隨著世界經濟的改變以及資訊科技不斷的創新，人們的生活形態與飲食習慣已產生急遽的改變，台灣社會的外食人口有越來越多的趨勢。而許多外食族在選擇餐廳時，往往會將西式速食店考慮在內，但倘若過度攝取其所販售的高熱量產品，將會造成營養不均衡與肥胖的問題，是故，消費者應該對這類飲食抱持著小心謹慎的態度。
在台灣，目前各家西式速食業者競爭激烈，為了擴大銷售額與市占率，更運用不同的行銷方案以吸引買氣。當有新產品推出時，店內的店頭廣告也會隨之更換，以傳達商品訊息。因此，本研究選擇台灣西式速食產業中的代表廠商麥當勞、摩斯漢堡與漢堡王研究店頭廣告對衝動性購買行為的影響。本研究的研究目的為：
一、 研究麥當勞、摩斯漢堡、漢堡王的店頭廣告與衝動性購買行為之關聯性。
二、 探討衝動性特質與人口統計變數的修正效果。
本研究選擇麥當勞所推出的「海味揚蝦堡」、摩斯漢堡所推出的「黃金澄香雞腿堡」、漢堡王所推出的「安格斯帝堡」作為研究對象，並以SPSS統計軟體分析消費者對於店頭廣告的感受，經過分析後可知在麥當勞、摩斯漢堡、漢堡王中，消費者在看完店頭廣告後發生衝動性購買行為的比例偏低，因此店頭廣告與衝動性購買行為呈現低度關聯性在衝動性特質修正效果方面，在三間實證對象中，僅摩斯漢堡的具有修正效果；在人口統計變數方面，在三間實證對象中，年齡、教育程度、月可支配所得皆不具修正效果，而在性別方面僅有摩斯漢堡具修正效果，麥當勞、漢堡王皆不具修正效果。

With the change of world economy and the constant innovation of technology, people’s lifestyle and eating habits have changed tremendously. And There are more and more people like to eat out. When they are choosing restaurants, the western-style fastfood will be often taken into account. In fact, eating too much fast food in high calories will cause nutrition disorders and fatness. So consumer should keep careful attitude toward this kind of food.
In Taiwan, every western-style fastfood corporation is in high competition. In order to increase sales and market share, firms adopt different marketing strategies to attract consumers. When new products are launched, the point of purchase advertising will be replaced right away to convey product information to customers. Therefore, the research chooses McDonald’ s, Mos Burger and Burger King because they are top corporations. The main purposes as follows:
1. Among McDonald’ s, Mos Burger and Burger King’s point of purchase advertising, to explore the relevance between impulsive buying behavior and point of purchase advertising.
2. To research the revision effect of impulse buying characteristics and demographics.
This research analysis consumers’ behaviors after seeing point of purchase advertising in Mcdonald, Mos Burger, and Burger King. After analyzing, we found that consumers in Mcdonald, Mos Burger and Burger King has lower ratio of impulsive buying behavior. Thus, point of purchase and impulsive buying behavior are low connected. About revision effect of impulsive buying characteristics, only Mos Burger has revision effect. About demographic variables, age, educational level and monthly income don’t have revision effect in three research objects. And about sex, only Mos Burger has revision effect.

第一章　緒論........................................................................................1
第一節　研究背景與動機....................................................................1
第二節　研究目的................................................................................2
第二章　文獻探討................................................................................3
第一節　店頭廣告（Point of Purchase advertising）...................3
第二節　衝動性購買行為....................................................................6
第三節　消費者衝動性特質...............................................................14
第四節　文獻評析...............................................................................17
第三章 產業分析與公司描述..............................................................19
第一節　西式速食產業分析...............................................................19
第二節　麥當勞公司描述...................................................................22
第三節　摩斯漢堡公司描述...............................................................25
第四節　漢堡王公司描述...................................................................27
第四章　研究方法...............................................................................29
第一節　研究架構...............................................................................29
第二節　各變數操作型定義與衡量...................................................31
第三節　問卷設計...............................................................................32
第四節　實證計劃...............................................................................34
第五節　資料分析方法.......................................................................37
第五章 資料分析與結果......................................................................38
第一節　信效度分析...........................................................................38
第二節　有效樣本結構.......................................................................40
第三節　店頭廣告與衝動性購買行為關聯性...................................44
第四節　衝動性特質的修正效果.......................................................46
第五節　人口統計變數的修正效果...................................................49
第六章 結論與建議..............................................................................64
第一節　研究結論...............................................................................64
第二節　管理上的意涵.......................................................................65
第三節　研究限制...............................................................................66
第四節　未來研究建議.......................................................................67
參考文獻...............................................................................................68
附錄：本研究問卷...............................................................................74

