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研究生:楊書綺
研究生(外文):Shu-Chi Yang
論文名稱:衝動性購買對消費者購後罪惡感的影響—交易方式、產品特性及物品最終用途
論文名稱(外文):The Influence of Impulse Buying on Consumer’s Guilt after Purchasing–The Transaction Way、Product Characteristics and Product Final Use
指導教授:廖國鋒廖國鋒引用關係
指導教授(外文):Guo-Fong Liau
學位類別:碩士
校院名稱:輔仁大學
系所名稱:織品服裝學系
學門:民生學門
學類:服飾學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:88
中文關鍵詞:罪惡感衝動性特質衝動性購買物品最終用途交易方式
外文關鍵詞:product characteristicsimpulse buyingguilt
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全球市場經營概念不斷傳輸”附加價值”的概念,以往致力於單純的產品製造之經營模式,以無法應付日益巨變的市場需求,大量生產的單存模式也被劇減的產品生命週期擊潰,必須在生存與獲利間之夾縫求生存,簡單說明這現況的話,即我們欲由微笑曲線之成本極端,轉移至經濟效益至高的極端。然而,一窩瘋的追求創造所謂的品牌,積極採取各種千奇百怪的行銷手法,成功使消費者花大錢消費,事後發現花費超過預算,罪惡感便油然而生,這罪惡感進而影響的就是消費者下次的購買決定,讓廠商們原先的行銷仙丹轉變成銷售毒藥。即使消費行為是如此多變化,研究消費者情緒顯示,罪惡感是行為傾向決定性的情緒表現,然而過往研究通常把重點放在認知之探討,鮮少有研究將重點放在衝動性購買對購後罪惡感之影響,及在產品最終用途及交易方式之影響下,在消費者內心產生何種變化。因此,本研究探討期能補充過去文獻之不足,並提供後續相關研究參考。
本研究先經過前測的挑選,決定正式實驗所需的產品品項。接著以消費者特質(衝動性高/衝動性低) 、產品特性(享樂品/實用品) ,物品最終用途(送給自己/贈予他人) 及交易方式(現金/信用卡),探討對衝動性購買所產生之罪惡感的影響。結果顯示,消費者之衝動性特質較高者,比低衝動性特質者,會有較衝動性的消費行為,而產品特性為享樂品時,比起產品特性為實用品時,更會引發衝動的消費行為;交易方式若配合信用卡付款,比起使用現金付款,更易產生消費者之衝動性購買行為,且交易方式若使用信用卡付款,比起使用現金付款的消費者,更容易產生罪惡感;衝動性之消費行為若物品最終用途為送給自己,比起用途為贈與他人時,更易產生罪惡感;衝動性之消費行為程度越高的,則事後產生之罪惡感越高。
Even if the consumer behavior will be changes so much, studies of the consumer mood to demonstrate, the feeling of guilty is the behavior tendency decisive mood performance, however the passing research usually places the key point discussion the cognition, few will have the research with emphasis to place the impulsive purchase after to buy influence the feeling of guilty, and influence of in the product final use and under the transaction way, will have what kind of change in the consumer innermost feelings.
The result showed that, consumer impulsive special characteristic high, compared to the low impulsive special characteristic, can have compares the impulsive consumer behavior, when the product characteristic for leads life of comfort, when compares the product characteristic for the solid thing, can initiate the impulse the consumer behavior; If the transaction way the coordinate credit card payment, compares the use payment in cash, the change has impulsiveness of purchase behavior the consumer, also transaction way if the use credit card payment, compares the use payment in cash the consumer, easier to have the feeling of guilty; Of consumer behavior if impulsiveness goods final use for gives oneself, compares the use for when grants other people, the change has the feeling of guilty; Of consumer behavior degree impulsiveness higher, then afterwards has the feeling of guilty to be higher.
第一章 緒論
第一節 研究背景與動機………………………1
第二節 研究目的………………………………2
第三節 研究流程………………………………3
第二章 文獻探討
第一節 罪惡感…………………………………4
第二節 衝動性購買……………………………15
第三節 產品特性………………………………26
第四節 交易方式之信用卡消費 ………………33
第五節 產品最終用途-贈禮之贈予他人與自我贈予…34
第三章 研究設計
第一節研究架構………………………………38
第二節 研究假設……………………………39
第三節 變數定義與衡量……………………41
第四節 實驗設計與流程……………………46
第五節 統計方法……………………………59

第四章 研究結果與討論
第一節 樣本結構描述………………………60
第二節 信度分析……………………………60
第三節 產品性質之操弄檢定………………61
第四節消費者衝動性特質之因素分析………62
第五節消費者衝動性特質分群………………63
第六節相關分析………………………………64
第七節 假設驗證……………………………65
第五章 研究結論與建議
第一節 結論…………………………………68
第二節 管理意涵……………………………70
第三節 研究限制及未來建議………………71

參考文獻
西文部份 ……………………………………72


附錄一:本研究之正式問卷………………83
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