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題名 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 —以限量包包為例
The influence of brand awareness, product scarcity and consumer’s need for uniqueness toward consumer’s attitude—Taking limited edition bag as example
作者 周怡璇
貢獻者 郭貞
周怡璇
關鍵詞 產品稀有性
消費者獨特性需求
品牌知名度
日期 2008
上傳時間 4-Sep-2013 16:26:00 (UTC+8)
摘要 近年來各個品牌對於限量商品的推出層出不窮,每每也引起消費者的趨之若鶩,究竟什麼樣的消費者會受到限量商品的吸引,這些限量商品吸引消費者的關鍵又是在何處,是本研究所欲瞭解之處。
因此,本研究主要在探討不同程度的獨特性需求(need for uniqueness)消費者對於限量商品的態度和購買意圖是否有所差異;此外,在台灣原本知名度較低的英國品牌Anya Hindmarch 在台推出限量環保包,竟造成轟動熱賣,過去關於限量商品的研究尚未有品牌的變數注入,本研究藉此擬探討不同知名程度的品牌限量商品是否會因為個人的獨特性需求擾動,使得消費者的反應有所差異。
研究結果顯示獨特性需求程度高的消費者,的確對於限量商品有較高的產品態度以及購買意願,但是在品牌知名度及商品稀有性的交互作用如何影響消費者對限量商品的態度,本研究並無明確的定論,因此後續研究可進一步進行探討,期能更瞭解限量商品及品牌使用限量策略對於消費者的影響,進而對行銷實務上有所貢獻。
參考文獻 一、中文文獻
王一芝(2007年12月28日)。〈M型社會,M型精品時代 — 從COACH看到精品大趨勢〉,《遠見雜誌》,第258期。
王文君、徐振興(2007)。〈解讀台灣女性的名牌Logo消費限量〉,第十五屆中華民國廣告暨公共關係國際學術與實務研討會論文。
仲恩(2007年7月18日)。〈重拾網夠通路,精品名牌業績紅〉,《理財周刊》,第360期。
汪曼穎、陳曉萍(2006)。〈品牌知名度與產品涉入度對於品牌表徵的影響〉,《中華心理學刊》,48(3),頁1-20。
李美華等人編譯(2004)。《社會科學研究方法》。台北:時英。(原書:Babbie, E. [2001]. The Practice of Social Research. Wadsworth.)
呂玉鳳(2004)。《精品業之人力資源管理與組織績效之關連》。中山大學人力資源管理所碩士論論文。
范碧珍(1998年11月)。〈舊創意可以立大功,「限量」成為銷售利器〉,《突破雜誌》,第160期,頁92-93。
金立印(2005)。〈產品稀缺信息對消費者購買行影響之實證分析〉,《商業經濟與管理》,166:39-44。
林威霖(2007)。《廠商限量策略與消費者購買決策:限量訊息分析》。東吳大學國際貿易所碩士論文。
〈限量版,憑什麼讓人癡迷?〉,(2006年10月24日),《深圳特區報》,取自HTUhttp://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/collection/2006-10/24/content_5242756.htmUTH。
陳正芬譯(2004)。《奢華,正在流行》。台北:商周。
張瀞云(2007)。《廠商限量產品上市策略之遞延與反饋效果》。東吳大學國際貿 易所碩士論文。
黃郁茹(2008年1月4日),〈名牌市場大調查,個性化消費時代新革命〉,《大台灣旅遊網TTNews》,取自:HTUhttp://news.yam.com/ttn/life/200801/20080104182417.htmlUT
楊淳聿(2006)。《精品品牌奢侈量表建構之研究》。政治大學企管所碩士論文。
詹雅婷(2005)。《限量行銷策略對消費者購買決策之影響》。銘傳大學經濟所碩士論文。
劉鳳珍(2005年1月)。〈「限量」是門好生意?〉,《突破雜誌》。
賴寧寧(2008年1月1日)。〈T名牌消費通路 百貨專櫃最具魅力〉,《工商時報》。
蘇相穎(2007)。《產品類型與新奇屬性類型之產品不一致性對產品再認和態度的影響—以消費者創新性為調節變項》,政治大學廣告所碩士論文。

二、英文文獻
Aaker, D. A. (1991). Management brand equity: Capitalizing on the Value of a Brand Name. New York, NY: Free Press.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), pp.139-168.
