飢餓行銷透過調整供需關係製造供不應求的假象，是一種專注於消費者慾望，使其「感到飢餓」的心理策略。藉由此「飢餓」的方式使消費者擁有比平常更強烈「希望擁有」的感受，進而刺激購買慾。過去飢餓行銷多集中於高價位產品之探討，但隨著時間與趨勢推移，現今飢餓行銷已成為各級品牌行銷人員重視的行銷策略之一，顯示稀少性的產品未必會導致高價格或假設昂貴，必定有其他顧客知覺價值的中介角色(如：實用價值、興趣程度、及知覺獨特等)會對消費者行為產生影響。因此，本研究重新概念化 S-E-D 模型，加入顧客價值觀點發展為S-V-D模型，以探討飢餓行銷策略操作對於線上消費者購買決策之影響。本研究採取實驗室調查法，設計並呈現產品稀少性訴求的不同資訊 (包含數量、時間及不同價格產品)，以了解消費者之炫耀性消費意圖。本研究分成兩階段，在第一階段，結合神經資訊系統利用相關事件電位法(Event-Related Potentials, ERP)試圖了解消費者於觀看產品資訊後觸發風險之神經生理狀態，我們發現，在低價便利品中亦能激發出較高的感知風險，也就是消費者對於「買不到」的預期心理。在第二階段，我們便進一步透過不同類別的產品(低價便利品／高價特殊品)並配合2x2矩陣情境，調查產品稀少性的不同資訊呈現(包含數量少／數量多、時間少／時間多)對顧客價值和消費意圖之影響，而我們除了再次驗證過去的S-E-D模型之外，亦發現不同的產品類型能激發出不同顧客價值進而影響消費者購買決策。期望本研究結果能提供行銷人員對不同產品擬定更完善的行銷策略。

Hunger Marketing creates an illusion of under-supply by adjusting supply and demand. This approach focuses on the consumer's desires and is a psychological strategy that makes them “feel hungry”. In the past, research on hunger marketing focused on the discussion of high-priced products. However, Hunger Marketing has become one of the marketing strategies that are valued by brand marketing professionals at all levels nowadays. This shows that scarce products do not necessarily lead to high prices or assumed expensiveness. There must be other mediators like Perceived Value (such as Utilitarian, Interestingness, and Perceive Uniqueness) to influence consumer behavior. Therefore, this study re-conceptualizes the S-E-D model, adding consumer value perspectives and developing the S-V-D model to explore the impact of Hunger Marketing's strategy operations on online consumer purchasing decisions. This study uses the laboratory experiment to design different scarcity appeals (including Quantity, Time, and Product category) to understand consumer's behavior of Conspicuous Consumption intention. The study was divided into two phases. In the first phase, the Neuro Information System (Neuro IS) was combined and used Event-Related Potentials (ERP) to try to understand the neurophysiological state of the respondent after triggering by the product information. We have found that budget products can also trigger a higher perceived risk, that is the consumers' expectations of "product unavailable". In the second phase, we further investigate the different information presentations of scarcity appeals by including different types of products (low-priced budget products/high-priced luxury products) and the 2x2 matrix scenario (including high/low quantity, long/short time) to consumer value and the impact of their purchase intention. We verify again the past S-E-D model, and also found that different product category can stimulate different consumer values and affect their purchase decisions. It is expected that the results of this study can provide marketing personnel with a more complete marketing strategy for different products.

目錄
第一章　緒論1
1.1研究背景與動機1
1.2研究目的4
第二章　文獻探討	5
2.1飢餓行銷與S-E-D模型5
2.2知覺價值6
2.3炫耀性消費意圖7
2.4腦波與相關事件電位(ERP)8
2.5風險於N2腦波(ERP)關係9
第三章　研究方法	10
3.1研究模型10
3.2研究流程10
3.3研究假說11
3.3.1稀少性與知覺價值11
3.3.2知覺價值與炫耀性消費13
3.4研究問卷發展14
3.5實驗設計與腦波測量方法17
3.6實驗流程22
3.7研究對象23
第四章 資料分析與結果24
4.1資料分析方法24
4.2腦波資料分析25
4.2.1不同情境之腦波資料分析27
4.3問卷樣本結構描述28
4.4模型假說與驗證30
4.4.1測量模型分析30
4.4.2結構模型分析(四種情境下不同產品之SEM模式)37
4.4.3本研究之假說結果驗證41
第五章 結論與建議43
5.1研究結果與討論43
5.1.1理論意涵43
5.1.2實務意涵45
5.2研究限制與建議46
第六章 參考文獻47
 

表目錄
表 3-1 本研究操作型定義	18
表 3-2 本研究2x2基準架構矩陣22

表 4-1受測者一般性統計資料(N=140)	29
表 4-2構面之描述性統計31
表 4-3各構面間之相關係數與AVE的平方根值	32
表 4-4驗證性因素和交叉負荷(1)33
表 4-5驗證性因素和交叉負荷(2)34
表 4-6驗證性因素和交叉負荷(3)35
表 4-7驗證性因素和交叉負荷(4)36
表 4-8不同情境與產品類別之假說驗證結果(1)41
表 4-9 不同情境與產品類別之假說驗證結果(2)41
表 4-10不同情境與產品類別之假說驗證結果(3)42
表 4-11不同情境與產品類別之假說驗證結果(4)42


圖目錄
圖 2.1 S-E-D(Scarcity-Assumed Expensiveness-Desirability)模型5

圖 3.1研究模型：S-V-D模型10
圖 3.2 本研究操作變數分類之維度立方圖17
圖 3.3低價便利品(衛生紙)之數量少、時間少實驗頁面19
圖 3.4低價便利品(衛生紙)之數量多、時間多之實驗頁面19
圖 3.5 衛生紙搶購一空之新聞報導	20
圖 3.6 Emotive EPOC 及14個偵測頻道21
圖 3.7 實驗流程圖23

圖 4.1低價便利品(衛生紙)四種情境下觀看資訊前之風險腦波25
圖 4.2高價特殊品(包包)四種情境下觀看資訊前之風險腦波25
圖 4.3低價便利品(衛生紙)四種情境下之風險腦波26
圖 4.4高價特殊品(包包)四種情境下之風險腦波26
圖 4.5低價便利品(衛生紙)37
圖 4.6高價特殊品(包包)37
圖 4.7低價便利品(衛生紙)38
圖 4.8高價特殊品(包包)38
圖 4.9低價便利品(衛生紙)39
圖 4.10高價特殊品(包包)	39
圖 4.11低價便利品(衛生紙)40
圖 4.12高價特殊品(包包)	40

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