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論文名稱(中文) 促銷及產品特性對網路衝動性購買影響之研究-以衝動性特質為干擾
論文名稱(英文) The Influence of Online’s Promotion and Product Characteristic on Impulsive Buying Intention-The Moderating Role of Trait of Impulsive Buying
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 98
學期 2
出版年 99
研究生(中文) 蔡璧如
研究生(英文) Pi-Ju Tsai
學號 R4697110
學位類別 碩士
語文別 中文
論文頁數 84頁
口試委員 指導教授-莊雙喜
口試委員-康信鴻
口試委員-蔡明田
中文關鍵字 促銷  產品特性  情緒  衝動性特質  衝動性購買意圖 
英文關鍵字 Promotion  Product Characteristic  Mood  Trait of Impulsive Buying  Impulsive Buying Intention 
學科別分類
中文摘要 根據資策會MIC統計,2009年整體台灣網路購物市場比前一年成長了30.4%。沒有了購物時間的限制和伴隨著網路銀行交易的便利性,更容易激發消費者衝動性購買的可能性。從最早探討實體店面到近年來探討線上平台上的衝動性購買行為,環境的刺激降低了消費者的控制能力,因而產生衝動的購買行為。
然而,根據研究,網路上的購物者比非網路上的購物者更具衝動性的購物傾向。導致衝動性購買的因素有相當多,其中促銷往往最能引發消費者的衝動性購買。在過去的研究裡,擁有衝動性特質的人也較容易不假思索就進行購買,產生衝動性購買行為。產品特性在過程中也同時扮演著很重要角色,然而,過去極少的文獻使用有創意性的產品作為研究。因此,在本研究中,我們使用環境心理學中的SOR理論當成研究的架構,並採用實驗設計法將促銷分為,有促銷及無促銷,進行實驗,並選用「隨身碟(USB)」作為實驗產品,進行假設的分析,並加入衝動性特質做為干擾探討其干擾效果。
研究結果顯示,促銷與產品特性正向影響消費者購買情緒,情緒也正向影響消費者的衝動性購買意圖。此外,產品特性中的享樂性價值相較於功能性價值有較大的影響,再者,衝動性特質對情緒與衝動性購買意圖之間,並不會造成干擾效果。
英文摘要 According to the survey, the sales of online shopping grows 30.4% in 2009.Without the time limit and with the cyberbank’s convenience, people are probably induced the impulsive buying intention. From conventional store to online shopping, the emvironmental stimulus would reduce customer’s control ability and make them to buy things impulsively. However, based on prior research, online shoppers are more impulsive than others when buying. There are mamy factors that will influence impulsive buying intention. Among these factors, promotion seems to work very well in inducing impuluse. People holding the trait of impulsive buying would not think too much when they buy things. And product characteristic also plays an important role in this process.
However, the creative product is rarely been used as an example to discuss. Therefore, in this study, we use the environmental psychology model of SOR to be our framework and experimental design to discuss whether the promotion and product characteristic will have influence on mood and whether the mood would have effect on the impulsive buying intention. The two (promotion and nonpromotion) scenarios are conducted. And we select USB as our product to analyze hypotheses and use trait of impulsive buying as a moderate variable.
The result of this study indicates that promotion and product characteristic positively influence the mood and mood positively influences the impulsive buying intention. Besides, the hedonic value presents more influential effects than utilitarian value. Moreover, moderating effect of trait of impulsive buying on the influence of mood and impulsive buying do not exist.
論文目次 摘要.......................................................I
Abstract..................................................II
謝誌.....................................................III
目錄......................................................IV
表目錄....................................................VI
圖目錄..................................................VIII
第一章 緒論.................................................1
第一節 研究背景與動機......................................1
第二節 研究問題與目的......................................3
第三節 研究流程...........................................4
第二章 文獻探討.............................................5
第一節 SOR理論............................................5
第二節 促銷 (Promotion)...................................7
第三節 產品特性 (Product Characteristic)..................10
第四節 情緒 (Mood).......................................12
第五節 衝動性特質 (Trait Of Impulsive Buying).............13
第六節 衝動性購買意圖(Impulsive Buying Intention).........15
壹、 衝動性購買意圖.....................................15
貳、 衝動性購買意圖類型..................................17
參、 影響衝動性購買因素................................ 17
第七節 各構面間關係探討....................................19
壹、 「促銷刺激」與「情緒」的關係.........................19
貳、 「產品特性」與「情緒」的關係.........................20
參、 「情緒」與「衝動性購買意圖」的關係....................20
肆、 「衝動性特質」對「情緒」與「衝動性購買意圖」的關係......21
第三章 研究方法............................................23
第一節 研究架構與假設.....................................23
壹、 研究架構...........................................23
貳、 研究假設...........................................24
第二節 研究變項之操作性定義................................25
第三節 研究工具...........................................28
第四節 資料分析方法.......................................39
第四章 研究統計分析.........................................43
第一節 樣本資料分析.......................................43
壹、 人口統計描述性分析................................ 43
第二節 驗證性因素分析(Confirmatory Factor Analysis)......49
第三節 信度、收斂效度與區別效度(Reliability and Convergent Validity and Discriminant Analysis)......................54
第四節 t檢定(t-Test).....................................56
第五節 線性迴歸分析(Linear Regression Analysis)..........57
第六節 階層式迴歸分析.....................................61
第五章 研究結論與建議.......................................62
第一節 研究結論...........................................62
第二節 實務上建議.........................................65
第三節 研究限制與後續研究建議..............................66
參考文獻...................................................68
附錄......................................................77
表 2-2 衝動性購買的定義.....................................16
表 2-3 影響衝動性購買因素...................................18
表 3-1 操作型定義..........................................27
表 3-2 產品特性衡量問項.....................................31
表 3-3 情緒評估量表........................................32
表 3-4 衝動性特質評估量表...................................33
表 3-5 衝動性購買意圖評估量表................................33
表 3-7 促銷變項操弄性檢定...................................35
表 3-8 前測信度分析(N=42)..................................36
表 3-9 問卷回收狀況........................................38
表 4-1 性別次數分配表(N=395)................................43
表 4-2 年齡次數分配表(N=395)................................44
表 4-3 教育程度次數分配表(N=395)............................44
表 4-5 每月可支配所得次數分配表(N=395).......................45
表 4-6 過去是否有線上購物的經驗次數分配表(N=395)..............46
表 4-7 過去一個月平均每天瀏覽購物網站時間的次數分配表(N=395)....46
表 4-8 過去一個月平均每天瀏覽購物網站次數的次數分配表(N=395)....46
表 4-9 研究變項之描述性分析(N=395)..........................47
表 4-9 研究變項之描述性分析(N=395) (續)......................48
表 4-10 每個構面的因素與信度分析(N=395)......................50
表 4-11 線性結構關係評估....................................53
表 4-12 各個構面的AVE值與C.R值..............................54
表 4-13 各個構面的區別效度..................................55
表 4-15 促銷對情緒的t檢定...................................56
表 4-16 產品特性對情緒的迴歸分析結果.........................58
表 4-17 產品特性中享樂性與功能性分別對情緒的迴歸分析結果........59
表 4-18 產品特性對情緒的迴歸分析.............................60
表 4-19 階層式迴歸分析結果..................................61
表 5-1 假設與研究結果.......................................62
圖 1-1 本研究之研究流程......................................4
圖 2-1 本研究之研究架構.....................................23
圖 3-1 驗證性因素分析路線測量模式............................49
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