1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 限量訊息策略與消費者獨特性需求對購買意願之影響
The Strategy of Signaling Limited Edition, Consumers’ Need for Uniqueness, and Purchase Intention
作者 陳穎萱
Chen, Ying Hsuan
貢獻者 陳建維
陳穎萱
Chen, Ying Hsuan
關鍵詞 限量
稀少性
訊息理論
訊息明確度
發訊者信譽
獨特性需求
日期 2012
上傳時間 1-Jul-2013 17:26:12 (UTC+8)
摘要 市場上有非常多種利用「限量」來吸引消費者的方式，例如許多品牌會找來藝術家合作推出限量聯名商品，如村上隆為 LV 設計的限量櫻桃包；也有像SWATCH手錶一樣每款手錶皆用限量發行方式，引發搶購與收藏熱潮，成功地提高了商品附加價值；此外，也有廠商利用不同節日與紀念日，趁勢推出限量商品供消費者收藏與選擇。\r\n本研究希望從訊息面、廠商面、消費者特質面三個面向來探討限量商品對購買意願之影響。本研究主要探討的目的有三：第一部份欲了解限量商品在訊息策略上有些甚麼樣的策略模式和手法是會影響消費者知覺價值和購買意願；第二部份欲了解發行廠商的信譽，是否對限量商品推出的成效有所影響；第三部份欲探討消費者端的個人特質如獨特性需求是否會影響對限量商品的購買意願。\r\n研究發現，「限量訊息明確度」與「購買意願」間有直接正向關係；「限量訊息明確度」與「知覺品質」有正向關係；「發訊者信譽」與「知覺價值」有正向關係；而「消費者獨特性需求」程度與對限量商品「知覺價值」有正向關係。本研究最後根據分析結果，提出整體行銷建議供相關業者參考。
參考文獻 一、中文文獻\r\n\r\n包海松 (2012)。《誰來拯救世界經濟》。中國發展出版社。\r\n\r\n李佳勳 (2004) 。《探討數量稀少性對個人決策偏離原有偏好之影響》。國立中央大學企業管理研究所碩士論文。\r\n\r\n周怡璇(2008)。《品牌知名度、商品稀有性及消費者獨特性需求對於消費者態度之影響—以限量背包為例》。國立政治大學廣告研究所碩士論文。\r\n\r\n周雅燕、邱郁文、趙宗玫 (2010)。《休閒住宅企業形象、服務品質與顧客滿意度之研究》。中華管理評論國際學報，2010 年 8 月第 13 卷 3 期。\r\n\r\n林威霖 (2007)。《廠商限量策略與消費者購買決策：限量訊息分析》。東吳大學國際貿易學系碩士班國際企業組碩士論文。\r\n\r\n林碩俊 (2004) 。《線上購物者有意識之溢價消費行為研究》。國立政治大學資訊管理研究所碩士論文。\r\n\r\n邱志聖 (2011)。《行銷研究─實務與理論應用》三版。智勝出版社。\r\n\r\n張維羽 (2007)。《消費者對於節日套餐價格接受程度與消費行為之探討》。國立政治大學廣告研究所碩士論文。\r\n\r\n許士軍 (1987)。《管理學》。東華書局出版。\r\n\r\n鄧筱羚 (2003)。《廣告代言人，顧客價值對購買意願之關係研究》。國立台北科技大學商業自動化與管理研究所碩士論文。\r\n\r\n鄭芯慧 (2002)。《物以稀為貴?----消費者獨特性需求初探性研究》。國立政治大學廣告研究所碩士論文。\r\n\r\n\r\n\r\n二、英文文獻\r\n\r\nAaker, D. A. 1991. Management brand equity: Capitalizing on the Value of a Brand \r\nName. New York, NY: Free Press.\r\nAaker, D. A., Stayman, D. M., & Hagerty, M. R. 1986. Warmth in advertising: \r\nMeasurement, impact, and sequence effects, Journal of Consumer Research, 12 \r\n(3), pp. 365-381.\r\nBaker, J., Parasuraman, A., Grewal, D., & Voss, G. B. 2002. The influence of \r\nmultiple store environment cues on perceived merchandise value and patronage intentions, The Journal of Marketing, 66 (4), pp.120-141. \r\nBalachander, S., & Stock, A. 2009. Limited edition products: When and when not to \r\noffer them, Marketing Science, 28 (3), pp. 336–355.\r\nBelk, R. W. 1975. Situational variables and consumer behavior, Journal of Consumer \r\nresearch, 2 (12), pp. 157-164.\r\nBoulding, W., & Kirmani, A. 1993. A consumer-side experimental examination of \r\nsignaling theory: Do consumers perceive warranties as signals of quality?, The Journal of Consumer Research, 20 (1), pp. 111-123.\r\nBrannon, L. A.,& McCabe, A. E. 2000. Time-restricted sales appeals: The importance \r\nof offering real value, Cornell Hotel and Restaurant Administration Quarterly, 42 (4), pp.47-52.\r\nBrehm, J. W. 1966. A theory of psychological reactance, New York.\r\nBrock, T. C. 1968. Implications of commodity theory for value change, In A.G.\r\nBrock, T. C.,& Brannon, L. A. 1992. Liberalization of commodity theory, Basic and \r\nApplied Social Psychology, 13 (1), pp. 135-144.\r\nBrock, T. C.,& Brannon, L. A. 2001. Scarcity claims elicit extreme responding to \r\npersuasive messages: role of cognitive elaboration, Personality and Social Psychology Bulletin, 27 (3), pp. 365-375.\r\nConnelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. 2011. Signaling theory: \r\na review and assessment, Journal of Management, 37 (1), pp. 39-67.\r\nDarby, M. R., & Karni, E. 1973. Free competition and the optimal amount of fraud, \r\nJournal of law and Economics, 16 (4), pp. 67-88.\r\nDawar, N., & Parker, P. 1994. Marketing universals: consumers` use of brand name, \r\nprice, physical appearance, and retailer reputation as signals of product quality, The Journal of Marketing, 58 (4), pp. 81-95.