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博碩士論文 etd-0718113-130451 詳細資訊
Title page for etd-0718113-130451
論文名稱
Title
限時 vs. 限量稀少性訊息之效果-商品類型及消費者調節焦點之干擾
The Comparative Effects of Limited-Time and Limited-Quantity Scarcity Messages – Product Type and Consumer Regulatory Focus as Moderators
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
140
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2013-07-29
繳交日期
Date of Submission
2013-08-18
關鍵字
Keywords
稀少性訊息、價格促銷、調節焦點理論、FCB模式、限量、限時
limited-quantity scarcity, FCB model, regulatory focus theory, limited-time scarcity, price promotional offer, scarcity message
統計
Statistics
本論文已被瀏覽 6007 次,被下載 850
The thesis/dissertation has been browsed 6007 times, has been downloaded 850 times.
中文摘要
凸顯出「商品」稀少性的訊息為現今市場中很常見且重要的行銷手法,而過去關於稀少性訊息的研究,通常指出此種訊息對於訊息標的物的評價和態度具有正向影響,但在「促銷活動」的情境下,若同樣結合稀少性訊息,則限時、限量促銷何者的效果較佳,以及在不同的情境下,是否應使用不同的稀少性策略,則屬於較少學者探討之議題。
因此,本研究聚焦於價格促銷活動,探討若搭配不同類型的稀少性訊息(限時 vs. 限量),對於消費者行為意願和品牌反應的影響及可能的作用機制,並結合FCB模式和調節焦點理論,從商品面(商品類型)和消費者動機心理面(調節焦點)切入,欲進一步釐清限時與限量的相對效果。
本研究以20歲以上具有消費能力之上班族為研究對象,採取2(稀少性訊息類型)×4(商品類型)的受測者間實驗設計檢測研究假說和研究問題,消費者調節焦點則為先衡量而後中位數分群,分析結果發現:(1) 限量相較於限時促銷,可以顯著提升消費者的購買意願、轉告意願、推薦意願和品牌態度,且是透過消費者競爭所中介;(2) 預防焦點消費者比較喜歡限制促銷的稀少性訊息,至於稀少性訊息的類型則無顯著差異的影響;而對於促進焦點的消費者而言,稀少性訊息的類型則扮演重要角色,限量促銷的效果較佳,且是先透過消費者競爭,後商品知覺價值、獨特性感受之兩階段中介;(3) 稀少性訊息的類型對於高涉入商品不具有顯著差異的影響;但對於低涉入/感性商品採用限時較有助於提升購買意願、採用限量則有助於改善品牌信念;對於低涉入/理性商品則採用限量可顯著提升購買、轉告和推薦意願。
Abstract
It clearly shows that the adoption of product scarcity messages/appeals is a common and important tactic in today’s marketing practices. Additionally, past studies on scarcity messages generally indicate that this type of messages has a positive impact on the evaluations and attitudes towards the objects in the messages. However, if scarcity messages are used in the “promotional-offer activities”, the comparative effects between “limited-time scarcity promotional offer” and “limited-quantity scarcity promotional offer” and the correct selection from different types of scarcity strategies to be applied to different contexts are issues that scholars have rarely explored.
Accordingly, focused on the context of price promotional offers, this study aimes to explore the impacts of different types of scarcity messages (limited-time scarcity v.s. limited-quantity scarcity) on consumers’ behavioral intentions and brand responses as well as the possible reaction mechanisms. Combining the FCB model and regulatory focus theory, the moderating effects of product types and consumer motivations are also examined to further clarify the relative effectiveness of limited-time scarcity and limited-quantity scarcity.
In this study, the office workers aged above 20 years old with consumption power were adopted as the research subjects. The experiment was based on a 2 (types of scarcity messages) x 4 (product types) between-subjects factorial design to test the hypotheses and research quenstions. Consumer regulatory focus was to be measured and then median-split into two groups. The analysis results revealed the following. (1) Compared to limited-time scarcity promotion offers, limited-quantity scarcity promotional offers significantly increased consumers’ intentions to purchase, intentions to sharing the promotional messages with others, intentions to recommend, and brand attitudes, the effects of which were mediated by consumer competition. (2) Prevention-focused consumers are more favorable towards scarcity messages related to limited promotional offers than promotion-focused consumers; the types of scarcity messages did not generate different effects on prevention-focused consumers. As far as the promotion-focused consumers are concerned, the types of scarcity messages played an important role, while limited-quantity scarcity promotional offers produced better effects first through consumer competition and then through the second phases of mediation of perceived product value and perceived uniqueness. (3) The types of scarcity messages showed no significantly different effect for high-involvement products. However, for low-involvement and emotional products, limited-time scarcity was more helpful in enhancing purchase intentions, but limited-quantity scarcity improved brand beliefs. For low-involvement and rational products, limited-quantity scarcity significantly increased purchase, sharing, and recommendation intentions.
目次 Table of Contents
摘要 I
Abstract II
目錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題 5
第四節 研究目的 5
第五節 研究範圍 6
第六節 研究流程 7
第二章 文獻探討 8
第一節 稀少性訊息 8
一、稀少性的定義 8
二、稀少性訊息的類別 9
三、稀少性在行銷領域的相關研究 10
第二節 商品類型 15
一、涉入的定義與類型 15
二、FCB模式 17
三、FCB模式應用於商品分類之相關文獻 20
第三節、調節焦點理論 23
一、調節焦點理論源起 23
二、調節焦點理論內涵 24
三、調節焦點在行銷領域的應用 26
第三章 研究架構與假說推論 30
第一節 研究架構 30
第二節 假說推論 31
第四章 實驗設計 39
第一節 研究方法 39
一、樣本與實驗設計 39
二、實驗刺激與前測 39
三、實驗程序 43
四、變數衡量 44
第二節 分析方法 50
第三節 分析結果 51
一、研究樣本描述統計分析 51
二、變數的平均值、標準差及量表信度分析 53
三、研究變數之操弄性檢定 54
四、控制變數之檢定 61
五、假說驗證 63
六、小結 83
七、研究假說驗證結果與研究問題之解答 88
第五章 結論與建議 89
第一節 研究結論 89
第二節 理論意涵 92
第三節 實務意涵 97
第四節 研究限制和未來的研究方向 100
參考文獻 102
附錄 112
附錄一:前測一問卷內容 112
附錄二:前測二問卷內容 115
附錄三:前測三問卷內容 (限時版本) 118
附錄四:前測三之限時限量版本對應內容 121
附錄五:前測三之限時、限量版本之平面廣告 122
附錄六、正式實驗問卷 (筆記型電腦、限時促銷版本) 123
附錄七、正式實驗問卷中的8個版本廣告 127
附錄八、正式問卷各類型商品題項 129
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