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https://ah.lib.nccu.edu.tw/handle/140.119/63557
題名: | Decision-contextual and individual influences on scarcity effects. | 作者: | 郭建志 Kuo,Chien-Chih Ku,Hsuan-Hsuan Yang,Yi-Ting Chung,Tzu-Shao |
貢獻者: | 心理系 | 關鍵詞: | Buying behaviour;Demand management;Product planning;Public versus private consumption;Scarcity effects;Self-monitoring;Utilitarian and hedonic products | 日期: | Jul-2013 | 上傳時間: | 24-Jan-2014 | 摘要: | Purpose – This study aims to examine the relative effectiveness of demand-related and supply-related explanations of the scarcity of a product, and specifically the extent to which decision context and individual factors moderate purchase intention in response to those explanations. Design/methodology/approach – The first of two formal experiments examines the effects of the two kinds of scarcity on participants` purchase intentions with respect to utilitarian and hedonic product types. The second tests for self-monitoring differences in participants` relative susceptibility to scenarios characterizing scarcity as either demand-generated or supply-generated, when their decisions are either private or subject to third-party scrutiny. Findings – Experiment 1 shows that participants shopping for a utilitarian product are more inclined to respond positively to what they understand to be demand-generated scarcity, and less inclined to do so if the scarcity was attributed to limited supply; whereas the converse holds true for a hedonic product. Experiment 2 shows that for high self-monitors, increased purchase intention was the outcome of matching the alleged reason for scarcity to the demands of the decision context; low self-monitors were ready to consider demand-scarce products regardless of whether they knew that their consumption decisions would be subject to third-party scrutiny or private. | 關聯: | European Journal of Marketing, 47(8),1314-1332 | 資料類型: | article | DOI: | http://dx.doi.org/10.1108/03090561311324345 |
Appears in Collections: | 期刊論文 |
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