한정판 제품이 소비자의 중고거래 판매의향가격과 보유기간에 미치는 영향: 독특성 추구의 매개효과를 중심으로

초록

Recently the resell market becomes increasingly active. In particular, limited edition products tend to command higher prices in the secondary market than regular products. Limited edition strategy has become a important marketing on scarcity, appealing to consumers as more valuable due to the restricted supply. Consumers are willing to pay a premium for limited edition items compared to general products. This study focuses on post-purchase consumer behavior regarding WTA(Willingness To Accept) and duration of possession for limited edition products. We hypothesized that the scarcity of limited edition items would affect positively both the WTA in secondhand transaction and duration of possession through the mediation effect of seeking for uniqueness. Study1 which used experimental stimuli such as umbrella, hat, and wristwatch demonstrated that limited edition product compared to non-limited product increased the WTA and mediation role of seeking for uniqueness on that effect. Study 2 used a figure as a stimulus also showed the effect of limited edition on WTA and mediation effect of seeking for uniqueness. However, the limited edition product did not directly increase the duration of possession. Interestingly we found a indirect effect through seeking for uniqueness for the effect of limited edition on duration of possession. This research highlights the impact of limited edition marketing on both secondhand market pricing and duration of possession as a post-purchase consumer behavior, providing an evidence that seeking for uniqueness plays a key role as an underlying psychological processor.

키워드