論文使用權限 Thesis access permission:校內外都一年後公開 withheld
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available
論文名稱 Title |
衝動性購買行為之購後情緒研究 Research on post-purchase emotion of impulse buying |
||
系所名稱 Department |
|||
畢業學年期 Year, semester |
語文別 Language |
||
學位類別 Degree |
頁數 Number of pages |
68 |
|
研究生 Author |
|||
指導教授 Advisor |
|||
召集委員 Convenor |
|||
口試委員 Advisory Committee |
|||
口試日期 Date of Exam |
2007-06-16 |
繳交日期 Date of Submission |
2007-06-27 |
關鍵字 Keywords |
購後情緒、衝動性購買 impulse buying, post-purchase emotion |
||
統計 Statistics |
本論文已被瀏覽 5824 次,被下載 2104 次 The thesis/dissertation has been browsed 5824 times, has been downloaded 2104 times. |
中文摘要 |
衝動性購買行為一直以來是產界、學界關注的焦點。產界在行銷產品時,積極地透過各種刺激購買的手法,設法讓消費者產生突然而難以抗拒的衝動進而購買,卻忽略此作法是否可能引來消費者的負面觀感,值得產界進一步省思;學者對於衝動性購買行為已展開五十餘年的研究,重點在於誘發衝動性購買行為之原因探討居多,鮮少文獻針對衝動性購買行為之「購後行為」深入討論,引發本研究鎖定購後行為中的「購後情緒」探討,從學者對於衝動性購買行為之購後情緒看法分歧出發,分析在特定情境下消費者產生的購後情緒差異,彌補文獻在衝動性購買行為之「購後行為」討論的缺口,並提供產界制定行銷策略參考。 本研究主要在探討衝動性購買行為之購後情緒,並針對外部環境刺激、內在衝動性特質、購買當時情緒此三個誘發衝動性購買行為之因素,分別探討其對購後情緒的影響。藉助實驗室實驗法,樣本共259 人,被隨機分派到各實驗情境中,進行問卷填答。分析結果顯示:(1)外部環境刺激的有無、內在衝動性特質的高低、購買當時所處的情緒好壞所誘發的衝動性購買行為,均會產生不同程度的購後正面情緒及低度負面情緒;(2)內在衝動性特質、購買當時情緒對於購後情緒之影響,均會受到外部環境刺激的操控,造成干擾。 |
Abstract |
"none" |
目次 Table of Contents |
壹、緒論........................................................................................................................... 1 一、研究背景及目的................................................................................................. 1 二、研究流程與結果................................................................................................. 2 貳、文獻探討..................................................................................................................... 3 一、衝動性購買行為文獻發展................................................................................. 3 二、研究變數探討..................................................................................................... 4 三、研究假說推論..................................................................................................... 6 参、研究方法................................................................................................................... 11 一、實驗程序及研究樣本....................................................................................... 11 二、變數衡量........................................................................................................... 11 三、問卷設計........................................................................................................... 14 肆、資料分析................................................................................................................... 17 一、樣本結構........................................................................................................... 17 二、衡量量表........................................................................................................... 18 三、假說驗證........................................................................................................... 20 伍、結論與建議............................................................................................................... 44 一、結果討論........................................................................................................... 44 二、管理意涵........................................................................................................... 45 三、研究限制及未來建議....................................................................................... 46 參考文獻........................................................................................................................... 48 附錄一、問卷及投影片(有接受外部環境刺激)........................................................... 50 附錄二、問卷及投影片(無接受外部環境刺激)........................................................... 59 |
參考文獻 References |
