本研究採取問卷調查的研究方法。選擇購物中心的消費者作為研究對象，蒐集資料。研究結果發現在衝動性特質之外，影響因素可以萃取為七個構面為(1)對於商品急切想要擁有的購買渴望(2)正面的情緒(3)負面的情緒(4)閒逛瀏覽的程度(5)享受購物樂趣的程度(6)購物時間限制(7)購物者財務限制。進而瞭解各構面彼此的關係以及與衝動性購買的關係。

This research is through questionnaire survey. The data is collected through customers in shopping malls. The results of this research besides the trait of buying impulsiveness can be described in seven categories. (1)Felt urge to buy impulsively.(2)Positive emotional affect.(3)Negative emotional affect.(4)the in-store browsing degree.(5)Shopping enjoyment.(6)Time available for shopper. (7)Money available for shopper. The data will help to find out the relationship among categories and the relationship with impulsive purchase.

第一章 緒 論…………………………………………………………………………4
第一節 研究背景與動機…………………………………………………………..4
第二節 研究目的…………………………………………………………………..5
第二章 理論基礎與文獻探討………………………………………………………..6
第一節 衝動性購買行為之定義…………………………………………………..6
第二節 衝動性購買行為特質……………………………………………………10
第三節 影響衝動性購買行為之因素……………………………………………13
第四節 研究假設…………………………………………………………………20
第三章 研究方法……………………………………………………………………21
第一節 研究架構…………………………………………………………………21
第二節 研究變數之操作型定義…………………………………………………22
第三節 問卷設計…………………………………………………………………24
第四節 問卷訪問…………………………………………………………………25
第四章 資料分析……………………………………………………………………26
第一節 分析方法…………………………………………………………………26
第二節 前測分析………………………………………………………………..27
第三節 正式問卷分析…………………………………………………………..28
第五章 結論與建議…………………………………………………………..……50
第一節 研究結論……………………………………………………..…………50
第二節 研究限制…………………………………………………………..……55
第三節 對後續研究者的建議…………………………………………………..56
第四節 對業界的建議………………………………………………………..…57
參考文獻……………………………………………………………………………59
附錄一 正式問卷………………………………………………………………..…60

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