The Effects of Fashion Consumers' Expectations and Need for Uniqueness regarding Limited-Edition Products on Product Attitude

The purpose of this study is to investigate the effects of expectations of limited-edition products and need for uniqueness there of on product attitudes and behavioral intentions. The results of this study are as follows.BR First, in terms of the effect of expectations of limited-edition products on product attitude, ought expectations and ideal expectations both had significant effects on cognitive attitudes, and ought expectations and ideal expectations were both found to be significant influencing factors in emotional attitudes. Second, examining the relationship between the need for uniqueness of a limited-edition product and its influence on product attitude showed that creative choice and non-popular choice had significant effects on cognitive attitude, while creative choice, unpopular choice, and avoidance of similarity had significant effects on emotional attitude. Third, a moderating effect of scarcity was found in the relationship between expectations for limited edition products, need for uniqueness, and product attitude. Fourth, as a result of investigating the effect of product attitude on recommendation intention and purchase intention, which are behavioral intentions, cognitive attitude and emotional attitude both had significant effects on each of recommendation intention and purchase intention.