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篇名 飢餓行銷與第三人認知對購買意願之影響
Hunger Marketing and Third-person Perception on Purchase Intention
作者 黃筱婷 吳秉穎 鄭琪臻
中文摘要

 本研究以 SED 模型為理論架構基礎並稍做修改,探討飢餓行銷中稀少性、 知覺

價值以及面對限量產品資訊之第三人認知對消費者購買意願的影響。本研 究以網
路問卷調查方式,共回收 451 份有效問卷。研究結果指出,消費者在面對限量產
品資訊這類含有說服訴求的訊息時,無論對於該限量產品知覺價值的 高低,皆認
為該資訊對他人的影響較大,對自己的影響較小。而此第三人認知,則對消費者在
購買意願的行為上,產生了負向影響。此外,限量產品的稀少性能提升消費者對該
產品的知覺價值,當消費者對限量產品的知覺價值越高,就會有購買的可能。本研
究另外以人口變項及產品涉入度作為控制變項,結果得出,消費者對於限量產品的
產品涉入度比稀少性更能有效預測消費者對於限量產品的購買意願。最後,本研究
有針對研究結論歸納並提出理論及實務上的貢獻與建議。
英文摘要

 This study was based on the theoretical framework of SED. We looked at how third-person perception,

scarcity of products and perceived value affect consumers' purchase intention. This study conducted
an online survey and collected 451 valid samples. Results showed that when consumers face limited
products containing convincing messages, despite the level of perceived value, they all presumed that
message had more impact on others than on themselves. This was why the third-person perception
had a negative effect on consumers’ purchasing intention. Consumers did hold certain perceived value
on limited products. However, after comparing the impact of messages on others and themselves, they
would take action to buy products for fear of losing their own benefits. Other than that, the scarcity
of limited products raised perceived value; the higher the perceived value was, the more possible
purchase would happen. This study also took demographic variables and product involvement as
control variables and found that compared with scarcity, the involvement of products could more
effectively predict consumers’ intention of buying limited products. The results overall provided both
theoretical and practical implications.
中文關鍵詞 知覺價值、飢餓行銷、第三人認知、稀少性、購買意願
英文關鍵詞 perceived value, hunger marketing, third-person perception, scarcity, purchase intention
發表日期 2018/06/30
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