臺灣博碩士論文加值系統

廠商以品牌間策略聯盟推出限量的聯名商品，希望透過聯名產品之稀少性來影響消費者的購買決策。雖然稀少性效果已成為廠商一項重要的行銷策略，但在過去研究關於產品的稀少性如何影響消費者的購買意圖以及消費者在購買此類的產品的知覺價值仍不甚清楚，本研究將知覺價值以情緒價值與功能價值進行衡量。並且在過往的研究中廠商之間品牌聯盟對消費者態度的影響，並無以稀少性產品對於品牌聯盟影響所進行的研究，本研究填補此一研究缺口，將品牌聯名後的消費者品牌態度納入稀少性的研究當中。
過去學者曾以不同的角度去探討價格-品質-價值三者間在稀少性影響下的關係，例如Lynn (1992b)提出的S-E-D模型、Monroe and Krishnan(1985)的知覺價值形成模型對於購買意圖的影響。此外，消費者會想擁有與他人不同的商品來展現自己的獨特性，而品牌間的聯名更能強化產品本身稀少與獨特的特性。本研究整合不同的觀點，進而提出一個較完整的觀念性架構，企圖解釋聯名產品稀少性之效果是如何透過中介機制—假設昂貴、知覺獨特、知覺品質與知覺犧牲，影響消費者知覺價值與聯名後的品牌態度與購買意圖。
本研究採取實驗設計法來探討聯名產品之稀少性對於消費者知覺價值的影響，以及消費者對聯名後的品牌態度與購買意圖。研究結果發現消費者知覺產品稀少正向影響產品的獨特與價格的昂貴；知覺價格的昂貴正向影響知覺品質與知覺犧牲；消費者購買產品時受到功能價值與情緒價值影響。此外，若消費者得到較多的社會認同，則其對聯名品牌的態度也會較好，進而有較強的購買意圖。

Limited edition of co-branding products are employed by marketers in an attempt to affect consumer’s decision-making. Many marketers have designed limited edition products to stress the unavailability of products and thus increase consumers’ purchase intention. However, how perceived scarcity affect consumers’ evaluation and attitude toward co-branding are not clear.
In the past, some researchers tried to explain the scarcity effects from the perspectives of expensive-quality-value mechanisms; for instance, Lynn’s (1992b) S-E-D model and Monroe and Krishnan’s (1985) price-perceived quality model. In addition, according to need for uniqueness theory, the perceptions of uniqueness of a product are that customers view the product as different from other products. If a product is difficult to obtain, consumers’ perceptions of uniqueness are likely to be high. Therefore limited edition of co-branding products themselves could augment consumers’ perceived scarcity and uniqueness. This study integrates relevant theories and develops a comprehensive framework for a better understanding how scarcity affects consumers’ attitude toward co-branding and their purchase intention.
Survey questionnaires are used to collect data and 529 valid samples are collected for hypotheses testing. Major findings of this research are as the followings. Firstly, perceived scarcity positively influences attitude toward co-branding and purchase intention through other mediating factors, such as assumed expensiveness, perceived quality, perceived value, perceived sacrifice, social acceptance, and perceived uniqueness. Secondly, perceived uniqueness positively influences perceived sacrifice and social acceptance. Finally, social acceptance and perceived value both has significant positive impacts on consumers’ attitude toward co-branding.

目錄
中文摘要 i
Abstract ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第壹章、緒論 1
第一節：研究背景與動機 1
第二節：研究目的 4
第三節：研究流程 5
第貳章：文獻回顧 6
第一節：知覺稀少 6
第二節：假設昂貴與S-E-D模型 7
第三節：知覺品質 10
第四節：知覺犧牲 12
第五節：知覺獨特 13
第六節：知覺價值 14
第七節：社會認同 20
第八節： 聯名品牌態度 21
第九節：購買意圖 27
第十節： 假說建立 27
第參章：研究方法 36
第一節：研究架構建立 36
第二節：研究變數定義與衡量 38
第三節：問卷前測 42
第肆章：資料分析 48
第一節：資料蒐集與樣本描述 48
第二節：因素分析與描述性統計 51
第三節：假設檢定與結構模式分析 59
第四節：假設檢定結果探討 62
第伍章：結論與建議 65
第一節：研究結果 65
第二節：研究意涵 65
第三節：研究限制與未來研究方向 69
參考文獻 72
附錄：研究問卷 82
表目錄
表2-6-1 研究知覺價值所使用之多重構面相關研究 19
表3-2-1研究問卷與資料來源 40
表3-3-1原始品牌態度前測之衡量問項 43
表3-3-2原始品牌態度測量結果 43
表3-3-3前測信度與因素分析 44
表4-1-1樣本資料描述 49
表4-1-2原始品牌態度衡量 50
表4-2-1正式問卷信度與因素分析 51
表4-2-2驗證性因素分析與描述性統計量 54
表4-2-3信效度分析 55
表4-2-4各構面區別效度與相關係數 57
表4-3-1結構模式配適度指標 59
表 4-3-2路徑分析與檢定結果 60
表4-3-3結構模式估計 61
表5-1-1-研究結果 65
圖目錄
圖1-3-1研究流程 5
圖2-2-1 S-E-D模型 10
圖2-6-1 知覺價值形成模型 15
圖3-1-1研究架構 37
圖 4-3-1 結構模式估計 60

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