\r\nDodds, W. B., Monroe, K. B., & Grewal, D. 1991. Effects of price, brand, and store \r\ninformation on buyers’ product evaluations, Journal of Marketing Research, 28 \r\n(3), pp. 307-319.\r\nEliashberg, J., & Robertson, T. S. 1988. New product preannouncing behavior: A \r\nmarket signaling study, Journal of Marketing Research, 25 (3), pp. 282-292.\r\nErdem, T., & Swait, J. 1998. Brand equity as a signaling phenomenon, Journal of \r\nConsumer Psychology, 7 (2), pp. 131-157.\r\nErdem, T., Swait, J., & Louviere, J. 2002. The impact of brand credibility on \r\nconsumer price sensitivity, Intern. J. of Research in Marketing, 19, pp.1-19.\r\nErdem, T., Swait, J., & Valenzuela, A. 2006. Brands as signals: a cross-country \r\nvalidation study, Journal of Marketing, 70 (1), pp. 34-49.\r\nErdem, T., Swait, J., Broniarczyk, S., Chakravarti, D., Kapferer, J., Keane, M., Roberts, J., Steenkamp, J., & Zettelmeyer, F. 1999. Brand equity, consumer learning \r\nand choice, Marketing Letters, 10 (3), pp. 301-318.\r\nFishbein, M., & Ajzen, I. 1975. Belief, attitude, intention and behavior: An \r\nintroduction to theory and research, Reading: Addison-Wesley.\r\nFombrun, C. 1996. Reputation: Realising value from the corporate image. \r\nCambridge, MA: Harvard Business School Press.\r\nFombrun, C., & Shanley, M. 1990. What’s in a name? Reputation building and \r\ncorporate strategy, Academy of Management Journal, 33 (2), pp. 233-258.\r\nFoxall, G. R., & Greenley, G. E. 1999. Consumers` emotional responses to service \r\nenvironments, Journal of Business Research, 46 (10), pp. 149–158.\r\nGarretson, J. A., & Clow, K. E. 1999. The influence of coupon face value on service \r\nquality expectations, risk perceptions and purchase intentions in the dental \r\nindustry, Journal of Services Marketing, 13 (1), pp. 59-72. \r\nGreenwald, T. C. Brock, & T. M. Ostrom (Eds.), Psychological fundations of \r\nattitudes , pp.243-275. New York: Academic.\r\nGrubb, E. L., & Grathwohl, H. L. 1967. Consumer self-concept, symbolism and \r\nmarket behavior: a theoretical approach, The Journal of Marketing, 31 (10), pp. \r\n22-36\r\nHarrison-Walker, L. J. 1995. The import of illiteracy to marketing communication, \r\nJournal of Consumer Marketing, 12 (1), pp. 50-62.\r\nHauser, J. R., & Urban, G. L. 1986. The value priority hypotheses for consumer \r\nbudget plans, Journal of Consumer Research, 12 (3), pp. 446-462.\r\nHeffner, R. R., Kurani, K. S., & Turrentine, T. S. 2005. Effects of vehicle image in \r\ngasoline-hybrid electric vehicles. University of California, Davis: Institute of Transportation Studies. Monaco, April 2-6, 2005.\r\nHeil, O., & Robertson, T. S. 1991. Toward a theory of competitive market signaling: \r\nA research agenda, Strategic Management Journal, 12 (6), pp. 403-418.\r\nHerbig, P., & Milewicz, J. 1994. Marketing signals in service industries: Implications \r\nfor strategic decision making and profitability, Journal of Services Marketing, 8 \r\n(2), pp. 19-35.\r\nHerbig, P., Milewicz, J. C., & Gulbro, R. 1994. Marketing signals in industrial markets, \r\nIndustrial Management and Data Systems, 94 (9), pp. 16-21.\r\nHoch, S. J., & Deighton, J. 1989. Managing what consumers learn from experience, \r\nThe Journal of Marketing, 53 (4), pp. 1-20.\r\nHorn, D. & Salvendy, G. 2006. Product creativity: conceptual model, measurement \r\nand characteristics, Theoretical Issues in Ergonomics Science, 7 (4), pp. 395-412.\r\nKeller, K. L. 1993. Conceptualizing, measuring and managing customer-based brand \r\nequity, Journal of Marketing, 57, pp.1-22.\r\nKirmani, A. 1990. The effect of perceived advertising costs on brand perceptions, \r\nJournal of Consumer Research, 17 (2), pp. 160-171.