ABSTRACT

In competitive environments, food and beverage brands frequently launch limited-edition products to increase market share. Within this context, this study aims to investigate the antecedents of purchasing limited-edition food and beverage products in general. Data were collected via copies of questionnaires from 399 Turkish customers. The population of the study is actual and/or potential buyers of limited-edition food and beverage products. Convenience sampling method was used for data collection and the data were analyzed with structural equation modeling method. The study found positive relationships between perceived scarcity, anticipated regret, attitude, and purchase intention of limited-edition food and beverage products (FABP). Results show that attitude is a partial mediator in the relationship between perceived scarcity-purchase intention as well as anticipated regret-purchase intention. The study also presented the moderating role of desire for unique consumer products in the relationship between attitude and purchase intention for limited-edition FABP. Food and beverage brands should consider perceived scarcity, anticipated regret, attitude, and desire for unique consumer product variables while implementing limited-edition strategies.

摘要

在竞争激烈的环境中，食品和饮料品牌经常推出限量版产品，以增加市场份额。在此背景下，本研究旨在调查总体上购买限量版食品和饮料产品的前提。通过从399个土耳其客户那里获得的问卷副本收集了数据。研究人群是限量版食品和饮料产品的实际和/或潜在购买者。采用方便抽样法进行数据收集，并采用结构方程建模方法对数据进行分析。研究发现，限量版食品和饮料产品（FABP）的感知稀缺性，预期遗憾，态度和购买意愿之间存在正相关关系。结果表明，态度是感知到的稀缺购买意愿与预期的后悔购买意愿之间关系的部分中介。该研究还提出了对限量版FABP的态度和购买意愿之间的关系中，对独特消费产品的渴望的调节作用。食品和饮料品牌在实施限量版策略时，应考虑感知到的稀缺性，预期的后悔，态度和对独特消费产品变量的需求。