臺灣博碩士論文加值系統

稀少性策略與藝術聯名在商業上已被廣泛使用許久，而其中又以地位性品牌商品行銷為重點。但近年來平價性品牌商品也開始使用此行銷策略。本研究透過研究消費者對於平價品牌採取限量與藝術聯名行銷策略時，是否影響消費者之知覺價值以及對於UNIQLO的品牌態度。此外Lynn (1992b) and Amaldoss and Jain (2005) 曾提出若消費者感到產品是稀少及獨特時願意犧牲多一點的金錢及非金錢的成本來取得商品。再者由於Sheth, Newman and Gross (1991a, 1991b)認為消費者的選擇是一個多重消費價值構面的作用，而這些構面在不同的選擇情境下會有不同的貢獻，在本研究中我們必須加以探討價錢價值、品質價值、社會價值與情感價值。
研究流程係根據本研究目的發展假設並加以驗證。透過徵求購買過UNIQLO商品之消費者為受測者，進行發放問卷並回收，本研究得到308份影效問卷。本研究針對有效問卷資料，透過統計軟體: SPSS 20.0 與 Amos 22.0 操作進行驗證整體架構與假設。
本研究最後有以下的結果與發現: (1) 知覺稀少正向影響知覺價值四個構面與知覺犧牲 (2)知覺獨特正向影響知覺價值四個構面與知覺犧牲 (3) 知覺價值中的品質、情緒及社會價值正向影響品牌態度 (4) 知覺犧牲對於知覺價值中的金錢價值產生負向的影響

The strategies of scarcity and art infusion have been applied in status brand promotion for a long times. However, recently masstige brand applied these strategies as well. The primary focus of this research is masstige brand-UNIQLO. Besides Lynn (1992b) and Amaldoss and Jain (2005) proposed that the price will be higher when consumers consider the products are scarcity and uniqueness. Thus they might be willing to sacrifice monetary or non-monetary cost to purchase products.

Furthermore, due to Sheth, Newman and Gross (1991a, 1991b) regarded consumer choice as a function of multiple consumption value dimensions and that these dimensions make varying contributions in different choice situations, we must to consider the relative importance of price value, quality value, social value and emotional value in this research.

Based on the purpose of this study, the hypotheses are developed to examine. We focused on the consumers who have purchased UNIQLO products as the respondents, and there were 308 questionnaires usable. Then, we apply SPSS 20.0 and Amos 22.0 statistic software to verify the validation of overall framework and hypotheses of this study.

According to the findings of this study, several results are made as follows: (1) perceived scarcity positively influences perceived value (price, quality, emotional & social value) and perceived sacrifice; (2) perceived uniqueness positively influences perceived value (price, quality, emotional & social value) and perceived sacrifice; (3) perceived value (quality, emotional & social value) positively influences attitude toward brand; (4) perceived sacrifice negatively influence perceived value ( price value)

中文摘要…………………………………………………………………………………….….… I
Abstract……………………………………………………………………………………….…...II
Acknowledge……………………………………………………………………………………..IV
Table of Contents………………………………………………………………………………....V
List of Tables…………………………………………………………………………………….VII
List of Figures………………………………………………………………………………….VIII
CHAPTER 1 INTRODUCTION 1
1.1 Research Background and Motivations 1
1.2 Research Objectives 4
1.3 Research Procedure 5
CHAPTER 2 LITERATURE REVIEW 7
2.1 Perceived Scarcity 7
2.1.1 The impact of Perceived scarcity to Perceived value 8
2.1.2 The impact of Perceived scarcity to Perceived sacrifice 9
2.2 Perceived Uniqueness 9
2.2.1 The impact of Perceived uniqueness to Perceived value 10
2.2.2 The impact of Perceived uniqueness to Perceived sacrifice 11
2.3 Perceived Sacrifice 12
2.4 Perceived Value 14
CHAPTER 3 Research Methodology 17
3.1 Research Framework 17
3.2 Hypotheses to Be Tested 18
3.3 Operational Definition and Measurement of Research Constructs 19
3.3.1 Perceived Scarcity 19
3.3.2 Perceived Uniqueness 19
3.3.3 Perceived Sacrifice 19
3.3.4 Perceived Value 20
3.3.5 Attitude toward Brand 21
3.4 Construct Measurement 21
3.5 Pretest 24
3.6 Subject Population and Data Collection Method 28
CHAPTER 4 ANALYSIS AND RESULTS 29
4.1 Descriptive Analysis 29
4.1.1 Data Collection 29
4.2 Measurement Results for Relevant Research Variable 31
4.3 Empirical Model Evaluation 34
4.3.1 Reliability Tests 34
4.3.2 Confirmatory Factor Analysis 37
4.3.3 Perceived value- Second Order CFA 39
4.4 Discriminant Validity Analysis 40
4.5 Structure Equation Model (SEM) 41
4.6 Hypotheses Testing 42
4.7 Mediating Effect 44
CHAPTER 5 DISCUSSION AND IMPLICATIONS 46
5.1 Theoretical Implications 47
5.2 Managerial Implications 49
5.3 Study Limitation and Future Research 50
Reference 52
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