探討限量策略、品牌偏好與轉售意圖對購買意圖之影響

現今行銷方式中，限量策略已被廣泛的運用在周遭生活裡，舉凡平價商品或是高價商品皆可使用。過去對於產品稀少性的研究大多皆以S-E-D模型為主，由於S-E-D模型並無法完整的解釋稀少性與購買意圖之間的關聯性，因此本研究將Park et al.(1986)所提出的體驗性需求、功能性需求以及象徵性需求的觀點加入S-E-D模型中，探討產品稀少性對於預期昂貴、轉售意圖及購買意圖之影響與其之間關係。此外，本研究亦探討預期昂貴對於知覺品質及知覺地位之影響，並進一步影響購買意圖。最後，品牌偏好與獨特性需求對於產品稀少性與購買意圖之干擾效果亦納入考量。本研究以有購買過限量商品的消費者為對象進行問卷調查，再透過SmartPLS進行分析，以驗證所提出之模式。研究結果發現，知覺稀少性對於預期昂貴、購買意圖與轉售意圖有顯著影響，預期昂貴對於知覺品質與知覺地位有顯著影響，知覺品質會進一步影響購買意圖。此外，轉售意圖與購買意圖有顯著影響。

關鍵字

知覺稀少性；獨特性需求；轉售意圖；品牌偏好；知覺地位

並列摘要

Nowadays, limited strategy is applied in our daily life. It can be used both general brands and luxury brands. The research framework which focused the role of scarcity was based on S-E-D model previously, but S-E-D model can’t fully interpret the relationship between perceived scarcity and purchase intention. Therefore, experiential needs, functional needs and symbolic needs proposed by Park et al.(1986) were added in the research framework to investigate the influence among perceived scarcity, assumed expensiveness, resale intention and purchase intention. Moreover, the impacts of assumed expensiveness on perceived quality and perceived status, and further influence purchase intention. Eventually, the moderating effects of brand preference and need of uniqueness were also considered. Respondents who have ever bought limited products were invited to fill in questionnaires. Data collected were analyzed through SmartPLS to verify the proposed model. The results showed that perceived scarcity has a significant impact on assumed expensive, purchase intention and resale intention. Assumed expensiveness has a significant impact on perceived quality and perceived status. Perceived quality has a significant impact on purchase intention. Additionally, resale intention has a significant impact on purchase intention.