| Summary: | 碩士 === 真理大學 === 企業管理學系碩士班 === 101 === Emphasizing scarcity is a common technique in marketing practices. Practitioners stimulate the intention of purchase by giving message of scarcity due to supply (Limited) or the scarcity due to demand (Sold out) to increase the perceived value and purchase intention of consumer through the need for uniqueness or conformity.
Accordingly, this research is to probe the effects in perceived value and purchase intention of consumer through different product types (conspicuous consumption / non-conspicuous consumption) and different scarcity (scarcity due to supply/ scarcity due to demand). And also inspect the mediating effects of need for uniqueness and conformity in the perceived value of scarcity due to supply/demand.
Using mobile phone (conspicuous consumption products) and shampoo (non-conspicuous consumption products) as research product, both with fiction brand and using leaflets slogan to manipulate the message of product scarcity. This research collects consumer questionnaire samples through Internet, and by collecting 923 effective samples, using LISREL to carry out analysis. The result has found: (1) The Scarcity due to supply will directly and indirectly (through need for uniqueness) rise the perceive value of consumer to increase purchase intention; need for uniqueness will increase purchase intention. (2)The scarcity due to demand will directly and indirectly (through conformity) rise the perceive value of consumer to increase purchase intention; conformity will increase purchase intention. (3)Regardless of conspicuous consumption products or non-conspicuous consumption products, scarcity due to supply or demand makes no significant difference in the perceive value and purchase intention of consumers.
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