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研究生:鄧孜卉
研究生(外文):TENG, TZU-HUI
論文名稱:消費者知覺稀缺性在奢侈品牌系列中對購買意向的影響
論文名稱(外文):The Influence of Consumers' Perception of Scarcity on Purchasing Intention in Luxury Brands Series
指導教授:廖國鋒廖國鋒引用關係
指導教授(外文):LIAW, GOU-FONG
口試委員:廖國鋒林國棟林瓊菱董珮如
口試委員(外文):LIAW, GOU-FONGLIN, KUO-DUNGLIN, CHYOUG-LINGTUNG, PEI-JU
口試日期:2020-06-29
學位類別:碩士
校院名稱:輔仁大學
系所名稱:品牌與時尚經營管理碩士學位學程
學門:設計學門
學類:綜合設計學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:179
外文關鍵詞:ScarcityNeed for uniquenessPerceived ScarcityConspicuous ConsumptionPerceived ValuePurchase Intention
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在這個經濟快速發展的時代,隨著人們的生活越富有,購買奢侈品變成為一種象徵身份地位的手法。然而,如何在現今的奢侈品市場中精準地吸引目標客戶的心理需求是管理者的首要任務。懂得消費者的心,才得以進一步最大化地增加濳在的產品收入。此外,商品的稀缺性可被視為是重要的行銷手段,它可以被定義為有限資源的存在和需求方的競爭,並在奢侈品市場裡被廣泛地運用。
此項研究結合消費者消費心理需求以及商品之稀缺性,進一步地將奢侈品的稀缺性商品精細化的分為四種類別(經典系列、復古系列、聯合品牌系列、區域/節日系列),並加入了獨特性需求、知覺稀缺性、炫耀性消費等變項如何影響消費者知覺價值及購買意願。此外,本研究採用定量方法進行研究,共得362份網上問卷為樣本。調查結果通過Spss與Amos統計軟件進行分析。研究結果表明,消費者感知稀缺性在復古系列中是顯著高於其他三者的; 炫耀性消費中聯合品牌系列是顯著低於其他三者的。並且獨特性需求對感知稀缺性與感知價值存在正向影響。感知稀缺性對炫耀性消費與感知價值呈現顯著的正相關。而炫耀性消費對感知價值亦呈現正向影響。感知價值與購買意向存在正相關。
In this era of rapid economic development, as people become wealthier in life, purchasing luxury goods becomes a social status symbol. However, how to accurately attract the psychological needs of target customers in today's luxury market is a prime priority for brand managers. Understanding the heart of customers further maximizes the potential product revenue. Additionally, the scarcity of commodities can be regarded as an important marketing strategy, which can be defined as the presence of limited resources and competition on the demand side, and is widely used in the luxury market.
In this study, combining consumers' psychological demands and commodity scarcity, and further divides luxury scarcity goods into four categories precisely (classic series, vintage series, co-branding series, regional/ festival series), and adds how the variables such as the need for uniqueness, perceived scarcity and conspicuous consumption affect consumers' perceived value and purchase intention. Besides, quantitative methods were used in this study, and a total of 362 online questionnaires were collected as samples. The survey results were analyzed by SPSS and AMOS. It shows that the perceived scarcity of consumers in the vintage series is significantly higher than the other three. For conspicuous consumption, the co-branding series is significantly lower than the other three. And the need for uniqueness has a positive effect on the perceived scarcity and perceived value. Perceived scarcity has a significant positive correlation with conspicuous consumption and perceived value. Conspicuous consumption also has a positive influence on perceived value. Perceived value is positively correlated with purchase intention.
