The Influence of Collectible Attribute and Initial Possession Level on Collection Motivation

• Main Authors: CHEN,YUAN-YI, 陳苑宜
• Other Authors: TING, PEI-JU Lucy
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/45512203682068910094

碩士 === 國立臺北大學 === 企業管理學系 === 104 === Nowadays, collection-based marketing programs have become the most commonly used tools for retailers to increase their revenue. This kind of program usually accidently triggers consumer collection behavior through a bottom-up process. However, previous researches usually focus on top-down process. In this study, we emply a 3 (possession level: two collectible rewards, one collectible reward and one noncollectible reward or two noncollectible rewards) * 2 (premium attribute: utilitarian vs. nonutilitarian) conditions for experiment to explore how collectible utilitarian attribute and initial possession level influence the ease of justification which motivates consumers to collect.