The Effects of Product Scarcity on Conspicuous Consumption and Status Consumption

• Main Authors: Po-nan Lin, 林伯男
• Other Authors: Jing-fuh Yang
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/27935146554266508734

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 100 === Conspicuous consumption (or status consumption) is a very common consumption behavior in society. The main focus of this research clarifies the antecedents of conspicuous consumption and status consumption. Furthermore, it appears that status and conspicuous consumption are often identified in the literature as if they are inherently the same phenomena. This means that the relationship between status consumption and conspicuous consumption is problematic; therefore, we will examine the theoretical and empirical separation of consumers’ status consumption and conspicuous consumption when the degree of vanity is applied as moderators. On the other hand, scarcity strategies are employed to influence consumer’s status and conspicuous consumption. In this research we verify the influences of perceived scarcity on status consumption and conspicuous consumption through mediating variables- perceived value. Due to Sheth, Newman and Gross (1991a, 1991b) regarded consumer choice as a function of multiple consumption value dimensions and that these dimensions make varying contributions in different choice situations, we must to compare the relative importance of functional value, social value and emotional value in this research. III Based on the purpose of this study, the hypotheses are developed to examine. We focused on the consumers who have purchased limited edition as the respondents, and there were 336 questionnaires usable. Then, we apply SPSS 17 and Amose18 statistic software to verify the validation of overall framework and hypotheses of this study. According to the findings of this study, several results are made as follows: (1) perceived scarcity positively influences assumed expensiveness and perceived uniqueness; (2) Assumed expensiveness and perceived uniqueness have varying influence on different consumption value dimensions; (3) Social value and emotional value both positively influence conspicuous consumption and status consumption; (4) Degree of vanity plays an important role for the relationship between perceived value and status consumption.