TABLE OF CONTENTS .............................................................v LIST OF FIGURES ....................................................................ix
LIST OF TABLES ........................................................................x
CHAPTER 1 .................................................................................1 INTRODUCTION ........................................................................1
1.1 THEORETICAL BACKGROUND AND MOTIVATION .................1
1.1.1 THEORETICAL BACKGROUND..................................................1
1.1.2 RESEARCH PURPOSE...................................................................5
1.2 STRUCTURE OF THE THESES.........................................................6
CHAPTER 2 .................................................................................7 LITERATURE REVIEW ............................................................7
2.1 THEORY OF SCARCITY ....................................................................7
2.1.1 A MARKETING STRATEGY HEURISTIC IN SCARCITY..........7
2.1.2 NEED FOR UNIQUENESS (NFU).................................................8 2.1.3 COMMODITY THEORY ..............................................................10
2.1.4 LIMITED EDITION (LE) ..............................................................11
2.2 THE ASSOCIATION WITH BRAND AND LUXURY BRAND.....12
2.2.1 BRAND VALUE ............................................................................15
2.2.2 MEASURING AND LEVERAGING BRAND LOYALTY .........16
2.3 THE MESSAGE “LUXURY” DELIVER TO CONSUMER ..............16
2.3.1 PERCEIVEDVALUE..................................................................17
2.3.2 PERCEIVED SCARCITY.............................................................23
2.4 CLASSIFY THE SCARCITY SERIES OF LUXURY BRANDS ....24
2.4.1 THE SCARCITY OF CLASSIC SERIES ......................................24 2.4.2 THE SCARCITY OF VINTAGE SERIES .....................................26
2.4.3 THE SCARCITY OF CO-BRANDING SERIES ..........................27
2.4.4 THE SCARCITY OF REGIONAL/ FESTIVAL SERIES.............29
2.5 CONSPICUOUSCONSUMPTION..................................................31
2.6 PURCHASE INTENTION.................................................................32 CHAPTER 3 ...............................................................................34 METHODOLOGY .....................................................................34
3.1 RESEARCH FRAMEWORK.............................................................34
3.2 HYPOTHESES DEVELOPMENT ....................................................36
3.2.1 RELATIONSHIP BETWEEN VINTAGE SERIES AND PERCEIVED SCARCITY.......................................................................36
3.2.2 RELATIONSHIP BETWEEN CO-BRANDING SERIES AND CONSPICUOUS CONSUMPTION .......................................................38
3.2.3 NEED FOR UNIQUENESS TOWARD PERCEIVED SCARCITY. 39
3.2.4 PERCEIVED SCARCITY TOWARD CONSPICUOUS CONSUMPTION ...............................................................................40
3.2.5 NEED FOR UNIQUENESS TOWARD PERCEIVED VALUE....41
3.2.6 PERCEIVED SCARCITY TOWARD PERCEIVED VALUE.......42
3.2.7 CONSPICUOUS CONSUMPTION TOWARD PERCEIVED VALUE ....................................................................................................43
3.2.8 PERCEIVED VALUE TOWARD PURCHASE INTENTION......44
3.3 MEASUREMENT.....................................................................46
3.3.1 FOUR LUXURY GOODS CATEGORIES (CLASSIC SERIES, VINTAGE SERIES, CO-BRANDING SERIES, AND REGIONAL/ FESTIVAL SERIES) ...............................................................................46
3.3.2 NEED FOR UNIQUENESS...........................................................50
3.3.3 PERCEIVED SCARCITY..............................................................50
3.3.4 CONSPICUOUS CONSUMPTION ..............................................51 3.3.5 PERCEIVED VALUE ....................................................................52
3.3.6 PURCHASE INTENTION.............................................................53
3.4 RESEARCH SAMPLE AND DATA COLLECTION.......................55
3.5 STATISTIC METHOD........................................................................56 3.5.1 DESCRIPTIVE STATISTIC ..........................................................56
3.5.2 ANOVA...........................................................................................57
3.5.3 SEM (STRUCTURAL EQUATION MODELING).......................57
CHAPTER 4 ...............................................................................58
RESEARCH RESULT ...............................................................58 4.1 DESCRIPTIVE STATISTIC ..............................................................59
4.2 CONFIRMATORY FACTOR ANALYSIS ........................................62
4.3 RELIABILITY AND VALIDITY ANALYSIS...................................64
4.3.1 RELIABILITY ANALYSIS ...........................................................64
4.3.2 VALIDITY ANALYSIS..................................................................64
4.4 DESIGN OF EXPERIMENTS AND MANIPULATION CHECK .68
4.4.1 MANIPULATION CHECK OF FOUR LUXURY HANDBAGS CATEGORIES ................................................................................68
4.5 HARMAN’S SINGLE FACTOR TEST.............................................74
4.6 STRUCTURAL MODEL ANALYSIS AND HYPOTHESIS TESTING ................................................................................75
4.6.1 TEST FOR DIFFERENCE BETWEEN MEANS VERIFIES HYPOTHESES ONE AND TWO ...........................................................75
4.6.2 PATH ANALYSIS OF HYPOTHESES THREE TO EIGHT .........80
CHAPTER 5 ...............................................................................87 DISCUSSION AND CONCLUSION........................................87
5.1 DISCUSSION ................................................................................87
5.2 CONCLUSION AND MANAGERIAL IMPLICATIONS ...............92
5.3 LIMITATION AND FUTURE RESEARCH.....................................93 REFERENCE .............................................................................95 APPENDIX 1 ............................................................................116 APPENDIX 2 ............................................................................129 APPENDIX 3 ............................................................................142 APPENDIX 4 ............................................................................155
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