1.吳勝良,店頭廣告的媒體觀,突破雜誌167 期,1999 年六月,頁38。 2.黃俊英(1999),行銷研究:管理與技術,華泰文化事業有限股份公司,台北。 3.林建煌、莊世杰、龔昶元、賴志松(2005),消費者行為中衝動性購買的前因與後果之模型探討,商管科技季刊,6(1),47-68。 4.陳銘慧(2002),溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響,國立台灣大學商學研究所未出版之博士論文。 5.黃麗婷(2003),產品情感與自我認同對衝動性購買之影響,國立東華大學企業管理研究所碩士論文。 6.Bellenger, D. N., Robertson, D. H., and Hirschman, E. C.(1978), "Impulse Buying Varies by Product," Journal ofAdvertising Research, 18(6), 15-18. 7.Burroughs, J. E. (1996), "Product Symbolism, Self Meaning, and Holistic Matching: The Role of Infomiation Processing in Impulsive Buying," Advances in Consumer Research, 23,463-469. 8.Cobb, C. J., & Hoyer, W. D. (1986), “Planned versus impulse purchase behavior,” Journal of Retailing, 68(4), 384-409. 9.Dholakia, U. M. (2000), “Temptation and Resistance: An Integrated Model of Consumption Impulse Formation and Enactment,” Psychology & Marketing, 17(11), 955-982. 10.Doob, L. W. (1990), Hesitation: Impulsivity and reflection. New York: Greenwood Press. 11.Festinger, L. (1957), A theory of cognitive dissonance. Stanford, CA: Stanford University Press. 12.Freud, S. (1920/1956), Beyond the Pleasure Principle, in J. Strachey & A. Freud (Eds.), The Standard Edition of the Complete Psychological Works of Sigmund Freud (Vol.18), London: Hogarth. 13.Gardner, M. P., & Rook, D. W. (1988), “Effects of impulse purchases on consumers’ affective states,” Advances in Consumer Research, 15(1), 127-130. 14.Gerbing, D. W., Ahadi, Behavioral Research, S. A., & Patton, J. H. (1987), “Toward a Conceptualization of Impulsivity: Components across the Behavioral and Self-Report Domains,” Multivariate, 22(July), 357-379. 15.Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., and Black, W. C. (1998), Multivariate Data Analysis, (5th ed.), Englewood Cliffs: Prentice-Hall. 16.Heider, Fritz (1958), The psychology of Interpersonal Relations, New York:Wiley. 17.Hoch, S. J. and Loewenstein, G. F. (1991), "Time-inconsistent Preferences and Consumer Self-Control," Journal of Consumer Research, 17, 492-507. 18.Jacoby, J., and Kaplan, L. (1972), “The components of perceived risk,” Proceedings of 3th Annual Conference for Consumer Research. 19.Kelly, Harol H. (1973), “The Process of causal attribution,” American Psychologist 28(February), 107-127. 20.Kollat, D. T., & Willett, R. P. (1967), “Consumer impulse purchasing behavior,” Journal of Marketing Research, 4(Feb.), 21-31. 21.O’Guinn, T. C. & Faber, R. J. (1989), “Compulsive Buying: A Phenomenological Exploration,” Journal of Consumer Research, 16(September), 147-157. 22.Rook, D. W. and Hoch, S. J. (1985), "Consuming Impulses,"Advances in Consumer Research, 12, 23-27 23.Rook, D. W. (1987), “The Buying Impulse,” Journal of Consumer Research, 189-199. 24.Rook, D. W. and Gardner, M. P. (1993), "In the Mood: Impulse Buying's Affective Antecedents," Research in Consumer Behavior, 6, 1-28. 25.Rook, D. W., & Fisher, R. J. (1995), “Normative influences on impulsive buyingBehavior,” Journal of Consumer Research, 22(Dec.), 305-313. 26.Stern, H. (1962), “The Significance of Impulse Buying Today,” Journal of Marketing, 26(2), 59-62. 27.Valence, G., A. d’Astous, & Fortier, L. (1988), “Compulsive Buying: Concept and Measurement,” Journal of Consumer Policy, 11(Sep), 419-433. 28.Wansink, B. (1994), "The Dark Side of Consumer Behavior: Empirical Examinations of Impulsive and Compulsive Consumption," Advances in Consumer Research, 21, 508. |
電子全文 Fulltext |
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。 論文使用權限 Thesis access permission:校內外都一年後公開 withheld 開放時間 Available: 校內 Campus: 已公開 available 校外 Off-campus: 已公開 available |
紙本論文 Printed copies |
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。 開放時間 available 已公開 available |
QR Code |