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Dissertations / Theses on the topic 'Consumer’s need for uniqueness'
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Prud'hon, Luc, and Tom Donker. "The regeneration of vinyl records." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-19122.
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This thesis analyses the factors influencing the purchase of vinyl records by the members of generation Y in Sweden. Two interviews with local stores owners as well as a survey were perfomed in this regard.
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Coughlin, Claire Delaney. "Body Image, Self-Esteem, and Consumer Need for Uniqueness as Antecedents to Self-Identification as Fashion Opinion Leader vs. Fashion Opinion Seeker." The Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=osu1259776106.
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Gai, Lili. "Dining at Ethnic-themed Restaurants: an Investigation of Consumers' Ethnic Experiences, Preference Formation, and Patronage." Thesis, University of North Texas, 2014. https://digital.library.unt.edu/ark:/67531/metadc699898/.
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Given unprecedented shifts in the U.S. demography marked by rapid growth in Hispanic, Asian and other ethnic market segments, marketing scholars and practitioners are confronting ways to cultivate ethnic consumers' brand preference formation, retail patronage and their ensuring consumption choices. Food is cited as a common signifier for consumers’ ethnic/cultural identity because food itself is a cultural symbol. However, little research has examined the influences of ethnic identities on consumers’ patronage behaviors of ethnic-themed restaurants. Thus, this dissertation critically explores the impact of ethnic identity and motivational factors to better understand consumers' choices of ethnic-themed restaurants with a mix-method approach. The present research investigates how ethnic identity and consumers’ need for uniqueness interplay with perceived authenticity in consumers’ patronage intention of ethnic-themed restaurants. The findings advocate the interplay among ethnic identity, consumers’ need for uniqueness, and perceived authenticity of general consumers in decision making choices of patronizing ethnic-themed restaurants. The findings have important implications for market segmentation guiding the owners of ethnic-themed restaurant the choice of environmental cues to encourage patronage intentions among general consumers. Furthermore, this study provides additional insights about motivating factors affecting decision making of patronizing ethnic-themed restaurants and contributes to the stream of research by enhancing understanding of marketing ethnic-themed restaurant in a multi-cultural society.
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Ngamsiriudom, Waros. "Phantom Menace: the Effect of Narcissism on Word-of-mouth Communications." Thesis, University of North Texas, 2014. https://digital.library.unt.edu/ark:/67531/metadc699949/.
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Previous empirical research and anecdotal accounts suggest that “subclinical narcissism” or “average Joe’s narcissism” is one of the most prevalent social phenomena in many parts of the world. Research also suggests that there will be an unprecedented escalation “in average Joe narcissists” among future generations of consumers. The objective of this study is two-fold. The first objective of this study is to explore the moderating effect of the individual’s level of narcissistic personality on their word-of-mouth (WOM) communications. The second objective of this study is to explore the boundary conditions of the first objective. The data were collected from a large number of consumers through Amazon Mechanical Turk. The results support many of the hypotheses accordant with the characteristics of the subclinical narcissistic individual. Specifically, the moderating effect of an individual’s level of narcissistic personality trait on the decision to engage in different types of WOM communications varies across the tested contexts. This study is intended to respond to social scientists' recent call for studies that investigate the fundamental motives behind the individual’s propensity to engage in WOM communication as a function of individual characteristics. The results of this study provide some prescriptive guidance to help companies target appropriate consumers to increase the effectiveness of WOM communication. In addition, this study explores the effect of individual and contextual differences on consumers’ willingness to engage in different types of WOM communication.
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Andrade, Marta Fernandes Pereira. "Produtos retro : atitudes dos consumidores portugueses." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/13152.
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Mestrado em MarketingA expressão retro tem ganho uma importância cada vez maior ao longo dos anos, despertando curiosidade um pouco por todos os mercados. O que significa que diversos produtos, serviços e marcas que eram utilizados no passado estão a regressar ao presente com alguma força. Esta investigação tem como objetivo entender as atitudes face aos produtos retro numa amostra de consumidores portugueses, isto é, averiguar qual a influência que a nostalgia, o colecionismo, a experiência com o passado, o interesse para com o passado, o materialismo, a procura da novidade e a necessidade de se sentirem únicos exercem sobre as atitudes de um grupo de consumidores portugueses ao adquirirem estes bens. De modo a alcançar este objetivo foi realizada uma pesquisa de natureza descritiva, utilizando-se um método quantitativo, neste caso, o inquérito por questionário como forma de recolha de dados, no qual as questões fundamentais foram elaboradas tendo em consideração escalas desenvolvidas anteriormente por alguns autores. Este inquérito por questionário foi divulgado online, registando como amostra 320 consumidores portugueses. Constatou-se assim, que tanto a nostalgia como o colecionismo e a experiência que estes consumidores tiveram no passado influenciam positivamente as suas atitudes para adquirirem produtos retro no presente. A variável materialismo não apresentou fiabilidade, enquanto que, as restantes variáveis (interesse para com o passado, procura da novidade e necessidade de se sentirem únicos) não apresentaram significado estatístico, o que significa que não influenciam as atitudes dos consumidores portugueses (presentes nesta amostra) face aos produtos retro.
The retro expression has gained increasing importance over the years, arousing curiosity a little in all markets and in people of all ages. This means that many products, services and brands that were used in the past are returning with some force. This research aims to understand the attitudes towards retro products in a sample of portuguese consumers, that is, finding out what influence the nostalgia, antiquarianism, experience with the past, interest in the past, materialism, consumer novelty seeking and need for uniqueness have on the attitudes of a group of portuguese consumers to purchase these goods. In order to achieve this objective it was conducted a descriptive study, using a quantitative method, in this case the survey as means of data collection, in wich the key questions have been prepared taking into account previously developed scales from some authors. This survey was published online by registering as a sample 320 portuguese consumers. It was found that both nostalgia and antiquarianism and experience that these consumers had in the past, have a positive influence in their attitudes to acquire retro products at the present. The variable materialism was not reliable, while the remaining variables (interest in the past, novelty seeking and need for uniqueness) did not present statistical significance, wich means that they don't influence the attitudes of portuguese consumers (presente in this sample) compared to retro products.
info:eu-repo/semantics/publishedVersion
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Sun, Huajun. "Sports and competition law in South Africa: the need to account for the uniqueness of sport when applying the competition Act 89 of 1998 to the sports industry." Thesis, Rhodes University, 2017. http://hdl.handle.net/10962/7102.
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Regulation of sport as an economic activity has become increasingly prevalent in a number of foreign jurisdictions. This thesis considers the applicability of competition law to the sports industry from a South African perspective. Although the Competition Act 89 of 1998 is yet to be applied in the context of organisation of professional sport, the sector is not free from the scrutiny of competition law authorities. It is necessary to subject sports organisers and governing bodies to competition law in order to ensure that their administrative powers, which effectively place them in positions of market dominance, are not misused for their own commercial interests. On the other hand, the unique characteristics of sports should also be taken into account when applying competition law to the sector. In particular, it should be noted that sporting activities are not purely economic in nature, and that they are also conducted in order to achieve various social objectives. This thesis examines foreign jurisprudence that have dealt with the relevance of purely sporting justifications under competition law, and conclude that South Africa law should take into account the unique nature of sport when determining whether a conduct should be per se prohibited under the Competition Act, as well as when the rule-of-reason enquiry is conducted. This would require an amendment to the Act, a draft of which is proposed in this thesis. Finally, the proposed approach is applied in the context of the player transfer rules in football, in order to highlight problematic aspects of the transfer system even when considered in light of the unique nature of sports.
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Lantian, Anthony. "Rôle fonctionnel de l'adhésion aux théories du complot : un moyen de distinction ?" Thesis, Université Grenoble Alpes (ComUE), 2015. http://www.theses.fr/2015GREAS006/document.