Bozzolo, A. M., & Brock, T. C. (1992). Unavailability effects on message processing: A theoretical analysis and an empirical test. Basic and Applied Social Psychology, 13(1), pp. 93-101.
Brannon, L. A.,& McCabe, A. E.(2001). Time-restricted sales appeals: The importance of offering real value. Cornell Hotel and Restaurant Administration Quarterly, 42(4), pp.47-52.
Brock, T. C. (1968). Implications of commodity theory for value change. In A.G.
Greenwald, T. C. Brock, & T. M. Ostrom (Eds.), Psychological fundations of attitudes (pp.243-275). New York: Academic.
Brock, T. C.,& Brannon, L. A. (1992). Liberalization of commodity theory. Basic and Applied Social Psychology, 13(1), pp. 135-144.
Brock, T. C.,& Brannon, L. A. (2001). Scarcity claims elicit extreme responding to persuasive messages: role of cognitive elaboration. Personality and Social Psychology Bulletin, 27(3), pp. 365-375.
Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12, pp.1-17.
Cialdini, R. B. (1984). Influence: The new psychology of modern persuasion. Morrow, New York.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations, Journal of Marketing Research, 28(3), pp.307-319.
Dubois, B., & Paternault, C. (1995). Observations- understanding the world of international luxury brands: The “Dream Formula”. Journal of Advertising Research.
Folger, R. (1992). On wanting what we do not have. Basic and Applied Social Psychology, 13(1), pp.123-133
Fromkin, H. L. (1968). Reinforcement and effort expenditure: Predictions of “reinforecement theory” versus predictions of dissonance theory. Journal of Personality and Social Psychology, 9(4), pp. 347-352.
Fromkin, H. L., & Brock, T. C. (1971). A commodity theory analysis of persuasion. Repersentative Research in Social Psychology,2(1), pp.47-57
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), pp. 404-420.
Holden, S. J. S. (1993). Understanding brand awareness: Let me give you a c(l)ue! Advance in Consumer research, 20, pp.383-388.
Hoyer, W. D., & Brown, S.P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research,17, pp.141-148.
Johnson, B. (2006, November 20) Consumer cite past experience as the NO.1 influencer when buying. Advertising Age, p.21.
Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57, pp.1-22.
Keller, K. L. (2001).Building customer-based brand equity: Creating brand resonance requires carefully sequenced brand-building effort. Marketing Management,10(2), pp. 15-19.
Knight, D. K., & Kim, E. Y. (2007). Japanese consumers’ need for uniqueness: Effects on brand perceptions and purchase intention. Journal of Fashion Marketing and Management, 11(2), pp. 270-280.
Laurent, G., Kapferer,J., & Roussel, F. (1995). The underlying structure of brand awareness scores. Marketing Science, 14(3), pp.170-179.
Lynn, M. (1989). Scarcity effects on desirability: Mediated by assumed expensiveness. Journal of Economic Psychology, 10, pp.257-274
Lynn, M. (1991).Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8(1), pp.43-57.
Lynn, M. (1992a).The psychology of unavailability: Explaining scarcity and cost effects on value. Basic and Applied Social Psychology, 13(1), pp.3-7.
Lynn, M. (1992b).Scarcity’s enhancement of desirability: The role of naïve economic theories. Basic and Applied Social Psychology, 13(1), pp.67-78.
Lynn, M., & Harris, J. (1997). Individual differences in pursuit of self- uniqueness through consumption. Journal of Applied Social Psychology, 27(21), pp. 1861-1883.
Lynn, M., & Harris, J. (1997). The Desire for Unique Consumer Products: A new individual differences scale. Psychology & Marketing, 14(6), pp. 601-616.
