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題 名 | 衝動性購買行為與顧客抱怨行為關係之研究--以臺北國際食品展覽會為例=The Relationship between Impulsive Buying Behavior and Customer Complaint Behaviors: A Study for Taipei Int'l Food Show |
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作 者 | 李培銘; 邱惠貞; | 書刊名 | 德霖學報 |
卷 期 | 22 2008.06[民97.06] |
頁 次 | 頁81-90 |
分類號 | 496.36 |
關鍵詞 | 衝動性購買行為; 顧客抱怨行為; 展覽; Impulsive buying behavior; Customer complaint behavior; Exhibition; |
語 文 | 中文(Chinese) |
中文摘要 | 企業藉由各種行銷活動以提升消費者對其商品之良好印象,進而在非預期的情況下購買其促銷之商 品,是企業運用行銷組合以提升銷售績效的方法之一。消費者在非預期的情況下所發生之衝動性購買行 為,經常造成消費者於事後後悔不已。然而目前並無實證研究說明衝動性購買行為與顧客抱怨行為彼此 間是否有影響關係。 本研究目的即在探討衝動性購買行為與顧客抱怨行為關係為何?本研究採用問卷調查方法,在台北 國際食品展覽會發放285 份調查問卷,有效回收問卷為240 份,以層級迴歸分析檢定研究假設。 研究結果發現衝動性購買行為與顧客抱怨行為之間呈現顯著正向關係。最後,針對研究結果提供未 來學術研究與管理實務之建議。 |
英文摘要 | Past researches showed that company with marketing means to promote product to customer is very important in business marketing. But no empirical study explained the relationship between impulsive buying behavior and customer complaint behaviors with marketing means. This paper aimed to investigate the relationship between impulsive buying behavior and customer complaint behaviors with marketing means. Two hundred and forty matched data in Taipei Int’ l Food Show were analyzed to test the research hypotheses. The result showed that customer complaint behavior was positively related to impulsive buying behavior. This study indicated that the positively relationship between impulsive buying behavior and customer complaint behaviors. Finally, implications of these findings and suggestions for future research were discussed. |
本系統中英文摘要資訊取自各篇刊載內容。