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Dans cette thèse, nous défendons l'idée que la motivation à se distinguer d'autrui (et plus précisément, le besoin d'unicité) pourrait favoriser l'adoption et l'augmentation des croyances aux théories du complot. Cette relation s'expliquerait par le fait que les individus ayant un fort besoin d'unicité auraient davantage tendance à être attirés par ce qui rare ou inaccessible, et nous argumentons que c'est justement ce qui caractérise les récits conspirationnistes (e.g., impression de détenir des informations secrètes). Nous présenterons 12 études ayant pour but de tester empiriquement cette hypothèse.Parmi les principaux résultats, nous avons montré que les individus disposant d'un niveau de croyances aux théories du complot supérieur à la moyenne pensent avoir un niveau de croyances à ces théories supérieur à celui attribué aux autres (Etudes 4, 5 et 6), ce qui correspond à un prérequis nécessaire à la formulation de notre hypothèse. Nous avons ensuite mis en évidence que plus les personnes possèdent un fort besoin d'unicité, plus elles croient aux théories du complot (Etude 8). Conformément à notre hypothèse, nous avons également démontré que les personnes qui croient aux théories du complot ont plus tendance à penser détenir des informations rares et secrètes à propos de divers complots (Etude 9). Une méta-analyse conduite sur deux études testant le rôle causal du besoin d'unicité sur les croyances aux théories du complot (Etudes 11 et 12) suggère enfin qu'une hausse situationnelle du besoin d'unicité favoriserait la formation des croyances aux théories du complot.Dans l'ensemble, il semblerait donc que le besoin d'unicité intervienne dans l'adoption des croyances aux théories du complot, même si cet effet semble de taille relativement modeste. En conclusion, cette thèse fait partie des rares travaux soulignant le rôle des explications motivationnelles dans l'adhésion aux théories du complotIn this thesis, we argue that the desire to be different from others (i.e., the need for uniqueness) would foster the adoption and increase of conspiracy beliefs. This relationship may be due to the fact that people with high need for uniqueness are more likely to be attracted by what is scarce and unavailable. We argue that scarcity and unavailability specifically characterizes conspiracy narratives (e.g., the conviction to hold secret information). We present 12 studies testing empirically this hypothesis.Among our main results, we show that people with high level of beliefs in conspiracy theories think that they have a higher level of beliefs in these theories compared to others (Studies 4, 5 and 6), that is a necessary prerequisite to our hypothesis. Then, we highlighted that people with a high need for uniqueness believe more in conspiracy theories (Study 8). According to our hypothesis, we also demonstrate that high believers in conspiracy theories are more likely to think that they possess secret information about various conspiracies (Study 9). A meta-analysis conducted on two studies testing the causal role of need for uniqueness on conspiracy beliefs (Studies 11 and 12) suggests that a situation in which need for uniqueness is enhanced increases people's conspiracy beliefs.Taken together, these studies suggest that the need for uniqueness plays a role in the endorsement of conspiracy theories, although the effect size seems relatively modest. To conclude, this thesis is one of the few works devoted to exploring the role of motivational explanations for conspiracy beliefs
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Bohlin, Sara. "Svenska konsumenters syn på secondhandkläder : Fördelar och nackdelar med secondhandkläder." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-75046.
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Datum: 26:e juni 2019 Nivå: C-uppsats, i företagsekonomi, specialisering marknadsföring. Institution: Institutionen för ekonomi, teknik och samhälle - Luleå Tekniska Universitet Författare: Sara Bohlin Handledare: Maria Ek Styvén Titel: Fördelar och nackdelar med att konsumera secondhandkläder Nyckelord: Secondhandkläder, secondhand, traditionellt tillverkade kläder, kläder, miljömedvetenhet, prismedvetenhet, behov av att vara unik, modeintresse, behov av att visa status upplevelse av ofräschhet. Syfte: Syftet med studien är att få en ökad förståelse för konsumenters drivkrafter när det gäller att köpa eller inte köpa secondhandkläder. Metod: Deduktiv studie med ett kvalitativt tillvägagångsätt som genomförts med hjälp av semistrukturerade intervjuer. Slutsats: Slutsatserna som drogs efter intervjuerna var att de vanligaste anledningarna till att köpa secondhandkläder var miljömedvetenhet, prismedvetenhet och modeintresse. De av de intervjuade som köpte mycket secondhandkläder utryckte alla på något sätt att de också hade ett behov av att ha en unik stil. Den vanligaste anledningen till att inte köpa secondhandkläder var modeintresse. Detta visade sig genom att de flesta av de intervjuade som köpte få eller inga kläder på secondhand också svarade att de var intresserade av mode.Date: June 26, 2019 Level: C-uppsats, thesis in business Administration, Specialization Marketing Institution: Department of Business Administration, Technology and Social Sciences - Luleå University of Technology Author: Sara Bohlin Title: Advantages and disadvantages of consuming second-hand clothes Tutor: Maria Ek Styvén Key words: Second-hand clothes, second-hand, traditionally made clothes, clothes, environmentalism, price sensitivity, need for uniqueness, fashion involvement, need for status, perception of contamination. Purpose: The purpose of this study is to better understand what, motivates consumers to buy or not to buy second-hand clothes. Method: A deductive study with a qualitative approach that was implemented using semi-structured interviews. Conclusion: The conclusions drawn after the interviews were that the most common reasons for buying second-hand clothes were environmentalism, price sensitivity and fashion involvement. Those of the interviewed who bought a lot of second-hand clothes all expressed in some way that they also had a need to have a unique style. The most common reason for not buying second-hand clothes was fashion involvement. This was shown by the fact that most of the interviewees who bought few or no clothes on second-hand, also replied that they were interested in fashion.
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朱芷葦. "Research on Consumers' Need for Uniqueness and Risk Preference." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/25284632131308436169.
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碩士明新科技大學
企業管理研究所
95
The purpose of this research was to explore the effect of consumers’ need for uniqueness (NFU) on the risk preference. In addition, the two variables, problems framing and history outcomes, were considered to examine the moderating effect between the NFU and the risk preference. The quasi-experimental method was employed throughout three experiments in this research. The one-way analysis of variance was conducted in Study 1. The independent variable was NFU (high vs. low) whiles the dependent variable was risk preference. The results indicated that participants with high NFU showed higher risk taking than participants with low NFU. In Study 2, a 2 (NFU: high vs. low) × 2 (Problem Framing: positive vs. negative) factional design was utilized. The results illustrated that the participants with high NFU preferred higher risk taking than those with low NFU in the condition of positive framing. However, in the condition of negative framing, there was no significance difference in risk preference between participants with high NFU and low NFU. A 2 (NFU: high vs. low) × 2 (Outcome History: successful vs. unsuccessful), factonial design was employed in the Study 3. The results showed that participants with high NFU preferred higher risk taking than those of the low NFU in condition of successful outcome history. However, in condition of unsuccessful outcome history, there was no significance difference between participants with high NFU and low NFU.
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周怡璇. "The influence of brand awareness, product scarcity and consumer’s need for uniqueness toward consumer’s attitude—Taking limited edition bag as example." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/99490243459518580527.
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Ku, Yi-He, and 古宜禾. "The effect of need for uniqueness on consumer decision making." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/382g97.
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碩士臺中技術學院
事業經營研究所
97
Recent decision research has found the presence of the extremeness aversion and status quo bias in choice. The extremeness aversion and status quo bias are derived from loss aversion. The principle of loss aversion points out that more weights will be placed on disadvantages（losses）than on the corresponding advantages （gains）.In this context, extremeness aversion refers that, all else being equal, an option with relatively more extreme values tends to be viewed as less attractive over an equivalent option with moderate values. The status quo bias demonstrates that individuals have a tendency to overweight the status quo. Based on the inference that consumer with high need for uniqueness will more emphasize on advantage（gains） than on the corresponding disadvantages（losses）, the present research demonstrates that the extremeness aversion and status quo bias are the functions of consumers’ need for uniqueness. In addition, based on the inference that consumers with high need for uniqueness tend to be risk-taking and consumers with low need for uniqueness tend to be risk-taking, the present research also demonstrates that the variety seeking behavior is a function of consumers’ need for uniqueness. Study 1 demonstrates the effect of consumers’ need for uniqueness on extremeness aversion. The extremeness aversion occurs when consumers are of low need for uniqueness（the proportion of choosing the middle priced option will be higher than the proportion of choosing the low priced and high priced options）, but doesnot occar when consumers are of high need for uniqueness（the proportion of choosing the high priced options will be higher than the proportion of choosing the low priced and middle priced options）. Study 2 demonstrates the effect of consumers’ need for uniqueness on status quo bias. The status quo bias can is present in the condition of consumers with low need for uniqueness（the proportion of un-switching to new alternative will be higher than the proportion of switching to new alternative）, but absent in the condition of consumers with high need for uniqueness（the proportion of switching to new alternative will be higher than the proportion of un-switching to new alternative）. Study 3 demonstrates that the effect of consumers’ need for uniqueness on variety seeking behavior. The extent of variety seeking in the condition of consumers with low need for uniqueness is higher than that in the condition of consumers with high need for uniqueness.
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Wu, Ying-Yin, and 吳瑛茵. "The Effects of Product Scarcity and Consumer's Need for Uniqueness on Purchase Intention." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/88501040573304552016.
