近來愈來愈多的商品出現在市面上，也愈來愈多的商品訊息流通於網路空間中。在這種競爭相當激烈的情況下，傳統古板的理性化商品訊息已經無法打動消費者的心。人們要的不只是單純的一個商品，他們更渴求著商品蘊含著的一種觀念、態度、風格、價值或生活方式。此外，人們似乎趨向於喜愛購買能代表自己或反應自我風格的商品。為了滿足人們這種潛在性的需求，限量策略扮演著重要的角色。

限量策略是操弄稀少性效果的一種行銷策略。本研究旨在探討知覺稀少性、知覺象徵利益、損失趨避以及購買意願這四個構面之間的關係。本研究主要採取問卷調查法及量化分析。問卷主要是以測量不同構面間之關係為目標來設計。在正式問卷調查前，先進行一個前測來調查問卷的信度與效度。在刪除了不具良好信度效度的題項以後，開始進行正式問卷調查。本研究以蒐集到的157份有效樣本及SPSS 17.0進行統計分析。在分析方法方面，本研究使用了因素分析、信度檢定、簡單迴歸分析、變異數分析以及成對樣本T檢定來進行檢測。

本研究結果指出知覺稀少性對知覺象徵利益有正向影響。知覺象徵利益對消費者購買意願有正向影響。知覺稀少性對損失趨避有正向影響。損失趨避也對消費者購買意願有正向之影響。

There are plenty of products on the market. More and more information is blowing up on the Internet. Under this kind of keen competition, rational information can not touch people’s heart anymore. People want not only a product, but also eager about concept, attitude, style, value, or life style related to the product. In addition, people seem like to purchase things that can represent themselves. In order to satisfy the potential needs of human, limited-edition strategy plays an important role.

Limited-edition strategy is a kind of marketing strategy which takes scarcity’s effect into practice. This research aimed to find out the relationships between the four constructs: perceived scarcity, perceived symbolic benefits, loss avoidance and purchase intention. Questionnaire and quantitative analysis were employed in this research. Questionnaire was designed to investigate the relationship between the different dimensions which this research refers to. A pretest was conducted to examine the reliability and validity of the questionnaire before the final survey. After eliminating the measurement items which do not contain good reliability and validity, final survey had been conducted. After collecting the data of final survey, there are 157 completed questionnaires put into analysis. SPSS 17.0 is used for data analysis. Statistical methods, including factor analysis, reliability analysis, simple regression, repeated measure ANOVA and paired-sample T-test are used for examination.

The results of this research indicate that perceived scarcity has a positive effect on perceived symbolic benefits. Perceived symbolic benefits have a positive effect on purchase intention. The result also indicated that perceived scarcity has a positive effect on loss avoidance. Loss avoidance has a positive effect on purchase intention.

