限量策略為廠商常採用之上市手法,除可釋放品質訊號,或彰顯產品象徵性利益,以吸引消費者外,對旗下功能價值雷同之一般品亦可能產生負向對比或正向提振作用。本研究著眼於限量產品上市時機,即先或後於一般品推出,並考量上市數量、限量產品與一般品上市時間落差所扮演的調節角色,探討對消費者評估一般品知覺品質、產品偏好和購買意願的影響。經實驗設計,並採三因子變異數分析發現,消費者對一般品之購買意願受限量產品上市時機影響;限量產品上市時機與上市數量交互作用呈顯著性;限量產品上市數量,或限量產品與一般品上市時間落差均對消費者評估一般品之產品偏好、購買意願造成顯著影響,而兩變項交互作用在知覺品質與產品偏好部分亦顯著。
Product scarcity appeal is an important strategy in the world of applied marketing. Product scarcity may credibly signal its quality to uninformed customers, and enhance purchase intent through associations of symbolic benefits. Furthermore, marketers would like to rely on scarcity strategy to result in positive spillover effects on other non-limited editions. For this reason, this study, through experimental design, treats introduction timing as independent variable, and product scarcity of limited edition, and introduction time lag between limited and non-limited editions as moderators, to explore their influences on consumers' evaluations of non-limited edition. The findings are as follows: First, introduction timing of limited edition has a significant influence on consumers' purchase intentions of non-limited edition. Second, the interaction effect between introduction timing and product scarcity of limited edition is significant. Third, both of product scarcity of limited edition and introduction time lag between limited and non-limited editions result in significant impacts on consumers' preferences and purchase intentions of non-limited edition. In addition, their interaction effects on perceived quality and preference are significant.
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