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碩士國立成功大學
國際企業研究所碩博士班
97
Scarcity strategies are employed by marketers in an attempt to influence consumer’s decision-making. Famous brands like NIKE, Apple, and Swatch have designed and produced limited-edition products specifically to stress the unavailability of products, thereby intensifying the desire for owning the products (Brannon & McCabe, 2001). Therefore, as the market environments become more and more dynamic and complex, it is essential for marketers to correctly deliver scarcity messages to consumers and then motivate their purchase intentions. However, scarcity effects were examined with very limited aspects, very rare studies investigated simultaneously the impacts of multiple mediating and moderating variables that sufficiently explains the value-enhancement of scarcity strategies. For example, based on the need for uniqueness theory, consumers’ need for uniqueness can be viewed as a moderator of scarcity effects on valuation process. The conceptual framework of Lynn’s S-E-D model and Monroe and Krishnan’s price-perceived quality model also try to explain the scarcity effects from the perspectives of expensive-quality-value mechanisms. However, none of the previous studies have integrated these theories into a more comprehensive model to explain the phenomenon of scarcity. This study intends to fill this research gap by integrating relevant theories and developing a more comprehensive research framework to fully understand how scarcity affects consumers’ value perceptions and purchase intents as well as the moderating role of need for uniqueness. Based on the purpose of this study, the hypotheses are developed to examine. Questionnaires are used to collect data, and 285 completed questionnaires are put into analysis. Statistical methods, including factor analysis, reliability tests, hierarchical regression, analysis of variance (ANOVA) and structure equation model (SEM) are used for further examination. According to the results of this study, several results are made as follows: (1) The effects of scarcity have significantly positive impacts on perceived value and purchase intention through mediating mechanisms-assumed expensiveness, perceived quality, perceived sacrifice, and perceived uniqueness; (2) The effect of perceived quality has no negative impact on perceived sacrifice; (3) Perceived uniqueness has a significantly positive impact on perceived sacrifice; (4) The moderating effect of need for uniqueness has a significant impact on the relationship between perceived uniqueness and perceived value.
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Tapadinhas, Ana Rita Duarte. "The joint effects of product uniqueness and brand awareness on consumers’ attitudes and intentions." Master's thesis, 2018. http://hdl.handle.net/10362/38690.
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Brands often try to attract consumers with desire for uniqueness by offering
customizable or one-of-a-kind items. However, brand awareness might decrease the
perception of uniqueness associated to these items: a widespread brand may cause the
products to seem less unique, while an unknown brand may enhance the consumers’ feeling
of differentness. In this research, after verifying that consumers’ perceptions about an item’s
uniqueness are influenced by its brand’s brand awareness, I investigate the effects of the
interactions between a product’s uniqueness (or its perceived uniqueness), its brand and the
consumers’ need for uniqueness on consumer-related variables.
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HSU, WEN-SHUO, and 許文碩. "The Effects of Consumer’s Need for Uniqueness and Limited-edition Strategy on Perceived Value and Purchase Intention—for Example NIKE JORDAN BRAND SHOES." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/rjpc6n.
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碩士東吳大學
企業管理學系
102
This study want to research the effects of consumer’s need for uniqueness and limited-edition strategy on perceived value and consumer’s purchase intention, and use example NIKE JORDAN BRAND SHOES, in recent years, basketball shoes gradually transformed into fashion item, NIKE JORDAN BRAND SHOES has always been everyone's collection, When people wearing JORDAN SHOES will feel unique and distinctive, and consumers have unique demand characteristics are affected by the product scarcity and limited-edition strategy, will have an impact on perceived value and purchase intention. Based on the results of data analysis : 1.There is a positive relationship between the limited-edition strategy for consumer’s perceived value and purchase intention 2.Consumer’s need for uniqueness have positive interference between consumer’s perceived value and purchase intention
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Jing, Houy-Min, and 井慧敏. "The Impacts of Consumers' Need for Uniqueness and Materialism on Luxury Consumption: A Perspective from Female Consumers." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/70508440002840942952.
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碩士輔仁大學
織品服裝學系
96
ABSTRACT The Impacts of Consumers’ Need for Uniqueness and Materialism on Luxury Consumption: A Perspective from Female Consumers (Total Pages 67) AUTHOR: Huoy-Min Jing SUPERVISOR: Dr.Ta-Kuang Hsu DEGREE: MS Textiles and Clothing Fu Jen catholic University Graduate Institute of Textiles and Clothing Textiles & Fashion Business and Consumer Studies Section DATE OF GRADUATION: December 28, 2007 KEY WORDS: Need for Uniqueness, Materialism, Luxury Consumption The purpose of this study was to exam the relationship between the motivations of consumer and the purchasing behaviors of consumer towards luxury goods. The theory was based on McAlister and Pessemier’s (1982) variety-seeking model. The motivations of consumers include the need for uniqueness (McAlister and Pessemier, 1982; Snyder and Fromkin, 1980) and materialism (Belk, 1990; Richins and Dawson, 1992). Behaviors of purchasing luxury goods can be divided into status consumption and hedonic consumption. This study also tested the potential moderating roles of involvement with luxury goods and self-monitoring sensitivity. This study was focused on female consumers due to their growing importance for the luxury market. In the current study, a total of 271 valid responses were collected. Two-stage data analysis with LISREL 8.54 was utilized to test the measurement and structural model. In addition, regression analysis was performed to examine the moderating effects. This study found that consumers’ need for uniqueness has no direct impacts on both status and hedonic consumption. However, materialism has direct impacts on these two kinds of luxury consumption. The results also indicated that consumers’ involvement of luxury goods only moderated the relationship between materialism and luxury consumption. Additionally, self-monitoring sensitivity has moderating effects on the relationship between materialism and luxury consumption, as well as on the relationship between consumers’ need for uniqueness and hedonic luxury consumption. Finally, a number of marketing implications, research directions, and limitations were provided.
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Chang, Yi-Chun, and 張翊君. "The Effect of Need for Uniqueness on Consumers'' Intention of Word-of-Mouth." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/he6g77.
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碩士國立中山大學
行銷傳播管理研究所
103
This study was designed to investigate psychological dilemma for who with a high need for uniqueness wants to show off, but also fear of being imitative and unique disappears, and it leads to different intentions on word of mouth. The studies also explore the interference by temporal focus and regulatory focus on word of mouth intentions. In this study, the empirical examination design was adopted, with two experiments to verify five hypothesis.Study1 for 2 x 3( need for uniqueness vs. temporal focus) between groups design, and Study2 for 2 x 2( need for uniqueness vs. regulatory focus).The results found that the need for uniqueness will affect the intent on word of mouth, high need for uniqueness have higher dilemma and intention to scare than the low need for uniqueness, and in the situations of focusing on future time and prevention, the impact of the dilemma of the need for uniqueness is not significant. The results of the study complement the topics on word of mouth, which didn’t discussed in the context of temporal focus and temporal focus for academic gap, and provided practical reference to business or marketers.
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Yang, Tsun-Chung, and 楊存忠. "The Study of Bicycle''s Industry, Consumers’ Need for Uniqueness, and Purchase Intention." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/73505337515584832102.
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碩士樹德科技大學
經營管理研究所
102
This study explored the effect of consumer need for uniqueness and demand for product uniqueness on bicycle consumers’ purchase intention. There were 430 questionnaires conducted and 360 (83.7%) valid questionnaires obtained. Results showed that the higher the need for uniqueness, the higher the desire of product uniqueness consumers has. Consumers’ demand for product uniqueness mediated the relationship between their need for uniqueness and purchase intention. Research implications and future research directions were provided.
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Yang, Feng Szu, and 楊豐斯. "The Influence of Brand Awareness on Perceived Quality,Consumer’ Need for Uniqueness and Purchase Intention." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/e46eh3.
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碩士大葉大學
管理學院碩士在職專班
103
Nowadays smartphone is already a major communication tools between people, but a large gap between the main selling brand; emerging brands to seize the market in addition to the use of low-cost marketing techniques and strategies to seize market share; however, due to market size expansion slowed compared bound to both brands to carve a market share of consideration; therefore commodity to address the unique needs of consumers, in order to attract the attention of consumers. In this study, convenience sampling method to use mobile phones and international brands emerging brands consumers for the study, conducted a questionnaire survey. Distributed 350 questionnaires are expected to use hierarchical regression analysis to verify the hypothesis, smart phones of different brands internationally unique needs of consumers whether they would have an impact, thereby affecting their willingness to buy.
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Motale, Matebello Dieketseng Bethsheba. "Black Generation Y male students' fashion consciousness and need for uniqueness / Matebello Dieketseng Bethsheba Motale." Thesis, 2015. http://hdl.handle.net/10394/14709.
