臺灣博碩士論文加值系統

在新興市場如中國上海等地，前往綜合超市逐漸成為市民們重要的購物管道，而這樣的現象也吸引學界關注，學者發現非計劃性購買在超市消費者不知不覺間佔據他們購物很大的部分，學者也發現一些存在超市內部的要素可以刺激消費者的非計劃性購買行為，然而，卻鮮少有人研究、探討外界宏觀條件是否及如何影響消費者後續的非計劃性購買行為。所以，本論文研究目的為探討消費者在超市購物過程中，外界宏觀條件對他們後續非計畫性購買行為的影響。
本文首先採用主成分分析方法來幫助我們發現可能顯著影響超市營業額和消費人數的若干要素(或因素)作為外界宏觀條件，以及在該些宏觀條件下關鍵性特定消費者的情緒變化。然後使用集群分析和彈性分析，針對經特別設計過調查問卷回收所得數據進行分析，以瞭解特定情感在特定外界宏觀條件下是否會被顯著影響。最後，透過上海某一著名超市現場調查所得數據進行回歸和變異數等分析，測試快樂、內疚和遺憾情感等要素(或因素)對消費者後續非計畫性購買行為是否具顯著的影響。
本文得到如下兩個主要結論：在下雨天的條件下，綜合超市經營者可嘗試引導消費者增加快樂情感和遺憾情感來增強他們的後續非計畫性購買行為；在天氣寒冷條件下，綜合超市經營者則可嘗試引導消費者減少內疚情感來增強他們的後續非計畫性購買行為。
毫無疑問的是，合理的非計畫性購買，無論是對於超市還是消費者，都是一個雙贏的局面。對於超市管理者而言，他們可以運用一些商業策略和消費者進行更為有效的互動；就消費者而言，他們可以以一個更實惠的價格購買到一些他們沒有想到但又的確需要的商品。

Supermarket shopping has become a more and more important channel that catches our attention, especially in emerging markets including Shanghai China, and unplanned purchase is an important part in supermarket shopping. Academic researchers have studied and found a few internal factors that could be used for predicting consumers’ unplanned purchases. However, few of them discussed the macro external conditions and consumers’ subsequent unplanned purchase behavior. The purpose of this study is to explore the effects of macro external conditions on consumers’ subsequent unplanned purchases.
This thesis, to some extent, aims to prove that there exists relation between a few macro external conditions and consumers’ subsequent unplanned purchasing behavior. First, the principal component analysis was employed to find a few key macro external conditions that influence the emotion of consumers. Under the disclosed conditions, specific consumer groups were identified and the amount of consumers was projected. Afterwards, questionnaires were made and a survey was carried out to find whether specific emotion changes of consumers can be influenced significantly under macro external conditions. Based on the data, cluster analysis and elasticities approach were carried out, which is considered new in this particular field. Finally, regression analysis and analysis of variance were performed to examine whether there exist relations between happiness, guilt and remorse emotions and consumers’ subsequent unplanned purchasing behavior, respectively.
There are two major conclusions for this study. First, in rainy days, no matter more happy or remorse emotions are generated, the consumers appear to have stronger subsequent unplanned purchases. Secondly, in cold days, if less guilty emotions are generated, the consumers also have stronger subsequent unplanned purchases.
There is no doubt that rational unplanned purchase is a win-win situation for both a supermarket and consumers. For supermarket managers, they can create some business strategies to interact more effectively with consumers. For consumers, they can buy things they really need but have not thought before in a more affordable price.

中文摘要 I
Abstract III
Table of Contents V
List of Figures VIII
List of Tables IX
Chapter 1: Introduction 1
1.1 Research Background 1
1.2 Topics and Contribution 3
1.2.1 Research Topics 3
1.2.2 Research Contribution 4
1.3 Literature Review 5
1.4 Thesis Outline 11
Chapter 2: Methodology and Experimental Design 12
2.1 Macro External Conditions 12
2.1.1 Approach 12
2.1.2 Data Selection 13
2.1.3 Data Sources 15
2.2 Unplanned Purchase Emotion 17
2.2.1 Approach 17
2.2.2 Experimental Design 17
2.3 Subsequent Unplanned Purchase 19
2.3.1 Approach 19
2.3.2 Hypotheses 20
2.2.3 Experimental Design 21
Chapter 3: Data Analysis and Experimental Verification 23
3.1 Macro External Conditions 23
3.1.1 Principal Component Analysis 23
3.1.2 Pearson Product-Moment Correlation Coefficient 26
3.1.3 Multiple Correlation 27
3.1.4 Data Analysis of Macro External Conditions 28
3.1.5 Comprehensive Analysis 34
3.2 Unplanned Purchase Emotion 38
3.2.1 Cluster Analysis 38
3.2.2 Factor Analysis 38
3.2.3 Odds Ratio 39
3.2.4 Data Analysis of Unplanned Purchase Emotion 41
3.3 Subsequent Unplanned Purchase 46
3.3.1 Analysis of Variance 46
3.3.2 Regression Analysis 50
3.3.3 Verification of Subsequent Unplanned Purchase Experiment 51
Chapter 4: Conclusion 62
References 65

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