亞洲呈現市場對稀少消費商品是更加開放及客戶對客戶（C2C）交換通過社交媒體已經辨認影響購買決策，但仍然在營銷學是未勘探的領域。通過信號傳遞理論為指導，本研究整合了稀缺效應和C2C交換文獻，以解決獨特性、一致性、和求地位如何影響購買意願，及審查C2C交換的作用對限量版運動產品的購買意願。我們建立了一個概念架構，並使用結構方程模型檢驗因果關係。研究結果發現追求地位扮演重要作用由充分調解需要獨特性和一致性對限量版運動產品購買意願的影響。此外，需要獨特性和一致性的信號顯示導致C2C交換。

Asia is quietly open to consume scarcity goods and use consumer-to-consumer (C2C) exchange through social media to affect purchasing decision. It is generally assumed that scarcity effects and customer-to-customer (C2C) exchange contribute directly to the purchase behavior of goods. However, few studies examine the effects of scarcity products and C2C exchange on limited edition (LE) sportswear purchase intention. Guided by signal theory, this study integrates the scarcity effect and C2C exchange literatures to address why and how scarcity effects influence purchase intention and examine the role of C2C exchange on purchase intention towards LE sportswear goods. We develop a conceptual framework and test the causal effect using structural equation modeling. The empirical results confirm that (1) NFU and conformity have positive influences on status seeking and C2C exchange; (2) NFU and conformity do not directly influence LE sportswear purchase intention; (3) C2C exchange does not significantly influence LE sportswear purchase intention; (4) status seeking fully mediating the effects of NFU and conformity on LE sportswear purchase intention.

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