\r\nKirmani, A., & Rao, A. R. 2000. No pain, no gain: A critical review of the literature \r\non signaling unobservable product quality, Journal of Marketing, 64 (2), pp. 66-79.\r\nKirmani, A., & Rao, A. R. 2000. No pain, no gain: A critical review of the literature on \r\nsignaling unobservable product quality, Journal of Marketing, 64 (2), pp. 66-79.\r\nKotler, P., & Armstrong, G. 2005. Priciples of Marketing, Upper Saddle River.\r\nKreps, D. M., & Wilson, R. 1982. Reputation and imperfect information, Journal of \r\nEconomic Theory, 27 (2), pp. 253-279.\r\nLevitt, T. 1965. Industrial purchasing behavior: A study of communications effects. Cambridge, MA: Harvard Business School Press.\r\nLynn, M. 1992a. The psychology of unavailability: Explaining scarcity and cost \r\neffects on value, Basic and Applied Social Psychology, 13 (1), pp. 3-7.\r\nLynn, M. 1992b. Scarcity’s enhancement of desirability: The role of naive economic \r\ntheories, Basic and Applied Social Psychology, 13 (1), pp. 67-78.\r\nLynn, M., & Harris, J. 1997. Individual differences in pursuit of self- uniqueness \r\nthrough consumption, Journal of Applied Social Psychology, 27 (21), pp. 1861-1883.\r\nLynn, M., & Harris, J. 1997. The Desire for Unique Consumer Products: A new \r\nindividual differences scale, Psychology & Marketing, 14 (6), pp. 601-616.\r\nLynn, M., & Snyder, C. R. 2002. Uniqueness seeking, Handbook of positive \r\npsychology, pp. 395– 410. London: Oxford University Press.\r\nMcCracken, G. 1989. Who is the celebrity endorser? Cultural foundations of the \r\nendorsement process, Journal of Consumer research, 16 (12), pp. 310-324.\r\nMilgrom, P., & Roberts, J. 1986. Price and advertising signals of product quality, The \r\nJournal of Political Economy, 94 (4).\r\nMonroe, K. B., & Krishnan, R. 1985. The effect of price on subjective product \r\nevaluations, Lexington Books Lexington, MA.\r\nMorwitz, V. G., Schmittlein, D. 1992. Using segmentation to improve sales forecasts \r\nbased on purchase intent: Which\" intenders\" actually buy, Journal of Marketing Research, 29 (11), pp. 391-405.\r\nNelson, P. 1974. Advertising as information, Journal of Political Economy, 82 (4), pp. \r\n729-754.\r\nPark, C. W., Jaworski, B.J., & Maclnnis, D. J. 1986. Strategic brand concept-image \r\nmanagement, Journal of Marketing, 50 (4), pp. 135-145.\r\nPark, C. W., Zaltman, G. 1987. Marketing management, Chicago: Dryden Press.\r\nPrice, L. J., & Dawar, N. 2002. The joint effects of brands and warranties in signaling \r\nnew product quality, Journal of Economic Psychology, 23 (2), pp. 165-190.\r\nRuvio, A. 2008. Unique like everybody else? The dual role of consumers` need for \r\nuniqueness, Psychology & Marketing, 25 (5), pp. 444–464.\r\nSchiffman, L. G., Kanuk, L. L. 2000. Consumer Behavior, 7th, Prentice Hall, Inc.\r\nSchlosser, A. E., White, T. B., & Lloyd, S. M. 2006. Converting web site visitors into \r\nbuyers: how web site investment increases consumer trusting beliefs and online purchase intentions, Journal of Marketing, 70 (4), pp. 133–148.\r\nShannon, C. E. 1948. A Mathematical Theory of Communication, The Bell System \r\nTechnical Journal, 27 (7), pp. 379–423, 623–656.\r\nShapiro, C. 1983. Premiums for high quality products as returns to reputation, \r\nQuarterly Journal of Economics, 98 (4), pp. 659-679.\r\nSheth, J., Newman, B., & Gross, B. 1991. Why we buy what we buy: A theory of \r\nconsumption values, Journal of Business Research, 22 (3), pp. 159–170.\r\nSimonson, I., & Nowlis, S. M. 2000. The role of explanations and need for \r\nuniqueness in Consumer Decision Making: Unconventional choices based on reasons, Journal of Research, 27 (1), pp.49-68.