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While there have been numerous studies directed at addressing the female Generation Y cohort’s fashion consumption patterns, there is a dearth of published research focused on male consumer fashion conscious behaviour, especially not that of the African Generation Y (hereafter referred to as black Generation Y) males. There are global indications that contemporary males are engaging in fashion apparel shopping more frequently than ever before. Moreover, unlike past generations, today’s male consumers have become increasingly fashion aware and fashion conscious, taking care of their looks and developing their own fashion style. Born between 1986 and 2005, in 2013, black Generation Y individuals made up approximately 83 percent of South Africa’s total Generation Y cohort and 38 percent of the country’s 52 981 991 population. In 2013, black Generation Y males accounted for an estimated 42 percent of the South African population. As a consequence of its size, the black Generation Y male market segment represents a potentially lucrative and attractive market for apparel retailers and fashion marketers. Marketers are particularly interested in those individuals pursuing tertiary qualifications given that a higher education ultimately acts as a predictor of their higher future spending potential and an indication of their social standing and influence within a society. The aim of this study was to determine the causal relationships between black Generation Y male students’ need for uniqueness, fashion awareness, fashion consciousness and fashion conscious behaviour in order to model the determinants of black Generation Y male students fashion conscious behaviour. A self-administered questionnaire was administered on a single cross-sectional sample of 400 black Generation Y male students at three university campuses in the Gauteng province in 2013 – one from a comprehensive university, one from a university of technology and one from a traditional university. From the administered questionnaires, 213 were completed and returned as usable. The collected data was analysed by means of exploratory factor analysis, reliability and validity analysis, descriptive statistics and correlation analysis. In addition, structural equation modelling (SEM) was applied to test a proposed model derived from the literature. According to the results of the SEM analysis, black Generation Y males’ fashion awareness has a significant positive influence on their fashion consciousness, and their fashion consciousness has a significant positive influence on their fashion conscious behaviour. In terms of the dimensions of the need for uniqueness, unpopular choice has a significant positive influence on black Generation Y male students’ fashion awareness, whilst creative choice has a significant positive influence on their fashion consciousness, and avoidance of similarity has a direct significant positive influence on their fashion conscious behaviour. Furthermore, the findings suggest that their fashion consciousness is reliant on their fashion awareness, which in turn influences their fashion conscious behaviour. Findings from this study will aid marketers’ in better understanding black Generation Y male students’ fashion conscious behaviour. Furthermore, the recommendations provided suggest marketing strategy guidelines tailored at effectively targeting this market segment.PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015
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Chen, Ming-Ju, and 陳銘如. "A study of consumer innovativeness, need for uniqueness and purchase intention - A case of purchasing smartphone." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/22fsfd.
Full textAbstract:
碩士義守大學
管理碩博士班
102
In recent yesrs, majority of people owns and uses smartphone wherever and whenever in their daily life, which even replaces peoples’ needs on personal computer and laptops. Design innovations of the smartphone are essential and consumers’ needs on uniqueness and distinctness are accumulating its significance as well; Smartphone manufactuer are transforming their manufacturing style from “mass production” to “small-volume but large-variety production” to compromise consumers’ demand. Basing on phone functionality, with Visual attractions on the industrial design aspets actually fulfills people’s needs on product uniqueness and distinctness. Questionnaire method was used in my case study to explore and validate consumers’ needs on innovations and distinctness when purchasing their Smartphone, and surveying their desire and acceptability when new Smartphone is launched onto market. The study is conducted by a convenience sampling survey to the smartphone users in Kaohsiung City with the questionnaires developed by author. The data of this study is analysis by Descriptive Statistics, Reliability Test, Factor Analysis, Relative Analysis, Independent t test, Regression Analysis and ANOVA.The findings of the study are as follows:Consumer innovativeness is positive to purchase intention.Crentvie choice counter conformity of need for uniqueness no interference adoptive innovativeness, use innovativeness and purchase intention. Unpopular choice counter conformity of need for uniqueness interference adoptive innovativeness, use innovativeness and purchase intention.Avoidance of similiarity counter conformity of need for uniqueness no interference adoptive innovativeness, use innovativeness and purchase intention.Different demographic variable possess partial influences on consumers’ needs of innovative and uniqueness.
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Tu, Yuling, and 涂鈺羚. "An Analysis Of The Purchase Decision Based On Lovers’ And Couples’ Spending Tendency And Consumers’ Need For Uniqueness." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/24276930076687825402.
Full textAbstract:
碩士義守大學
企業管理學系
100
This study aims to investigate lovers’ and couples’ psychological effects of projection, introjection, conflicts, spending tendency, and consumers’ needs for uniqueness on purchase decision order. Firstly, this study is to give out questionnaires to 321 lovers and couples in pairs and 244 individuals who have lover and examined the null hypothesis. Then an in-depth interview technique was applied to collect qualitative data from 4 men and 4 women who have already married or have lover. On the basis of the interview results, we synthesized the psychological factors affecting lovers’ and couples’ purchase decisions. The findings showed that under the avoidance-avoidance conflicts, people easily give the priority considerations to their lover in purchase decisions. In any conflicts or situations, men have much more concentrations on lover’s preference than women. People who have high likelihood of introjection or more needs for uniqueness are likely to choose their liking first. Spendthrifts also tend to do the same decision. When people respond high levels of self-relevance to the product, they give top priority to benefit themselves. Furthermore, “love” will certainly affect purchase decisions order. When facing their own lover, most people abandon their priority to please their lover.
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Shih, Siang-Yi, and 施湘怡. "The Mediating Effect of Consumers’ Need for Uniqueness on the Relationship between Ego Identity and Satisfaction with Life." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/jn3a6a.
Full textAbstract:
碩士大葉大學
國際企業管理學系碩士班
103
How to elevate people’s life satisfaction? What kind of people are the most satisfied with their life? Are the wealthy more satisfied than the poor? Do people who get more education sense more sensation of satisfaction? The questions described above are the inspirations of the study. This study explores the mediating effect of consumers’ need for uniqueness on the relationship of ego identity and satisfaction with life. Based on the purpose of this study, the hypotheses are developed to examine. Questionnaires were used to collect data, and 800 completed questionnaires were put into analysis. Data was collected through the web-based questionnaire and the written questionnaire. Statistical methods, including factor analysis, reliability tests, hierarchical regression, and analysis of variance (ANOVA) were used for further examination. According to the results of this study, the positive relationship between ego identity and SWL, ego identity and CNFU, CNFU and SWL, and the mediating effect of CNFU were supported. At last, the managerial implications, limitations and the future research suggestions were introduced.
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Yu, Ya-Wen, and 游雅雯. "The Impact of Retail Out-of-stock Options on Preferences: The Role of Consumers’ Need for Uniqueness versus Conformity." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/yrsape.
Full textAbstract:
碩士東吳大學
國際經營與貿易學系
101
This study tested the hypothesis that customers’ need for uniqueness or conformity moderates the effect on their initial preference for a particular product of their discovery in the store of a previously unconsidered comparable alternative, which happens to be presently out of stock. In the study 1, participants who were been primed as independent exhibited a stronger preference for the option originally under consideration if the alternative was out of stock out due to heavy demand rather than short supply. By comparison, participants whose self-concept was primed as interdependent exhibited a weaker preference for the initial option if the alternative product was unavailable due to heavy demand, not short supply. Study 2 examines consumers’ need for uniqueness as a moderator of the impact of retail out-of-stock options on preferences. The results showed that high-uniqueness individuals experienced increased preference for the initial option if they were told that a comparable alternative was out of stock due to heavy demand, not short supply, whereas the converse holds true for low-uniqueness individuals. Study 3 also examines the moderated effect of consumers’ conformity and the results revealed that high-conformity individuals exhibited a weaker preference for the initial option if the alternative product was unavailable due to heavy demand, not short supply, whereas the low-conformity exhibited a converse hold.
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Yang, Shu-Han, and 楊舒涵. "The Influence of Social Virtual Product Experience on Social Shopping Value－Consumers’ Need for Uniqueness and Product Type as Moderators." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/ga943c.
Full textAbstract:
碩士國立臺北科技大學
經營管理系碩士班
101
This research focuses on the influence of different types of social virtual product experience(SVPE) on social shopping value, which moderated by consumers’need for uniqueness (CNFU) and product types. In study 1, we can understand the types of social virtual product experience through intensive interview and focus group interview. The study 2 adopts the research results of study 1 to design the two types of website (c2c giving SVPE and b2c exchange SVPE), to examine the interaction between consumers’need for uniqueness, product types and social virtual product experience. The result found that: high- uniqueness consumers’ social shopping value and purchase intention for publicly consumed products are higher than low-uniqueness consumers on the situation of b2c exchange SVPE. In addition, low- uniqueness consumers’ social shopping value and purchase intention for publicly consumed products are higher than high-uniqueness consumers on the situation of c2c giving SVPE. Whether SVPE is exchange or giving, purchase intention is no difference for privately consumed products between high and low uniqueness consumers.
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Liu, Yu-Tung, and 劉育彤. "The Relationship Among Aesthetics Experience, Consumer Need for Uniqueness and Purchase Intention: A Case Study of Taipei City Select Shop." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/855s9f.
Full textAbstract:
碩士輔仁大學
織品服裝學系碩士班
106
Due to the raise of Capital National Income of Taiwanese, it changes their lifestyle and purchase behavior. Consumers nowadays value more about the aesthetic of products than its practicality. To fulfill the aesthetic need of the consumers, merchants blend aesthetic into business. They put aesthetic elements into the products and shopping space to attract consumer’s attention. Behind these products and shopping space, there is a symbolic meaning which comes from the cultural side or the inspiration story of products and the decorations. People use the symbolic meaning of the products to show their special taste and style, also makes them feel different from others. Therefore, the main purpose of this study is to examine the relationship between aesthetic experience and purchase intention. Meanwhile, the study uses consumer need for uniqueness as a moderator variable to examine how it effect the relationship between aesthetic experience and purchase intention. Also, brings in the new business model called Select Shop into to further discussion. This study adopted questionnaire survey, and the subjects are Taiwan consumers who have shopping experience in Select Shop. 345 valid samples are collected. The study shows that consumer need for uniqueness has influence among the aesthetic experience and purchase intention, there are some different between high consumer need for uniqueness group and low consumer need for uniqueness group.
