進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-1707201218583700
論文名稱(中文) 網路限時團購易腐性商品引發之消費衝動感受
論文名稱(英文) Buying Impulse Triggered by Time-limited Promotion of Group-buying Perishable Commodities on the Internet
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 100
學期 2
出版年 101
研究生(中文) 黃子容
研究生(英文) Tzu-Jung Huang
學號 R56991018
學位類別 碩士
語文別 中文
論文頁數 121頁
口試委員 口試委員-陳珍珍
口試委員-呂錦山
指導教授-林珮珺
中文關鍵字 消費衝動  網路團購  易腐性商品 
英文關鍵字 Buying impulse  Group-buying  Perishable commodity 
學科別分類
中文摘要 本研究應用衝動購買行為模型理論為基礎,瞭解消費者在可購物時間限制下的購物活動中,對易腐性網路團購商品的購買意願與意圖,並探討消費者受到網路行銷刺激下,如何影響產生消費的衝動情緒,受訪者的資料透過網路平台發放問卷進行線上的蒐集。迴歸分析結果顯示外在誘因顯著影響消費者參與團購活動的衝動購買感受,消費者自身衝動購買傾向特質也會受到行銷刺激的引發而表現出參與團購活動的慾望,其中消費者對可運用金錢的認知會正向顯著影響消費者的正向情感,折扣促銷的優惠有效提高消費者正向情緒感受,強化消費衝動的急迫。研究結果發現網路團購廠商以合理之促銷折扣價格,搭配精緻的廣告行銷策略,有效提高消費者對團購活動的正向情緒感受,可提高消費者參與限時網路團購活動的衝動急迫感受。
英文摘要 This study investigates consumers’ purchase intentions of impulse buying under time-limited group-buying, as well as consumers’ buying impulse triggered by internationl marketing stumuli. Respondent were draw from community Web sites. The result of regression shows external trigger cues have positive effect on consumers’ urge of buying impulse. Impulse buying tendency can be caused by marketing stumuli. Money available can also influence positive affect. Discount improves consumers’ positive affect and intensify urge of buying impulse. Internationl group-buying companies provide reasonable sale discount with sophisticated advertising can increase consumers’ positive affect and urge of buying impules.
論文目次 第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 4
第三節、研究流程 4
第二章、文獻回顧 7
第一節、團購 7
第二節、易腐性商品 10
第三節、衝動性購買 11
第四節、衝動購買模型 14
壹、時間壓力 17
貳、衝動購買傾向 17
參、外在誘因 18
肆、可用金錢 20
第三章、研究方法 21
第一節、研究架構與假設 21
第二節、研究架構之實驗情境 22
第三節、問項設計 23
壹、時間壓力 23
貳、衝動性購買傾向 24
參、外在誘因 25
肆、可用金錢 26
伍、衝動購買急迫性 27
陸、人口統計變數 28
第四節、研究架構二與假設 28
第五節、研究架構二之實驗情境與問項設計 30
第六節、研究設計 31
壹、研究樣本與調查方法 31
貳、問卷前測 32
第七節、資料分析方法 32
壹、敘述性統計分析 32
貳、信度與效度分析 33
參、變異數分析 34
肆、迴歸分析 34
伍、結構方程式 34
第四章 資料分析 36
第一節 前測問卷分析 36
壹、問卷前測 36
貳、前測問卷信度分析結果 37
參、前測問卷反應與建議 39
第二節、研究架構一之樣本特性分析 40
第三節、研究架構一之數據分析 42
壹、研究架構一各構面之敘述性統計分析 42
貳、研究架構一之各構面信度分析 46
參、研究架構一之填答者屬性與各構面之分析 48
肆、研究架構一各構面對消費者產生衝動購買急迫性之顯著性檢定 52
第四節、研究架構二之樣本特性分析 54
第五節、研究架構二之數據分析 56
壹、研究架構二之各構面敘述性統計分析 56
貳、研究架構二之各構面信度分析 61
參、研究架構二之填答者屬性與各構面之分析 63
肆、研究架構二之各構面對消費者產生正向情感與衝動購買急迫性之顯著性檢定 68
伍、研究架構二之正向情感中介效果分析 71
陸、研究架構二數據於研究架構一之各構面對消費者產生衝動購買急迫性之顯著性檢定 73
第七節、研究架構一與研究架構二之總樣本特性分析 74
第八節、總樣本於研究架構一之數據分析 77
壹、總樣本之各構面敘述性統計分析 77
貳、總樣本之各構面信度分析 81
參、總樣本之填答者屬性與各構面之分析 83
肆、總樣本於研究架構一之各構面對消費者產生衝動購買急迫性之顯著性檢定 87
第九節、研究架構一與研究架構二之結構方程式 89
壹、驗證性因素分析 89
貳、結構方程模式量測系統 97
第十節 小結 101
第五章、結論與建議 102
第一節、結論 102
第二節、實務建議 104
第三節、後續研究之建議 105
中文書目參考文獻 107
網站參考文獻 108
英文參考文獻 109
附錄一 架構一正式問卷 113
附錄二 架構二正式問卷 116
參考文獻 中文書目參考文獻
方世榮譯(2000)。行銷管理學。十版。臺北市:臺灣東華。
邱皓政(2006)。量化研究與統計分析。初版。臺北市:五南。
周子敬(2006)。結構方程模式(SEM)-精通LISREL。初版。臺北市:全華。
陳正昌、程炳林、陳新豐和劉子鍵著(2009)。多變量分析方法:統計軟體應用。五版。臺北市:五南。
陳順宇著(1995)。多變量分析。四版。臺北市:華泰書局。
榮泰生(2006)。SPSS與研究方法。初版。臺北市:五南。


網站參考文獻
5折日報(2011年5月3日):台灣團購市場4月份統計報告。5折日報。網址http://www.55555.tw/index.php?act=report201104#
資策會(2011年1月25日):2011年團購快速成長,手機購物潛力商機。資策會。網址:http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=243&type1=2
蔡岳儒(2011年6月29日):不可不知–電子商務團購商業模式快速崛起的成功祕訣。臺灣大學EMBA學生會。網址:http://ntuembasu.org/?p=2938
劉致晰(2011年6月27日):團購網大戰,本夠粗才能活。商業週刊。網址:http://www.businessweekly.com.tw/webarticle.php?id=43705
Brohan, M. (1999). Gotta have it. Internet Retailer, available at: www.internetretailer.com
Pastore, M. (2000). Young americans take their spending online. Retrieved January 10, 2002 from, http://cyberatlas.internet.com/big_picture/demographics/article/table


