The Relationship between Perceived Value of Limited Edition Products and Im-pulsive Buying Behavior - product involvement Impacts as a Moderating Variable

• Main Authors: HSIEH,WEN-HSIEN, 謝玟嫻
• Other Authors: YANG,TAI-NING
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/fw52h3

碩士 === 中國文化大學 === 國際企業管理學系 === 104 === In the great development of Internet and information transparency era, the en-terprise could figure out that consumer behavior is gradually changing. All these changes make the enterprise to realize the consumer behavior that they never noticed in the past. Proposed the limited selling as a marketing strategy, in order to create the topics and improve the performance. This approach is to inspire desire of consumer and the impulse buying. Enterprises adopt a limited selling to create a rare and transient atmosphere or in short supply which makes consumer would have the feeling of “have to purchase” on the psychological and it is called limited edition products on perceived value. In this age of information spread fast and the word of mouth was known as consumers who purchased the product and shared the information or evaluation. The consumers would easily effected by the degree of product involvement level of impulse buying. After the statistics analysis of this research, the result showed that limited edi-tion products on perceived value and impulse buying have positive correlation and the product involvement has interference effect between them. This means that limited edi-tion products on perceived value of consumer cognitive increase, the level of impulse buying would increase as well and the product involvement is effect the limited edition products on perceived value and impulse buying. The consumer would be encouraged the impulse buying due to the consumer cognitive of limited product. The sample target of this research was general respondent who usually had the impulse buying experience. The quantitative questionnaires were used for data collected. The result showed that limited edition products on perceived value had significant effect in impulse buying and product involvement had interference effect in the relationship between limited edition products on perceived value and im-pulse buying.