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研究生:林福榮
研究生(外文):Fu-Rong Lin
論文名稱:消費者衝動性購買之資訊整合模式研究
論文名稱(外文):A Study of The Information Integration Model of Consumers’Impulsive Buying
指導教授:關復勇關復勇引用關係
指導教授(外文):Fu-Yung Kuan
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:127
中文關鍵詞:衝動性購買資訊整合理論
外文關鍵詞:impulsive buyingInformation integration theory
相關次數:
  • 被引用被引用:33
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  • 下載下載:721
  • 收藏至我的研究室書目清單書目收藏:13
論文摘要

在消費者的日常生活之中,常伴隨著衝動性的購買行為,而關於衝動性購買的議題,已被廣泛的研究,但並無學者針對衝動性購買下對產品的評估與資訊的處理模式做進一步的研究,本研究將針對此點,對衝動性購買作進一步的探討。
在消費者行為科學的領域中,學者多半以The Fishbein Model及 The Ideal-Point Model來探討消費者對於產品的評估、購買決策,但此二模式仍有不完備之處,近年來已有學者將資訊整合理論(Information Integration Theory,IIT)運用在行銷的領域上,本研究即以資訊整合的觀點來探討衝動性購買。
本研究中之實驗設計乃採2(品牌)×3(產品類別)之受測者間實驗設計,區分為六種實驗情境,並於故事情節中係採用3(價格)×2(品質)之受試者內實驗設計,以探討六種情境中,消費者對產品之價格與品質資訊的整合模式。
本文於實驗中發現,消費者於衝動購買情境下,其對於產品資訊之整合模式並非僅有如多元屬性模式中所假定的相加模式,其中更包含了等權、不等權平均模式及單因子模式,其次,對於便利品的購買,中度衝動性特質傾向採「等權平均模式」與「不等權重平均模式」整合產品之「品質」與「價格」訊息,高衝動特質者傾向採「單因子模式」來整合訊息,而低衝動特質則傾向採其他目前無法確認的模式。
加入品牌因素後,在無品牌的部分對訊息整合模式之使用的影響,高度衝動性特質者對便利品,傾向採「相加模式」整合產品之「品質」與「價格」訊息,其次,對於無品牌選購品而言,較傾向採「等權平均模式」,而當面對特殊品時,則較傾向採「不等權重平均模式」。而在偏好品牌部分,高度衝動特質者對不同產品類別評估時所使用的訊息整合模式未達顯著的差異。
Abstract
Impulsive buying behaviors often occur in consumers’ daily life. Although the issue of impulsive buying is widely studied and discussed, no scholars do the in-depth research of impulsive buying according to the assessment of the products and information integration model. The impulsive buying will be further investigated according to the assessment of the products and information integration model in this research.
In the field of consumer-behavior science, scholars often study consumers’ assessment to the products and their strategies of buying based on The Fishbein Model and The Ideal-Point Model. However, these two models are not very complete yet. Recently some scholars make a good use of Information Integration Theory (IIT) on the filed of marketing. We will discuss impulsive buying with the viewpoint of information integration in this research.
The experiment of this research is designed as that experimenters need to make decision between 2 (brands) x 3 (product categories). The experiment also divides into 6 experimental situations and takes 3 (prices) x 2 (qualities) to be decided by experimenters in order to study how price and information integration model will influence consumers in six situations.
We discover that when a consumer buys something impulsively, his or her information integration model of buying does not contain the hypothetical of adding model in the multiattributes evaluation model. It should contain equal-weight averaging model, different-weight averaging model and single-factor model. Consumers with medium impulsive characteristic are inclined to take equal-weight averaging model and different-weight averaging model to integrate message of product’ quality and price while buying convenience goods. However, Consumers with highly impulsive characteristic are inclined to take single-factor model to integrate purchasing message instead of low impulsive characteristic consumers’ buying taking other models which we can not confirm recently.
When we add a factor of brand in the research, the influence of no-brand section to the information integration usage will be that consumers with highly impulsive characteristic are inclined to integrate message of products’ quality and price with adding model for no-brand convenience goods. About no-brand shopping goods, they will be inclined to take equal-weight averaging model. About no-brand specialty goods, they will be inclined to take different-weight averaging model. However, when they are fond of buying product with famous brand, consumers with highly impulsive characteristic do not have very remarkable differences while using the message integration model to assess various product categories.
目 錄
摘要i
誌謝iv
目錄v
表目錄vi
圖目錄.vii
第壹章緒論1
第一節研究背景與動機1
第二節研究目的3
第三節研究範圍3
第貳章文獻探討5
第一節衝動性購買5
第二節產品屬性權重之評估模式24
第三節資訊整合模式28
第參章研究架構與研究假說之設立38
第一節研究架構38
第二節研究假說之建立40
第肆章實驗設計42
第一節實驗產品項目之選擇42
第二節產品項目之品牌偏好、價格與品質水準之衡量45
第三節消費者衝動性購買之資訊整合實驗49
第伍章研究結果與討論55
第一節各情境之整體樣本對產品訊息整合模式55
第二節個別樣本對品質與價格訊息之整合模式65
第三節品牌、產品別及衝動特質對訊息整合模式之影響79
第陸章結論與建議88
第一節研究結果彙整及其意見88
第二節研究限制92
參考文獻93
附錄97

