飢餓行銷是一種行銷手法，即產品提供者有意調低產量達到調控供求關係(Supply-demand relationship)，建造供不應求“假象”，以引發消費者內在慾望的目的。過去飢餓行銷多集中於高價位產品之探討。然而，自平價小米手機限量供貨的成功策略開始，飢餓行銷已變成各級品牌行銷的新顯學。
		
因此，本研究目的主要探討飢餓行銷策略應用於平價產品之成效。首先，了解不同產品稀少性訊息的呈現對消費者情緒產生不同的影響，進而檢驗消費者心智處理的認知適配與情感適配對衝動購買意圖之影響。而行銷人員認為稀少性訴求為一個重要的行銷策略(Brannon & Brock,2001)。本研究採取實驗室實驗法，並分成兩個階段。在第一階段，我們使用腦電圖(EEG, electroencephalogram)來測量神經生理狀態，主要分析產品稀少性資訊線索(包含時間長／短、數量多／少)對消費者的正／負情緒之影響。透過前額葉腦電圖（EEG）了解消費者在不同稀少性資訊的刺激之下，確實有不同的正、負情緒狀態；在第二階段，使用2X2矩陣進一步驗證產品稀少性的不同資訊呈現(時間長／短、數量多／少)對消費者情緒、心智處理和衝動購買意圖之不同影響。本研究最終收集131個有效樣本以支持研究模型，期望本研究結果對行銷業者與廣告設計商提供完善的飢餓行銷策略，以提高銷售利益。

Hunger marketing is a marketing technology, that is, the provider of goods deliberately reduces output to regulate the relationship between supply and demand, thereby creating an "illusion" of oversupply, which triggers consumers' inherent desire. However, since the successful strategy of the limited supply of affordable Xiaomi mobile phones, hungry marketing has become a new manifestation of brand marketing at all levels.
Therefore, the purpose of this study is to explore the effectiveness of hunger marketing strategies applied to affordable products. First, understand that the presentation of scarce information of different products has different effects on consumer emotions, and then examine the impact of cognitive fit and affective fit on consumer mental process on Impulsive Buying Intention. Marketers see scarcity as an important marketing strategy (Brannon & Brock, 2001). This study adopts laboratory experiments and is divided into two phases. In the first stage, we used electroencephalogram (EEG) to measure the neurophysiological status, and mainly analyzed the impact of product scarcity information clues (including time long/ short, quantity more / little) on consumers' positive / negative emotion . Through the prefrontal EEG to understand that consumers are stimulated by different scarce information, they do have different positive and negative emotional states; in the second stage, Use the 2X2 matrix to further verify the different effects of product scarcity (time long / short, quantity more / little) on consumer mood, mental processing, and impulse purchase intention.This study eventually collected 131 valid samples to support the research model. It is expected that the results of this study will provide marketers and advertising designers with a complete hungry marketing strategy to improve sales benefits.

第一章 緒論1
1.1研究動機與背景1
1.2研究目的3
1.3研究流程4
第二章 文獻探討5
2.1飢餓行銷5
2.2腦電圖與情緒(ELECTROENCEPHALOGRAPHY；EEG)5
2.3消費者情緒7
2.4雙決策系統：認知適配(COGNITIVE FIT)與情感適配(AFFECTIVE FIT)7
2.5衝動購買意圖(IMPULSIVE BUYING INTENTION)8
第三章 研究方法10
3.1研究模型10
3.2研究假說11
3.2.1愉悅度對認知適配與情感適配11
3.2.2激發度對認知適配與情感適配12
3.2.3認知適配對情感適配13
3.2.4認知適配對衝動購買意圖14
3.2.5情感適配對衝動購買意圖14
3.3實驗設計與EEG測量方法14
3.4實驗流程18
3.5本研究問卷20
3.5.1問卷題項20
3.6實驗對象22
第四章 資料分析與結果23
4.1樣本結構分描述23
4.2EEG分析25
4.3模型假說與檢定29
4.3 1量測模型分析29
4.3 2結構模型分析35
第五章 結論與建議40
5.1研究結果與討論40
5.2理論意涵43
5.3實務意涵44
5.4研究限制與建議45
參考文獻46
附錄研究問卷之問項54


表目錄
表3-1實驗情境之設計16
表3-2消費者情緒P-A之量表問項20
表3-3認知適配與情感適配之量表問項21
表3-4衝動購買意圖之量表問項22
表4-1受測者之一般統計資料圖表-1(N=131)24
表4-2衛生紙在時間長/數量多的收斂效度與區別效度30
表4-3衛生紙在時間長/數量少的收斂效度與區別效度31
表4-4衛生紙在時間短/數量多的收斂效度與區別效度32
表4-5衛生紙在時間短/數量少的收斂效度與區別效度33
表4-6在不同產品資訊情境下的各構面間之相關係數與AVE的平方根值	34
表4-7假說驗證結果39




圖目錄

圖1-1研究程序4
圖2-1大腦示意圖(鄭英, 2017)6
圖3-1研究模型10
圖3-2衛生紙的產品資訊16
圖3-3時間長、數量多17
圖3-4時間短、數量少17
圖3-5Emotiv EEG 14個偵測頻道18
圖3-6實驗流程圖19
圖4-1未經過產品資訊刺激的腦普圖25
圖4-2已經觀看產品資訊刺激之下的腦普圖26
圖4-3時間長、數量多27
圖4-4時間長、數量少27
圖4-5時間短、數量多28
圖4-6時間短、數量少28
圖4-7 SEM主要效果模型 時間長、數量多36
圖4-8 SEM主要效果模型 時間長、數量少37
圖4-9 SEM主要效果模型 時間短、數量多37
圖4-10 SEM主要效果模型 時間短、數量少38

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