消費者購買行為與品牌重視度和飢餓行銷成效對購買意願的影響

飢餓行銷是一個相當新的名詞，加上媒體的傳播，聽過的人還真的是不少。本研究綜合各網路資料，所獲得的一個大致上的說法是說：飢餓行銷是一種行銷手法，實際上的作法是商品提供者刻意去調整降低每次供給量，分批多次的釋出，期望能夠達到控制供需關係，目的是製造出供不應求的假象，好維持商品較高的售價及利潤，手法操作得當，還能夠提升品牌附加價值。不過，僅僅是透過行銷手法的操弄就能達到如此大幅度地的行銷成長嗎？根據文獻及媒體網路等等資訊傳播等等不難發現消費者的購買行為可能影響飢餓行銷成效及品牌重視度，進而影響著購買意願，所以本研究欲探討消費者購買行為對飢餓行銷成效及品牌重視度之影響，進而影響購買意願的程度。研究結果顯示相較一開始以為品牌重視度會影響飢餓行銷成效反而是不同人口統計變項對飢餓行銷成效較有顯著的影響，再根據研究結果分析，可能的原因可能是智慧型手機的單價與問卷試驗者同質性相近。

關鍵字

購買意願；消費者購買行為；品牌重視度；飢餓行銷成效

並列摘要

Hunger marketing is a fairly new term thus not yet well defined. Summing up all network data we can conclude that hunger marketing is a marketing technique, by controlling the supply amount, to create the illusion of a shortage of merchandise and high quality, thus provider can maintain the high prices and profits. However, only through the marketing tactics of manipulation, is it possible to achieve such a dramatically growing market share? In this study we explore the effect of consumer behavior on hunger marketing effect and the degree of perception of brand, and finally on the degree of willingness to buy. The results showed that, comparing to the perception of brand, different demographic variables have more significant effect on hunger marketing effect.