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研究生:郭善芸
研究生(外文):Shan-yun Kuo
論文名稱:陪伴者性別對衝動性購物的影響
論文名稱(外文):The Effect of Companion’s Gender on Impulsive Purchasing
指導教授:莊世杰莊世杰引用關係
指導教授(外文):Zhuang-shi Jie
學位類別:碩士
校院名稱:國立中正大學
系所名稱:行銷管理研究所
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:2008
畢業學年度:96
語文別:英文
論文頁數:42
中文關鍵詞:關鍵字: 衝動性購物社會距離群體密集度對於互動資訊的敏感度
外文關鍵詞:Keywords: Impulse PurchaseSocial DistanceGr
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衝動性購物一直以來都是實務和學界在研究消費者行為時特別重視的重點之一。實際上造成衝動性購物的原因非常多元且繁多,本篇論文試圖探討和驗證不同性別的陪伴者是否會衝動性購物,又如何達到影響的目的(如實驗一所示)。在實驗二和實驗三中,增加了新的變數-群體密合度和個人對於資訊的敏感度,以觀察其與不同性別陪伴者的相互效應如何對衝動性購物造成影響。本篇論文不同以往地,從社會距離的角度解釋不同的陪伴者性別如何對消費者的衝動性購物行為產生影響,為造成衝動性購物找到新的趨力。
三個實驗結果顯示:
1. 消費者和異性一同前去消費時較容易產生衝動性購物行為。
2. 消費者與群體密集度較高的異性陪伴者前去消費時,較容易產生衝動性購物行為。
3. 對於資訊敏感度較高的消費者,和異性去購物時較容易產生衝動性購物行為。
本篇論文結果支持商店利用同時販售兩性商品,增加和異性一同前去消費的機會間接增加消費者衝動性購物的可能。
Most impulsive purchasing researches put emphasis on the factors at the individual level. Differently, this research examines how the presence of shopping companion’s gender influences impulse purchasing (study 1). Other than just discussing the influence of reference group gender, this research also examine the cohesiveness degree between the two, and the susceptibility of the shopper as additional independent variables in study 2 and 3.
The results of three studies indicate that shopper tends to have impulsive purchase behavior when shopping with the opposite gendered companion. Besides, consumers who are in low cohesive condition, not in highly cohesive condition, going shopping with the opposite gendered companion tend to have more willingness to impulse purchase than those shopping with the same gendered companion. Whereas when participants are susceptible to interpersonal influence, they tend to have impulse purchasing with the opposite gendered companion; on the other hand, to those participants who are not so susceptible to interpersonal influence the influence of accompanied gender seems diminished and there is less chance for impulse purchasing to happen.
誌謝 I
中文摘要 II
Abstract III
Index…………………………………………………………………………….….IV
List of Tables…........................................................................................................V


Chapter 1 Introduction 1


Chapter 2 Literature Review 3
2.1 Impulse purchase 3
2.2 Social Distance 5
2.3 Group Cohesiveness 7
2.4 Susceptibility to Interpersonal Influence 10


Chapter 3 Methodology 13
3.1 STUDY 1 13
3.2 STUDY 2 18
3.3 STUDY 3 22


Chapter 4 General Discussion 26


Chapter5 Acknowledgement and Discussion 28


Reference 29

Appendix(Questionnaire)..........……………………………….……………....33
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