臺灣博碩士論文加值系統

本文探討網路情境中，促銷活動廣告的時間壓力、內在型衝動性購買因素（產品價格）、外在型衝動性購買因素（衝動性特質)、漁翁效應（Carryover Effect）與衝動性購買之間的關係。本文採用三組實驗設計進行資料蒐集，共計回收554份的有效問卷，並同時以獨立樣本t檢定、成對樣本t檢定及雙因子變異數分析（Two-Way ANOVA）驗證研究假說。
研究結果顯示：(1)促銷活動廣告的時間壓力大(時間較短)時，對於消費者的衝動性購買有正向影響。(2)網路環境下，低價格商品對於消費者的衝動性購買有正向影響。(3)網路環境下，高衝動性人格特質對於消費者的衝動性購買有正向影響。(4)促銷活動廣告的時間壓力大(時間較短)時，高衝動性人格特質對於衝動性購買有正向影響。(5)網路環境下，當商品為低價格時，漁翁效應對於衝動性購買具有正向影響。(6)網路環境下，當消費者為高衝動性人格特質時，漁翁效應對於衝動性購買具有正向影響。(7)促銷活動廣告的時間壓力大(時間較短)時，低價格商品對於衝動性購買具有正向影響之假說則未能獲得支持。

This thesis studies the relationships between time pressure, internal impulse buying behavior (product price), external impulse buying behavior (impulsive trait), carryover effect, and impulsive buying in the promotion events of internet commercials. Three experiment designs were executed and a total of 554 effective questionnaires were collected. The experiments adopt independent samples t-test, paired-samples t-test, and two-way ANOVA methods.
The following conclusions are drawn. First, when time pressure is large in the promotion events of internet commercials, customers are inclined to have impulsive buying. Second, in the internet environment, low-price products positively influence customers in their impulsive buying. Third, high impulsive trait positively influences customers in their impulsive buying. Fourth, when time pressure is large in the promotion events of internet commercials, high impulsive trait positively influences customers in their impulsive buying. Fifth, the carryover effect positively influences customers in buying low-price products. Sixth, the carryover effect positively influences customers with high impulsive trait in buying products. Seventh, when time pressure is large in the promotion events of internet commercials, the hypothesis that low-price products positively influence customers in their impulsive buying is not supported.

第一章 緒論 1
　第一節 研究背景與動機 1
　第二節 研究目的 4
　第三節 研究流程 5
第二章 文獻探討 7
　第一節 衝動性購買 7
　第二節 網路廣告 14
　第三節 促銷活動 17
　第四節 漁翁效應 21
　第五節 本研究各構面間關係之探討 23
第三章 研究方法 27
　第一節 研究架構 27
　第二節 研究假設 28
　第三節 操作性定義與變數衡量 29
　第四節 研究設計 34
　第五節 資料分析方法 40
第四章 研究結果 42
　第一節 敘述統計 42
　第二節 信度分析 46
　第三節 假說檢定 48
第五章 結論與建議 57
　第一節 研究結論 57
　第二節 學術貢獻 59
　第三節 實務建議 60
　第四節 研究限制與未來研究建議 61
參考文獻 63
附錄 67