中文部分
駱水玉、胡敏琪、鄧玉祥、張碧珠、增麗姬及蔡麗娟 (1995) 。手繪POP廣告專輯，台 北：藝風堂出版社。
張麗琦(1999)。POP廣告店頭海報篇。北星圖書公司。
張重昭 (1998)。顧客購物衝動性與規範性評估對顧客衝動性行為之影響。行政院國家 科學委員會專題研究計畫。
王賀儒(1995)。衝動性購買行為之研究-以淡江大學理工商管學生之服飾購買行為為例。 未出版碩士論文，淡江大學，台北縣。
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。未出 版博士論文，台灣大學，台北市。
李港達(2005)。POP廣告種類對廣告效果影響之探討，銘傳大學設計管理研究所碩士論 文。
王玟茵(2004)。組合產品促銷、產品訊息內容對衝動性購買行為之影響，高雄第一科技 大學行銷與流通管理系碩士論文。
王瀅惠(2003)。資訊式廣告內容線索、廣告訊息涉入對衝動性購買行為的影響。高雄第 一科技大學行銷與流通管理系碩士論文。
石芳珊（2003）。消費者衝動性購買行為之決定因素探討。南華大學傳播管理研究所碩 士論文。
劉緯武（1999）。西式炸機速食連鎖店在食品品質顧客滿意度之調查研究。中國文化大 學生活應用科學研究所碩士論文。
陳貴芬（1999）。西式漢堡速食連鎖店在食品品質顧客滿意度之調查研究。中國文化大 學生活應用科學研究所碩士論文。
徐仁全（2007）。外食人口大調查 全台330萬天天外食族逼近北縣總人口」。遠 見雜誌，2007，42-46。
林建煌（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。
楊世瑩（2008）。SPSS統計分析實務第二版，旗標出版社。