REFERENCES
Aaker, Jennifer L. and Schmitt, Bernd. (2001). Culture-Dependent Assimilation and Differentiation of the Self: Preferences for Consumption Symbols in the United States and China, Journal of Cross-Cultural Psychology, 32 (September), 561-576.
Ajzen, I., and Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice Hall, New Jersey.
Amaldoss, W., & Jain, S. (2005). Conspicuous consumption and sophisticated thinking. Management Science, 51(10), 1449-1466.
Ariely, Dan (2008) Predictably Irrational: The Hidden Forces That Shape Our Decisions. Harpercollins, New York.
Bade, B., & Parkin, M. 2004. Foundations of Economics (2nd ed). Pearson Addison-Wesley, USA.
Balachander, Subramanian., and Stock, Axel. (2009). Limited Edition Products:
When and When Not to Offer Them. Marketing Science. Vol. 28, No. 2, pp.336-355.
Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15 (1): 32-43.
Brannon, L. A., & McCabe, A. E. (2001). Time-restricted sales appeals: The importance of offering real value. Cornell Hotel and Restaurant Administration Quarterly, 42(4), 47-52.
Brock, T.C. (1968). Implications of commodity theory for value change. In: Greenwald, A.G., Brock, T. C., & Ostrom, T. M. (Eds.), Psychological Foundations of Attitude. Academic Press, New York.
Brown, Stephen. (1992). Postmodern Marketing? European Journal of Marketing. Vol.27, No. 4, 1993, pp.19-34.
Brown, Paul M. and Stewart, Steven. (1999). Avoiding severe environmental consequences: evidence on the role of loss avoidance and risk attitudes. Journal of Economic Behavior & Org. 38, 179-198.
Cachon, G.P. and Camerer, C.F. (1996). Loss-avoidance and forward induction in experimental coordination games. The Quarterly Journal of Economics. February, p.165-194.
Danziger, Pamela. (2004). Why People Buy Things They Don’t Need: Understanding And Predicting Consumer Behavior, Kaplan Business.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28 (3): 307-319.
Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising. Journal of Advertising, 37(3), 33-40.
Feltovich, N., IWASAKI, A., & ODA, S. H. (2011). Payoff levels, loss avoidance, and equilibrium selection in games with multiple equilibria: an experimental study. Economic Inquiry. doi:10.1111/j.1465-7295.2011.00406.x
Feltovich, N. (2011). The effect of subtracting a constant from all payoffs in a hawk-dove game: experimental evidence of loss aversion in strategic behavior. Southern Economic Journal, 77(4), 814.
Fromkin, H. L. (1968). Reinforcement and effort expenditure: Predictions of “reinforcement theory” versus predictions of dissonance theory, Journal of Personality and Social Psychology, 9 (4): 347-352.
Fromkin, H. L. (1970). Effects of experimental aroused feelings of undistinctiveness upon valuation of scarce and novel experiences. Journal of Personality and Social Psychology, 16(3), 521-529.
Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail. The International Review of Retail, Distribution and Consumer Research, 18(1), 45-61.
Godin, Seth., (2002). Purple Cow: Transform Your Business By Remarkable. Penguin Group, New York.
Godin, Seth., (2004). Free Prize Inside—The Next Big Marketing Idea. Penguin Group, New York.
Grubb, E. L., & Grathwohl, H. L. (1967). Consumer self-concept, symbolism, and market behavior: A theoretical approach. Journal of Marketing, 31 (4): 22-27.
Hawkins, Del I., Best, Roger J., Coney, Kenneth A. (2004) Consumer Behavior: Building Marketing Strategy 9/e. McGraw Hill Company.
Heffner, R. R., Kurani, K. S., & Turrentine, T. S. (2005). Effects of vehicle image in gasoline-hybrid electric vehicles. Institute of Transportation Studies. University of California, Davis.
Holman, R. H. (1980). A transcription and analysis system for the study of women’s clothing behavior, Semiotica, 32 (12): 11-34.
Howard, John A., Shay, Robert P., Green, Christopher A. (1988). Measuring the effect of marketing information on buying intentions. The Journal of Consumer Marketing, Vol.5, No.3, Summer.
Inman, J.Jeffrey, Dyer, James S., Jia, Jianmin. (1997). A generalized utility model of disappointment and regret effects on post-choice valuation. Marketing Science, Vol.16, No.2, pp.97-111.
Kahneman, D. and Tversky, A. (1979). Prospect Theory: An Analysis of Decision Under Risk. Econometrica (pre-1986), Mar 1979; 47, 2; ABI/IFORM Global, p.263.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, 57 (1): 1-22.
Keppel, G., Saufley, W., and Tokunaga, H. (1992). Introduction to design and analysis: A student’s handbook: Worth Publishers.
Kotler, Philip and Keller, Kevin Lane. (2006). Marketing Management 12 Edition, Pearson Prentice Hall, New Jersey.
Kumar, A., Lee, H. J., and Kim, Y. K. (2009, 2006). Indian consumers’ purchase intention toward a United States versus local brand. Fall Conference of the American-Collegiate-Retailing-Association, Charleston, SC, USA.
