供應鏈穩定是企業極力追求的目標，但因資訊交換的不透明、不即時、甚至不公開，造成市場供需失衡。企業啟動供應鏈物料計劃前，需計算各項數字及指標: 需求數量、產能限制、生產工期、物料運輸時間等等，由於物料要經前置時間 (Lead Time)才能從無到有，前置時間愈長愈依賴需求預測 (Forecast)來啟動，然而，預測本身就是一種不確定，對於不確定，企業會積極多方蒐集市場訊息來判斷趨勢及做出對應。

近期因為COVID-19的影響，許多針對消費性採購受到感知缺乏影響的研究頗多，但較少更聚焦在感知缺乏對企業採購影響的部份。本研究透過應用鏈式多重中介模型，探討原材料市場資訊是否會引發企業對資源短缺的感知，並進一步影響它們的採購意向。研究結果顯示，一、對企業而言，感知缺乏，會使得其對恐懼訴求反應，採購策略調整，以及超額採購行為有正向影響。二、企業對恐懼訴求的反應，會正向影響採購策略。三、企業的採購策略會正向影響超額採購行為，同時也是在感知缺乏和超額採購行為之間有中介效果。四、恐懼訴求和採購策略，在企業感知缺乏和超額採購行為之間的有中介效果。

本研究希望幫助我們理解企業如何回應市場上的原材料短缺訊息，探討企業對於原材料短缺感知，以及如何透過調整採購策略來應對這種感知的狀況。

A stable supply chain is what enterprises strive to pursue, but due to the lack of transparency, timeliness, and even openness in information exchange, the imbalance between supply and demand has been caused. As an enterprise starts the material plan, it needs to estimate various figures and indicators: demand quantity, capacity limit, production time, material transportation, etc. There is “lead time” required for all materials, and the longer it is the more we rely on demand forecast to do preparation. However, it is difficult to do accurate forecasting because of the unknown and uncertain future. Companies can just try their best to read market information, come to a judgment, and make corresponding responses.

Recently, due to COVID-19, there have been many studies on the impact of perceived scarcity on consumer purchasing behavior, but less focus on corporate procurement. By applying the chain multiple intermediary model, this study explores whether raw material market information will trigger companies' perception of resource shortages and further affect their purchasing intentions. Research result shows (1) For corporations, Perceived Scarcity will have a positive impact on their reactions to Fear Appeal, change their Procurement Strategy, and cause Over-booking. (2) Corporations’ response to Fear Appeals will positively affect their Procurement Strategies. (3) The company's Procurement Strategy will positively affect Over-booking behavior, and will also have a mediating effect between Perceived Scarcity and Over-booking behavior. (4) Fear appeals and procurement strategies have a mediating effect between corporate perceived lack and excessive procurement behavior.

Through this research, I hope it can help us to understand how companies respond to raw material shortage messages in the market, explore companies' perceptions of raw material shortages, and how to deal with such situations by adjusting procurement strategies.

論文審定書 i
誌謝 ii
中文摘要 iii
ABSTRACT iv
第一章、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
第二章、 文獻回顧 3
2.1 超額訂購行為 3
2.2 感知缺乏 3
2.3 恐懼訴求 4
2.4 採購策略 5
2.5 中介效應模型 (Mediation Model) 5
第三章、 研究方法 7
3.1 研究架構與假設 7
3.2 概念型定義 8
3.2.1 感知缺乏 8
3.2.2 恐懼訴求 8
3.2.3 採購策略 8
3.2.4 超額訂購行為 8
3.3 研究對象與資料來源 9
3.4 問卷設計 9
第四章、 資料分析 11
4.1 基本資料分佈 11
4.2 信度、收斂效度分析 11
4.3 區別效度分析 12
4.4 共線性分析 14
4.5 共同方法偏誤 14
4.6 結構模型分析 15
4.7 假說驗証 16
第五章、 結果和討論 18
5.1 研究結果總結 18
5.1.1 感知缺乏對恐懼訴求、採購策略以及超額訂購行為之影響 18
5.1.2 恐懼訴求對採購策略之影響 18
5.1.3 恐懼訴求對超額訂購行為之影響 18
5.1.4 採購策略對超額訂購行為之影響 19
5.1.5 透過採購策略的中介效應影響採購行為 19
5.2 局限性和未來工作 19
5.2.1 研究限制 19
5.2.2 未來研究方向 20
參考文獻 21
附錄: 問卷 25

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