球鞋限量類型與消費者口碑效應關係之研究

Research on The Relationship Between Limited Types of Sneakers and Consumer's Word of Mouth

范楷(K. Fan) ； 廖國鋒(G.F. Liaw) ； 蔡淑梨(S.L. Tsai)

《紡織綜合研究期刊》 31卷1期 (2021/01) Pp. 14-24

https://doi.org/10.6439/TTRJ.202101_31(1).0002

摘要

過去有關限量的研究未將球鞋限量策略做分類。本研究採實驗設計，利用四種不同的球鞋限量類型（復刻款式、偶像代言款式、獨家科技款式、聯名款式）搭配品牌知名度的高低。研究結果顯示，當消費者的獨特性需求高的情況下，廠商推出復刻款式以及獨家科技款式時，消費者口碑效應會高於獨特性需求低的消費者。而當廠商的品牌知名度為高的情況下，廠商推出偶像代言款式以及獨家科技款式時，消費者口碑效應會高於品牌知名度較低的廠商。

關鍵字

限量策略 ； 口碑效應 ； 品牌知名度 ； 消費者獨特性需求

並列摘要

In today's sneaker market, the limited strategy is already quite common and mature marketing strategy, but if can continue to pass the word-of-mouth through the consumer, maybe able to maximize the effectiveness of the limited strategy. And between these, brand awareness and the unique needs of consumers also play a very important role. Most of the past research is focused on the relationship between the limited strategy and purchase intention, and did not classify the limited types of sneaker limited strategy. Therefore, this study is to explore what kinds of limit types can improve the word-of-mouth effect of consumers, dividing the limited strategy of sneakers into four types, and add the brand awareness and the unique needs of consumers to discuss together. This study was designed by experiment, using four different types of limited sneakers to match the brand awareness, so there are 8 kinds of experimental situation are studied, and in the process of adding the measurement of the uniqueness of the consumer to explore the impact of various combinations on consumer word-of-mouth. The results of the research show when consumer's unique needs are high, manufactures launch retro styles and exclusive technology styles will have a higher word-of-mouth effect than consumers with low uniqueness needs. When manufacturers' brand awareness is high, manufactures launch idol endorsements styles and exclusive technology styles will have a higher word-of-mouth effect than those with lower brand awareness, in other words, if the brand awareness is lower, manufacturers should try to launch retro styles and co-branded styles to keep their competitiveness.

並列關鍵字

Limited strategy ； word-of-mouth ； brand awareness ； consumer unique needs