蒐集品屬性與持有水準對蒐集動機之影響

The Influence of Collectible Attribute and Initial Possession Level on Collection Motivation

陳苑宜(YUAN-YI CHEN)

指導教授 ： 丁姵如

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

現今，許多台灣的零售通路為促進營業收入，時常會舉辦蒐集式贈品的促銷活動；而這類型的活動常常會意外引發消費者的蒐集行為。然而過去關於蒐集行為的研究，大多著墨在源自於個體本身偏好的蒐集行為，而非贈品蒐集這類意外引發的蒐集行為。因此，本研究想藉由一個3*2的實驗情境設計，來探討蒐集品的實用性與蒐集者當下的持有水準是如何影響其認知以及後續是否能引發後續的蒐集動機。

關鍵字

蒐集行為 ； 持有水準 ； 蒐集式贈品 ； 贈品屬性 ； 決策合理化

並列摘要

Nowadays, collection-based marketing programs have become the most commonly used tools for retailers to increase their revenue. This kind of program usually accidently triggers consumer collection behavior through a bottom-up process. However, previous researches usually focus on top-down process. In this study, we emply a 3 (possession level: two collectible rewards, one collectible reward and one noncollectible reward or two noncollectible rewards) * 2 (premium attribute: utilitarian vs. nonutilitarian) conditions for experiment to explore how collectible utilitarian attribute and initial possession level influence the ease of justification which motivates consumers to collect.

並列關鍵字

collection behavior ； possession level ； collectible premium ； premium attribute ； justification

參考文獻

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