\r\nSmallwood, D. E., & Conlisk, J. 1979. Product quality in markets where consumers are \r\nimperfectly informed, Quarterly Journal of Economics, 93 (1), pp. 1-23.\r\nSnyder, C. R. 1992. Product scarcity by need for uniqueness interaction: A consumer \r\ncatch-22 carousel, Basic and Applied Social Psychology, 13 (1), pp. 9-24.\r\nSpence, A. M. 1974. Market signaling. Cambridge, MA: Harvard University Press.\r\nSteenkamp, E. M. 1990. Conceptual model of the quality perception process, Journal \r\nof Business Research, 21 (12), pp. 309–333.\r\nStock, A., & Balachander, S. 2005. The marketing of a “hot product”: A signaling \r\nexplanation of marketers’ scarcity strategy, Management Science, 51 (8), pp. 1181-1192.\r\nSweeney, J. C., & Soutar, G. N. 2001. Consumer perceived value: the development of \r\na multiple item scale, Journal of retailing, 77, pp. 203-220.\r\nTian, K. T., Bearden, W. O., & Hunter, G. L. 2001. Consumers` need for uniqueness: \r\nScale development and validation, Journal of Consumer Research, 28 (6), pp. \r\n50-66.\r\nVaradarajan, P. R., & Jayachandran, S. 1999. Marketing strategy: An assessment of the \r\nstate of the field and outlook, Journal of the Academy of Marketing Science, 27 \r\n(2), pp. 120-143.\r\nVerhallen, T. M. M. 1982. Scarcity and consumer choice behavior, Journal of \r\nEconomic Psychology, 2, pp. 299-322.\r\nVerhallen, T. M. M., & Robben, H. S. J. 1994. Scarcity and preference: An \r\nexperiment on unavailability and product evaluation, Journal of Economic Psychology, 15 (2), pp. 315-331.\r\nVerHallen, T. M. M., & Robben, H. S. J. 1995. Unavailability and the Evaluation of \r\ngoods, KYKLOS, 48, pp. 369-387.\r\nWeigelt, K., & Camerer, C. 1988. Reputation and corporate strategy: A review of \r\nrecent theory and application, Strategic Management Journal, 9 (5), pp. \r\n443-454.\r\nWorchel, S. 1992. Beyond a commodity theory analysis of censorship: When \r\nabundance and personalism enhance scarcity effects, Basic and Applied Social \r\nPsychology, 13 (1), pp. 79-92.\r\nWorchel, S., & Brehm, J. W. 1971. Direct and implied social restoration of freedom, \r\nJournal of Personality and Social Psychology, 18 (3), pp. 294-304.\r\nYamauchi, K. T., & Templer, D. J. 1982. The development of a money attitude scale, \r\nJournal of Personality Assessment, 46 (6), pp. 522-528.\r\nZeithaml, V. A. 1988. Consumer perceptions of price, quality, and value: a means-end \r\nmodel and synthesis of evidence, The Journal of Marketing, 52 (7), pp. 2-22.\r\n 
描述 碩士
國立政治大學
國際經營與貿易研究所
100351027
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100351027
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 陳穎萱zh_TW
dc.contributor.author (Authors) Chen, Ying Hsuanen_US
dc.creator (作者) 陳穎萱zh_TW
dc.creator (作者) Chen, Ying Hsuanen_US
dc.date (日期) 2012en_US
dc.date.accessioned 1-Jul-2013 17:26:12 (UTC+8)-
dc.date.available 1-Jul-2013 17:26:12 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2013 17:26:12 (UTC+8)-
dc.identifier (Other Identifiers) G0100351027en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=66325-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 100351027zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 市場上有非常多種利用「限量」來吸引消費者的方式，例如許多品牌會找來藝術家合作推出限量聯名商品，如村上隆為 LV 設計的限量櫻桃包；也有像SWATCH手錶一樣每款手錶皆用限量發行方式，引發搶購與收藏熱潮，成功地提高了商品附加價值；此外，也有廠商利用不同節日與紀念日，趁勢推出限量商品供消費者收藏與選擇。\r\n本研究希望從訊息面、廠商面、消費者特質面三個面向來探討限量商品對購買意願之影響。本研究主要探討的目的有三：第一部份欲了解限量商品在訊息策略上有些甚麼樣的策略模式和手法是會影響消費者知覺價值和購買意願；第二部份欲了解發行廠商的信譽，是否對限量商品推出的成效有所影響；第三部份欲探討消費者端的個人特質如獨特性需求是否會影響對限量商品的購買意願。\r\n研究發現，「限量訊息明確度」與「購買意願」間有直接正向關係；「限量訊息明確度」與「知覺品質」有正向關係；「發訊者信譽」與「知覺價值」有正向關係；而「消費者獨特性需求」程度與對限量商品「知覺價值」有正向關係。本研究最後根據分析結果，提出整體行銷建議供相關業者參考。zh_TW
