[Back to Results | New Search]

URN	etd-0725118-160533
Author	Cheng-Wen Tsuo
Author's Email Address	No Public.
Statistics	This thesis had been viewed 5568 times. Download 14 times.
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

[Back to Results | New Search]