Title page for etd-0725118-160533


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URN etd-0725118-160533
Author Cheng-Wen Tsuo
Author's Email Address No Public.
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Department Institute of Marketing Communication
Year 2017
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Scarcity Product, Perceived Risk and Expected Product Price Impact on Purchase Intention-Social Identification Needs and Conspicuous Consumption as the Moderator
Date of Defense 2018-05-23
Page Count 105
Keyword
  • scarcity product
  • scarcity due to supply
  • scarcity due to demand
  • expected product price
  • perceived risk
  • social identity
  • conspicuous consumption
  • Abstract Regarding to the hunger marketing is increasingly appearing in the market, the effect of scarcity product has become increasingly important for both consumers and businesses. Therefore, this study will explore the scarcity of two products (scarcity due to supply and scarcity due to demand) whether it will affect the consumer’s purchase intention through expected product prices and product perceived risks separately, and under this framework whether the degree of consumer’s social identity and degree of conspicuous consumption will moderate the effects between two scarcity product and the two mediation variables, and will discuss how the scarcity product impact consumer’s product perception in detail. The main purpose is to discuss (1) The influence of the expected product price and perceived risk to the consumer purchase intentions, product attitudes, and electronic word-of-mouth communicated intentions in two scarcity phenomenon (scarcity due to supply and scarcity due to demand); (2) Whether different scarcity conditions would strengthen
    the effect of scarcity product on expected product price and perceived risk, and further impact the consumer purchase intentions, product attitudes and electronic word-of-mouth communicated intentions in different social identity degree by consumer; (3) Whether conspicuous consumption will moderate the effect of excepted product price and perceived risk in different scarcity conditions when consumers engage in purchasing behavior, and further impact the consumer purchase intentions, product attitudes and electronic word-of-mouth communicated intentions. This study conducted a quantitative research by One-factor experiment. The results confirmed the effectiveness of the S-E-D model in product scarcity again. Scarcity product due to supply has a positive and significant effect on product attitudes through the expected product price. Scarcity product due to demand has a negative and significant effect on electronic word-of-mouth communicated intentions through perceived social risk. The moderation effect part, it is found that consumer’s degree of social identity needs and the degree of conspicuous consumption will not affect between scarcity product and two mediation variables. Based on the results of the survey, this study further provides future research and practical advices.
    Advisory Committee
  • Shu-fang Liu - chair
  • Hsuan-yi Chou - co-chair
  • Jung-hua Chang - advisor
  • Shao-jung Wang - advisor
  • Files
  • etd-0725118-160533.pdf
  • Indicate in-campus at 0 year and off-campus access at 2 year.
    Date of Submission 2018-08-27

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