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題名 | 新型iPhone的「購買衝動感」之研究:價格折扣與他人非互動式的影響=The Study of FUBI for a New Type of iPhone: Influences of Price Discounts and Noninteractive Others |
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作者 | 莊淳淩; 田鴻麟; 林榮禾; Chuang, Chun-ling; Tian, Hong-lin; Lin, Rong-ho; |
期刊 | 科技管理學刊 |
出版日期 | 20150900 |
卷期 | 20:3 2015.09[民104.09] |
頁次 | 頁69-111 |
分類號 | 484.61、484.61 |
語文 | chi |
關鍵詞 | 衝動購買傾向; 展望理論; 確定效果; 分離效果; 非互動社會影響; 購買衝動感; Impulse buying tendency; Prospect theory; Certainty effect; Isolation effect; Noninteractive social influence; Felt urge to Buy impulsively; |
中文摘要 | 先前的研究指出,個人與情境因素都會影響購買行為。購買衝動感(Felt Urge to Buy Impulsively, FUBI)是人們內心感覺衝動而渴望購買產品的心理,它經常被外在刺激情境引出。基於展望理論與社會衝擊理論,本研究用結構方程模型檢測386位大學生獨特品衝動購買傾向(Impulse Buying Tendency for a Unique Product, IBTU),對其購買衝動感的影響,並測試價格折扣展望效應及非互動社會影響在獨特品衝動購買傾向與購買新型iPhone購買衝動感的中介效果。測試結果顯示,針對購買新型iPhone,若學生有較高的IBTU、價格折扣展望效應,或非互動社會影響,他們都有較高的FUBI;價格折扣展望效應與非互動社會影響,在IBTU與FUBI兩者間,都扮演良好的中介角色。另外,當兩項情境同時存在時為完全中介;而且,當兩項情境個別存在時為部分中介。本研究可幫助零售人員瞭解IBTU、價格折扣展望效應、非互動社會影響,及FUBI間的關係;研究結果可提供科技產品行銷者做調整行銷策略的參考。 |
英文摘要 | Previous studies showed that both individual and situational factors made influence on purchasing behaviors. The "Felt Urge to Buy Impulsively" (FUBI) is a desire of purchasing product by urge or impulse. The FUBI was often elicited by stimulated situation. Based on Prospect Theory and Social Impact Theory, this study examined that impulse buying tendency for a unique product (IBTU) of 386 undergraduates made influences on their FUBIs via structural equation modeling, and tested the mediating effects of prospect effects of price discounts and noninteractive social influences between IBTU and psychology of FUBI for purchasing a new type of iPhone. Results of the study showed that students had higher FUBI if they had higher IBTU, prospect effects of price discounts, or noninteractive social influences for purchasing a new type of iPhone; both prospect effects of price discounts and noninteractive social influences played good roles of mediations between IBTU and FUBI. In addition, the mediating effects were complete mediations when mediator had two situations; and the mediating effects were partial mediations when mediator only one situation, separately. This study can help retailers to understand the relationships among IBTU, prospect effects of price discounts, noninteractive social influences, and FUBI, and the results can provide references of marketers of technology products to adjust marketing strategies. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。