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系統識別號 U0026-1307201016514400
論文名稱(中文) 數位媒介推銷易腐性商品引發之消費衝動
論文名稱(英文) Buying Impulse Conducted By Promotions to Perishable Commodities through Digital Media
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 98
學期 2
出版年 99
研究生(中文) 林照恆
研究生(英文) Jhao-Heng Lin
學號 R5697101
學位類別 碩士
語文別 中文
論文頁數 66頁
口試委員 指導教授-林珮珺
口試委員-鄭永祥
口試委員-陳珍珍
中文關鍵字 衝動性消費  易腐性商品  數位媒介促銷 
英文關鍵字 impulse buying  perishable commodities  digital media promotions 
學科別分類
中文摘要 本研究針對數位媒介促銷易腐性商品,探討其帶來之消費衝動。本研究參考Beatty and Ferrell (1998)的衝動消費模型做為架構基礎,討論了正面情感、可用金錢、時間壓力以及衝動購買傾向對於衝動購買急迫性之關係。並設計促銷情境問卷,做為受測者填答的依據,並使用變異數分析、多元迴歸與SEM作為數據分析的方法,以求得在不同性別、年齡層及教育程度下對各構面之表現是否有差異以及各自變數對於依變數之影響,結果發現對於數位媒介宣傳方式,正面情感為影響可用金錢對於衝動消費急迫性的關鍵因素,而時間壓力也對正面情感有顯著負向影響。另一方面,不同年齡層和教育程度在可用金錢、正面情感、衝動消費急迫性等構面也呈現顯著差異。就數據分析結果,本研究建議業者進行數位媒介促銷手法時,應著重於推出具吸引力的折扣或贈品的宣傳資訊,且在宣傳資訊上創造令人歡愉的氛圍,並多針對年輕族群推出類似方案。本研究針對新興的數位媒介商品促銷方式,並結合易腐性商品之販售時間受限特性,探討消費者之購買衝動的產生,以期能作為未來國內廠商進行數位媒介促銷手法時規畫促銷內容及目標顧客之參考,使數位媒介促銷發揮最大效用,經營管理上也能更具效率與競爭力。
英文摘要 This study focuses on the impulse buying urge caused by digital promotions on perishable commodities. We use Beatty and Ferrell (1998)’s impulse buying model as basic framework, talk about effects that time pressure, positive affect, money available and impulse buying tendency on impulse buying urges. After processing ANONA analysis, multi-regression analysis and SEM analysis, we find that positive affect is the key factor to the effect that money available to impulse buying urges, also, time pressure can negatively work on positive affect, and furthermore, younger group and higher education level group show higher degree to money available, positive affect and impulse buying urges. We suggest that focusing on produce happy or joyful atmosphere through digital promotions, and we also encourage sellers to distribute more digital promotions as surprises to elevate consumers’ mood, and it will be more efficient if theses digital promotions can be designed for younger people and people with higher education level.
論文目次 目錄 I
表目錄 III
圖目錄 IV
壹、緒論 1
一、研究背景與動機 1
二、研究目的 3
三、研究流程 5
貳、文獻回顧 6
一、易腐性商品(Perishable Commodities) 6
二、衝動性購買(Impulse Buying) 7
三、衝動購買模型(Impulse Buying Model) 9
1. 正面及負面情感 (Positive and Negative Affect) 10
2. 可用金錢 (Money Available) 12
3. 衝動購買傾向 (Impulse Buying Tendency) 13
4.認知時間壓力 (Perceived Time Pressure) 14
参、研究方法 16
一、研究架構與假設 16
二、研究設計 17
1. 研究樣本及調查方法 17
2. 實驗情境 17
3. 問卷前測 18
三、研究變數之操作性定義與問項 19
1. 衝動購買傾向 19
2. 可用金錢 20
3. 衝動消費急迫性 20
4. 正面情感 21
5. 時間壓力 22
四、資料分析方法 22
1. 敘述性分析 22
2. 信度與效度分析 23
3. 變異數分析 23
4. 迴歸分析 24
5. SEM分析 24
肆、資料分析 25
一、樣本特性分析 25
二、數據分析 28
1. 各構面之敘述性統計分析 28
2. 各構面信度分析 31
3. 填答者屬性與各構面之變異數分析 34
4. 各構面多元迴歸分析 37
5. 正面情感之中介分析 39
6. SEM分析 41
三、小結 46
1. 回收樣本之敘述性統計分析 47
2. 各構面之變異數分析 47
3. 各構面之迴歸分析 47
4. 正面情感之中介效果分析 48
伍、結論與建議 49
一、研究結論 49
二、研究貢獻 52
三、管理建議與未來研究建議 52
參考資料 55
附錄 數位媒介推銷易腐性商品引發之消費衝動研究問卷 62
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