有鑑於飢餓行銷的概念越來越常出現在市場中，產品稀少性的效果不論是
對消費者還是企業而言已越趨重要，因此本研究欲探討兩種產品稀少性（供給
稀少性與需求稀少性）是否會分別透過預期產品價格以及產品知覺風險，此兩
中介效果對消費者購買意願產生影響，並在此架構下，消費者的社會認同感需
求度與炫耀型消費程度是否會對兩種產品稀少性與兩中介變項之間產生調節效
果，深入討論產品稀少性對消費者所產生產品觀感的影響，其主要目的為
（一）探討預期產品價格及產品知覺風險在兩種稀少性現象(供給稀少性、需求
稀少性)中對消費者購買意願、產品態度以及網路口碑傳播意願的影響；（二）
在不同社會認同需求度的消費者條件下，不同的稀少性現象是否會強化產品稀
少性對產品價格及產品知覺風險的效果，進而影響消費者購買意願、產品態度
以及網路口碑傳播意願；（三）消費者在進行購買行為時，炫耀型消費是否會在
不同的稀少性現象的情況下，對產品價格及產品知覺風險產生調節效果，進而
影響消費者購買意願、產品態度以及網路口碑傳播意願。本研究透過一因子實
驗法進行量化研究，研究結果再次證實了 S-E-D 模型在產品稀少性中的效果，
供給稀少性產品會透過預期產品價格對產品態度有正向顯著影響，需求稀少性
產品會透過社會知覺風險對網路口碑傳播意願有負向顯著影響，而在調節效果
部分，發現消費者的社會認同感需求度及炫耀型消費的程度皆不會對產品稀少
性與兩中介變項之間產生影響。依據調查之結果，本研究進一步給與未來研究
以及實務上的建議。

Regarding to the hunger marketing is increasingly appearing in the market, the effect of scarcity product has become increasingly important for both consumers and businesses. Therefore, this study will explore the scarcity of two products (scarcity due to supply and scarcity due to demand) whether it will affect the consumer’s purchase intention through expected product prices and product perceived risks separately, and under this framework whether the degree of consumer’s social identity and degree of conspicuous consumption will moderate the effects between two scarcity product and the two mediation variables, and will discuss how the scarcity product impact consumer’s product perception in detail. The main purpose is to discuss (1) The influence of the expected product price and perceived risk to the consumer purchase intentions, product attitudes, and electronic word-of-mouth communicated intentions in two scarcity phenomenon (scarcity due to supply and scarcity due to demand); (2) Whether different scarcity conditions would strengthen
the effect of scarcity product on expected product price and perceived risk, and further impact the consumer purchase intentions, product attitudes and electronic word-of-mouth communicated intentions in different social identity degree by consumer; (3) Whether conspicuous consumption will moderate the effect of excepted product price and perceived risk in different scarcity conditions when consumers engage in purchasing behavior, and further impact the consumer purchase intentions, product attitudes and electronic word-of-mouth communicated intentions. This study conducted a quantitative research by One-factor experiment. The results confirmed the effectiveness of the S-E-D model in product scarcity again. Scarcity product due to supply has a positive and significant effect on product attitudes through the expected product price. Scarcity product due to demand has a negative and significant effect on electronic word-of-mouth communicated intentions through perceived social risk. The moderation effect part, it is found that consumer’s degree of social identity needs and the degree of conspicuous consumption will not affect between scarcity product and two mediation variables. Based on the results of the survey, this study further provides future research and practical advices.

目錄
第壹章 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 .................................................................................................... 4
第四節 研究目的 .................................................................................................... 4
第貳章 文獻探討 ....................................................................................................... 5
第一節 產品稀少性................................................................................................ 5
第二節 S-E-D 模型 ................................................................................................ 8
第三節 產品知覺風險............................................................................................ 9
第四節 社會認同理論.......................................................................................... 11
第五節 炫耀型消費.............................................................................................. 12
第六節 購買意願與產品態度.............................................................................. 13
第七節 網路口碑.................................................................................................. 14
第參章 研究架構與假說 ......................................................................................... 15
第一節 研究架構.................................................................................................. 15
第二節 假說推論.................................................................................................. 16
第肆章 研究方法 ..................................................................................................... 23
第一節 研究方法.................................................................................................. 23
第二節 變數衡量.................................................................................................. 26
第伍章 研究結果 ..................................................................................................... 31
第一節 樣本結構與分析...................................................................................... 31
第二節 操弄性檢驗.............................................................................................. 33
第三節 信度與效度分析...................................................................................... 34
第四節 假說驗證.................................................................................................. 40
第五節 討論.......................................................................................................... 50
第陸章 結論與建議 ................................................................................................. 52
第一節 研究發現與討論...................................................................................... 52
第二節 理論意涵.................................................................................................. 55
第三節 實務意涵.................................................................................................. 57
第四節 研究限制與未來研究方向...................................................................... 59
參考文獻...................................................................................................................... 61
附錄.............................................................................................................................. 68

表目錄
表 2-1 產品稀少性相關研究 ..................................................................................... 6
表 4-1 產品稀少性衡量題項 ................................................................................... 26
表 4-2 預期產品價格衡量題項 ............................................................................... 27
表 4-3 產品知覺風險衡量題項 ............................................................................... 27
表 4-4 炫耀型消費衡量題項 ................................................................................... 28
表 4-5 社會認同感需求度衡量題項 ....................................................................... 29
表 4-6 購買意願衡量題項 ....................................................................................... 29
表 4-7 產品態度衡量題項 ....................................................................................... 30
表 4-8 網路口碑傳播意願衡量題項 ....................................................................... 30
表 5-1 樣本結構與分析 ........................................................................................... 32
表 5-2 操弄性檢驗數據 ........................................................................................... 33
表 5-3 供給稀少性產品信效度分析數據 ............................................................... 35
表 5-4 供給稀少性 Correlation table ....................................................................... 36
表 5-5 需求稀少性產品信效度分析數據 ............................................................... 38
表 5-6 需求稀少性 Correlation table ....................................................................... 39
表 5-7 SEM 模型檢測結果－供給稀少性 .............................................................. 41
表 5-8 SEM 模型檢測結果－需求稀少性 .............................................................. 41
表 5-9 SEM 模型檢測結果－預期產品價格 .......................................................... 43
表 5-10 拔靴法間接效果檢測－供給稀少性 ......................................................... 44
表 5-11 拔靴法間接效果比較檢測－供給稀少性 ................................................. 45
表 5-12 SEM 模型檢測結果－知覺風險 ................................................................ 46
表 5-13 拔靴法間接效果檢測－需求稀少性 ......................................................... 47
表 5-14 拔靴法間接效果比較檢測－需求稀少性 ................................................. 48
表 5-15 SEM 模型檢測結果－炫耀型消費調節效果 ............................................ 49
表 5-16 SEM 模型檢測結果－社會認同感需求度調節效果 ................................ 49
表 5-17 研究假說結果統整 ..................................................................................... 50

圖目錄
圖 2-1 S-E-D 模型 ...................................................................................................... 8
圖 3-1 研究架構 ....................................................................................................... 15
圖 4-1 供給稀少性情境 ........................................................................................... 23
圖 4-2 需求稀少性情境 ........................................................................................... 24
圖 5-1 供給稀少性產品 SEM 分析結果 ................................................................. 42
圖 5-2 需求稀少性產品 SEM 分析結果 ................................................................. 42

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