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Jiang, Min-Cyun, and 江敏群. "The Moderating Effect of Consumers’ Need for Uniqueness and Product Type on the Brand Attitude and Purchase Intention of Mere Virtual Presence Experience." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/f87kfm.
Full textAbstract:
碩士國立臺北科技大學
經營管理系碩士班
102
With the development of Internet services, online social media has become the most popular modern interactive platform, also leads the rise of social shopping and change people''s consumption behavior mode. Therefore, the main study was to investigate that whether the mere virtual presence experience: Mere Virtual Presence (MVP) and Mere Virtual Presence with Product Experience (MVPE) brand communities and pure brand website would affect consumers’ brand attitude and purchase intention. Besides, using Consumers’ Need for Uniqueness (CNFU) and product type as moderators to discussed the relationship. The results are: low CNFU consumers with search product prefer MVPE brand community. For experience product, MVP and MVPE brand communities have the same preference.
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Shiau, Ya-Yun, and 蕭雅云. "The Impact of Brand Logo Prominence on Consumer Behavior: The Moderator Roles of Need for Uniqueness, Luxury Brand and New Customers or Old Customers." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/94751804168497945567.
Full textAbstract:
碩士靜宜大學
企業管理學系
99
Past research showed that brand logo affected consumer’s brand recognition, and evoke consumer’s positive emotions, and then, affect consumer willingness to buy. However, a little studies were to explore that the impact of brand logo prominence on consumer behavior. Besides, consumer’s needs for uniqueness trait, luxury or non-luxury brand and new and old customers to buy luxury brands, whether the relationship will make the aforementioned change, important issues are yet to be clarified. Therefore, the purposes of this research are to explore the impact of brand logo prominence on purchase intention, product evaluation, overall attitude, and overall liking, and further explore the moderator roles of consumer’s need for uniqueness, luxury or non-luxury brand and new and old customers to buy luxury brands. Statistic methods including ANOVA, MANOVA and MANCOVA are used to approach the analysis. Empirical results have demonstrated that: (1) when the brand logo is moderate, the customer's purchase intention is significantly higher than the other two presentation (highly and lowly present).(2)As to the customers that have high need for uniqueness , when the brand logo prominence in the product evaluation and overall liking is moderate, it has significantly better than the other presentation(highly and lowly present). (3)When the brand is luxury, the highly prominence of brand logo will significantly increase customer's purchase intention, product evaluation, overall attitude and overall liking. (4)When the brand is non-luxury, the lowly prominence of brand logo will make customer have better purchase intention, product evaluation, overall attitude and overall liking. However, (5) the new and old customer of luxury brand do not significantly moderate the relationships between prominence of brand logo and customer's behavior. According to this study, we suggest that:(1)The enterprises should pay more attention to the prominence of the logo symbol on their products, so that they can acquire higher purchase intention, product evaluation, overall attitude and overall liking from the target customer.(2)If target customers of the enterprises have high need for uniqueness characteristics, the presentation of logo prominence should be moderate, so that it can acquire higher product evaluation and overall attitude from the customer. (3)The enterprises of luxury and non-luxury brand both have to keep an eye on the presentation of the logo symbol on their products, so that they can acquire higher purchase intention, product evaluation, overall attitude and overall liking from the target customer.
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孫丕和. "Does Vending Machine Sales of Contact Lenses meet the Consumer’s Need?" Thesis, 2015. http://ndltd.ncl.edu.tw/handle/t37957.
Full textAbstract:
碩士逢甲大學
經營管理碩士在職專班
103
With rapid change of technology, the tool that used for human vision correction has evolved from the simplest glasses to about a penny big contact lenses that directly wear on the corneas. Thanks to the practicality and convenience that brought by the revolutionary item, it quickly spreads throughout Taiwan. After 20 more years of promotion and development and the increasing number of new brands, there isn’t enough space for optical stores to show them all in store. Therefore, one company came up with an innovative idea that successfully created a highly discussed topic – vending machines for contact lenses. As it’s the first case in Taiwan that sells medical devices through vending machines, it’s worth discussing if this sell model is satisfactory to the consumers to fulfill their needs. Hope by analyzing the case to figure out the answer and moreover, provide references for the future development of both academia and the optical industry.
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Chen, Wei-Ru, and 陳薇如. "Need for Uniqueness as a Moderator between Self-Congruence and Emotional Brand Attachment." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/65423343644517960069.
Full textAbstract:
碩士國立嘉義大學
行銷與運籌研究所
100
Recently companies increasingly prefer to create emotional brand connections with consumers’ “actual self” to touch the hearts of many consumers, causing them to form a strong emotional connections with the brand which really like their actual self. However, some companies still create emotional brand connections with “ideal self,” because many consumers like the brand do not fit with their actual reality. These two strategies are effective, it depends on the situation. The time to use which strategy to enhance brand attachment is a key issue. The people with needs for uniqueness think self-expression and achievement expression are very important, and they especially paying attention to the actual self-congruence, which will strengthen the emotional brand attachment. If consumers’ personality and brand personality are highly congruent, they will have high emotional brand attachment, and they will naturally have positive brand attitude and willing to pay the price premium. Used in this study is questionnaire method, and 139 valid samples were collected on the internet. Independent T-test, two-way ANOVA, one-way ANOVA and regression analysis was used for statistical analysis. The results show that: First, Actual self-congruence significantly impact emotional brand attachment, compared to ideal self-congruence, actual self-congruence resulting in a stronger emotional brand attachment. Second, Actual self-congruence and need for uniqueness for two-variable interaction, when the consumers are in high actual self-congruence, need for uniqueness will significantly strengthen the effect of self-congruence on emotional brand attachment. However, when consumers are in low actual self-congruence, need for uniqueness will not significantly weaken the effect of self-congruence on emotional brand attachment. Third, the relationship between self-congruence and both brand attitude and price premium partially influence (mediate effect) by emotional brand attachment.
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Cheng, Yu-hsin, and 鄭育昕. "THE IMPACT OF NEED OF UNIQUENESS AND SELF-MONITORING ON LUXURY PURCHASING BEHAVIOR." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/17448208213722280486.
Full textAbstract:
碩士大同大學
事業經營學系(所)
102
Although Taiwan is in a state of recession, but with improved caution of quality of life , the need of people is gradually growing , and the consumption of luxury goods has significantly improved. With young people join the ranks of luxury purchase, they helped the growth of luxury consumption. Early studies had found many factors that impactd purchasing behavior of luxury goods, but less in the study in the purchasing behavior of luxury of young people. With the data collected from university students, this study intends to explore the factors that affect student's purchasing behavior of luxuries. The factors include need of uniqueness, self-monitoring , social function attitude, and purchase behavior. ii This study used questionnaires to collect data online. A total of 229 valid questionnaires returned were analyzed with SPSS 18.0 and AMOS 18.0. The results show that Need of Uniqueness has a positive impact on the Social Function Attitude. Social Function Attitude toward Purchase Behavior has a positive impact. However, there is no significant impact from self-monitoring to social function attitude and gender was not a moderator in this study. Keywords: Need of uniqueness, Self-Monitoring, Social-function attitude, Purchase behavior.
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LU, Wen-Chieh, and 盧文潔. "A Study of Consumer’s Need to Cable TV Digital Service in Taiwan." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/21044939472319788013.
Full textAbstract:
碩士國立臺灣師範大學
圖文傳播學系
102
The purpose of this study is to explore the consumer’s need of the cable TV digital service. In the first place, the study adopts the content analysis method to understand the digital service status among 14 cable operators in Taiwan. Additionally, the Internet questionnaires which content refers to cable operators’ cable TV platform of digital service is to collect the level of consumer’s need and 422 valid questionnaires were collected. Finally, according to the conclusion, this study has proposed specific recommendations for the cable operators of the cable TV platform, consumers, and further researchers. The findings of this study are as follows. 1. “Internet management service”, “personal video recorder service and “electronic program guide service” in the cable TV platform provided by cable operators were the highest then others. 2. “Internet management service”, “video channel service”, and “electronic program guide service” of consumer’s need have the highest level. 3. “T-commerce service”, “E-Learning service”, and “Life information service” among the cable operators’ cable TV platform have a large difference. 4. There have significant difference in “Internet management service”, “E-Learning service” and “electronic program guide service” across various commsumer’s “age”, “occupation”. 5. There have significant difference in “Internet communication service”, and “E-Learning service” between the consumer’s need and the cable operators.
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Lo, Wei-Kang, and 駱韋綱. "Effects of Product Scarcity on Consumers’Perceived Value and Purchase IntentionThrough Need for Uniqueness and Conformity." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/03696753904363449882.
