節 行銷實務建議 52
第四節 研究限制 53
第五節 未來研究方向 54
參考文獻 55
附錄一 前測問卷 60
附錄二 實驗材料 63
附錄三-實驗一正式問卷 79
附錄四-實驗二正式問卷 91
附錄五-實驗三正式問卷 97

中文部分
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2.范維倫(2011)，「產品缺貨對消費者選擇之影響:相依和獨立自我之調節角色」，東吳大學國際經營與貿易學系碩士論文。
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