Macdonald, E., & Sharp, B. (2003). Management perceptions of the importance of brand awareness as an indication of advertising effectiveness. Marketing Bulletin, 14.
Rossiter, J. R., & Percy, L. (1987). Advertising and Promotion Management. Singapore: McGraw-Hill.
Simonson, I., & Nowlis, S. M. (2000). The role of explanations and need for uniqueness in Consumer Decision Making: Unconventional choices based on reasons. Journal of Research, 27(1), pp.49-68.
Sirgy, J. (1993). Review of “ The psychology of unavailability: Explaining scarcity and cost effects on value”. Journal of Marketing Research, 30(3), pp.395-398.
Snyder, C. R., & Fromkin, H. L. (1980). Uniqueness : The human pursuit of difference. New York: Plenum.
Snyder, C. R. (1992). Product scarcity by need for uniqueness interaction: A consumer catch-22 carousel. Basic and Applied Social Psychology, 13(1), pp.9-24.
Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers’ decision-making styles. The Journal of Consumer Affairs, 20(2), pp. 267-279.
Tepper, K., & Hoyle, R. H. (1996). Latent Variable Models of need for uniqueness. Multivariate Behavioral Research, 31(4), pp.467-494.
Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), pp.199-214.
Verhallen, T. M. M. (1982). Scarcity and consumer choice behavior. Journal of Economic Psychology, 2, pp.299-322.
VerHallen, T. M. M., & Robben, H. S. J.(1994). Scarcity and preference: An experiment on unavailability and product evaluation. Journal of Economic Psychology, 15(2), pp.315-331.
VerHallen, T. M. M., & Robben, H. S. J. (1995). Unavailability and the Evaluation of goods. KYKLOS, 48, pp. 369-387.
Worchel, S., Lee,J., & Adewole, A.(1975). Effects of supply and demand on ratings of object value. Journal of Applied Social Psychology, 32(5),pp.906-914.
Worchel, S. (1992). Beyond a commodity theory analysis of censorship: When abundance and personalism enhance scarcity effects. Basic and Applied Social Psychology, 13(1), pp.79-92.
Wu, C.,& Hsing, S. S.(2006).Less is more: How scarcity influences consumers’ value perceptions and purchase intents through mediating variables. Journal of American Academy of Business, Cambridge, 9(2), pp.125-132.

三、調查資料
尼爾森2005媒體消費/生活形態調查,取自:HTUhttp://www.magazine.org.tw/enews/2006Enews/NielsenMediaResearch_BreakingNews.pdfUT
台灣網路資訊中心(TWNIC),2008台灣地區寬頻網路使用調查報告,取自HTUhttp://www.twnic.net.tw/download/200307/0804c.pdfUTH。
