Secondly, although the limited-edition strategy (LE) seems not proved a successful method in our study; however, it is still worth our efforts to discussing what type of LE promotions can effective attract more potential customers (Jang et al., 2015). The current study suggests that brand managers could target an appropriate scarcity message in the promotional strategy of LE products, based on the major specific benefit consumers are seeking for. However, since there is no significant relationship found between uniqueness and perceived usefulness (PU), perceived ease of use (PE). Based on Tian's need for uniqueness theory (NFU), high NFU people become visible in society by signaling their uniqueness through the possession of products (Tian et al., 2001; Cheema and Kaikait, 2010). Additionally, an individual can experience immediate enjoyment or fun from using a specific system, and perceive any active involvement in using new technology to be enjoyable in its own right (Davis, 1989; Igbaria et al., 1994).