| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 106 === A limited strategy is a marketing strategy that manipulates the scarcity effect of enhancing the unavailability of a product by limiting the quantity of the product and increasing the desire of the consumer to own the product.However, little is known about impulsive buying and buying intentions regarding how product scarcity enhances consumer perceived value, and few studies have examined the integration of different intermediaries to validate sparse outcomes. Therefore, this study attempts to fill this research gap and further integrate related theories to derive a more complete conceptual framework. In addition, the purpose of this study is to explore the relationship between the four facets of commodity scarcity, perceived value, impulsive buying and purchase intention. This study adopts questionnaire and quantitative analysis. The questionnaire is mainly designed to measure the relationship between different facets. Before a formal survey, a pretest is conducted to test the reliability and validity of the questionnaire. After deleting the item that does not have good reliability and validity, a formal questionnaire was started. In this study, 282 valid samples were collected and SPSS 22.0 and AMOS 21.0 were analyzed. This study used descriptive analysis, reliability and validity testing, correlation analysis and structural pattern analysis to verify the research hypothesis.
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