dc.description.tableofcontents 目錄 I\r\n表目錄 II\r\n圖目錄 III\r\n第一章 緒論 1\r\n第一節 研究背景與動機 1\r\n第二節 研究目的 4\r\n第三節 研究程序 5\r\n第二章 文獻探討 6\r\n第一節 限量相關理論 6\r\n第二節 訊息理論 9\r\n第三節 獨特性需求理論 15\r\n第四節 知覺價值與購買意願 19\r\n第三章 研究方法 26\r\n第一節 研究架構 26\r\n第二節 研究假設 28\r\n第三節 研究變項之定義與衡量 33\r\n第四節 研究設計 36\r\n第四章 資料分析與結果 39\r\n第一節 問卷樣本結構分析 39\r\n第二節 研究變數因素之萃取 42\r\n第三節 問卷之信度與效度 46\r\n第四節 變項操弄檢定 49\r\n第五節 假設驗證 51\r\n第六節 小結 57\r\n第五章 結論 59\r\n第一節 發現與討論 59\r\n第二節 管理意涵 63\r\n第三節 研究限制與未來研究 66\r\n參考文獻 69\r\n附件 正式問卷 75\r\n\r\n表目錄\r\n表3-1 自變項之觀念性定義、操作性定義及參考文獻 33\r\n表3-2 依變項之觀念性定義、操作性定義及參考文獻 34\r\n表3-3 共變項之觀念性定義、操作性定義及參考文獻 35\r\n表4-1 有效樣本之基本資料 39\r\n表4-2 各組有效樣本回收情形 40\r\n表4-3 各實驗組別人數 41\r\n表4-4 KMO與Bartlett檢定 42\r\n表4-5 消費者獨特性需求構面因素之萃取 43\r\n表4-6 知覺價值構面因素之萃取 45\r\n表4-7 各構面之Cronbach`s Alpha值 48\r\n表4-8 息明確度之操弄檢定 49\r\n表4-9 訊者信譽之操弄檢定 50\r\n表4-10 模型變數之相關係數矩陣 51\r\n表4-11 訊息明確度、發訊者信譽和消費者獨特性需求對購買意願之迴歸分析 52\r\n表4-12 訊息明確度、發訊者信譽和消費者獨特性需求對知覺價值之迴歸分析 53\r\n表4-13 覺品質、知覺社會與情感價值和知覺價格對購買意願之迴歸分析 54\r\n表4-14 息明確度、發訊者信譽、獨特性需求和知覺社會與情感價值與知覺性價比對購買意願之迴歸分析 56\r\n表4-15 假說檢定結果彙整 57\r\n\r\n圖目錄\r\n圖1-1 研究程序 5\r\n圖2-1 S-E-D 模型 8\r\n圖2-2 品牌權益架構之結構模型 12\r\n圖2-3 Monroe and Krishnan 價格效果觀念化關係 20\r\n圖2-4 與價格、品質與價值有關聯的Means-End 模型 21\r\n圖2-5 消費者購買決策過程 24\r\n圖3-1 研究架構圖 26\r\n圖4-1 根據觀念架構出來的實證模型之變數關係參數值 58zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100351027en_US
dc.subject (關鍵詞) 限量zh_TW
dc.subject (關鍵詞) 稀少性zh_TW
dc.subject (關鍵詞) 訊息理論zh_TW
dc.subject (關鍵詞) 訊息明確度zh_TW
dc.subject (關鍵詞) 發訊者信譽zh_TW
dc.subject (關鍵詞) 獨特性需求zh_TW
dc.title (題名) 限量訊息策略與消費者獨特性需求對購買意願之影響zh_TW
dc.title (題名) The Strategy of Signaling Limited Edition, Consumers’ Need for Uniqueness, and Purchase Intentionen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文文獻\r\n\r\n包海松 (2012)。《誰來拯救世界經濟》。中國發展出版社。\r\n\r\n李佳勳 (2004) 。《探討數量稀少性對個人決策偏離原有偏好之影響》。國立中央大學企業管理研究所碩士論文。\r\n\r\n周怡璇(2008)。《品牌知名度、商品稀有性及消費者獨特性需求對於消費者態度之影響—以限量背包為例》。國立政治大學廣告研究所碩士論文。\r\n\r\n周雅燕、邱郁文、趙宗玫 (2010)。《休閒住宅企業形象、服務品質與顧客滿意度之研究》。中華管理評論國際學報，2010 年 8 月第 13 卷 3 期。\r\n\r\n林威霖 (2007)。《廠商限量策略與消費者購買決策：限量訊息分析》。東吳大學國際貿易學系碩士班國際企業組碩士論文。\r\n\r\n林碩俊 (2004) 。《線上購物者有意識之溢價消費行為研究》。國立政治大學資訊管理研究所碩士論文。\r\n\r\n邱志聖 (2011)。《行銷研究─實務與理論應用》三版。智勝出版社。\r\n\r\n張維羽 (2007)。《消費者對於節日套餐價格接受程度與消費行為之探討》。國立政治大學廣告研究所碩士論文。\r\n\r\n許士軍 (1987)。《管理學》。東華書局出版。\r\n\r\n鄧筱羚 (2003)。《廣告代言人，顧客價值對購買意願之關係研究》。國立台北科技大學商業自動化與管理研究所碩士論文。\r\n\r\n鄭芯慧 (2002)。《物以稀為貴?----消費者獨特性需求初探性研究》。國立政治大學廣告研究所碩士論文。\r\n\r\n\r\n\r\n二、英文文獻\r\n\r\nAaker, D. A. 1991. Management brand equity: Capitalizing on the Value of a Brand \r\nName. New York, NY: Free Press.\r\nAaker, D. A., Stayman, D. M., & Hagerty, M. R. 1986. Warmth in advertising: \r\nMeasurement, impact, and sequence effects, Journal of Consumer Research, 12 \r\n(3), pp. 365-381.\r\nBaker, J., Parasuraman, A., Grewal, D., & Voss, G. B. 2002. The influence of \r\nmultiple store environment cues on perceived merchandise value and patronage intentions, The Journal of Marketing, 66 (4), pp.120-141. \r\nBalachander, S., & Stock, A. 2009. Limited edition products: When and when not to \r\noffer them, Marketing Science, 28 (3), pp. 336–355.\r\nBelk, R. W. 1975. Situational variables and consumer behavior, Journal of Consumer \r\nresearch, 2 (12), pp. 157-164.\r\nBoulding, W., & Kirmani, A. 1993. A consumer-side experimental examination of \r\nsignaling theory: Do consumers perceive warranties as signals of quality?, The Journal of Consumer Research, 20 (1), pp. 111-123.\r\nBrannon, L. A.,& McCabe, A. E. 2000. Time-restricted sales appeals: The importance \r\nof offering real value, Cornell Hotel and Restaurant Administration Quarterly, 42 (4), pp.47-52.