Loomes, Graham and Sugden, Robert. (1982). Regret theory: an alternative theory of rational choice under uncertainty. The Economic Journal, 92, 805-824.
Loomes, Graham. (1987). Further evidence of the impact of regret and disappointment in choice under uncertainty. Economica, 55, 47-62.
Lynn, M. (1989). Scarcity effects on desirability: Mediated by assumed expensiveness. Journal of Economic Psychology, 10 (2): 267-274.
Lynn, M. (1990). Choose your own price: An exploratory study requiring an expanded view of price’s functions. Advances in Consumer Research, 17, 710-714.
Lynn, M. (1991). Scarcity Effects on Value: A Quantitative Review of The Commodity Theory Literature, Psychology and Marketing, 8(1): 43-57.
Lynn, M. (1992a). The psychology of unavailability: Explaining scarcity and cost effects on value, Basic and Applied Social Psychology, 13 (1): 3-7.
Lynn, M. (1992b). Scarcity’s enhancement of desirability: The role of naive economic theories, Basic and Applied Social Psychology, 13 (1): 67-78.
Lynn, M., & Bogert, P. (1996). The effect of scarcity on anticipated price appreciation. Journal of Applied Social Psychology, 26(22): 1978-1984.
Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. In: Jacoby, J., & Jerry, C. O. (Eds), Perceived quality: How consumers view stores and merchandise. Lexington, MA: Lexington Books. Nail, P. R. (1986). Toward an integration of some models and theories of social Response. Psychological bulletin, 100 (2): 190-206.
Muramatsu, Tatsuo. (2007). Takakutemo Tobuyoni Ureru Kyaku-Tanka Appu No Hosoku. Diamond Inc, Tokyo.
Rieck, D. (1997). A Stick and Red Feathers: How to Trigger the “Yes” Response. Direct Marketing, 60(8), 54-55.
Rust, R.T., Inman, J.J., Jia, J., and Zahorik, A. (1999). What you don’t know about customer perceived quality: the role of customer expectation distributions. Marketing Science, Vol.18, No.1, pp.77-92.
Smith, A. (1776). An Inquiry into the Nature and Causes of the Wealth of Nations, edited by E. Cannan, Modern Liberty, New York.
Snyder, C.R. and Fromkin, H.L. (1977). Abnormality as a positive characteristic: the development and validation of a scale measuring need for uniqueness, Journal of Abnormal Psychology, Vol. 86, October.
Snyder, C. R., & Fromkin, H. L. (1980). Uniqueness: The human pursuit of difference. Plenum, New York.
Snyder, C.R. (1992). Product scarcity by need for uniqueness interaction: A consumer catch-22 carousel. Basic and Applied Social Psychology, 13(1), 9-24.
Stock, A., & Balachander, S. (2005). The making of a “hot product”: A signaling explanation of marketers’ scarcity strategy. Management Science, 51(8): 1181-1192.
Swami, S., & Khairnar, P. J. (2003). Diffusion of products with limited supply and known expiration date. Marketing Letters, 14(1), 33-46.
Takahashi, Akira. (2005). Ougon No Onigiri. Tohan Corporation, Tokyo.
Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ need for uniqueness: scale development and validation, Journal of Consumer Research, 28 (1): 50-66.
Veblen, T. (1965). The theory of the leisure class. Kelly, New York.
Verhallen, T. M. M. (1982). Scarcity and consumer choice behavior. Journal of Economic Psychology, 2(4), 299-322.
Verhallen, T. M. M., & Robben, H. S. J. (1994). Scarcity and preference: An experiment on unavailability and product evaluation, Journal of Economic Psychology, 15 (2): 315-331.
Wills, T. A. (1981). Downward comparison principles in social psychology. Psychological Bulletin, 90, 245-271.
Wright, R. A., Greenberg, J., & Brehm, S. S. (2004). Motivational analysis of social behavior: Building on Jack Brehm’s contributions to psychology: Lawrence Erlbaum Associates.
Wu, C., & Hsing, S. S. (2006). Less is more: How scarcity influences consumers’ value perceptions and purchase intents through mediating variables, Journal of American Academy of Business, Cambridge, 9(2): 125-132.
大前研一，(2011)。一個人的經濟：成熟市場也有大金礦。台北：天下遠見。
王保進，(2002)。視窗版SPSS與行為科學研究。台北 : 心理出版。
王鴻儒，(2003)。EXCEL統計學應用學習實務。
吳明隆，(2003)。SPSS統計應用學習實務:問卷分析與應用統計。台北 : 知城。
吳明隆，(2006)。SPSS統計應用學習實務—深究經典版。台北 : 知城。
吳明隆，(2008)。SPSS操作與應用—變異數分析實務。台北 : 五南。
吳瑛茵. (2009). 產品稀少性和消費者獨特性需求對購買意願之影響, 國立成功大學。
吳錫德，(2007)。台灣製造—文化創意向前走。台北：文建會、允晨文化。
林威霖. (2007). 廠商限量策略與消費者購買決策：限量訊息分析, 東吳大學.
林傑斌、劉明德，(2003)。SPSS11.0與統計模式建構。台北 : 文魁資訊。
邱皓政，(2000)。量化研究與統計分析:SPSS中文視窗版資料分析範例解析。台北 : 五南。
邱皓政，(2005)。量化研究法(二):統計原理與分析技術。台北 : 雙葉書廊。
張瀞云. (2007). 廠商限量產品上市策略之遞延與反饋效果, 東吳大學.
彭韋鳳. (2007). 製造商限量策略與網路中間商拍賣決策：套利空間評估, 東吳大學.
黃雅玲. (2003). 限時促銷下之消費者意願, 國立交通大學.
楊世瑩，(2008)。SPSS統計分析實務—第二版。台北 : 旗標出版股份有限公司。
楊燕枝與吳思華Yang Yann-Jy and Wu Se-Hwa，(2005)。文化創意產業的價值創造形塑之初探。行銷評論，第二卷，第三期，頁313-338。
鄭芯慧. (2003). 物以稀為貴?----消費者獨特性需求初探性研究, 政治大學.
露絲‧溫斯樂，(2003)。文化新形象：藝術與娛樂管理。台北：五觀藝術管理。
琉璃工房, http://www.liuli.com/