企業在發行商品前，都會想要以什麼樣的策略來吸引消費者購買，限量發售就是其中一個方法。因此本研究以飢餓行銷為主題，探討Jordon鞋跟馬爾地夫旅遊兩個不同類型的稀有品來做比較，並且研究人們對商品所做的行為如何。過去的研究鮮少以上面的比較來做研究。本研究為探討飢餓行銷、動機、機會、能力、涉入程度、新奇價值、購買意願與口碑之間的關係，以及財務因素是否對本研究模型具有干擾的效果。
本研究根據Jordon鞋-有形商品以及馬爾地夫旅遊-無形商品作為研究標的。透過紙本問卷以及網路問卷的發放，回收有效樣本共計975份，研究對象為對以上兩個研究主題有點涉入以及了解的人，以AMOS統計軟體進行信、效度檢定 ，並以驗證性因素分析及結構方程式進行模型的假設檢定。研究結果如下，第一、飢餓行銷對動機、機會以及能力具有正向影響；第二、動機、機會以及能力對涉入程度具有正向影響；第三、涉入程度對新奇價值具有正向影響；第四、新奇價值對購買意願以及口碑具有正向影響；第五、財務因素的高低對本研究模型具有干擾效果；最後，本研究以有形和無形的稀有品來做比較，來為後續研究者提供更多不同的研究方向以及結果。

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.

目錄
目錄	I
表目錄	V
圖目錄	VI
第一章.緒論	1
1.1研究背景與動機	1
1.2研究問題與目的	2
1.3研究流程	3
第二章. 文獻探討與假設	5
2.1方法導向及目的導向	5
2.2飢餓行銷	7
2.3 動機、機會和能力(Motivation, Opportunity, Ability; MOA)	10
2.3.1知識交流的動機(Motivation)	11
2.3.2知識交流的機會(Opportunity)	13
2.3.3知識交流的能力(Ability)	14
2.4涉入程度	16
2.5新奇價值	19
2.6購買意願	22
2.7口碑(WOM)	24
2.8財務因素	27
2.9研究假設	29
2.9.1飢餓行銷與知識交流的動機之間的關係	30
2.9.2飢餓行銷與知識交流的機會之間的關係	31
2.9.3飢餓行銷與知識交流的能力之間的關係	32
2.9.4知識交流的動機與涉入程度之間的關係	33
2.9.5知識交流的機會與涉入程度之間的關係	33
2.9.6知識交流的能力與涉入程度之間的關係	34
2.9.7涉入程度與新奇價值之間的關係	35
2.9.8新奇價值與購買意願之間的關係	35
2.9.9新奇價值與口碑之間的關係	36
2.9.10產品類別不同的影響	37
2.9.11財務高低不同的影響	38
第三章. 研究架構與方法	39
3.1研究架構	39
3.2研究方法	42
3.2.1問卷設計	42
3.2.2資料分析方法	43
3.2.3樣本以及資料收集	44
第四章. 資料分析及結果 	45
4.1描述統計分析	45
4.2驗證性因素分析(CFA) 	49
4.3 信度與效度	50
4.3.1信度分析	50
4.3.2效度分析	51
4.4結構方程模式(SEM)	54
4.5干擾變數	58
4.5.1產品類別的干擾效果	58
4.5.2財務高低的干擾效果	61
第五章. 結論	62
5.1討論	62
5.2理論意涵	63
5.3管理意涵	65
5.4研究限制以及後續研究	67
參考資料	68
中文文獻	68
英文文獻	70
附錄:本研究問卷	89

表目錄
表2-1 變數操作上的定義	30
表3-1 變數的定義	42
表3-2問卷以及回收	44
表4-1 人口統計變數的回應以及比率	48
表4-2驗證性因素分析測量指標(CFA) 	49
表4-3 信度分析	51
表4-4 效度分析(收斂效度)	52
表4-5 效度分析(區別效度)	53
表4-6 構面間區別效度分析表 	54
表4-7 結構方程模型配適度(SEM) 	55
表4-8評估假設測試分析 	56
表4-9假設測試的結果	57
表4-10 經由Jordon鞋及馬爾地夫旅遊的不變性測試 	60
表4-11 經由財務高低的不變性測試 	61

圖目錄
圖1-1 流程圖	4
圖3-1 研究架構	41
圖4-1 本研究之結構方程模型	  57

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