英文參考文獻
Anand, K. S., & Aron, R. (2003). Group buying on the Web: A comparison of price-discovery mechanisms. Management Science, 49(11), 1546-1562.
Applebaum, W. (1951). Studying consumer behavior in retail stores. Journal of Marketing, 16, 172-178.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Academic of Marketing Science, 16(1), 76-94.
Baldwin, I. (2000). Mastering the incredible bulk. Kiplinger's Personal Finance Magazine, 54, 126-128.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
Blackwell, D. R., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior, 9th ed., Harcourt, Inc.
Blanchflower, D. G., & Oswald, A. J. (2004). Well-being over time in Britain and the USA. Journal of Public Economics, 88(7-8), 1359-1386.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
Cobb, C. J., & Hoyer, W. D. (1986). Planned versus impulse purchase behavior. Journal of Retailing, 62(4), 384-409.
Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing: An International Journal, 3(1), 20-34.
Diener, E., Horwitz, J., & Emmons, R. A. (1985). Happiness of the very wealthy. Social Indicators Research, 16(3), 263-274.
Diener, E., & Biswas-Diener, R. (2002). Will money increase subjective well-being? Social Indicators Research, 57(2), 119-169.
Dhar, R., & Nowlis, S. M. (1999). The effect of time pressure on consumer choice deferral. Journal of Consumer Research, 25(4), 369-384.
Dholakia, U. M. (2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955-982.
Dodge, J. (1999). Strength in numbers? A Look at what group-buying sites have to offer consumers in search of computer gear. International Corporation Tech, 22(13), 135-136.
Donthu, N., & Garcia, A. (1999). The internet shopper. Journal of Advertising Research, 39(3), 52-58.
Donovan, R. J., & Rossiter J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58 (1), 34-57.
Edland, A., & Svenson, O. (1993). Judgment and Decision Making under Time Pressure. Time Pressure and Stress in Human Judgment and Decision Making, New York: Plenum, 27-40.
Frey, B. S., & Stutzer, A. (2002). What can economists learn from happiness research? Journal of Economic Literature, 40(2), 402-435.
Fries, B. E. (1975). Optimal ordering policy for a perishable commodity with fixed lifetime. Operations Research, 23(1), 46-61.
Gardner, M. P., & Rook, D. W. (1988). Effects of Impulse Purchases on Consumers’ Affective States. 127-130 in Michael J. Houston (Ed.), Advances in Consumer Research, Vol. 15. Provo, UT: Association for Consumer Research.
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(3), 357-379.
Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403-426.
Hoch, S. J., & Loewenstein, G. F. (1999). Time-inconsistent preferences and consumer self-control. Journal of Consumer Research, 17(4), 492-507.
Iyer, E. S. (1989). Unplanned purchasing - Knowledge of shopping environment and time pressure. Journal of Retailing, 65(1), 40-57.
Jeffrey, S. A., & Hodge, R. (2007). Factors influencing impulse buying during an online purchase. Electronic Commerce Research, 7(3), 367-379.
Jeon, J. O. (1990). An emprirical investigation of the relationship between affective states, instore browsing, and impulse buying. The University of Alabama.
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(7), 505-511.
Karaesmen, I. Z., Scheller-Wolf, A., & Deniz B. (2011). Managing perishable and aging inventories: Review and future research directions. Planning Production and Inventories in the Extended Enterprise, International Series in Operations Research & Management Science, 151, 393-436.
