炒作假消息之飢餓行銷對於顧客購買意圖之研究──以病毒行銷為干擾

Research on Customers' Purchase Intention of Hunger Marketing with Hype and False News-viral marketing as a Interference

現行環境下，短時間可以接收相當多的資訊，卻沒有辦法知道內容的真實性，然而訊息卻有一定的影響力，因為人類具有接收訊息及認知的能力，若從事商業利益者製造大量假訊息去達到他們想要的目標，將造成社會的不安。本文探討炒作假消息產生的飢餓行銷對於顧客購買意圖的影響，並以病毒行銷為干擾因素，在214份有效問卷的統計後，研究結果顯示炒作假消息、飢餓行銷、病毒行銷、購買意圖之間皆有正向顯著性影響，表示假消息確能進行炒作來影響購物，也能影響顧客購物之飢餓情形；如假消息更以病毒方式來傳播，其影響更遠大。至於在人口統計部分，發現性別與學歷都會受影響而進行購物；但教育程度高低對飢餓式行銷有顯著影響，學歷愈高愈不會被炒作吸引而購物；年齡則對飢餓式行銷、病毒式行銷、購買意圖較有顯著性，愈大者愈受影響而購物意圖較強。

Under the current environment, a lot of information can be received in a short period of time, but there is no way to know the authenticity of the content. However, information has a certain influence, because human beings have the ability to receive information and cognition. If those engaged in commercial interests create a large amount of false information to achieve their desired goals, it will cause social unrest. This article explores the impact of hunger marketing caused by hype and fake news on customers' purchase intentions, and uses viral marketing as an interfering factor. After the statistics of 214 valid questionnaires, the research results show that hype and fake news, hunger marketing, viral marketing, and purchase intention all have positive and significant effects. It means that fake news can indeed create hype to affect shopping, and it can also affect the hunger of customers when shopping. If fake news spreads more virally, its impact will be far greater. As for demographics, it is found that both gender and educational background will affect shopping; however, the level of education has a significant impact on hunger marketing. The higher the educational level, the less likely it is to be attracted by speculation. Age is more significant for hunger marketing, viral marketing, and purchase intention, and the older the person, the more affected and the stronger the purchase intention.