Full textAbstract:
碩士真理大學
企業管理學系碩士班
101
Emphasizing scarcity is a common technique in marketing practices. Practitioners stimulate the intention of purchase by giving message of scarcity due to supply (Limited) or the scarcity due to demand (Sold out) to increase the perceived value and purchase intention of consumer through the need for uniqueness or conformity. Accordingly, this research is to probe the effects in perceived value and purchase intention of consumer through different product types (conspicuous consumption / non-conspicuous consumption) and different scarcity (scarcity due to supply/ scarcity due to demand). And also inspect the mediating effects of need for uniqueness and conformity in the perceived value of scarcity due to supply/demand. Using mobile phone (conspicuous consumption products) and shampoo (non-conspicuous consumption products) as research product, both with fiction brand and using leaflets slogan to manipulate the message of product scarcity. This research collects consumer questionnaire samples through Internet, and by collecting 923 effective samples, using LISREL to carry out analysis. The result has found: (1) The Scarcity due to supply will directly and indirectly (through need for uniqueness) rise the perceive value of consumer to increase purchase intention; need for uniqueness will increase purchase intention. (2)The scarcity due to demand will directly and indirectly (through conformity) rise the perceive value of consumer to increase purchase intention; conformity will increase purchase intention. (3)Regardless of conspicuous consumption products or non-conspicuous consumption products, scarcity due to supply or demand makes no significant difference in the perceive value and purchase intention of consumers.
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Hu, Liping, and 胡莉苹. "The Effect of Fashion Anxiety and Need for Uniqueness on Perceived Quality of Fast Fashion Brand." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/62947190693954651777.
Full textAbstract:
碩士輔仁大學
織品服裝學系
100
Fast fashion had become a key feature of the fashion industry over the last decade. Previous research of fast fashion had focused on the supply chain aspect of the strategy. The main purpose of this research discussed the effect of fast fashion consumer's personalities for information research and perceived quality. This study mainly investigated the relationships among fashion anxiety(fashion as the interpersonal symbol, sensitivity of fashion, security of fashion, and pressure of fashion consumption), need for uniqueness, information search, and perceived quality in fast fashion industries. 401 valid samples were received. The outcomes finding that fashion as the interpersonal symbol had positive and significant influence on information search, sensitivity of fashion had positive and significant influence on information search, and pressure of fashion consumption had positive and significant influence on information search. In addition, information search had positive and significant influence on perceived quality. Finally, this study put forward few views on the academic and management of surface.
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Chen, Kuang-Wei, and 陳光偉. "Addictive Products and the Changes of Consumer’s Need Hierarchy ─ A Testing of Maslow Theory." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/25962800811206904820.
Full textAbstract:
碩士銘傳大學
國際企業學系碩士班
91
As the result of the trend of globalization, most of products in the world are more standardization and normalization. However, even though consumers have same organic need (e.g., food, nutrition, water, air and the desire of shelter), they have various material needs varying from their living environments, social cultures, backgrounds, personality, levels of education, and individual experiences. As the brand competitions in the marketplace are increasing and as consumers have more opportunities and abilities to choose brand of products and services than before, marketers in this era should pay more attentions on the study of consumer behavior. In this thesis, we especially focus on the analysis of consumer’s need hierarchy. On the other hand, consumer may have different behavior in consuming addictive products such as drag or cigarette. Therefore, it is important to analyze the changes of need hierarchy and the addictive behavior together. Moreover, in the thesis we also incorporate consumers’ characteristics, value system, and social-culture climate into analysis. In so doing, we are able to learn what are the effects of consumers’ characteristics and personal values on targeted habitual or addictive behavior; and what are the changes of hierarchy need according to different level of addiction. We collect data from different culture areas, namely, Taiwan and Mainland China in helping to analyze the impacts of social culture and economic environment on consumers’ addictive behavior and on the changes of need hierarchy. The finings of this study are: First, consumers’ needs are easy to move from Maslow’s upper level to lower level as cigarettes are example of addictive products. Second, the culture factor has no significantly influence on the satisfaction of Maslow’s needs hierarchy. The reasons may come from product category (addictive product) or may come the slight of culture differences between of Taiwan and China. In general, it is more effective if firms employ the motivation analysis in implementing their marketing strategy Especially, it is the most direct way to persuade consumers’ to buy the products by understanding their needs and value systems. So this study can provide marketing participants a new way for understanding the reaction of consumers in consuming addictive or habitual products and services.
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Cheng, Jung-Chung, and 鄭榮中. "The Effect of Need for Cognition and Expertise on Consumer’s Satisfaction with Recommendation Agent." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/26062609317507983449.
Full textAbstract:
碩士國立中正大學
企業管理所
96
This study is to investigate when consumers purchase in a shopping website which use recommendation agent, did consumers’ need for cognition and expertise affect consumers’ satisfaction? The satisfaction in this investigation was separated into five parts: the costs of the information search, the benefits of the information search processes, the costs of the decision making processes, the benefits of the decision making processes, and the overall purchase processes. Based on the pretest, a digital camera was selected as the stimulus for this study. This study was a 2 (High-NFC vs. Low-NFC) × 2 (Expert vs. Novice) between-subjects experiment and used in two recommendation agent (WADD vs. EBA). We had eight groups of samples. Two-way ANOVA was utilized to test for the effect of the moderator. The conclusions are as follow: １． As using WADD recommendation agent, the degree of Expert and High-NFC has a significant effect on the benefits of the information search processes and the purchase processes, and overall satisfaction. ２． As using EBA recommendation agent, the degree of Novice and Low-NFC has a significant effect on the benefits of the information search processes and the purchase processes, and overall satisfaction.
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Jiang, Kuan-zheng, and 江冠錚. "Relationships among Personalized Services of Shopping Websites, the Need for Uniqueness of Online Shoppers, and Relationship Quality." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/45507759355772034583.
Full textAbstract:
碩士朝陽科技大學
企業管理系碩士班
101
Recently, the increased self-awareness of online shoppers has promoted vigorous development in online shopping, developing personalized functions and uses for online shopping. The consuming behaviors of online shoppers vary, and the needs and expectations of online shoppers are unpredictable. Specifically, online shoppers emphasize the need for uniqueness (NFU) to establish a self-styled consuming behavior. Consequently, shopping websites must not only emphasize the NFU of online shoppers, but also satisfy the purchasing needs and expectations through personalized services. This study primarily explored the effects that personalized services offered by shopping websites have on relationship quality, using NFU of online shoppers as the moderating variable. The website subject of this study was the Yahoo! Shopping website. The formal survey of this study consisted of 2 parts. For the first part, Chaoyang University of Technology students with shopping experiences using the Yahoo! Shopping website were employed. For the second part, through the online questionnaire approach, non-student group with similar shopping experiences using Yahoo! Shopping website was adopted. The data analysis methods included sample structural analysis, descriptive statistics, reliability analysis, validity analysis, exploratory factor analysis, t test, analysis of variance, correlation analysis, and hierarchicalregression analysis. The study results included the following: (a) the 2 items in shopping websites, which included personalized services regarding purchase inquiries and tracking and the quality of product and service customizations, significantly and positively affected the relationship quality of online shoppers and shopping websites (including satisfaction, trust, and loyalty); and (b) the NFU regarding image and style of online shoppers interfered with the resulting effects that personalized services for purchase inquiries, tracking, and product selection have on relationship quality (i.e., satisfaction and trust). The results of this study can provide shopping websites with reference for designing personalized online marketing strategies.
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Su, Cheng-Ru, and 蘇承孺. "The effect of Product Information on Risk Perception and Consumer’s Purchase Intention：Safety need as Moderator." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/462vwy.
Full textAbstract:
碩士東吳大學
心理學系
101
The main purpose of this study was to examine the effect of product information on physical risk perception which mediates consumer’s purchase intention. According to the heuristic systematic model, researcher hypothesized safety need and product price might moderate the relationship between product information and physical risk perception. The researcher randomly assigned 117 participants to eight different experimental conditions which divided by product safety information, price and Safety needs. Results summarized below: (1) Safety needs moderated the effect of product safety information and physical risk perception. When participants’ safety needs were primed, product safety information will make their physical risk perception lower than participants whose safety needs were not primed. (2) Product price moderated the effect of product safety information on physical risk perception. When the product price is high, high product safety information will make the body risk perception lower than low product price group. (3) Physical risk perception partially mediates the effect of product safety information and purchase intention. (4) There is no direct effect between product price, financial risk perception, physical risk perception and purchase intention.
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Ye, Yi-Fen, and 葉逸凡. "The Influence of Price Promotion Strategy on Consumer’s Purchase Intention: Need For Cognition as nuisance variable." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/51166265358398675731.
Full textAbstract:
碩士國立屏東商業技術學院
行銷與流通管理系(所)
99
In industry of retail, price ending and left-digit effect is the most common marketing tactics. However, price promotion not only could elevates the consumer’s purchase intention, but also may the quality of products consumers have a negative imagination concerns. At this time, the consistency of price promotion will play an important role, thus, in this study, we will investigate the Influence of price ending, left-digit effect, consistency of price promotion, and restriction sale on consumer’s purchase intention, and combine the need for cognition (NFC) as a nuisance variable. The experimental approach is uses 2 * 2 * 4 to gather the data, and the data shows four things. The first, situation of price promotion, the score of consumer’s purchase intention is higher than the situation of un-price promotion. Second, when the price promotion could be consistency, it may has the positive agency on consumer’s purchase intention. Third, situation of restriction sale, the score of consumer’s purchase intention is higher than the situation of un- restriction sale. Final, when the people belong to be low of NFC, the consumer’s purchase intention would be higher than the people belong to be high of NFC.