Kauffman, R. J., Lai, H., & Ho, C. T. (2010). Incentive mechanisms, fairness and participation in online group-buying auctions. Electronic Commerce Research and Applications, 9(3), 249-262.
Kauffman, R. J., Lai, H. C., & Lin, H. C. (2010). Consumer adoption of group-buying auctions: an experimental study. Information Technology & Management, 11(4), 191-211.
Kim, M., & Lennon, S. (2000). Television shopping for apparel in the United States: Effects of perceived amount of information on perceived risk and purchase intention. Family and Consumer Science Research Jouranal, 28(3), 301-330.
Kollat, D. T., & Willett, R. P. (1967). Customer impulse purchasing behavior. Journal of Marketing Research, 4(1), 21-31.
Kolter, P. (1999). Marketing Management: an Asian Perspective, 2nd ed., Singapore: Prentice-Hall, International Corporation.
Koski, N. (2004). Impulse Buying on the Internet: Encouraging and Discouraging factors. Frontiers of E-business Research.
Lai, H. (2002). Collective bargaining models on e-marketplace. International Conference on Advance in Infrastructure for e-Business, e-Education, e-Science, e-Medicine on the Internet, L’Aquila, Italy.
LaRose, R., & Eastin, M. S. (2002). Is online buying out of control? Electronic commerce and consumer self-regulation. Journal of Broadcasting & Electronic Media, 46(4), 549-564.
Luo, X. M. (2005). How does shopping with others influence impulsive purchasing? Journal of Consumer Psychology, 15(4), 288-294.
Madhavaram, S. R., & Laverie, D. A. (2004). Exploring impulse purchasing on the internet. Advances in Consumer Research, 31, 59-66.
Maule, A. J., & Hockey, G. R. J. (1993). State, Stress, and Time Pressure. Time Pressure and Stress in Human Judgment and Decision Making, New York: Plenum Press, 83-101.
Mowen, J. C., & Minor, M. (1998). Consumer Behavior (5th ed), New Jersey:Prentice-Hall.
Murray, H. (1938). Explorations in Personality. New York: Oxford University Press.
Nichollas W., Baker R.,& Martin J. (1997). The Effect of New Eata Collection Technologies on Survey Data Quality. Survey Measurement and Process Quality, New York: Wiley.
Ordonez, L., & Benson, L. (1997). Decisions under time pressure: How time constraint affects risky decision making. Organizational Behavior and Human Decision Processes, 71(2), 121-140.
Pasternack, B. A. (1985). Optimal pricing and return policies for perishable commodities. Marketing Science, 4(2), 166-176.
Park, E. J., Kim, E. Y., & Forney, J. C. (2006). A structural model of fashion-oriented impulse buying behavior. Journal of Fashion Marketing and Management. 10(4), 433-446.
Piron, F. (1991). Defining impulse purchasing. Advances in Consumer Research, 18, 509-514.
Rajan, A., Rakesh, & Steinberg, R. (1992). Dynamic pricing and ordering decisions by a monopolist. Management Science, 38(2), 240-262.
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305-313.
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199.
Rook, D. W., & Gardner. M. P. (1993). In the Mood: Impulse Buyings’ Affective Antecedents. 1-28 in Janeen Arnold-Costa and Russell W. Belk (Eds.), Research in Consumer Behavior, Vol. 6. Greenwich, CT: JAI Press.
Rook, D. W., & Hoch, S. J. (1985). Consuming impulses. Advances in Consumer Research, 12(1), 23-27.
Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59-62.
Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers' need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50-66.
van Donselaar, K., van Woensel, T., Broekmeulen, R., & Fransoo, J. (2006). Inventory control of perishables in supermarkets. International Journal of Production Economics, 104(2), 462-472.
Watson, D., Clark, L. A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect - the Panas scales. Journal of Personality and Social Psychology, 54(6), 1063-1070.
Weinberg, P., & Gottwald, W. (1982). Impulsive consumer buying as a result of emotions. Journal of Business Research, 10(1), 43-47.
Wood, M. (1998). Socio-economic status, delay of gratification, and impulse buying. Journal of Economic Psychology, 19(3), 295-320.
Wu, W. C., & Huan, T. C. (2010). The effect of purchasing situation and conformity behavior on young students' impulse buying. African Journal of Business Management, 4(16), 3530-3540.
Yamauchi, K. T., & Templer, D. J. (1982). The development of a money attitude scale. Journal of Personality Assessment, 46(5), 522-528.
Yuan, S. -T., & Lin, Y. -H. (2004). Credit based group negotiation for aggregate sell/buy in e-markets. Electronic Commerce Research and Applications, 3(1), 74-94.
Yuan, S. H., & Faber, R. J. (2000). Impulse buying: Its relation to personality traits and cues. Advances in Consumer Research, 27, 179-185.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2017-07-30起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw