The Influence of Scarcity Effect of Limited-Edition Strategy on Consumers’ Purchase Intention

• Main Authors: Tai-YunCheng, 鄭岱昀
• Other Authors: Kuo-Hsiang Chen
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/37330285670530363950

碩士 === 國立成功大學 === 創意產業設計研究所 === 100 === There are plenty of products on the market. More and more information is blowing up on the Internet. Under this kind of keen competition, rational information can not touch people’s heart anymore. People want not only a product, but also eager about concept, attitude, style, value, or life style related to the product. In addition, people seem like to purchase things that can represent themselves. In order to satisfy the potential needs of human, limited-edition strategy plays an important role. Limited-edition strategy is a kind of marketing strategy which takes scarcity’s effect into practice. This research aimed to find out the relationships between the four constructs: perceived scarcity, perceived symbolic benefits, loss avoidance and purchase intention. Questionnaire and quantitative analysis were employed in this research. Questionnaire was designed to investigate the relationship between the different dimensions which this research refers to. A pretest was conducted to examine the reliability and validity of the questionnaire before the final survey. After eliminating the measurement items which do not contain good reliability and validity, final survey had been conducted. After collecting the data of final survey, there are 157 completed questionnaires put into analysis. SPSS 17.0 is used for data analysis. Statistical methods, including factor analysis, reliability analysis, simple regression, repeated measure ANOVA and paired-sample T-test are used for examination. The results of this research indicate that perceived scarcity has a positive effect on perceived symbolic benefits. Perceived symbolic benefits have a positive effect on purchase intention. The result also indicated that perceived scarcity has a positive effect on loss avoidance. Loss avoidance has a positive effect on purchase intention.