在產品稀缺情境下，參考團體與產品領域的身份相關性在獨特性需求對消費者產品態度影響中的調節角色

Abstract

在日常購物情境中，消費者經常接收到來自銷售人員的促銷資訊，例如「這款產品很熱門」、「很多人都在搶購」等營造產品熱賣形象的宣傳話語，藉此提升產品的吸引力，進而激發消費者的購買意願。然而，對於具有高度獨特性需求的消費者而言，這類因市場需求旺盛而產生的稀缺性卻可能引發反效果，當產品因太多人購買而變得普及時，可能使消費者認為該產品失去了獨特性，反而降低其態度評價。此種既想追求流行、又不願與他人相同的矛盾心理，顯示了個人特質與社會比較間的相互影響。本研究旨在探討當產品因需求而稀缺時，消費者的獨特性需求如何影響其對產品的態度，並進一步分析不同參考團體（仰慕 vs. 排斥）與產品領域的身份相關性（高 vs. 低）是否會對此關係產生調節效果。研究共建構四項主要假說，檢驗需求稀缺與獨特性需求之主效果，以及參考團體與產品領域的身份相關性兩個變數的調節效果。其中本研究預期在高身份相關性產品的情境中，獨特性需求對產品態度具有負向影響，且當稀缺性來自不同參考團體時，高獨特性需求者將受仰慕與排斥團體的影響，調節其對產品的評價。在低身份相關性產品的情境中，參考團體所帶來的影響較小，即使產品與排斥團體產生連結，高、低獨特性需求者在評價時亦可能將注意力轉向產品本身，從而降低負面態度的強度。本研究有助於釐清不同獨特性需求的消費者，在面對需求稀缺訊息時的心理歷程與評價邏輯，補足過往文獻中對個人特質與社會比較等因素探討的不足。在實務層面，研究成果亦可作為行銷人員設計推廣策略與調整銷售話術的重要參考，協助企業更有效地傳遞資訊，提升訊息溝通的精準度。Consumers are often exposed to promotional messages in retail settings that emphasize a product’s popularity, such as “This item is trending” or “Everyone is buying it.” While these demand-based scarcity messages are intended to increase purchase intention by creating a sense of urgency and social proof, they do not always produce the desired effect. For consumers with a high need for uniqueness, the idea that a product is widely owned may reduce its perceived distinctiveness and diminish its appeal. This contradiction, wanting to participate in trends while avoiding similarity with others, illustrates how individual traits interact with social context in shaping consumer evaluations.The present study examine how the need for uniqueness influences consumer attitudes in response to perceived demand-driven scarcity. It also explores the moderating roles of reference group (aspirational vs. dissociative) and identity relevance of product domain (high vs. low). Four hypotheses are developed to examine both main effects and interaction effects among these key variables.This study proposesthat in high identity-relevant product contexts, a higher need for uniqueness will be associated with more negative product attitudes, and that the influence of aspirational or dissociative groups may further shape evaluations. In contrast, when the product is low in identity relevance, the effect of reference groups is expected to be weaker, and consumers may shift focus to the product’s functional features.Overall, this research aims to clarify how psychological and social-contextual factors jointly influence consumer responses to scarcity appeals. The findings offer theoretical insights into uniqueness-driven evaluations and provide practical guidance for marketers to craft more context-sensitive and audience-relevant messaging strategies.