1.王又鵬、黃俊英、洪順慶(1994)。價格促銷策略對消費者再購行為影響之研究，管理評論，13(2)，49-86。
2.何照義、鄭婉玲(2005)。物質主義、產品資訊特性與衝動性購買行為關係之研究，2005 第九屆科技整合管理研討會，124-140。
3.胡凱傑、林彥伶（2010），時間壓力與人格特質對衝動性購買行為之影響—以時間壓力來源為調節變數，2010第13屆科際整合管理研討會，347-362。
4.鄧景宜、黃麗霞、張愷予(2006)。產品特性，時間壓力與購物行為之研究。行銷科學學報。2(1)，1-21。
5.鄧景宜、黃麗霞、陳潤安、饒翊平（2010），網路促銷中知覺時間壓力對消費者心理變數的影響，管理與系統，第14卷第3期，387-407。
6.榮泰生(2001)。行銷學。台北：五南。
7.陳銘慧(2002)，「溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響」，台灣大學商學研究所博士論文。
8.陳亭羽、田季芳（2008），網路廣告效果衡量指標之探討，管理與系統，第15卷第2期，177-208。
9.張重昭(1998)，「顧客購物衝動性與規範性評估對顧客衝動性行為之影響」，行政院國家科學委員會專題研究計畫。
10.董維、張瑞觀、梁榮達（2009），由周邊路徑效果探討特定網路廣告態度形成：人機互動、情緒及一般網路廣告態度，電子商務學報，第十一卷第一期，143-172。
11.楊佳燊（2006），Web2.0 時代 網路廣告市場百花齊放，brain 動腦雜誌，368 期，91 頁。
12.黃俊英（2002），行銷學，第二版，華泰書局，台北。
13.龔昶元、嚴宗銘、張純莉、賴薏如(2007)，「消費者人格特質對畸零價效果干擾影響之研究」，朝陽商管評論。
14.Aaker, D. A. (1973). Toward a normative model of promotional decision making. Management Science, 19(6), 593-603.
15.Aggarwal, P. & Vaidyanathan, R. (2003). Use It or Lose It: Purchase Acceleration Effects of Time-Limited Promotions. Journal of Consumer Behavior, 2, 393-403.
16.Assael, Henry (1985), Marketing Management : Strategy and Action, Belmont, CA: Kent,127-135.
17.Beatty, S.E. (1998), “Impulse buying: modeling its precursors,” Journal of Business Retailing, Vol. 74, No. 2, pp. 169-191.
18.Beem, E. R. & Shaffer, H. J. (1981) “Triggers to Customer Action-Some Elements in a Theory of Promotional Inducement”, Marketing Science Institute, 122 pp.81-106.
19.Campbell, Leland & William D. Diamond (1990). Framing and Sales Promotions: The Characteristics of A Good Deal, Journal of Consumer Marketing, 7(4), 25-31.
20.Chandon, P., Wansink B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81.
21.Davis, S., Inman, J. J., & McAlister, L. (1992). Promotion has a negative effect on brand evaluations or does It? Additional disconfirming evidence. Journal of Marketing Research, 29, 143-148.
22.Dholakia, U. M. (2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology and Marketing, 17(11), 955-982.
23.Dommernuth, W. P. (1989). Promotion: Analysis, creativity and strategy (2nd ed.). Boston, MA: PWS-Kent Publishing Company.
24.Donthu, N., & Garcia, A. (1999). The internet shopper. Journal of Advertising Research, 39(3), 52-58.
25.Hausman, A. (2000). A multi-method of investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403-419.
26.Hawkins, D. T. (1994). Electronic advertising on online information System. ONLINE, 18(2), 26-39.
27.Hoch, S.J. & Loewenstein, G.F. (1991), “Time-inconsistent preferences and consumer self-control,” Journal of Consumer Research, Vol. 17, No. 4, pp.492-507.
28.Huang, C. & Lin, C. (2006). “Modeling the audience’s banner an exposure for internet advertising planning”. Journal of Advertising, 35(2), 123-136.
29.Interactive Advertising Bureau, IAB Standards and Guidelines, from http://www.iab.net/, 2007, Retrieved April 22 2007.
30.Iyer, E. S. (1989) “Unplanned Purchasing: Knowledge of Shopping Environment and Time Pressure”, Journal of Retailing, 65(1), 40-57.
31.Ko, H., Cho, C. H., and Roberts, M. S. (2005), "Internet uses and gratifications: A structural equation model of interactive advertising," Journal of Advertising, 34(2), 57-70.
32.Kotler, Philip (1994). Marketing Management: Analysis, Planning, Implementation, and Control (8rd ed.). New Jersey: Prentice-Hall Inc.
33.Kotler, P. (2005) “Marketing Management”, 12th edition, New Jersey: Prentice-Hall.
34.LaRose, R. (2001). On the negative effects of e-commerce: A sociocognitive exploration of unregulated on-line buying. Journal of Computer Mediated Communication, 16.
35.McCarthy, J. E., & Perreault, W. D (1984). Basic marketing. Homewood, Illinois: Richard D.Irwin,Inc.
36.Marion, F. M. (1987). A delphi analysis of a definition of sales promotion. Unpublished doctoral dissertation, State University of Memphis , Memphis.
37.Novak, T. P. and Hoffman, D. L. (2003), “The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences,” Journal of Consumer Psychology, Vol.13 (1&2), 3-16.
38.Piron, F. (1991). Defining impulse purchasing. Advances in Consumer Research, 18(1), 509-514.
39.Puri, R., (1996), “Measuring and modifying consumer impulsiveness: A cost-benefit accessibility framework,” Journal of Consumer Psychology, Vol. 5, No. 2, pp. 87-113.
40.Quelch, J. A. (1989) “Sales Promotion Management”, Englewood Cliffs, N. J. Prentice-Hall, Inc.
41.Raney, A. A., Arpan, L. M., Pashupati, K., and Brill, D. A. (2003), "At the movies, on the web: An investigation of the effects of entertaining and interactive web content on site and brand evaluations," Journal of Interactive Marketing, 17(4), 38-53.
42.Rook, D.W. & Fisher, R.J., (1995), “Normative influences on impulsive buying behavior,” Journal of Consumer Research, Vol. 22, No. 3, pp. 305-313.
43.Rook, D.W. & Hoch, S.J. (1985), “Consuming impulses,” Advances in Consumer Research, Vol. 12, No. 1, pp. 23-27.
44.Rook, D.W. (1987), “The buying impulse,” Journal of Consumer Research, Vol. 14, No. 2, pp. 189-199.
45.Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59-62.
46.Weinberg, P. & Gottwald, W. (1982), “Impulsive consumer buying as a result of emotions,” Journal of Business Research, Vol. 10, No. 1, pp. 43-57.
47.Wendy, A. B., Merrie, B., Jesper, H. N. (2011). The Attribute Carryover Effect: What the “Runner-Up” Option Tells Us about Consumer Choice Processes. Journal of Consumer Research, Vol. 38, No. 1 (June 2011), pp. 199-214
48.Wood, M. (1998), “Socio-economic status, delay of gratification, and impulse buying,” Journal of Economic Psychology, Vol. 19, No. 3, pp.295-320.
49.Zeff, R., & Aronson, B. (1999). Advertising on the internet (2nd ed.) New York: John Wiley & Sons, Inc.