淡江大學機構典藏:Item 987654321/122028
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 62830/95882 (66%)
造访人次 : 4149262      在线人数 : 307
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/122028


    题名: 從供給與需求限制策略比較稀少性訊息效果：從神經心理學分析
    其它题名: A Comparison of Different Types of Signals of Scarcity Due to Supply and Demand: a Neuropsychological Investigation
    作者: 吳雅鈴
    关键词: Scarcity Appeals;Hunger Marketing;ERP;Risk;Frontal Asymmetry
    日期: 2022-01-09
    上传时间: 2022-01-21 12:15:51 (UTC+8)
    摘要: Scarcity appeals is a common and important tactic in current marketing practices. In the past, researches on scarcity appeals focused on the discussion of high-priced products. However, if scarcity messages are used in the hunger marketing activities, the comparative effects between supply (Limited) or the scarcity due to demand (Sold out) to increase the perceived value and purchase intention of consumer. The correct selection from different types of scarcity strategies to be applied to different contexts are issues that scholars have rarely explored. This shows that scarce products do not necessarily lead to high prices or assumed expensiveness. There must also be other mediators who perceive other value to influence consumer behavior. Moreover, scarcity appeals in advertising enhance value perception, which in turn impacts purchase intentions. The laboratory experiment is based on different types of scarcity signals and different product types between-subjects factorial design to test the hypotheses and research questions. This study mainly adopts customer value perspective to re-conceptualize the S-E-D model (Scarcity-Assumed Expensiveness-Desirability Model) into the S-V-D model (Scarcity-Value-Desirability Model), and explores the impacts of hunger marketing's strategies on online consumer purchasing decisions. First, we use event-related potentials (ERP) of NeuroIS to measure neurophysiological state of consumer risk after browsing product scarcity information. Through laboratory study, we further investigate the impact of scarcity appeals (scarcity due to supply/ scarcity due to demand) and product types (convenience product/specialty product) on customer value and consumer behavior. By understanding scarcity appeal design and neurocognitive mechanisms, the insights from the findings can benefit designers and marketers in implementing more effective marketing strategies.
    關聯: 科技部計畫
    显示于类别:[資訊管理學系暨研究所] 研究報告

    文件中的档案:

    档案 大小格式浏览次数
    index.html0KbHTML86检视/开启

    在機構典藏中所有的数据项都受到原著作权保护.

    TAIR相关文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回馈