表 目 錄
表2-1 購買意願─實際購買結果矩陣8
表2-2 認知代數模式要點彙整表33
表2-3 顧客決策行為中可能會採用之整合法則及其方法35
表4-1 產品類別認知表44
表4-2 產品類別認知差異檢定表44
表4-3 運動飲料之品牌偏好調查表46
表4-4 奶粉之品牌偏好調查表47
表4-5 手錶之品牌偏好調查表48
表4-6 產品價格認知表49
表4-7 本實驗設計之概念模式51
表4-8 本研究第三階段之受試者內實驗設計示意51
表4-9 資訊整合理論之標準化操作原則52
表5-1 受試者於情境一中各種實驗刺激下之購買意願變異數分析57
表5-2 受試者於情境二中各種實驗刺激下之購買意願變異數分析58
表5-3 受試者於情境三中各種實驗刺激下之購買意願變異數分析60
表5-4 受試者於情境四中各種實驗刺激下之購買意願變異數分析61
表5-5 受試者於情境五中各種實驗刺激下之購買意願變異數分析63
表5-6 受試者於情境六中各種實驗刺激下之購買意願變異數分析65
表5-7 各情境訊息整合模式彙整表65
表5-8 個別受試者 (N=20) 在情境一下之衝動購買意願訊息整合模式綜合分析表66
表5-9個別受試者 (N=20) 在情境二下之衝動購買意願訊息整合模式綜合分析表68
表5-10個別受試者 (N=20) 在情境三下之衝動購買意願訊息整合模式綜合分析表70
表5-11個別受試者 (N=20) 在情境四下之衝動購買意願訊息整合模式綜合分析表72

表5-12個別受試者 (N=20) 在情境五下之衝動購買意願訊息整合模式綜合分析表74
表5-13個別受試者 (N=20) 在情境六下之衝動購買意願訊息整合模式綜合分析表76
表5-14 個別受試者之衝動購買意願訊息整合模式綜合分析彙整表78
表5-15 品牌、產品類別及衝動特質之訊息整合模式百分比同質性考驗
彙整表80
表5-16 不同產品類別之衝動特質訊息整合模式百分比同質性考驗82
表5-17 高度衝動特質下,品牌因素對產品類別評估之訊息整合模式百分比同質性考驗84
表5-18 中度衝動特質下,品牌因素對產品類別評估之訊息整合模式百分比同質性考驗86
表5-19 低度衝動特質下,品牌因素對產品類別評估之訊息整合模式百分比同質性考驗87


圖 目 錄
圖2-1 資訊整合理論之函數測量圖解29
圖2-2 因子圖呈直線扇形支持相乘模式32
圖3-1 本研究之探討架構圖38
圖5-1 情境一中,受試者 (N=21) 在購買意願程度上之因子圖56
圖5-2 情境二中,受試者 (N=20) 在購買意願程度上之因子圖57
圖5-3 情境三中,受試者 (N=20) 在購買意願程度上之因子圖59
圖5-4 情境四中,受試者 (N=21) 在購買意願程度上之因子圖61
圖5-5 情境五中,受試者 (N=20) 在購買意願程度上之因子圖62
圖5-6 情境六中,受試者 (N=20) 在購買意願程度上之因子圖64
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