\r\nBrehm, J. W. 1966. A theory of psychological reactance, New York.\r\nBrock, T. C. 1968. Implications of commodity theory for value change, In A.G.\r\nBrock, T. C.,& Brannon, L. A. 1992. Liberalization of commodity theory, Basic and \r\nApplied Social Psychology, 13 (1), pp. 135-144.\r\nBrock, T. C.,& Brannon, L. A. 2001. Scarcity claims elicit extreme responding to \r\npersuasive messages: role of cognitive elaboration, Personality and Social Psychology Bulletin, 27 (3), pp. 365-375.\r\nConnelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. 2011. Signaling theory: \r\na review and assessment, Journal of Management, 37 (1), pp. 39-67.\r\nDarby, M. R., & Karni, E. 1973. Free competition and the optimal amount of fraud, \r\nJournal of law and Economics, 16 (4), pp. 67-88.\r\nDawar, N., & Parker, P. 1994. Marketing universals: consumers` use of brand name, \r\nprice, physical appearance, and retailer reputation as signals of product quality, The Journal of Marketing, 58 (4), pp. 81-95.\r\nDodds, W. B., Monroe, K. B., & Grewal, D. 1991. Effects of price, brand, and store \r\ninformation on buyers’ product evaluations, Journal of Marketing Research, 28 \r\n(3), pp. 307-319.\r\nEliashberg, J., & Robertson, T. S. 1988. New product preannouncing behavior: A \r\nmarket signaling study, Journal of Marketing Research, 25 (3), pp. 282-292.\r\nErdem, T., & Swait, J. 1998. Brand equity as a signaling phenomenon, Journal of \r\nConsumer Psychology, 7 (2), pp. 131-157.\r\nErdem, T., Swait, J., & Louviere, J. 2002. The impact of brand credibility on \r\nconsumer price sensitivity, Intern. J. of Research in Marketing, 19, pp.1-19.\r\nErdem, T., Swait, J., & Valenzuela, A. 2006. Brands as signals: a cross-country \r\nvalidation study, Journal of Marketing, 70 (1), pp. 34-49.\r\nErdem, T., Swait, J., Broniarczyk, S., Chakravarti, D., Kapferer, J., Keane, M., Roberts, J., Steenkamp, J., & Zettelmeyer, F. 1999. Brand equity, consumer learning \r\nand choice, Marketing Letters, 10 (3), pp. 301-318.\r\nFishbein, M., & Ajzen, I. 1975. Belief, attitude, intention and behavior: An \r\nintroduction to theory and research, Reading: Addison-Wesley.\r\nFombrun, C. 1996. Reputation: Realising value from the corporate image. \r\nCambridge, MA: Harvard Business School Press.\r\nFombrun, C., & Shanley, M. 1990. What’s in a name? Reputation building and \r\ncorporate strategy, Academy of Management Journal, 33 (2), pp. 233-258.\r\nFoxall, G. R., & Greenley, G. E. 1999. Consumers` emotional responses to service \r\nenvironments, Journal of Business Research, 46 (10), pp. 149–158.\r\nGarretson, J. A., & Clow, K. E. 1999. The influence of coupon face value on service \r\nquality expectations, risk perceptions and purchase intentions in the dental \r\nindustry, Journal of Services Marketing, 13 (1), pp. 59-72. \r\nGreenwald, T. C. Brock, & T. M. Ostrom (Eds.), Psychological fundations of \r\nattitudes , pp.243-275. New York: Academic.\r\nGrubb, E. L., & Grathwohl, H. L. 1967. Consumer self-concept, symbolism and \r\nmarket behavior: a theoretical approach, The Journal of Marketing, 31 (10), pp. \r\n22-36\r\nHarrison-Walker, L. J. 1995. The import of illiteracy to marketing communication, \r\nJournal of Consumer Marketing, 12 (1), pp. 50-62.\r\nHauser, J. R., & Urban, G. L. 1986. The value priority hypotheses for consumer \r\nbudget plans, Journal of Consumer Research, 12 (3), pp. 446-462.\r\nHeffner, R. R., Kurani, K. S., & Turrentine, T. S. 2005. Effects of vehicle image in \r\ngasoline-hybrid electric vehicles. University of California, Davis: Institute of Transportation Studies. Monaco, April 2-6, 2005.