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研究生:黃柏維
研究生(外文):HUANG, PO-WEI
論文名稱:供需天平真的失衡了嗎?稀缺對消費者的影響
論文名稱(外文):Is the Supply and Demand Balance Really Unbalanced? The Influence of Scarcity on the Consumer Perspective
指導教授:楊運秀楊運秀引用關係汪志堅汪志堅引用關係
指導教授(外文):YANG, YUN-HSIUWANG, CHIH-CHIEN
口試委員:吳克振胡婉玲蕭至惠汪志堅楊運秀
口試委員(外文):WU, KO-CHENHU, WAN-LINGHSIAO, CHIH-HUIWANG, CHIH-CHIENYANG, YUN-HSIU
口試日期:2017-06-21
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:118
中文關鍵詞:稀缺炫耀性消費獨特性需求從眾供需法則
外文關鍵詞:ScarcityConspicuous consumptionUniquenessConformityDemand-Supply
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近年來,為了營造熱銷的氣氛,廠商會透過廣告散播產品稀缺訴求,以影響消費者購買決策。產品稀缺主要由兩個原因所造成,一是廠商刻意操作,包括諸如限量、限時商品或供貨不及,另一方面是消費者短時間大量的超額需求造成,這種刻意營造出的需求大於供給的促銷手法,也被稱為飢餓行銷。本研究共進行三個部份進行探討,分別為個案分析、消費者訪談與問卷調查。
個案分析透過搜集與稀缺行銷相關之案例,以文獻探討建構獲得的理論架構,逐一完整描述每一個個案中稀缺現象產生的原因與後續的影響,並採用內容分析法的方式,彙整出所有可能造成稀缺現象的背後原因。
消費者訪談透過半結構式的訪談方式,針對消費者排隊購買稀缺商品的動機,以及購買後是否會產生炫耀行為進行調查,共訪談22位受訪者,並在訪談後進行分析。消費者普遍認為從眾是造成排隊搶購的主因,且大多數的受訪者確實會在購買到稀缺商品後,透過社群媒體與他人分享或炫耀。
問卷調查則根據個案分析與消費者訪談發展問卷題項,並針對供應不及、限量及限時促銷三個不同的稀缺樣態與消費者人格間的關係進行研究,並探討購買後的炫耀行為。研究結果顯示:(1)在限量與限時促銷的情況下,從眾性人格皆會正向影響炫耀性消費。(2)限量稀缺情況下,創新性人格會正向影響炫耀性消費;限時促銷的情況下,獨特性人格會正向影響炫耀性費。(3)在限量與限時促銷的情況下,購買到稀缺商品後,消費者皆會產生炫耀行為。
由於行銷手法的多變及稀缺樣態背後的複雜原因,廠商更需針對不同的商品採用不同的稀缺樣態策略,以吸引具備不同人格類型的消費者。

The purpose of the advertising is to influence consumers when they make purchase decision. To create the atmosphere of hot selling, scarcity massages are frequently present in advertising. There are two kinds of reasons for product scarcity: supply side and demand side. Firms may limit product supply to create the scarcity scenario. Besides, the demand excess the capacity of product manufacture can be another reason for scarcity product. The huge demand within a short period usually cause scarcity. Marketing tactics that purposely create scarcity scenario is named as scarcity marketing, which is also known as “hunger marketing”. We conducted 3 parts to investigate: case studies, consumer interview and questionnaire investigation.
In case studies, we collected the cases of scarcity marketing and discussed the contents established by literatures. Through describing each case, we sorted out the cause of the scarcity phenomenon and conducted by Content analysis.
In consumer interview, we use qualitative research and interview with 22 interviewers to investigate the motivation of purchasing scarcity commodities. Moreover, we also investigated the show off behavior after purchasing the scarcity commodities. Most of the consumers consider “conformity” is the main reason, and more than half interviews indicate that they will show off the scarcity commodities via social media.
Based on the case studies and consumer interview, we developed the questionnaires. In questionnaire investigation, we investigated different scarcity situations: less than supply and limited scarcity. In addition, we also investigated the show off behavior in this part. According to the questionnaire: (1) conformity influences conspicuous consumption positively in both limited situations. (2) In limited number situation, consumer innovativeness influences conspicuous consumption positively; however, in limited time situation, consumers’ need for uniqueness influences conspicuous consumption positively. (3) After purchasing scarcity commodities, consumer will show off via social media in both scarcity situations.

中文摘要 I
英文摘要 III
表 次 VII
圖 次 IX
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 3
第二章 文獻探討 5
第一節 稀缺性 5
第二節 創新性 9
第三節 獨特性 11
第四節 從眾性 12
第五節 炫耀性消費與炫耀 14
第六節 購買意願 17
第七節 稀缺總結 17
第八節 研究架構與假說推論 19
第三章 個案分析 21
第四章 消費者訪談 29
第一節 研究設計 29
第二節 訪談結果 31

第五章 問卷調查 35
第一節 研究一:供貨不及 35
第二節 研究二:限量性稀缺 46
第三節 研究三:限時促銷稀缺 57
第六章 結論與研究限制 65
第一節 研究結論 65
第二節 理論意涵 66
第三節 實務意涵 67
第四節 研究限制與未來研究方向 67
參考文獻 71
附錄一 個案分析資料來源 79
附錄二 個案全文 85
全家草莓霜淇淋 85
飢餓行銷—紅米手機 86
大雷神巧克力 89
添好運來臺 91
江蕙演唱會門票 93
ADIDAS NMD RUNNER 95
蘋果IPHONE 7 97
花東鐵路返鄉車票 98
春節福袋 99
「純萃。喝」玫瑰奶茶 100
附錄三 問卷一 探討稀缺性新產品對消費者購買意願之影響 103
附錄四 問卷二 探討消費者購買限量稀缺商品之原因 107
附錄五 問卷三 探討消費者購買限時促銷的稀缺商品之原因 113
著作權聲明 118

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