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研究生:林彥伶
研究生(外文):LIN, YEN-LING
論文名稱:探討稀缺訴求對送禮者知覺獨特之影響因素
論文名稱(外文):Exploring influences of scarcity appeal on gift-giver perceived uniqueness
指導教授:陳澤義陳澤義引用關係
指導教授(外文):CHEN, TSER-YIETH
口試委員:陳綉里葉彩蓮李佩芳陳澤義
口試委員(外文):CHEN, HAIU-LIYEH, TSAI-LIENLI, PEI-FANGCHEN, TSER-YIETH
口試日期:2021-06-03
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:國際企業研究所
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:2021
畢業學年度:109
語文別:英文
論文頁數:82
中文關鍵詞:送禮稀缺調節焦點理論知覺獨特實驗設計
外文關鍵詞:Giving giftScarcityRegulatory focus theoryPerceived uniquenessExperimental design
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在個性化時代,送禮對於不同親近和送禮類型的對像變得越來越重要。正確選擇禮物已成為送禮者和受禮者的關鍵。以往的大多數研究滿足實體禮物的不同消費目標,但很少研究探討選擇贈送體驗型禮物時受到的影響。
因此,本研究藉由稀缺訴求的文獻,對不同親密度和體驗型禮物進行驗證和實驗,並探討在稀缺訴求下送禮對消費者感知獨特性的影響。除了支持調節焦點理論對送禮者選擇體驗型產品的類型(享樂產品、功利產品)影響外,不同的稀缺性訴求(限量及限時、單位及選擇稀缺性)也獲得證實。送禮者的社會地位及禮物的價格水平被用作控制變量。本研究進行實驗設計,共三組實驗,每組有四組不同的情境。樣本採集採用問卷調查,透過網路蒐集數據,採用兩因子共變異數分析(ANCOVA)模型。結果表示,消費者在做出送禮決定時,確實會受到限時、單位稀缺性和享樂型產品需求的影響,從而導致對體驗型禮物的獨特性有更強的感知。結果作為網絡平台經營商實施行銷策略及未來對不同送禮目標創造更多知覺獨特的參考。

In the era of personalization, gift-giving is becoming more and more important for objects of different closeness and gift-giving types. The correct choice of gifts has become the key to givers and recipients. Most previous studies have met the different consumption goals of physical gifts, but few studies have explored the different choices that are affected when giving experience gifts.
Therefore, this research explores the literature of scarcity appeal, verifies and experiments with different closeness and experience gift types, and explores the impact of gift giving on consumers' perceived uniqueness under scarcity appeal. In addition to supporting the influence of the regulatory focus theory on the choice of gift-giver’s experiential product types (hedonic products, practical products), different scarcity appeals (limited quantity and limited time, scarcity of units and options) have also been added and increased social status and price level are used as control variables. This study conducted an experimental design, a total of three groups of experiments, each group has four different scenarios. The sample collection uses questionnaire surveys, collects data through the Internet, and uses the two-factor analysis of covariance (ANCOVA) model. The results show that when consumers make a gift-giving decision, they will indeed be affected by the appeals for limited time, unit scarcity and hedonic products, resulting in a stronger perceived uniqueness of experience gifts. The result serves as the marketing strategy of the network platform operator and the reference intention for future gift-giving customers to create more perceived uniqueness.

1 Introduction 1
1.1 Research motivation 1
1.1.1 Background story 1
1.1.2 Research problem 2
1.1.3 Research motivation 3
1.1.4 Industry background 4
1.2 Research purpose 6
1.3 Research process 7
1.4 Variable definition 9
2. Literature review 10
2.1 Scarcity 10
2.1.1 Definition 10
2.1.2 Classification 10
2.1.3 Theoretical foundation 13
2.1.4 Importance 15
2.2 Other scarcity claims 15
2.2.1 The other types of scarcity 15
2.2.2 Theoretical foundation 17
2.2.3 Importance 17
2.3 Giver type 18
2.3.1 Definition 18
2.3.2 Classification 18
2.3.3 Theoretical foundation 19
2.3.4 Importance 19
2.4 Gift attributes: Hedonic and Utilitarian 20
2.4.1 Definition 20
2.4.2 Classification 20
2.4.3 Theoretical foundation 22
2.4.4 Importance 22
2.5 Purchases intention 23
2.5.1 Definition 23
2.5.2 Theoretical foundation 23
2.5.3 Importance 23
2.6 Perceived uniqueness 24
2.6.1 Definition 24
2.6.2 Theoretical foundation 24
2.6.3 Importance 24
3. Research methodology 25
3.1 Theoretical structure 25
3.1.1 Research overview 28
3.2 Hypothesis development 30
3.2.1 Effect on two types of products scarcity and two types of gift attributes 30
3.2.2 Effect on two types of substitute scarcity and two types of gift attributes 32
3.2.3 Effect on two types of substitute scarcity and two types of giver 33
3.3 Measurement 34
3.3.1 Product scarcity 34
3.3.2 Substitute scarcity 35
3.3.3 Giver type 36
3.3.4 Gift attributes 36
3.3.5 Perceived uniqueness 37
3.3.6 Purchase intention 38
3.4 Research design 38
3.4.1. Experimental designs 38
3.4.2. Adopt research methods 40
3.5 Statistical model 46
3.5.1 Analysis of covariance, ANOVA 46
3.5.2 Covariance analysis model 46
3.5.3 Analysis of covariance process 47
4. Experimental results 49
4.1 Pre-test 49
4.2 Study1: Interactive effect of product scarcity and gift attributes 52
4.2.1 Methodology and procedure 52
4.2.2 Results 53
4.2.3 Study 1 discussion 55
4.3 Study2: Interactive effect of substitute scarcity and gift attributes 56
4.3.1 Methodology and procedure 56
4.3.2 Results 57
4.3.3 Study 2 discussion 57
4.4 Study3: Interactive effect of substitute scarcity and giver type 59
4.4.1 Methodology and procedure 59
4.4.2 Results 60
4.4.3 Study 3 discussion 60
5 Conclusion 63
5.1 General discussion 63
5.1.1 Theoretical contribution 63
5.1.2 Practical contribution 64
5.1.3 Management Implications 65
5.2 Research suggestion 65
5.2.1 Management suggestion 65
5.2.2 Limitations and suggestions for future research 66
References 68
Appendix A 77
Appendix B 81


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