英文部分
Altstiel T. & Grow J. (2006). Advertising strategy(pp225). United States:Sage.
Publication.Bayley, G. & Nancarrow, C.(1998). Impulse Purchasing: A Qualitative Exploration of the Phenomenon. Qualitative Maket Research, 1(2), 99-114.
Bellenger, D. N., Robertson, D. H., & Hirschman, E. C.(1978). Impulse Buying Varies by Product, Journal of Advertising Research, 18(6), 15-18.
Bianca C. I. & Simona T. A. (2008). Some Aspects Regarding the Importance of Point of Purchase Communications in the Marketing Communications Mix. Annals of the University of Oradea, 17(4), 807-810.
Baumgartner, H. & J-B. E. M. Steenkamp (1996). Exploratory Consumer Buying Behavior: Conceptualization and Measurement, International Journal of Research in Marketing, 13, 121-137.
Beatty, S. E. & Ferrell, E. M. (1998). Impulse Buying: Modeling Its Precursors, Journal of Retailing, Vol.74, No.2,pp.169-191.
Cobb, C. J. & Hoyer, W. D. (1986). Planned versus Impulse Purchase Behavior, Journal of Retailing, 62, 67-81.
Clive N. & Geoff B. (1998). Impulse Purchasing: a Qualitative Exploration of the Phenomenon. Qualitative Market Research, 1(1).
Carter O. B. J., Mills B. W. & Dovovan(2009). The effect of retail cigarette pack displays on unplanned purchases: results from immediate, Tobacco Control 2009, 18(3), 218-221.
Desarbo, W. S. (1996). Typologies of Compulsive Buying Behavior: A Constained　 Clusterwise Regression Approach. Journal of consumer psychology, 5(3), 231-262.
Dholakia, U. M. (2000). Temptation and Resistance: An Intergrated Model of Consumption Impulse Formation and Enactment, Psychology and Marketing, 17(11), 955-982.
Dittmar, H., Beattie, J. & Friese, S. (1996). Objects, Decision, Considerations and Self-Image in Men’s and Women’s Impulse Purchases, Acta Psychologica, 93, 187-206.
Dittmar, H., Beattie, J. & Friese, S. (1995). Gender Identity and Material Symbols: Objects and Decision Consideration in Impulse Purchases. Journal of Economic Psychology, 16, 491-511.
Edwards, E. A. (1992). The Measurement and Modeling of Compulsive Buying Behavior. Dissertation abstracts International, 53-64.
Eysenck, S. B., Easting, G. & Pearson, P. R. (1984). Age Norms for Impulsiveness, Venturesomeness and Empathy in Children, Personality and Individual Differences, 5(3), 315-321.
Faber, R. J. & O’Guinn, T. C. (1988). Compulsive Consumption and Credit Abuse. Journal of Consumer Policy, 11, 97-109.
Geoff B. & Clive N. (1998). Impulse purchasing: a Qualitative Exploration of the Phenomenon, Qualitative Market Research, 1(2), 99-114.
Gerbing, D. W., Ahadi, S. A., & Patton, J. H. (1987). Toward a conceptualization of impulsivity: components across the behavioral and self-report domains. Multivariate Behavioral Research, 22(July), 357-379.
Hoch, S. J. & Loewenstein, G. F. (1991). Time-in Consistent Preferences and Consumer Self-Control. Journal of consumer Research, 17, 492-507.
Helmers, Karin F., Young, Simon N., Pihl & Robert O.(1995). Assessment of Measures of Impulsivity in Healthy Male Volunteers, Personality and Individual Differences, 19(6), 927-935.
Hoch, S. J. & Loewenstein, G. F. (1991). Time-Inconsistent Preferences and Consumer Self-Control. Journal of Consumer Research, 17, 492-507.
Iyer, Easwar S. (1989). Unplanned Purchasing: Knowledge of Shopping Environment and Time Pressure. Journal of Retailing, 65, No.1.
Jones, M. A., Reynolds, K. E., Weun, S., & Beatty, S. E. (2003). The Product-Specific Nature of Impulse Buying Tendency. Journal of Business Research, 56, 505-511.
John A. Q. & Kristina C. (1983). Better Marketing at the Point of Purchase, Harvard Business Review,61(6), 162-169.
Kacen, J. J. & Lee, J. A. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of consumer Psychology, 12(2), 163-176.
Kenneth E. C. & Donald B. (2005). Point of Purchase Advertising. Concise Encyclopedia of Advertising, 122-123.
Kenneth E. C. & Donald B.(2005). Concise Encyclopedia of Advertising, 122-123.
Kollat, D. T. and Willett, R. P.(1967). Customer Impulse Purchasing Behavior, Journal of Marketing Research, 4, 21-31.
Logue, A. W. & Chavarro A. (1992). Self-Control and Impulsiveness in Preschool Children. The Psychological Record, 42(2), 189.
Nunnally, J. C. (1978). Psychometric Theory (2nd ed.). New York: McGraw-Hill.Martin, Wendy, Weun, Seungoog, Beatty & Sharon (1993).Validation of and Impulse Buying Tendency Scale, Advance in Consumer Research, 20, 81-90.
Mckinnon G. F., Kelly J. P. & Robison E. D. (2001). Sales Effects of Point-of Purchase In-Store Signing, Journal of retailing, 57(2), 49.
Martin, W. K., et al.(1993). Validation of and Impulse buying Tendency Scale, Advance in Consumer Research, Vol.20, pp81-90.
Omar, O. & Kent, A.(2001). Nternational Airport Influences on Impulse Shopping: Trait and Normative Approach. International, Journl of Retail & Distribution Management; 29(5), 226-235.
O’Guinn, T. C. & Faber, R. J. (1989). Compulsive Buying: A Phenomenological Exploration. Journal of Consumer Research, 16(September), 147-157.
Puri, R. (1996). Measuring and Modifying Consumer Impulsiveness: A Cost-Benefit Accessibility Framework, Journal of Consumer Psychology, Vol.5, No.2, pp.87-113
Rook, D. W. (1987). The Buying Impulse, Journal of Consumer Research, 14(2), 188-199.　 Rook, D. W. and Hoch, S. J.(1985). Consuming Impulses. Advances in Consumer Research, 12(1), 23-27.
Rook, D. W. and Fisher, R. J.(1995). Normative influences on Impulsive Buying Behavior. Journal of Consumer Research, 22, 305-313.
Rawlings D., Boldero J., & Wiseman F. (1995). The Interaction of Age with Impulsiveness and Venturesomeness in the Prediction of Adolescent Sexual Behavior. Personlity and Individual Differences, 19(6), 927-935.
Rook, D. W. & Hoch, S. J. (1985). Consuming Impulses. Advances in Consumer Research, 12(1), 23-27.
Stern, A. (1962). The Significance of Impulse Buying Today, Journal of Marketing, Vol.26, pp.59-62
Solomon, M. R. (2001). Consumer Behavior: International Edition, 5th, NJ:Prentice Hall.　 Solonon M. R. (1996). Consumer Behavior: Buying, Having, and Being(3rded.): Prentice-Haill.
Shiv, B. & Fedorikhin A. (1999). Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making, Journal of Consumer Research, 26, 278-292.
Thompson, C.J., Locander W. B. & Pollio H. R.(1990). The Lived Meaning of Free choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Momen, Journal of Consumer Research, 17, 346-361.
Valence, G. & d’Astous, A. & Fortier, L. (1988). Compulsive Buying: Concept and Measurement, Journal of Consumer Policy, 11, 419-433.
Wood, M. (1998). Socio-Economic Status: Delay of Gratification, and Impulse Buying, Journal of economic psychology, 19, 295-320.
Weinberg, P. & Gottwald, W. (1982). Impulsive Consumer Buying as a result of Emotions, Journal of Business Research, 10(1), 43-57.
Wood, M. (1998). Socio-Economic Status: Delay of Gratification, and Impulse Buying, Journal of economic psychology, 19, 295-320.
Weun, S., Jones, M. A., & Beatty, S. E. (1998). Development and Validation of the Impulse Buying Tendency Scale. Psychological Reports, 82, 1123-1133.
Youn, S. H. (2000). The Dimensional Structure of Consumer Buying Impulsivity: Measurement and Validation. The Graduate School of The University of Minnesota, Doctoral Thesis.
Zhou L. & Wong A.(2004). Consumer Impulse Buying and In-Store Stimuli in Chinese Supermarkets, Journal of International Consumer Marketing, 16(2), 37-53.

網站部分
台經院產經資料庫，http://tie.tier.org.tw。
麥當勞官方網站，http://www.mcdonalds.com.tw。
摩斯漢堡官方網站，http://www.mos.com.tw/。
漢堡王官方網站，http://www.burgerking.dachan.com/。
東方線上資料庫，http://www.isurvey.com.tw/。