Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/63557
DC Field | Value | Language |
---|---|---|
dc.contributor | 心理系 | en_US |
dc.creator | 郭建志 | zh_TW |
dc.creator | Kuo,Chien-Chih | - |
dc.creator | Ku,Hsuan-Hsuan | en_US |
dc.creator | Yang,Yi-Ting | en_US |
dc.creator | Chung,Tzu-Shao | en_US |
dc.date | 2013-07 | en_US |
dc.date.accessioned | 2014-01-24T07:49:53Z | - |
dc.date.available | 2014-01-24T07:49:53Z | - |
dc.date.issued | 2014-01-24T07:49:53Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/63557 | - |
dc.description.abstract | 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. | - |
dc.format.extent | 192217 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.language.iso | en_US | - |
dc.relation | European Journal of Marketing, 47(8),1314-1332 | en_US |
dc.subject | Buying behaviour;Demand management;Product planning;Public versus private consumption;Scarcity effects;Self-monitoring;Utilitarian and hedonic products | en_US |
dc.title | Decision-contextual and individual influences on scarcity effects. | en_US |
dc.type | article | en |
dc.identifier.doi | 10.1108/03090561311324345 | - |
dc.doi.uri | http://dx.doi.org/10.1108/03090561311324345 | - |
item.cerifentitytype | Publications | - |
item.fulltext | With Fulltext | - |
item.grantfulltext | restricted | - |
item.languageiso639-1 | en_US | - |
item.openairetype | article | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
Appears in Collections: | 期刊論文 |
Files in This Item:
File | Description | Size | Format | |
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13141332.pdf | 187.71 kB | Adobe PDF2 | View/Open |
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