期刊論文

標題 The Effects of Hunger Marketing in Scarcity products
學年 106
學期 1
出版(發表)日期 2017/09/01
作品名稱 The Effects of Hunger Marketing in Scarcity products
作品名稱(其他語言)
著者 Chin, Jim Shih-Chiao; Chen, Shui-Lien; Lin, Miao-Jin
單位
出版者
著錄名稱、卷期、頁數 International Journal of Business Administration and Management Research 3(3), p.20-23
摘要 Hunger marketing is a marketing strategy where goods suppliers deliberately limit product supply to achieve excess demand. This research paper primarily investigated the varying impacts of Jordon shoes (tangible goods) and travelling to the Maldives (intangible goods) on the variables of the various dimensions of hunger marketing. This researchalso focused on the relationships between hunger marketing; knowledge exchange motivation, opportunities, and ability; involvement; epistemic value; purchase intention; WOM; and the interference caused by Jordon shoes, travelling to the Maldives, and financial status. This research adopted structural equation modelling (SEM) to construct the research framework. The researchers collaborated with a survey company to distribute the questionnaires, of which 975 were recovered. The analytical methods were employed to verify the collected data such as factor loading, t-value, AVE, Cronbach’s α being consistent with the hypotheses set by the aims of this research. The results showed could provide academic value in hunger marketing related researches.
關鍵字
語言 英文(美國)
ISSN 2412-4346
期刊性質 國外
收錄於
產學合作
通訊作者 陳水蓮
審稿制度
國別 中華民國
公開徵稿
出版型式 ,電子版