- 學位論文
從飢餓行銷觀點了解顧客情緒對衝動購買意圖之影響
The Impact of Consumer Emotion on Impulsive Buying Intention for Hunger Marketing
摘要
飢餓行銷是一種行銷手法，即產品提供者有意調低產量達到調控供求關係(Supply-demand relationship)，建造供不應求“假象”，以引發消費者內在慾望的目的。過去飢餓行銷多集中於高價位產品之探討。然而，自平價小米手機限量供貨的成功策略開始，飢餓行銷已變成各級品牌行銷的新顯學。 因此，本研究目的主要探討飢餓行銷策略應用於平價產品之成效。首先，了解不同產品稀少性訊息的呈現對消費者情緒產生不同的影響，進而檢驗消費者心智處理的認知適配與情感適配對衝動購買意圖之影響。而行銷人員認為稀少性訴求為一個重要的行銷策略(Brannon & Brock,2001)。本研究採取實驗室實驗法，並分成兩個階段。在第一階段，我們使用腦電圖(EEG, electroencephalogram)來測量神經生理狀態，主要分析產品稀少性資訊線索(包含時間長／短、數量多／少)對消費者的正／負情緒之影響。透過前額葉腦電圖（EEG）了解消費者在不同稀少性資訊的刺激之下，確實有不同的正、負情緒狀態；在第二階段，使用2X2矩陣進一步驗證產品稀少性的不同資訊呈現(時間長／短、數量多／少)對消費者情緒、心智處理和衝動購買意圖之不同影響。本研究最終收集131個有效樣本以支持研究模型，期望本研究結果對行銷業者與廣告設計商提供完善的飢餓行銷策略，以提高銷售利益。
並列摘要
Hunger marketing is a marketing technology, that is, the provider of goods deliberately reduces output to regulate the relationship between supply and demand, thereby creating an "illusion" of oversupply, which triggers consumers' inherent desire. However, since the successful strategy of the limited supply of affordable Xiaomi mobile phones, hungry marketing has become a new manifestation of brand marketing at all levels. Therefore, the purpose of this study is to explore the effectiveness of hunger marketing strategies applied to affordable products. First, understand that the presentation of scarce information of different products has different effects on consumer emotions, and then examine the impact of cognitive fit and affective fit on consumer mental process on Impulsive Buying Intention. Marketers see scarcity as an important marketing strategy (Brannon & Brock, 2001). This study adopts laboratory experiments and is divided into two phases. In the first stage, we used electroencephalogram (EEG) to measure the neurophysiological status, and mainly analyzed the impact of product scarcity information clues (including time long/ short, quantity more / little) on consumers' positive / negative emotion . Through the prefrontal EEG to understand that consumers are stimulated by different scarce information, they do have different positive and negative emotional states; in the second stage, Use the 2X2 matrix to further verify the different effects of product scarcity (time long / short, quantity more / little) on consumer mood, mental processing, and impulse purchase intention.This study eventually collected 131 valid samples to support the research model. It is expected that the results of this study will provide marketers and advertising designers with a complete hungry marketing strategy to improve sales benefits.
參考文獻
延伸閱讀
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