| Status | 已發表Published |
| Limited edition products for luxury brands: Consider customers in hedonic and utilitarian consumption | |
Tseng, T.; Liu, T. C. 
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| 2017-05-01 | |
| Source Publication | Proceedings of Mystique of Luxury Brands Conference 2017
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| Publication Place | Perth |
| Publisher | Curtin University |
| Abstract | Limited-quantity scarcity (LQS) messages are very effective for luxury brands due to the conspicuous nature. Despite this, the current paper argues that LQS messages may not equally effective for luxury consumers in different consumption contexts (i.e., hedonic vs. utilitarian consumption). This study employed a between-subjects experiment and recruited 460 eligible college students. The results confirm that LQS messages can raise luxury customers’ purchase intention and willingness to pay only in the hedonic consumption context. The impact of product visibility is also considered together with the contexts. |
| Keyword | Luxury brands limited edition products hedonic consumption utilitarian consumption |
| URL | View the original |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 30069 |
| Document Type | Conference paper |
| Collection | CENTRE FOR CONTINUING EDUCATION |
| Corresponding Author | Liu, T. C. |
| Recommended Citation GB/T 7714 | Tseng, T.,Liu, T. C.. Limited edition products for luxury brands: Consider customers in hedonic and utilitarian consumption[C], Perth:Curtin University, 2017. |
| APA | Tseng, T.., & Liu, T. C. (2017). Limited edition products for luxury brands: Consider customers in hedonic and utilitarian consumption. Proceedings of Mystique of Luxury Brands Conference 2017. |
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