金錢觸發與競爭態度對限量產品購買意願與態度之影響

Abstract

近年來大眾使用社群媒體的時間快速增加，且大眾的消費力逐漸提升，想在同儕間做出差異，買到有錢就能擁有的產品已經不足以展現個人的獨特性，而限量版的稀缺性正好滿足消費者的需求。本研究驗證了過去文獻中「限量優惠」與購買意願的關係，加深探討了當 消費者受到「金錢觸發」與「競爭態度」三者交互作用下，對購買意願與態度 的影響。本研究皆以學生作為樣本，邀請 117 位進行本研究的實體實驗，並使 用 SPSS 統計軟體得出以下結論:限量優惠會提高購買意願與態度，且會被金錢觸發與競爭態度所調節，當消費者為競爭態度高者且受到金錢觸發時，限量產品的購買意願與態度會有顯著的提升。

In recent years, the use of social media by the public has increased rapidly and the consumption power of the public has gradually increased. Buying common products is no longer enough to show individual differences and uniqueness among your peers. Therefore, the scarcity of limited editions just meets this demand of consumers.This study verifies the relationship between"limited offers" and purchase intention in the past literature. It also deepens the discussion on the influence on purchase intention and attitude of consumers under the interaction of "money priming" and "competitive attitude". This study invited 117 students to conduct physical experiments. The following conclusions were drawn using SPSS statistical software. Limited offers increase purchase intentions and attitudes, which are moderated by monetary triggers and competitive attitudes. When consumers have high competitive attitudes and are triggered by money, the purchase intention and attitude of limited-edition products will be significantly improved.