本研究欲探討限時、限量與熱銷等行銷訊息提示對消費者商品選擇之影響。作者根據文獻以及實務中賣方實際提示消費者的ㄧ些行銷訊息，挑選出七種：「限量發行」、「限時搶購」、「會員限定」、「週年慶紀念款」、「熱銷」、「最後10個」、「庫存剩不多」，透過實驗，探討這些行銷訊息提示是否影響消費者的選擇，進而發生偏好反轉現象，以及獨特性需求及自我監控兩種人格特質的調節效果。
主要研究結果如下：
1.「限量發行」、「限時搶購」、「會員限定」、「週年慶紀念款」和「熱銷」行銷訊息提示會增加消費者對商品的偏好，進而影響其選擇，造成偏好反轉現象發生，其中，「熱銷」訊息提示，效果最好。
2.「限量發行」、「限時搶購」、「會員限定」、「週年慶紀念款」訊息提示對高獨特性需求的人之影響大於低獨特性需求人格特質的人，「熱銷」則相反。
3.「限量發行」、「限時搶購」、「會員限定」、「熱銷」訊息提示對低自我監控人格特質的人之影響大於低自我監控人格特質的人，「週年慶紀念款」則差異不大。

This study aim to investigate the influence of time-bound, quantity-bound and hot sales commercial messages on consumers’ choice of product. Based on literature and field observation, seven kinds of messages were identified. Experiments were conducted to examine how these messages affect consumers’ choice of product and how individual personality may influence their effects. The major findings are
1. Messages of “limited edition”, “limited time”, “member only”, “anniversary memorial product”, and “hot sales” messages may increases consumers’ preference and influence their choices and yielding preference reversals. Among them, “hot sales” message has the best effect.
2. “Limited edition”, “limited time”, “member only”, and “anniversary memorial product” messages have stronger effect on consumers of high need for uniqueness, while “hot sales” message has stronger effect on consumers of low need for uniqueness.
3. “Limited edition”, “limited time”, “member only” and “hot sales” messages have stronger effect on consumers of low self-monitor than those of high self-monitor, while effect of “anniversary memorial product” message on both are almost the same.

目錄

摘要…………………………………………………….……..……………….I
Abstract…………………………………………………….………………….II
目錄…………………………………………………….……………………….III
圖目錄…………………………………………………….…………………….V
表目錄…………………………………………………….…………………….VI
第一章 緒論.............................................................................................................1
第一節 研究背景與動機.................................................................................1
第二節 研究問題與目的.................................................................................4
第三節 研究流程.............................................................................................5
第二章 文獻探討.....................................................................................................6
第一節 行銷訊息.............................................................................................6
第二節 人格特質.............................................................................................11
第三節 偏好反轉.............................................................................................14
第三章 研究方法....................................................................................................18
第一節 研究架構.............................................................................................18
第二節 研究變數之定義與衡量.....................................................................19
第三節 研究假設.............................................................................................24
第四節 研究範圍與對象.................................................................................31
第五節 實驗流程.............................................................................................32
第六節 前測.....................................................................................................32
第四章 研究結果分析與討論.................................................................................34
第一節問卷樣本結構分析...............................................................................34
第二節 統計分析.............................................................................................35
第三節 研究結果分析與假設檢定.................................................................39
第五章結論與建議...................................................................................................45
第一節 研究結論.............................................................................................45
第二節 研究貢獻.............................................................................................47
第三節 研究限制.............................................................................................48
第四節 未來研究建議.....................................................................................49
參考文獻...................................................................................................................51
附錄：問卷共8個版本..........................................................................................57



圖目錄
圖1.1 研究流程....................................................................................................5
圖3.1 研究架構....................................................................................................18



表目錄
表3-1 行銷訊息提示情境內容............................................................................20
表3-2 消費者選擇之問項....................................................................................22
表3-3 獨特性需求之問項....................................................................................23
表3-4 自我監控之問項........................................................................................23
表4-1 樣本人口統計資料表................................................................................35
表4-2 人格特質之因素分析結果........................................................................36
表4-3 人格特質之信度分析結果........................................................................37
表4-4 各群人格特質之樣本數............................................................................38
表4-5 七種行銷訊息提示之人格特質樣本數....................................................38
表4-6 沒有行銷訊息提示下受測者對商品A、B選擇的比率.........................39
表4-7 行銷訊息提示下受測者對商品A、B選擇的比率.................................39
表4-8行銷訊息提示下受測者在商品A、B選擇的改變..................................39
表4-9 沒有行銷訊息提示下各群受測者對商品A、B選擇的比率.................41
表4-10 行銷訊息提示下各群受測者對商品A、B選擇的比率.......................41
表4-11在行銷訊息提示下各群受測者對商品A選擇的改變...........................42
表4-12 假設檢定結果彙整表........................ ....................... .............................44

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