探討稀缺性對消費者購買意願與認知失調之影響-以從眾效應為中介效果

Abstract

現今人們因工時增加而導致休閒時間減少，購物變成重要的休閒娛樂。消費者在購物時，除了需求上的滿足，想要展現自我與眾不同的需求也越來越高，常以購物來展現自我。稀缺性產品的消息會比非稀缺性產品有著更加良好的傳播效果。可得知稀缺性可以做為刺激消費者在網路購物決策過程的一項有效工具，因此許多業者開始利用稀缺性作為他們的銷售手法來吸引顧客。「稀缺推廣」是實務上常用的行銷策略，本研究以供給性稀缺為基礎，探討消費者受到從眾效應之影響進而改變自身的購買決策之可能性，而在購買產品後是否會因結果不如預期而產生購後認知失調。 本研究以問卷調查法為研究工具，問卷計分採用李克特 ( Likert-scale ) 五點尺度量表作為計算方式，將主要研究對象設定在有購買過限量性產品的消費者，共發出274份，刪除有亂填跡象與無購買過稀缺性產品之無效樣本72份後，有效問卷總共為202份，問卷有效率為74%。本研究透過信度分析、敘述性統計分析、獨立樣本T檢定、單因子變異數分析及迴歸分析得出以下結果：（1）稀缺性會正向影響產品的購買意願；（2）從眾效應在稀缺性與購買意願上具有中介效果；（3）從眾效應會正向影響產品的購買意願；（4）從眾效應會正向影響購後認知失調；（5）稀缺性對認知失調不具顯著正向影響。並依據研究結果提出實務建議供業者參考。  Shopping is now one of the most popular leisure activities in this era. People with a high need for uniqueness are more eager to obtain commodities that are different from others, thus showing their uniqueness. Information of scare products will have a better spread effect than non-scarce products. Marketers frequently use scarcity promotions, where a product is limited in availability, as a marketing tactic to enhance customer shopping decision and purchase willingness. Based on the scarcity of supply, this study seeks to examine how scarcity appeal affects consumer purchase intention and to examine their post-purchase cognitive dissonance as well. Quantitative analysis and convenience sampling were used to survey consumers who have purchased limited-edition products. 202 valid online questionnaires were obtained, and the study used descriptive statistics, and regression analysis to test hypotheses and to examine the mediating effect of conformity effect. The results indicate that:1. Scarcity has a positive effect on consumer purchase intention;2. Conformity effect mediates the relationship between scarcity and purchase intention;3. Conformity effect is positively related to purchase intention;4. Conformity effect will positively affect post-purchase cognitive dissonance; 5. Scarcity has no significant effect on post-purchase cognitive dissonance.