| Summary: | 碩士 === 崑山科技大學 === 媒體藝術研究所 === 106 === According to S-E-D model theory by Lynn (1992b), Scarcity makes consumers assume that products are expensive and unique, thus creating demands for goods. Therefore, manufacturers utilize the scarcity of products, and causing publicity stunt by public media marketing, some cases has been more and more common nowadays. Public media makes limited goods become hard to obtain, thus we sometimes see thirsty crowds out of the store line up for their products. In the past, research for scarcity has focused more on high-priced luxuries, such as branded handbags, automobiles ...... etc. Affordable goods are being ignored sometimes. In recent years, thanks to the alteration of social structure and economic factors, the concept of civilian economy has arisen and consumers are tend to pursue goods that have higher cost-performance ratio. This study attempts to unveil the relation between perceived scarcity, brand image, consumer perceived value and purchase intention of affordable and limited products. And according to a great variety of literature, we suppose that:
H1: Brand image has a significant correlation with perceived value.
H2: Perceived value has significant correlation with purchase intention.
H3: Brand image has a significant correlation with purchase intention.
H4: Perceived scarcity has a significant correlation with perceived value
H5: Perceived scarcity has a significant correlation to purchase intention.
H6: Perceived value has mediating effect on brand image and purchase intention.
H7: Perceived value has mediating effect on perceptual rarity and purchase intention.
This study is based on method of sampling. We take consumers that purchased Fuyishan products in the last six months as test objects, and obtain 303 effective samples through network questionnaire and manual distribution, using SPSS 24.0 statistical software to obtain reliability, hierarchical regression , t-Test, one-way ANOVA and other data analysis. And according to the result, we bring out relevant theory, practical application and suggestions for future research.
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