Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/133991


Title: 稀缺推廣的負面影響:消費者未獲得商品的衝擊
Negative Effects of Scarcity Promotion: When Consumers not Getting Goods
Authors: 許雅婷
Hsu, Ya-Ting
Contributors: 林穎青
許雅婷
Hsu, Ya-Ting
Keywords: 稀缺推廣
消費者未獲得商品
稀缺程度高低
有無金錢成本
消費者行動時間早晚
歸因
Scarcity promotion
Consumers not obtaining goods
The level of scarcity
Whether there is a monetary cost
Consumers action time
Attribution
Date: 2020
Issue Date: 2021-02-01 14:32:46 (UTC+8)
Abstract: 「稀缺推廣」是實務上常用的行銷策略,尤其,伴隨科技進步帶動各種銷售模式興起,如電話銷售、電視購物、電子商務、直播等,廠商推出限定優惠名額試圖增加消費者購買行為的現象更為普遍,數量限制某種程度上顯示商品的稀缺性,但實際觀察可發現有消費者付諸行動後卻未獲得商品的情況,故本研究聚焦於消費者未獲得稀缺商品的情境,進一步探討「稀缺程度高低」對消費者可能產生的負面影響。
實驗一採3 (稀缺程度高低:稀缺程度高/無說明數量/稀缺程度低)×2 (有無金錢成本:有金錢成本/無金錢成本) 二因子組間實驗設計,實驗二採3 (稀缺程度高低:稀缺程度高/無說明數量/稀缺程度低)×2 (行動時間早晚:行動時間早/行動時間晚) 二因子組間實驗設計,兩個實驗皆探討「歸因」中介效果。研究結果顯示:(一) 和「無說明數量」的情境相比,「稀缺程度高」情境下之消費者會有較高的「再次拜訪意願」、(二) 在「有金錢成本」下,「稀缺程度高低」對消費者的「總體滿意度」、「推薦意願」、「再次拜訪意願」和「品牌態度」皆沒有顯著差異、(三) 在「無金錢成本」下,僅和「稀缺程度低」的情境相比,「稀缺程度高」情境下的消費者會有較高的「再次拜訪意願」、(四) 和「行動時間晚」的消費者相比,「行動時間早」的消費者最終沒有獲得商品,會產生較低的「總體滿意度」、「推薦意願」、「再次拜訪意願」和「品牌態度」,同時, (五) 「歸因」在本研究兩個實驗中不具中介效果。
“Scarcity Promotion” is a common marketing strategy. With the advance of technology, followed by various innovative sales models, it is more common for manufacturers to roll out limited offers with certain quotas, to encourage consumer purchase. However, quantitative restrictions can result in product scarcity; thus, acquisition cannot be ensured even if consumers require them. This research focuses on the situation where consumers do not obtain scarce commodities, and distinguishes possibly negative effects on consumers due to different levels of scarcity. Experiment 1 adopts a 3 × 2 two-factor inter-group experimental design, consisting of the degree of scarcity (high scarcity/quantity without explanation/low scarcity), and money cost (with or without). Experiment 2’s 3 × 2 design consists of the degree of scarcity (high scarcity/number of unspecified/low scarcity), and action time (early or late). Both experiments explore the mediation effect of “attribution.” First, consumers in the “high scarcity” scenario, compared with those in “unspecified quantity,” have higher “willingness to visit again.” Second, where “pecuniary cost” exists, “level of scarcity” has no significant effect on consumers’ “overall satisfaction,” “willingness to recommend,” “willingness to visit again,” and “brand attitude.” Third, without pecuniary cost, consumers express higher “willingness to visit again” in “high scarcity” than in “low scarcity.” Fourth, compared with consumers who act late, early consumers who do not obtain goods ultimately have lower “overall satisfaction,” “willingness to recommend,” “willingness to visit again,” and “brand attitude.” Fifth, “attribution” has no intermediary effect in either experiment.
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
104464024
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Data Type: thesis
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