| 摘要: | 限量優惠商品指的是數量有限且有折扣之商品，可能對具經驗開放性、消費者創新性、對促銷充滿期待的消費者特別具有吸引力。經驗開放性係指人們對新事物的開放程度，其特徵表現如富於想像力、興趣廣泛、好奇心重等。消費者創新性指的是人們願意嘗試或購買新產品的程度。對促銷之期待係指消費者於購物前對購物成果期待之程度，而此期待是基於消費者過往之購買經驗以及對特定產品、服務、事件的相關知識所形成。由於限量優惠商品並非隨時皆有販售，且數量有限，所以具上述特質的消費者，可能會受戰利品購物影響其限量優惠商品之購買意願。戰利品購物是指消費者藉由刻意與持續不斷地蒐集購物的相關資訊，來提升其對購物的技巧與熟練度，進而有較大機會搶購到大幅折扣的商品。這些人可能會因購物之成果產生不同的情緒進而影響其購物之行為。若是沒有達成任務，戰利品購物者會產生類似運動員之行為，繼續強化自己的購物能力；或是成功達成任務，則會感到勝利與自豪。本研究透過網路問卷探經驗開放性、消費者創新性、對促銷之期待與限量優惠商品購買意願之關係，以及戰利品購物是否中介此關係。結果顯示經驗開放性、消費者創新性及對促銷之期待與限量優惠商品之購買意願皆呈現顯著正向相關，其戰利品購物具有中介效果。;Limited sales items refer to products with limited quantity and deep discounts, which may be particularly attractive to consumers with high openness to experience, high consumer innovativeness, and high expectation of sales. Openness to experience refers to the degree of openness to new things, with richness in imagination, wide range of interests, curiosity, etc., Consumer innovativeness refers to the degree to which people are willing to try or buy new items. Expectation of sales refers to the extent to which consumers expect the shopping results before shopping, formed based on past purchasing experience and knowledge of specific items, services, and events. As limited sales items are not always available, purchase intention influenced by consumers high on the above-mentioned traits may be influenced by sport shopping. Sport shopping means that consumers improve their shopping skills and proficiency by deliberately and continuously collecting shopping-related information to have a greater chance of getting goods with great discounts. They may have emotions hinged on the shopping results, which will further affect their shopping behavior. If the task is not completed, they will develop athlete-like behavior and continue to strengthen his shopping skills; or if the task is successfully completed, he will feel triumphant and proud. Therefore, this study explores the relationship between openness to experience, consumer innovativeness, and expectation of sales on purchase intention of limited sales items through an online questionnaire, and whether sport shopping mediates this relationship. It shows they are all positively correlated with the purchase intention, and the sport shopping has a mediating effect. |
