||Exploring the Influence of Perceived Scarcity on Consumer Purchase Intention: In the Case of Chanel Limited Edition Handbags
||Master's Program In Business And Management, Department Of Management Sciences
Consumers’ psychology effect
||With per capita income and private consumption rising year after year, consumers’ desire for material possession escalates. When luxury fashion brand adopts scarcity strategy to incite purchase volume, consumers used to hesitate but now spur purchase willingness, awaiting psychological and substantial contentment upon limited products. Thus, forming on the S-E-D model, this study purports to fathom the impacts perceived scarcity (PS) on purchase intention (PI), mediated by consumers’ psychology effect (CPE; uniqueness, conformity, vanity, novelty, conspicuousness) and perceived value (PV), also clarifying relations betwixt respective CPEs and PV.
Collecting 600 valid online questionnaires, this study testifies hypotheses through structural equation modeling and substantiates: (a) PS significantly and positively affect CPE; (b) uniqueness and novelty psyche significantly and positively affect functional value; (c) vanity and conspicuousness psyche significantly and positively affect emotional value; (d) vanity and novelty psyche significantly and positively affect epistemic value; (e) conformity, vanity and conspicuousness psyche significantly and positively affect social value; (f) PV significantly and positively affect PI. Synthesizing findings, this study bestows theoretical implication for academics and researchers to further investigation, also provides managerial suggestion for Chanel scarcity strategy on handbags.
List of Tables-IV
List of Figures-V
Chapter 1 Introduction-1
1.1 Research Background-1
1.2 Research Purpose-5
1.3 Research Process-6
Chapter 2 Literature Review-8
2.1 S-E-D Model-8
2.2 Perceived Scarcity (PS)-10
2.3 Consumers’ Psychology Effect (CPE)-12
2.3.1 Uniqueness (U)-13
2.3.2 Conformity (Cf)-14
2.3.3 Vanity (V)-15
2.3.4 Novelty (N)-17
2.3.5 Conspicuousness (Cs)-18
2.4 Perceived Value (PV)-20
2.4.1 Functional Value (FV)-21
2.4.2 Emotional Value (EmV)-22
2.4.3 Social Value (SV)-24
2.4.4 Epistemic Value (EpV)-25
2.5 Purchase Intention (PI)-27
2.6 Relationship between PS and CPE-28
2.7 Relationship between CPE and PV-33
2.7.1 Relationship between Uniqueness and PV-33
2.7.2 Relationship between Conformity and PV-36
2.7.3 Relationship between Vanity and PV-39
2.7.4 Relationship between Novelty and PV-41
2.7.5 Relationship between Conspicuousness and PV-44
2.8 Relationship between PV and PI-47
Chapter 3 Research Methodology-51
3.1 Research Framework-51
3.2 Questionnaire Design-52
3.2.1 Operational Definition-52
3.2.2 Construct Measurement-52
3.4 Sampling Procedure and Data Collection-58
3.5 Data Analysis Methods-59
3.5.1 Descriptive Statistical Analysis-60
3.5.2 Reliability and Validity Analysis-60
Chapter 4 Data Analysis and Results-61
4.1 Sampling and Respondent Profile-61
4.2 Analysis of Measurement Model-65
4.2.1 CFA and Model Fit-65
4.3 Analysis of Reliability and Validity-66
4.3.1 Reliability Analysis-66
4.3.2 Validity Analysis-69
4.4 Analysis of Structural Equation Model-73
4.4.1 Overall Model Validation-73
4.4.2 Hypothesized Relationships Testing-74
4.5 Analysis of Mediating Effect-77
Chapter 5 Conclusion-82
5.2 Theoretical Implication-87
5.3 Managerial Implication-89
5.4 Limitation and Future Research-91
List of Tables
Table 3.1 Operational Definition-53
Table 3.2 Construct Measurement-54
Table 3.3 Amount of Measurement Items-58
Table 4.1 Analysis of Respondents’ Personal Information-63
Table 4.2 Analysis between Respondents with Chanel-64
Table 4.3 Analysis of Research Model Fitness-66
Table 4.4 Analysis of Reliability and Convergent Validity-67
Table 4.5 HTMT and Difference of Chi-square-70
Table 4.6 Confidence Interval Test-71
Table 4.7 Goodness of Research Model Fit-74
Table 4.8 Hypotheses Test Analysis-76
Table 4.9 Direct, Indirect and Total Effect-79
Table 5.1 Result of Hypothesis Test-85
List of Figures
Figure 1.1 Taiwanese Per Capita Income and Private Consumption-1
Figure 1.2 Research Process-7
Figure 2.1 The S-E-D Model-9
Figure 3.1 The Conceptual Research Model-51
Figure 4.1 Analysis of Structural Equation Model-77
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