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Cheng, Hsin-Yu, and 程新雨. "The Effects of Product Attributes, Product Knowledge and Need For Cognition on Consumer’s Intransitive Preference Behavior." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/43057049941356340573.
Full textAbstract:
碩士國立臺灣大學
商學研究所
89
Facing the variety of consumer’s demand nowadays, firms develop products in different categories and functions. The products attract consumers by differentiation on the value of attributes. Exposed to more and more attribute information, however, consumers consequently gain much difficulty dealing with the information. On the other hand, the firms get fully control over the disclosure of information on product attribute. Consumers can only choose product based on the information provided by the firms unless they have their own reference point, and it results in information asymmetry. During the process of choice, consumers face several choices along with information of attributes, including “common attribute” which all choices disclose the value and “unique attribute” which only part of choices disclose the value. It is shown that consumers tend to put more emphasis on common attributes between choices than on unique attributes. By the overweighing the common attributes, consumers may show intransitive preference and display irrational behavior. For example, in the three choices combination, choice A will be preferred to choice B, B will be preferred to C, but C will be preferred to A. The main goal of this research is to improve our understanding of consumer choice under incomplete information. Under the influences of product knowledge, need for cognition, information presentation form, and attribute evaluation difficulty, we come to following conclusion about consumer’s intransitive preference behavior: 1.Consumers are more likely to use an attribute as a reason for choice when that attribute is common rather than unique, and lead to intransitive consumer preferences. 2.The evaluation difficulty in unique attribute will affect the evaluation weight of that attribute. Consumers will show more intransitive preference if the unique attribute of a choice which is inferior on the common attribute is more difficult to evaluate rather than easier to evaluate. 3.The product knowledge level of consumer will affect the route of evaluation and the weight of attribute. A consumer with lower product knowledge shows more intransitive preference than one with higher product knowledge. 4.Need for Cognition of consumers have no effect on the route of evaluation and the weight of attribute. 5.The presentation format of product attribute information doesn’t affect the intransitive preference of consumers. 6.Whether consumer uses the common attribute as a reason for choice or not affects the difficulty during choosing process. Consumers will rate a choice as more difficult after selecting the option that is inferior on the common attribute. Although some researchers have suggested that consumers form inferences about missing values under incomplete information, whereas others find little evidence for such inferences. The main contribution of this research is to suggest and testify consumers’ tendency to use common attribute as a reason for choice rather than inference about missing value. Moreover, this research founds that the difficulty of attribute and consumer’s product knowledge also have influence on the degree of intransitive behavior. Due to the conclusions above, we provide following suggestions for marketing strategies: 1.A firm should fully disclose the information of an attribute if the objective product is superior on that attribute, and hide the information of an attribute if the objective product is inferior on that attribute. 2.If an important attribute of the objective product is hard to evaluate, the firm should propagate the information of that attribute “actively” in order to educate consumers’ knowledge on that attribute. Stressing the performance of objective product on that attribute in order to prevent consumers from ignore the importance on that attribute. 3.We suggest that when hiding the information of inferior attribute, the firm use sentence format to disclose the information to consumers. 4.A firm should persuade consumers of different product knowledge levels into objective products in different ways. It should provide fully information of product attributes when facing higher product knowledge level consumers while provide part of information when facing lower product knowledge level consumers.
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Chuang, Chih-Yung, and 莊智湧. "Person-Organization Fit and Employee Work Attitude:The Moderating Effect of Cultural Homogeneity and Uniqueness of Opportunities for Need Satisfaction." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/74946255682988699848.
Full textAbstract:
碩士國立交通大學
管理學院碩士在職專班管理科學組
95
The purpose of this research is to understand how employees’ work attitude will be affected by person-organization fit, and how homogeneity of culture and opportunity for need satisfaction will moderate the relationship of fit and attitude. The data were collected by questionnaire survey. One hundred and fifty employees from thirty different companies were targeted for sampling. One hundred and eight of them returned their questionnaires, making a return rate of 72%. The final sample includes 104 respondents after excluding 4 incomplete questionnaires. The results show that value congruence (supplementary fit) had a positive relation with organizational commitment, but no relations with job involvement and job satisfaction. The need fulfillment (complementary fit) was positively associated with job involvement, but not with job satisfaction or commitment. Cultural homogeneity did not moderate the value congruence-attitude relationship. Uniqueness of opportunity for need fulfillment did moderate the need fulfillment-attitude relationship. This study combined the arguments of supplementary and complementary fit in the literature and used empirical data to test the effects of these two fits on work attitude. The study also examined the moderating effects of culture homogeneity and uniqueness of opportunity for need fulfillment on the relationship of fit and attitude. This study contributes to the literature by providing us a better understanding about the relationship of person-organization fit through the above two efforts.
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Huang, Wei-Ching, and 黃暐晴. "Individual luxury on perfume purchase intention: Mediated by naming induced luxury brand personality and moderated by need for uniqueness and status consumption." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/68840255028269067049.
Full textAbstract:
碩士國立中央大學
企業管理學系
105
Although prior research has shown brand personality is related to purchase intention, but the focus was rarely about product naming induced luxury brand personality, as well as whether individual luxury personality may influence purchase intention of luxury products. As a result, the current study will explore the influence of individual luxury personality on perfume purchase intention, with regards to whether luxury brand personality may mediate such relationship, as well as whether individual need for uniqueness and status consumption may moderate the influence of luxury brand personality on purchase intention. Using printed questionnaires, a total of 201 valid responses were collected and analyzed using SPSS with PROCESS macro to test the effect of moderated mediation. The result shows among the dimensions of individual luxury personality, individual sincerity luxury and individual materialism luxury have a positive effect on purchase intention. With regards to the mediation of luxury brand personality, professionalism mediates individual sincerity luxury and purchase intention, and between individual materialism luxury and purchase intention. Furthermore, attractiveness mediates between individual sincerity luxury and purchase intention. With regards to the moderation of need for uniqueness and status consumption, only professionalism the relationship between individual sincerity personality and purchase intention. Based on the results, practical suggestions on luxuries marketing strategies were provided to enhance the consumer’s purchase intention.
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Veloso, Ana Pessegueiro. "The role of extrinsic and intrinsic perceived benefits on customer’s purchase intention for mass-customized products : the mediation effect of customer’s need for uniqueness." Master's thesis, 2019. http://hdl.handle.net/10400.14/29012.
Full textAbstract:
Consumers have more and more unique needs, leaving many displeased with standardized goods. In this sense, mass-customized products have become increasingly important to react to the growing individualization of demand and heterogeneity of customer preferences in many markets.
The purpose of this study is to explore how perceived benefits (extrinsic and intrinsic) impact the purchase intention for mass-customized products, mediating the effect of customer’s need for uniqueness. For such, both the Theory of Uniqueness and the Self-Attributed Need for Uniqueness were used to approach customer’s need for uniqueness.
An online survey was conducted, exposing the participants to a shirt either in a standardized way or in a mass-customized way. In this sense, this study controls and enhances the role of customization, since the analysis performed for the mass-customized stimulus was also completed for the standardized one. Findings indicate that both extrinsic and intrinsic benefits increase the purchase intention for mass-customized products, but oppositely to the standardized products, the intrinsic benefit has a higher effect on purchase intention. More, only the intrinsic benefit influences customer’s need for uniqueness. On the other hand, customer’s need for uniqueness does not have a significant influence on purchase intention for mass-customized products. Overall, the impact of overall perceived benefits on purchase intention for mass-customized options is not mediated by the customer’s need for uniqueness.Os consumidores têm necessidades cada vez mais singulares, deixando muitos descontentes com os bens standardized. Neste sentido, os produtos customizados em massa têm se tornado cada vez mais importantes na resposta à individualização da procura e heterogeneidade das preferências dos clientes em muitos mercados. O objetivo deste estudo é explorar de que forma os benefícios percepcionados (extrínsecos e intrínsecos) impactam a intenção de compra por produtos customizados em massa, mediando o efeito da necessidade de singularidade do cliente. Para tal, tanto a Teoria da Singularidade como a Necessidade Auto-Atribuída de singularidade foram usadas para abordar a necessidade de singularidade do cliente. Um questionário online foi realizado expondo os participantes a uma camisa standardized ou customizada em massa. Neste sentido, este estudo controla e aprimora o papel da customização, uma vez que a análise realizada para o estímulo customizado em massa foi igualmente feita para o standardized. Os resultados indicam que os benefícios extrínsecos e intrínsecos aumentam a intenção de compra por produtos customizados em massa, mas ao contrário dos produtos standardized, os benefícios intrínsecos têm um efeito superior na intenção de compra. Para além disso, apenas o benefício intrínseco influência a necessidade de singularidade do cliente. Pelo contrário, a necessidade de singularidade do cliente não tem uma influência significativa na intenção de compra por produtos customizados em massa. No geral, o impacto dos benefícios percepcionados na intenção de compra por opções customizadas em massa não é mediado pela necessidade de singularidade do cliente.
