产品稀缺诉求下体育品牌用品爱好者消费意愿的形成机制:链式中介作用

Formation Mechanism of Sports Brand Enthusiasts’Consumption Intention under Demand of Product Scarcity:Role of Chain Meditation

发布稀缺性信息是体育用品厂商提高商品价格或促进销量的营销策略之一,基于产品稀缺诉求理论,探索在此营销策略下体育用品爱好者消费意愿的形成机制。采用问卷调查法、路径分析法检验感知竞争性与感知价值性的中介机制,以及不同类型的稀缺诉求对感知竞争性、感知价值性、消费意愿的差异性影响。结果表明:产品稀缺诉正向影响体育品牌用品爱好者的消费意愿,感知竞争性以及感知价值性;感知竞争性与感知价值性在产品稀缺诉求对体育品牌用品爱好者消费意愿的关系中起中介作用;感知竞争性与感知价值性在产品稀缺诉求与消费意愿之间的关系中起链式中介作用;限量稀缺比限时稀缺诉求更能促进体育品牌用品爱好者的消费意愿与感知竞争性,而限时稀缺比限量稀缺更能唤醒体育品牌用品爱好者的感知价值性。

Releasing scarcity information is one of the marketing tools used by sporting goods manufacturers to increase the commodity prices or promote sales.Based on the theory of product scarcity appeal,the paper explores the formation mechanism of sports commodity lovers’consumption intention under this marketing strategy.Questionnaire survey and path analysis are used to examine the mediating mechanism of perceived competitiveness and perceived value,as well as the different effects of different types of scarcity appeals on perceived competitiveness,perceived value and consumption intention.The results show that the product scarcity complaint can positively affect the consumption intention,perceived competitiveness and perceived value of sports brand enthusiasts.Perceived competitiveness and perceived value play a mediating role in the relationship between product scarcity claims and consumption willingness.Limited scarcity can promote sports brand enthusiasts’consumption intention and perceived competitiveness more than limited volumn scarcity,while limited time scarcity can awaken sports brand goods enthusiasts’perceived value more than limited volumn scarcity.