Extension and Reciprocal Effect of Industries' Launch Strategy of Limited-edition Products

• Main Authors: Ching-Yuh Chang, 張瀞云
• Other Authors: Hsuan-Hsuan Ku
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/05976057539465371415

碩士 === 東吳大學 === 國際貿易學系 === 95 === Limited-edition strategy means that firms manipulate scarcity effect to let their products become hot product. Producing limited editions of products, having exclusive distribution outlets for products, prestige pricing of products and restricting maximum order size for products are all common practices that make products unavailable. The major purpose of this study is to examine extension effect and reciprocal effect of limited-edition products’ launch strategy like launch timing of limited-edition products, interaction effect between launch timing of limited-edition products and quantity of limited-edition products, and interaction effect between launch timing of limited-edition products and time lag of limited-edition products and non-limited-edition products how to influence consumers’ perceived quality, preference, and purchase intention of non-limited-edition products. This study, through experimental design, manipulates the launch timing of limited-edition products, quantity of limited-edition products, and time lag of limited-edition products and non-limited-edition products, to explore their influences on consumers’ perceived quality, preference, and purchase intention of non-limited-edition products. The findings are as follows: 1. There is no difference of consumers’ perceived quality and preference of non-limited-edition products between different launch timing of limited-edition products, but there is significant difference of purchase intention of non-limited-edition products between different launch timing of limited-edition products. 2. There is significant interaction effect between launch timing of limited-edition products and quantity of limited-edition products. 3. There is significant difference of consumers’ preference and purchase intention of non-limited-edition products between different quantities of limited-edition products. 4. There is significant difference of consumers’ preference and purchase intention of non-limited-edition products between different time lag of limited-edition products and non-limited-edition products. 5. There is significant interaction effect between quantity of limited-edition products and time lag of limited-edition products and non-limited-edition products.