中文摘要：

有限供给稀缺感知和过量需求稀缺感知较产品数量充足感知更能通过激发增强消费者的竞争感知,从而增加其购买意向。有限供给稀缺感知和过量需求稀缺感知对口碑营销中意见领袖和舆论追求者两种不同主体的吸引力各不相同,由于有限供给稀缺产品意味着能够满足消费者的独特性需求,过量需求稀缺产品则意味着能够满足消费者的归属感需求,因此意见领袖对过量需求和有限供给产品的购买意向差异不明显,而舆论追求者则相反,对过量需求产品呈现出的购买意向远远大于有限供给产品。那么,在稀缺情境下的营销实践中,针对意见领袖和舆论追求者,强调稀缺来源时应做到有的放矢,同时,由于我国是一个强调集体主义的国家,故应更加重视针对舆论追求者的营销策略。

英文摘要：

Limited supply scarcity perception and excessive demand scarcity perception has greater capacity than productsufficient perception in increasing consumers’willingness to buy by stimulating and enhancing consumers’competitionawareness. Limited supply scarcity perception and excessive demand scarcity perception has different capacities in attracting suchtwo different subjects as opinion leaders and opinion seekers. Because products with limited supply scarcity can better meetconsumers’individual requirement and products with excessive demand scarcity can better meet consumers’belongingnessperception,there is almost no difference in opinion leaders’willingness to buy of products with excessive demand and limitedsupply and opinion seekers’willingness to buy of products with excessive demand will greater than that of products with limitedsupply. Then,in marketing practice in the context of scarcity,for both opinion leaders and seekers,we should emphasize thescarce sources with obvious purpose;at the same time,because we respect collectivism in China,we should pay more attentionto marketing strategies aiming at opinion seekers.