\r\nHeil, O., & Robertson, T. S. 1991. Toward a theory of competitive market signaling: \r\nA research agenda, Strategic Management Journal, 12 (6), pp. 403-418.\r\nHerbig, P., & Milewicz, J. 1994. Marketing signals in service industries: Implications \r\nfor strategic decision making and profitability, Journal of Services Marketing, 8 \r\n(2), pp. 19-35.\r\nHerbig, P., Milewicz, J. C., & Gulbro, R. 1994. Marketing signals in industrial markets, \r\nIndustrial Management and Data Systems, 94 (9), pp. 16-21.\r\nHoch, S. J., & Deighton, J. 1989. Managing what consumers learn from experience, \r\nThe Journal of Marketing, 53 (4), pp. 1-20.\r\nHorn, D. & Salvendy, G. 2006. Product creativity: conceptual model, measurement \r\nand characteristics, Theoretical Issues in Ergonomics Science, 7 (4), pp. 395-412.\r\nKeller, K. L. 1993. Conceptualizing, measuring and managing customer-based brand \r\nequity, Journal of Marketing, 57, pp.1-22.\r\nKirmani, A. 1990. The effect of perceived advertising costs on brand perceptions, \r\nJournal of Consumer Research, 17 (2), pp. 160-171.\r\nKirmani, A., & Rao, A. R. 2000. No pain, no gain: A critical review of the literature \r\non signaling unobservable product quality, Journal of Marketing, 64 (2), pp. 66-79.\r\nKirmani, A., & Rao, A. R. 2000. No pain, no gain: A critical review of the literature on \r\nsignaling unobservable product quality, Journal of Marketing, 64 (2), pp. 66-79.\r\nKotler, P., & Armstrong, G. 2005. Priciples of Marketing, Upper Saddle River.\r\nKreps, D. M., & Wilson, R. 1982. Reputation and imperfect information, Journal of \r\nEconomic Theory, 27 (2), pp. 253-279.\r\nLevitt, T. 1965. Industrial purchasing behavior: A study of communications effects. Cambridge, MA: Harvard Business School Press.\r\nLynn, M. 1992a. The psychology of unavailability: Explaining scarcity and cost \r\neffects on value, Basic and Applied Social Psychology, 13 (1), pp. 3-7.\r\nLynn, M. 1992b. Scarcity’s enhancement of desirability: The role of naive economic \r\ntheories, Basic and Applied Social Psychology, 13 (1), pp. 67-78.\r\nLynn, M., & Harris, J. 1997. Individual differences in pursuit of self- uniqueness \r\nthrough consumption, Journal of Applied Social Psychology, 27 (21), pp. 1861-1883.\r\nLynn, M., & Harris, J. 1997. The Desire for Unique Consumer Products: A new \r\nindividual differences scale, Psychology & Marketing, 14 (6), pp. 601-616.\r\nLynn, M., & Snyder, C. R. 2002. Uniqueness seeking, Handbook of positive \r\npsychology, pp. 395– 410. London: Oxford University Press.\r\nMcCracken, G. 1989. Who is the celebrity endorser? Cultural foundations of the \r\nendorsement process, Journal of Consumer research, 16 (12), pp. 310-324.\r\nMilgrom, P., & Roberts, J. 1986. Price and advertising signals of product quality, The \r\nJournal of Political Economy, 94 (4).\r\nMonroe, K. B., & Krishnan, R. 1985. The effect of price on subjective product \r\nevaluations, Lexington Books Lexington, MA.\r\nMorwitz, V. G., Schmittlein, D. 1992. Using segmentation to improve sales forecasts \r\nbased on purchase intent: Which\" intenders\" actually buy, Journal of Marketing Research, 29 (11), pp. 391-405.\r\nNelson, P. 1974. Advertising as information, Journal of Political Economy, 82 (4), pp. \r\n729-754.\r\nPark, C. W., Jaworski, B.J., & Maclnnis, D. J. 1986. Strategic brand concept-image \r\nmanagement, Journal of Marketing, 50 (4), pp. 135-145.\r\nPark, C. W., Zaltman, G. 1987. Marketing management, Chicago: Dryden Press.\r\nPrice, L. J., & Dawar, N. 2002. The joint effects of brands and warranties in signaling \r\nnew product quality, Journal of Economic Psychology, 23 (2), pp. 165-190.