網路廣告發展概觀(2007年12月20日),全球華文行銷知識庫,取自:
HTUhttp://www.cyberone.tw/ItemDetailPage/MainContent/05MediaContent.aspx?MMMediaType=OMMEDIA&MMContentNoID=46457UT
2008名牌精品指數大調查(2008年6月18日),全球華文行銷知識庫,取自:HTUhttp://www.cyberone.tw/ItemDetailPage/MainContent/05MediaContent.aspx?MMMediaType=cti_customer&MMContentNoID=51441UT
描述 碩士
國立政治大學
廣告研究所
94452005
97
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094452005
資料類型 thesis
dc.contributor.advisor 郭貞zh_TW
dc.contributor.author (Authors) 周怡璇zh_TW
dc.creator (作者) 周怡璇zh_TW
dc.date (日期) 2008en_US
dc.date.accessioned 4-Sep-2013 16:26:00 (UTC+8)-
dc.date.available 4-Sep-2013 16:26:00 (UTC+8)-
dc.date.issued (上傳時間) 4-Sep-2013 16:26:00 (UTC+8)-
dc.identifier (Other Identifiers) G0094452005en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60149-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 94452005zh_TW
dc.description (描述) 97zh_TW
dc.description.abstract (摘要) 近年來各個品牌對於限量商品的推出層出不窮,每每也引起消費者的趨之若鶩,究竟什麼樣的消費者會受到限量商品的吸引,這些限量商品吸引消費者的關鍵又是在何處,是本研究所欲瞭解之處。
因此,本研究主要在探討不同程度的獨特性需求(need for uniqueness)消費者對於限量商品的態度和購買意圖是否有所差異;此外,在台灣原本知名度較低的英國品牌Anya Hindmarch 在台推出限量環保包,竟造成轟動熱賣,過去關於限量商品的研究尚未有品牌的變數注入,本研究藉此擬探討不同知名程度的品牌限量商品是否會因為個人的獨特性需求擾動,使得消費者的反應有所差異。
研究結果顯示獨特性需求程度高的消費者,的確對於限量商品有較高的產品態度以及購買意願,但是在品牌知名度及商品稀有性的交互作用如何影響消費者對限量商品的態度,本研究並無明確的定論,因此後續研究可進一步進行探討,期能更瞭解限量商品及品牌使用限量策略對於消費者的影響,進而對行銷實務上有所貢獻。
zh_TW
dc.description.tableofcontents TU第一章 緒論UT 1
TU第一節UT TU研究背景及動機UT 1
TU第二節UT TU研究目的UT 4
TU第三節UT TU研究程序UT 5
TU第二章 文獻探討UT 6
TU第一節UT TU精品產業介紹UT 6
TU第二節UT TU限量相關理論UT 8
TU第三節 品牌知名度UT 12
TU第四節UT TU獨特性需求理論UT 15
TU第三章 研究架構及假設UT 19
TU第一節 研究架構UT 19
TU第二節UT TU研究假設UT 20
TU第四章UT TU研究方法UT 26
TU第一節UT TU研究方法選擇UT 26
TU第二節UT TU實驗設計與樣本來源UT 29
TU第三節UT TU實驗內容的選擇與設計UT 30
TU第四節UT TU變項定義與測量UT 32
TU第五節UT TU前測UT 35
TU第六節UT TU實驗操作流程UT 39
TU第五章 研究結果UT 40
TU第一節UT TU樣本數量與描述統計UT 40
TU第二節UT TU量表信度檢測UT 43
TU第三節UT TU變項操弄檢定UT 45
TU第四節UT TU假設驗證UT 46
TU第五節UT TU小結UT 60
TU第六章 結論UT 63
TU第一節 發現與討論UT 63
TU第二節 實務建議與未來研究UT 67
TU第三節 研究限制UT 69
TU參考文獻UT 70
TU附件一:名牌消費者人口變項分布UT 76
TU附件二:各年齡層媒體使用分佈圖UT 77
TU附件三:量表UT 78
TU附件四:前測問卷一(高、低知名品牌新聞稿)UT 80
TU附件五:前測問卷二(高、低限量商品廣告稿)UT 87
TU附件六:實驗流程UT 93


表目錄
T表4.2.1 實驗分組T 29
T表4.3.1 過去兩年曾購買的萬元單品精品T 30
T表4.5.1 前測實驗分組人數T 36
T表4.5.2 知名度操弄分組的平均值、標準差及t檢定T 36
T表4.5.3 限量操弄分組的平均值、標準差及t檢定T 37
T表4.5.4 獨特性量表前測結果T 38
T表5.1.1 各組樣本人數T 41
T表5.1.2 各實驗組別人數T 42
T表5.3.1 兩組新聞稿之品牌知名度平均值、標準差及t檢定T 45