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李綵瀅. "The Effects of Brand Awareness and Perceived Perishability on Perceived Value, with Using Need for Uniqueness and Fashion Consciousness as Moderators─A Sstudy on ZARA." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/41374375791482378188.
Full textAbstract:
碩士國立嘉義大學
行銷與運籌研究所
101
"Fast fashion" seems to become a trend in the clothing industry, masstige fashion and fast fashion had become a key feature in the whole world. After Taiwan and China sign up the MOU and ECFA, China textile could be imported to Taiwan, lots of fast fashion brand seized the opportunities to enter the Taiwan market, such as UNIQLO and ZARA. The response of Taiwan consumers also proved the charm of fast fashion. The main purpose of this research discussed the effect of brand awareness and perceived perishability to perceived value, and the effect of perceived value to brand attitude and how they effects purchase intention. Previous research of perceived value had focused on the price, affective and social dimensions of perceived value were seldom been discussed. The perceived value of this research included utilitarian value and hedonic value, and found out that the non-price factors such as brand awareness and perceived perishability can also improve consumer’s perceived value then effect the brand attitude and purchase intention. In addition, this research used need for uniqueness and fashion consciousness as moderators, observed whether the brand awareness and perceived perishability would make different effects to perceived value or not. 408 valid samples were received. It used regression analysis to verify the hypotheses, and found out both brand awareness and perceived perishability positively influence perceived value. Perceived value also positively influence brand attitude then effect purchase intention. But, either to brand awareness nor to perceived perishability, the moderate effect of need for uniqueness were not significant. Even need for uniqueness includes the feature of avoidance of similarity, but may not affect the consumer's perceived value. In other words, need for uniqueness of consumers were not necessarily have to be satisfied to make a positive response to the brand. Another moderator, fashion consciousness, had been found out that it won’t influence the relationship between brand awareness and perceived value, but it will positively influence the relationship between perceived perishability and perceived value.
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Ribeiro, Inês Pires Flora. "The impact of online music vehicles on consumer’s purchase intent : moderation effect of the listener’s experiential response and the need to re-experience." Master's thesis, 2017. http://hdl.handle.net/10400.14/23253.
Full textAbstract:
Music is a product undergoing a never-ending change in terms of commercialization.
Thus, being competitive in this industry is crucial and knowledge empowers one to be one
step ahead in the rare. This dissertation’s purpose is to expose how different online music
vehicles influence consumers’ purchase intent towards music.
The author collected quantitative data through an online survey to study the relationship
among constructs. The participants of this experience where exposed to two different songs
on a random basis on Youtube or Spotify, also randomly. After this exposition, they were
questioned about the occurrence itself and about the impact it had on their willingness to relisten
and to acquire the song. In this questionnaire, respondents rated several statements on
each construct.
This was followed by the examination of the data through a regression analysis while
operating PROCESS; moreover, including a comparative means analysis computing the
independent sample t-test.
Contrastingly to what was mentioned in literature, online music vehicles were found to
have a significant impact on purchase intention, when this relationship is moderated by the
need to re-experience a song and by the consumer’s experiential response independently; both
moderation effects analyzed simultaneously or individually. Furthermore, there is not a
significant difference on the impact of each vehicle on purchase intent, compared to each
other.
In a nutshell, within the Portuguese market, online music vehicles have a great impact on
purchase intention, when the consumers need to re-experience a song again and when they
strongly experienced listening to the same song.Música é um produto exposto a mudanças constantes no que remete à sua comercialização. Consequentemente, é crucial ser competitivo nesta indústria e o conhecimento permite que isso seja possível. O objectivo desta dissertação é estudar o impacto que diferentes veículos de consumo de música online causam na intenção de compra do consumidor. Foram recolhidos dados quantitativos através de um questionário online para estudar a relação entre os constructos. Os participantes foram expostos a duas músicas aleatoriamente numa das plataformas escolhidas, Youtube ou Spotify, designadas de forma aleatória. Em seguida, foram questionados sobre o ocorrido e sobre o impacto na intenção de voltar a ouvir e comprar essa música, classificando algumas afirmações de acordo com o seu nível de concordância. Seguidamente, estudaram-se os dados adquiridos através de uma analise de regressão efectuada no programa SPSS - PROCESS; adicionalmente, fez-se uma analise comparativa de médias executando um t-Test para amostras independentes. Contrastando o que foi mencionado na literatura, de modo geral concluiu-se que os veículos de música online tem um impacto significativo na intenção de compra, quando esta relação é moderada pela necessidade de re-experienciar uma música e pela reação experiencial do consumidor de forma independente; tanto analisando os efeitos moderadores simultaneamente ou individualmente. Verificou-se também que não existe diferenças significativas entre o impacto dos dois veículos na intenção de compra. Concluindo, no mercado português, os veículos online têm um impacto revelador na intenção de compra, quando existe uma necessidade de re-experienciar uma música e/ou quando experienciaram fortemente essa música.
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Hung, Lin Chung, and 林重宏. "The Moderating Effect of Advertisment Appeal on the Relationship between Product’s Perceived Value and Consumer’s Purchase Intention-The Case of Pre-need Funeral Agreement." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/60530595884260029247.
Full textAbstract:
碩士大葉大學
國際企業管理學系碩士在職專班
95
For most people in Taiwan, it has been a taboo to talk about death in public ex-cept for the person involved would mention to. And the consumers’ concept toward tra-ditional marketing also focus on consumer-desired products which are positive but pay less attention on the merchandises such as coffins, life insurances and pre-need funeral agreements which are for consumers have no choice but to have. This study is to verify whether the classical/ traditional marketing theory applica-ble to pre-need funeral agreements which are negative perception of value and products that consumers’ unexpected to. It is also to examine whether the consumers can be per-suaded by different advertisement appeals; whether the message of advertisement ap-peals will cause positive effects on consumers’ products perception of value and in-crease consumers’ purchase intention.
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Rolo, Agenor Bonito de Andrade Ranhada. "The hedonic stigma : how the consumer’s memory seeks shelter from hedonism in utilitarianism." Master's thesis, 2020. http://hdl.handle.net/10400.14/29741.
Full textAbstract:
The distinction between hedonic and utilitarian consumption has been thoroughly studied from varying perspectives, each offering a clearer vision of this difference. In accordance with its cultural connotation it is relatively consensual that hedonism is associated with feelings of guilt and need for justification.
Separately, the complex nature of memory along with its underlying mechanisms is subject to distortion. This happens, for example, because of the impact of gist retrieval or belief harmonization. Ultimately, people may believe in whatever they want to believe by adjusting their previously acquired beliefs and perceptions of the world.
This research focuses on the linkage between memory distortion and the implications of utilitarian and hedonic consumer behavior. It is argued that negative feelings stemming from hedonic consumption will stimulate the formation of false memories that protect the self-image of the consumer. This should be more evident for people who are more prone to self-serving biases.
To investigate the hypothesis a survey was conducted, in which participants were presented with a product they had theoretically acquired, using attributes with hedonic and utilitarian variations. To assess memory, participants were then faced with several manipulated attributes and asked which ones had been learned.
The results showed that there is indeed an impact of hedonism in memory distortion: in the case of new attributes, utilitarian ones were more easily recorded than the hedonic. This demonstrated that people are more susceptible to adhering to new and false memories when they are less self-threatening.A distinção entre consumo hedónico e utilitário tem sido amplamente estudada de diferentes perspetivas, cada uma oferecendo uma imagem mais clara desta diferença. Paralelamente com a sua conotação cultural, é relativamente consensual que o hedonismo está associado a sentimentos de culpa e necessidade de justificação Por outro lado, a natureza complexa da memória, assim como os seus mecanismos inerentes são sujeitos a distorção. Isto acontece, por exemplo, por causa do impacto de recuperação gist ou da harmonização de crenças. Em última análise, as pessoas podem acreditar naquilo que querem ajustando as suas já adquiridas crenças e perceções do mundo. Esta investigação foca-se na ligação entre distorção de memória e as implicações do comportamento hedónico e utilitário. É proposto que os sentimentos negativos gerados pelo consumo hedónico vão estimular a formação de memórias falsas que protegem a autoimagem do consumidor. Isto será mais evidente para pessoas que são propensas a enviesamentos egocêntricos. Para investigar esta hipótese um inquérito foi realizado um inquérito onde um produto que supostamente teria sido adquirido foi apresentado aos participantes usando atributos com variações hedónicas e utilitárias. Para avaliar a memória os participantes foram posteriormente inquiridos relativamente a vários atributos manipulados sobre a sua veracidade. Os resultados mostram que, de facto, existe um impacto do hedonismo na distorção de memória: no caso dos novos atributos, os utilitários foram mais facilmente recordados do que os hedónicos. Isto demonstra que as pessoas são mais suscetíveis a aderir a novas e falsas memórias quando estas são menos ameaçadoras.