運動鞋的普及性的議題尚未得到廣泛研究，特別是在人為稀缺的背景下；這是行業內營銷人員經常使用的一種策略。本論文的目的是了解以限量版運動鞋形式的人為稀缺對運動鞋市場產生的影響，特別是從品牌社群、價值注入以及運動鞋在功利與愉悅維度中的使用角度進行研究。本研究的主要目標是瞭解人為稀缺如何影響運動鞋愛好者對運動鞋社群、價值分配和消費模式的看法。為了填補這一空白，我們對四位自我認同為運動鞋愛好者的人進行了訪談，以探索他們作為運動鞋愛好者的生活經驗。訪談的質性分析得出了四個主要主題，即「認同為運動鞋迷」、「品牌價值」、「功能、品牌、個性？」和「限量版」。分析結果顯示，對於個人的運動鞋迷身份或運動鞋愛好者身份的認同並不能直接轉化為運動鞋迷社群或品牌社群，愛好者通過穿著運動鞋來彰顯個人特色，而限量性只會加強個人特色，並將其比作藝術品的收藏。此外，購買限量版運動鞋本身就成為一種特殊體驗，營銷人員在推廣限量版運動鞋時可以利用這一點。

Considering the popularity with sneakers, it has not been extensively researched before, especially within the context of artificial scarcity; a marketing tactic that is often used by marketers within the industry. The purpose of this thesis is to understand the effect that artificial scarcity in the form of limited edition sneakers have on the sneakers market, particularly by looking through the lens of brand community, imbuement of value, and the use of sneakers within the utilitarian-hedonic dimensions. The main goal of this research is to understand how artificial scarcity affects sneakers enthusiasts’ view on the sneakers community, value assignment, and consumption pattern of sneakers. To address this gap, interviews were conducted with 4 self-identified sneakers enthusiasts to explore their lived experiences as sneakers enthusiasts. The qualitative analysis of the interviews resulted in 4 major topics, Identification as a Sneakerhead, Brand Value, Function, Brand, Personality?, and Limited Edition. Findings from the analysis reveals that the one’s identification as a sneakerhead or sneakers enthusiast does not directly translate into the community of sneakerheads or the brand community, and the enthusiasts seek to amplify their individuality by wearing sneakers, and the limitedness only amplifies the individuality, likening it to a collection of art. Furthermore, the purchase of limited edition sneakers itself turns into a special experience in and of itself, which can be utilised by marketers when marketing limited edition sneakers.

Thesis Validation Letter ................................................................................................................................. i
Acknowledgements ....................................................................................................................................... ii
摘要 ............................................................................................................................................................. iii
Abstract ........................................................................................................................................................ iv
Table of Contents .......................................................................................................................................... v
1. Introduction ........................................................................................................................................... 1
1.1. Background ................................................................................................................................... 1
1.2. Motivation ..................................................................................................................................... 3
2. Literature Review .................................................................................................................................. 4
2.1. Consumer Society ......................................................................................................................... 5
2.1.1. Brand Community, Brand Tribe, and Brand Cult ................................................................. 6
2.1.2. Commodity Fetishism ........................................................................................................... 8
2.1.3. Imbuement of Values ............................................................................................................ 8
2.2. Hedonic and Utilitarian Goods ..................................................................................................... 9
2.3. Scarcity ....................................................................................................................................... 10
2.3.1. Artificial Scarcity ................................................................................................................ 12
2.4. Sneakers ...................................................................................................................................... 14
3. Methodology ....................................................................................................................................... 17
3.1. Research Design .......................................................................................................................... 17
3.2. Sampling and Participants ........................................................................................................... 18
3.3. Data Collection ........................................................................................................................... 19
3.4. Questions Design ........................................................................................................................ 19
3.4.1. Identification as a Sneakerhead ........................................................................................... 20
3.4.2. Brand Attachment ............................................................................................................... 21
3.4.3. Functional - Hedonic Choice .............................................................................................. 22
3.2.4. Artificial Scarcity ................................................................................................................ 22
3.5. Structure ...................................................................................................................................... 23
4. Findings............................................................................................................................................... 25
4.1. Identification as Sneakerhead ..................................................................................................... 26
4.1.1. Personal Identification ........................................................................................................ 26
4.1.2. Individuality vs. Community .............................................................................................. 28
vi
4.1.3. Brand and Community Belongings ..................................................................................... 29
4.2. Brand Value ................................................................................................................................ 31
4.3. Function, Brand, Personality? ..................................................................................................... 32
4.4. Limited Edition ........................................................................................................................... 34
4.4.1. The Things I Would Do… .................................................................................................. 35
4.4.2. The Things I Wouldn’t Do… .............................................................................................. 37
4.4.3. The Amplification of Uniqueness ....................................................................................... 38
4.4.4. The Democratisation of Art and Fashion ............................................................................ 40
4.4.5. The Lost Sense of Community ............................................................................................ 41
5. Conclusion .......................................................................................................................................... 43
5.1. Key Findings ............................................................................................................................... 43
5.2. Implications ................................................................................................................................. 47
5.3. Limitations .................................................................................................................................. 48
Bibliography ............................................................................................................................................... 50
Interview 1 - Richard Sentosa ................................................................................................................. 54
Interview 2 - Nichola Audrey ................................................................................................................. 58
Interview 3 - Muhammad Benawa Adib ................................................................................................. 62
Interview 4 - Henry Mena ....................................................................................................................... 69

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