T表5.3.2 兩組數量限量商品之商品稀有性平均值、標準差及t檢定T 45
T表5.4.1 依變項相關分析T 46
T表5.4.5 消費者獨特性需求程度對消費者態度之描述性統計T 48
T表5.4.6 消費者獨特性需求程度與商品稀有性之交互作用T 49
T表5.4.7 不同獨特性需求程度與品牌知名度之交互作用T 51
T表5.4.9 低獨特需求消費者對品牌知名度與商品稀有性之交互作用T 53
T表5.4.10 不同獨特性需求消費者對於商品稀有性的實際感受T 58
T表5.4.11 受試者全體對依變項的描述性統計T 58
T表5.4.12 受試者每月可支配金額分佈T 59
T表5.5.1 假設驗證結果整理T 60

圖目錄
T圖1.3.1 研究程序圖T 5
T圖2.1.1 S-E-D模式T 9
T圖3.1.1 研究架構圖T 19
T圖4.2.1 2008年1月份個人上網率年齡分佈圖T 27
T圖4.6.1 實驗流程圖T 39
T圖5.4.1 高、低獨特性需求消費者對品牌知名度與商品稀有性之產品態度T 54
T圖5.4.2 高、低獨特性需求消費者對品牌知名度與商品稀有性之品牌態度T 56
T圖5.4.3 高、低獨特性需求消費者對品牌知名度與商品稀有性之購買意願T 57
zh_TW
dc.format.extent 2491715 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094452005en_US
dc.subject (關鍵詞) 產品稀有性zh_TW
dc.subject (關鍵詞) 消費者獨特性需求zh_TW
dc.subject (關鍵詞) 品牌知名度zh_TW
dc.title (題名) 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 —以限量包包為例zh_TW
dc.title (題名) The influence of brand awareness, product scarcity and consumer’s need for uniqueness toward consumer’s attitude—Taking limited edition bag as exampleen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文文獻
王一芝(2007年12月28日)。〈M型社會,M型精品時代 — 從COACH看到精品大趨勢〉,《遠見雜誌》,第258期。
王文君、徐振興(2007)。〈解讀台灣女性的名牌Logo消費限量〉,第十五屆中華民國廣告暨公共關係國際學術與實務研討會論文。
仲恩(2007年7月18日)。〈重拾網夠通路,精品名牌業績紅〉,《理財周刊》,第360期。
汪曼穎、陳曉萍(2006)。〈品牌知名度與產品涉入度對於品牌表徵的影響〉,《中華心理學刊》,48(3),頁1-20。
李美華等人編譯(2004)。《社會科學研究方法》。台北:時英。(原書:Babbie, E. [2001]. The Practice of Social Research. Wadsworth.)
呂玉鳳(2004)。《精品業之人力資源管理與組織績效之關連》。中山大學人力資源管理所碩士論論文。
范碧珍(1998年11月)。〈舊創意可以立大功,「限量」成為銷售利器〉,《突破雜誌》,第160期,頁92-93。
金立印(2005)。〈產品稀缺信息對消費者購買行影響之實證分析〉,《商業經濟與管理》,166:39-44。
林威霖(2007)。《廠商限量策略與消費者購買決策:限量訊息分析》。東吳大學國際貿易所碩士論文。
〈限量版,憑什麼讓人癡迷?〉,(2006年10月24日),《深圳特區報》,取自HTUhttp://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/collection/2006-10/24/content_5242756.htmUTH。
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三、調查資料
尼爾森2005媒體消費/生活形態調查,取自:HTUhttp://www.magazine.org.tw/enews/2006Enews/NielsenMediaResearch_BreakingNews.pdfUT
台灣網路資訊中心(TWNIC),2008台灣地區寬頻網路使用調查報告,取自HTUhttp://www.twnic.net.tw/download/200307/0804c.pdfUTH。
網路廣告發展概觀(2007年12月20日),全球華文行銷知識庫,取自:
HTUhttp://www.cyberone.tw/ItemDetailPage/MainContent/05MediaContent.aspx?MMMediaType=OMMEDIA&MMContentNoID=46457UT
2008名牌精品指數大調查(2008年6月18日),全球華文行銷知識庫,取自:HTUhttp://www.cyberone.tw/ItemDetailPage/MainContent/05MediaContent.aspx?MMMediaType=cti_customer&MMContentNoID=51441UT
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