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題名 | 產品來源國對衝動性購買之影響=The Impact of Country-of-origin on Impulse Buying |
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作者 | 莊世杰; 鄭尹惠; 王穗敏; Chuang, Shih-chieh; Cheng, Yin-hui; Wang, Sui-min; |
期刊 | 企業管理學報 |
出版日期 | 20110300 |
卷期 | 88 2011.03[民100.03] |
頁次 | 頁23-38 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 衝動性購買; 製造來源國; 設計來源國; 國家形象; Impulse buying; Country of manufacture; Country of design; Country image; |
中文摘要 | 由於消費者的日常生活之中,常伴隨著衝動性的購買行為,消費者衝動性購買行為常被認定是較為負面的行為;即使如此,消費者從事衝動性購買行為仍日漸普遍,隨著社會的變遷,影響因素比以往更為複雜。數十年來關於衝動性購買的議題,已被廣泛研究,但探討產品來源國對衝動性購買所造成的影響則較少,本研究則針對此,作更進一步的研究。本研究主要透過自變數(來源國家)與依變數(衝動性購買)之間的關係,探討來源國對衝動性購買的影響,因此採用2x3的兩因子實驗設計,包括二個來源國產品整體印象(正向/負向)、三種衝動性消費產品(手錶、牛仔褲、太陽眼鏡)共計六個實驗組。本研究建構三個實驗結果均支持正向來源國產品比負向來源國產品產生較高衝動性購買。 |
英文摘要 | Even impulse buying is usually deemed as a negative behavior, Impulse buying is becoming more common than ever in our routine life. With the social transition, the factors to affect consumers' impulse buying are more complicate than ever. In the past decades, previous research on impulse buying has explored extensive areas. However, scant research has explored the impact of country-of-origin (COO) on impulse buying, which is our main agenda in the present research. This research explores the impact of COO on impulse buying through examining the relationship between COO & impulse buying. A 2 (COO image: positive/negative) x 3 (impulse buying products: watches/sunglasses/jeans) factorial design is conducted. All experimental outcomes support that consumers will be more likely to impulsely buy positive COO products than negative COO products. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。