查詢結果分析
來源資料
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題 名 | 促銷工具、產品涉入及消費者衝動特質對消費者衝動性購買的影響=The Influences of Promotion, Product Involvement and Impulsive Traits on Implusive Purchase |
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作 者 | 林陽助; 劉慶洲; 李智明; 施宗旻; | 書刊名 | 永達學報 |
卷 期 | 7:1 民95.06 |
頁 次 | 頁167-188 |
分類號 | 496.5 |
關鍵詞 | 衝動性消費行為; 促銷; 消費者衝動性特質; 產品涉入; Implusive purchase; Promotion; Impulsive traits; Product involvement; |
語 文 | 中文(Chinese) |
中文摘要 | 衝動購買的行為普遍存在消費者的消費模式當中,影響消費者衝動的原因大致可從內在消費者本身的因素及外在廠商所塑造的銷售模式所構成,然而本研究就外在因素以促銷為例;在內在因素方面則提出產品涉入程度及消費者衝動特質。 本研究在問卷設計上分成價格促銷及非價格促銷兩種進行發放,對象為大學部以上學生,主要是測試影響衝動購買的因素當中,哪一種方式較容易引起衝動購買,產品則以服飾為例。研究結果發現,消費者高的衝動特質所引發的衝動購買較高於低的衝動特質,其他因素並無法顯現出是否會引發不同程度的衝動購買。這或許表示,倘若要引發消費者的衝動購買,行銷手法若只是以文字敘述,效果可能不大,還必須適時的搭配聲光效果,所展現的衝動購買行為可能會比較明顯。 |
英文摘要 | The behavior of impulsive purchase always exists in the consumptive model of consumers. The reasons of impulsive purchase include internal factors of customers and external marketing approaches of factories (external reasons of manufacturers' marketing approaches). However, the research uses promotion as an example for the external factor sand the degree of product involvement and consumers' impulsive traits for internal factors. In this study, a questionnaire was divided into pricing promotion part and non-pricing promotion part. I contacted undergraduates in order to examine which way the behavior of impulsive purchase can occur more easily. For the product part in the questionnaire, I also used cloths as an example, the results of research suggest that a customer with a higher degree of impulse is more likely to have a higher impulsive purchase than a customer with a lower degree of impulse, and the other factors cannot show whether it has made any difference in impulsive purchase. This may reveal tht marketing approaches put in words only will not be as successful as those with a combination of words, sound and light effect. Such a combination has proved to be more likely to trigger the impulsive purchase behavior. |
本系統中英文摘要資訊取自各篇刊載內容。