探討產品稀少性對消費者購買意願之影響—以香奈兒限量包款為例

Exploring the Influence of Perceived Scarcity on Consumer Purchase Intention: In the Case of Chanel Limited Edition Handbags

陳伶宜(Ling-Yi Chen)

指導教授 ： 陳水蓮

淡江大學/商管學院/管理科學學系企業經營碩士班/碩士(2020年)

https://doi.org/10.6846/TKU.2020.00844

摘要

在經濟繁榮發展下，每人平均所得與消費逐年增加，隨之心生物質慾望和享受擁有。當今消費市場中，尤其時尚精品領域，限量行銷手法備受採用；品牌透過稀少性來增加產品價值且帶動消費者購買意願。對於遲遲下不了手的稀有品或限量品，消費者興起入手念頭，期待商品能滿足的心理感受和帶來的實際效益。本研究基於Lynn(1992) S-E-D模型建立研究架構，針對了解香奈兒包款限量策略的消費者，探討產品稀少性和購買意願之關係，並以消費者心理與知覺價值為中介效果。然而，因知覺價值會隨消費者心理側重的層面（求新、求名、從眾、好奇和炫耀心理）而有異，本研究期望補足過去研究缺口，釐清消費者心理作用與知覺價值之影響。

本研究使用網路問卷進行資料採樣，收集600份有效問卷，透過Amos 20.0進行信效度分析和中介效果分析，並以結構方程模型實證假設。研究發現：一、知覺稀少性對消費者心理作用有顯著正向影響；二、求新心理和好奇心理皆對功能性價值有顯著正向影響；三、求名心理和炫耀心理皆對情感性價值有顯著正向影響；四、求名心理和好奇心理皆對新奇性價值有顯著正向影響；五、從眾心理、求名心理和炫耀心理皆對社會性價值有顯著正向影響；六、知覺價值對購買意願有顯著正向影響。最後，提出理論以及管理意涵，給予未來研究相關提議和方向，並就香奈兒包款限量行銷提供策略見解。

關鍵字

S-E-D模型 ； 知覺稀少性 ； 消費者心理 ； 知覺價值 ； 購買意願

並列摘要

With per capita income and private consumption rising year after year, consumers’ desire for material possession escalates. When luxury fashion brand adopts scarcity strategy to incite purchase volume, consumers used to hesitate but now spur purchase willingness, awaiting psychological and substantial contentment upon limited products. Thus, forming on the S-E-D model, this study purports to fathom the impacts perceived scarcity (PS) on purchase intention (PI), mediated by consumers’ psychology effect (CPE; uniqueness, conformity, vanity, novelty, conspicuousness) and perceived value (PV), also clarifying relations betwixt respective CPEs and PV.

Collecting 600 valid online questionnaires, this study testifies hypotheses through structural equation modeling and substantiates: (a) PS significantly and positively affect CPE; (b) uniqueness and novelty psyche significantly and positively affect functional value; (c) vanity and conspicuousness psyche significantly and positively affect emotional value; (d) vanity and novelty psyche significantly and positively affect epistemic value; (e) conformity, vanity and conspicuousness psyche significantly and positively affect social value; (f) PV significantly and positively affect PI. Synthesizing findings, this study bestows theoretical implication for academics and researchers to further investigation, also provides managerial suggestion for Chanel scarcity strategy on handbags.

並列關鍵字

S-E-D model ； Perceived scarcity ； Consumers’ psychology effect ； Perceived value ； Purchase intention

參考文獻

Sheth, J. N., Newman, B. I., and Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.

中文文獻

行政院主計總處，2019。國民所得統計摘要—主要指標 平均每人所得與消費。取自：https://www.dgbas.gov.tw/ct.asp?xItem=33338&ctNode=3099&mp=1

英文文獻

Abosag, I., Ramadan, Z. B., Baker, T., and Jin, Z. (2019). Customer’s need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites. Journal of Business Research.