\r\nRuvio, A. 2008. Unique like everybody else? The dual role of consumers` need for \r\nuniqueness, Psychology & Marketing, 25 (5), pp. 444–464.\r\nSchiffman, L. G., Kanuk, L. L. 2000. Consumer Behavior, 7th, Prentice Hall, Inc.\r\nSchlosser, A. E., White, T. B., & Lloyd, S. M. 2006. Converting web site visitors into \r\nbuyers: how web site investment increases consumer trusting beliefs and online purchase intentions, Journal of Marketing, 70 (4), pp. 133–148.\r\nShannon, C. E. 1948. A Mathematical Theory of Communication, The Bell System \r\nTechnical Journal, 27 (7), pp. 379–423, 623–656.\r\nShapiro, C. 1983. Premiums for high quality products as returns to reputation, \r\nQuarterly Journal of Economics, 98 (4), pp. 659-679.\r\nSheth, J., Newman, B., & Gross, B. 1991. Why we buy what we buy: A theory of \r\nconsumption values, Journal of Business Research, 22 (3), pp. 159–170.\r\nSimonson, I., & Nowlis, S. M. 2000. The role of explanations and need for \r\nuniqueness in Consumer Decision Making: Unconventional choices based on reasons, Journal of Research, 27 (1), pp.49-68.\r\nSmallwood, D. E., & Conlisk, J. 1979. Product quality in markets where consumers are \r\nimperfectly informed, Quarterly Journal of Economics, 93 (1), pp. 1-23.\r\nSnyder, C. R. 1992. Product scarcity by need for uniqueness interaction: A consumer \r\ncatch-22 carousel, Basic and Applied Social Psychology, 13 (1), pp. 9-24.\r\nSpence, A. M. 1974. Market signaling. Cambridge, MA: Harvard University Press.\r\nSteenkamp, E. M. 1990. Conceptual model of the quality perception process, Journal \r\nof Business Research, 21 (12), pp. 309–333.\r\nStock, A., & Balachander, S. 2005. The marketing of a “hot product”: A signaling \r\nexplanation of marketers’ scarcity strategy, Management Science, 51 (8), pp. 1181-1192.\r\nSweeney, J. C., & Soutar, G. N. 2001. Consumer perceived value: the development of \r\na multiple item scale, Journal of retailing, 77, pp. 203-220.\r\nTian, K. T., Bearden, W. O., & Hunter, G. L. 2001. Consumers` need for uniqueness: \r\nScale development and validation, Journal of Consumer Research, 28 (6), pp. \r\n50-66.\r\nVaradarajan, P. R., & Jayachandran, S. 1999. Marketing strategy: An assessment of the \r\nstate of the field and outlook, Journal of the Academy of Marketing Science, 27 \r\n(2), pp. 120-143.\r\nVerhallen, T. M. M. 1982. Scarcity and consumer choice behavior, Journal of \r\nEconomic Psychology, 2, pp. 299-322.\r\nVerhallen, T. M. M., & Robben, H. S. J. 1994. Scarcity and preference: An \r\nexperiment on unavailability and product evaluation, Journal of Economic Psychology, 15 (2), pp. 315-331.\r\nVerHallen, T. M. M., & Robben, H. S. J. 1995. Unavailability and the Evaluation of \r\ngoods, KYKLOS, 48, pp. 369-387.\r\nWeigelt, K., & Camerer, C. 1988. Reputation and corporate strategy: A review of \r\nrecent theory and application, Strategic Management Journal, 9 (5), pp. \r\n443-454.\r\nWorchel, S. 1992. Beyond a commodity theory analysis of censorship: When \r\nabundance and personalism enhance scarcity effects, Basic and Applied Social \r\nPsychology, 13 (1), pp. 79-92.\r\nWorchel, S., & Brehm, J. W. 1971. Direct and implied social restoration of freedom, \r\nJournal of Personality and Social Psychology, 18 (3), pp. 294-304.\r\nYamauchi, K. T., & Templer, D. J. 1982. The development of a money attitude scale, \r\nJournal of Personality Assessment, 46 (6), pp. 522-528.\r\nZeithaml, V. A. 1988. Consumer perceptions of price, quality, and value: a means-end \r\nmodel and synthesis of evidence, The Journal of Marketing, 52 (7), pp. 2-22.\r\n zh_TW