Abstract

Individuals perceive that scarce goods are more costly than non-scarce goods and the nature and status of these products explains why scant products are more desirable. Limited-edition shoes (LES) are currently trendy among the younger generations in Vietnam and can be seen as a new marketing tool for Vietnamese sneaker brands to exploit. For such a motivation, we develop a theoretical model to study the product characteristics of LES and a purchase intention relying on uniqueness, psychological reactance and commodity theories. Specifically, our study examines the power of product characteristics of LES, including scarcity, uniqueness and self-expression, on social and economic values, brand trust and purchase intention. Our work adopts a questionnaire-based survey designed to gather data from 336 participants using convenience and snowball sampling techniques. Data collection focuses on young Vietnamese consumers with ages ranging from 18 up to and including 25. Our findings reveal that all product characteristics of LES are positively related to social and economic values, except self-expression and social value relationship. Additionally, social and economic values are confirmed to be significantly related to brand trust and purchase intention, although not between brand trust and purchase intention. Finally, our study offers theoretical contributions and practical implications.

摘要

个人认为稀缺商品比非稀缺商品更昂贵，这些产品的性质和状态解释了为什么稀缺产品更受欢迎。限量版鞋（LES）目前在越南年轻一代中很流行，可以看作是越南运动鞋品牌可以利用的新营销工具。出于这样的动机，我们开发了一个理论模型来研究 LES 的产品特征和依赖于独特性、心理反应和商品理论的购买意愿。具体而言，我们的研究考察了 LES 的产品特征（包括稀缺性、独特性和自我表达）对社会和经济价值、品牌信任和购买意愿的影响。我们的工作采用基于问卷的调查，旨在使用便利和滚雪球抽样技术从 336 名参与者那里收集数据。数据收集的重点是年龄从 18 岁到 25 岁不等的年轻越南消费者。我们的研究结果表明，除了自我表达和社会价值关系之外，LES 的所有产品特征都与社会和经济价值呈正相关。此外，社会和经济价值被证实与品牌信任和购买意愿显着相关，但不在品牌信任和购买意愿之间。最后，我们的研究提供了理论贡献和实践意义。我们的研究结果表明，除了自我表达和社会价值关系之外，LES 的所有产品特征都与社会和经济价值呈正相关。此外，社会和经济价值被证实与品牌信任和购买意愿显着相关，但不在品牌信任和购买意愿之间。最后，我们的研究提供了理论贡献和实践意义。我们的研究结果表明，除了自我表达和社会价值关系之外，LES 的所有产品特征都与社会和经济价值呈正相关。此外，社会和经济价值被证实与品牌信任和购买意愿显着相关，但不在品牌信任和购买意愿之间。最后，我们的研究提供了理论贡献和实践意义。