| Summary: | 碩士 === 淡江大學 === 管理科學學系碩士班 === 104 === Before selling products, firms need to adopt marketing strategy to attract consumers’ purchase, and scarcity is one of the marketing ways. Therefore, this study uses the theme of hunger marketing as the research issue. This study investigates the relationships between hunger marketing, MOA (motivation, pportunity, and ability), involvement, epistemic value, purchase intention and word of mouth (WOM). Limited tangible goods of Jordon shoes and intangible service of Maldives tourism are two different types of limited products adopted in this study to test the moderate effect. In addition, we also test the moderate effect of financial factor.
Through offline paper and online questionnaires, a total of 975 samples are collected. AMOS software is used to analyzed Confirmatory factor analysis (CFA）, the construct reliability and validation, and Structural equation model（SEM）.The research findings are as following. First, hunger marketing positively affects movtiation, opportunity and ability. Second, opportunity and ability are positively correlated with and involvement; however, movtiation has not.Third, involvement positively affects epistemic value. Fourth, epistemic value positively affects purchase intention and word of mouth (WOM). Fifth, the level of financial factor doesn’t have the moderate effect in this research. Finally, the study finds product category has some moderate effects on the relationships between the varibles in this study model.
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