| dc.contributor | 心理系 | en_US |
| dc.creator (作者) | 郭建志 | zh_TW |
| dc.creator (作者) | Kuo,Chien-Chih | - |
| dc.creator (作者) | Ku,Hsuan-Hsuan | en_US |
| dc.creator (作者) | Yang,Yi-Ting | en_US |
| dc.creator (作者) | Chung,Tzu-Shao | en_US |
| dc.date (日期) | 2013-07 | en_US |
| dc.date.accessioned | 24-Jan-2014 15:49:53 (UTC+8) | - |
| dc.date.available | 24-Jan-2014 15:49:53 (UTC+8) | - |
| dc.date.issued (上傳時間) | 24-Jan-2014 15:49:53 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/63557 | - |
| dc.description.abstract (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. | - |
| dc.format.extent | 192217 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | European Journal of Marketing, 47(8),1314-1332 | en_US |
| dc.subject (關鍵詞) | Buying behaviour;Demand management;Product planning;Public versus private consumption;Scarcity effects;Self-monitoring;Utilitarian and hedonic products | en_US |
| dc.title (題名) | Decision-contextual and individual influences on scarcity effects. | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1108/03090561311324345 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1108/03090561311324345 | - |
