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研究生:李婉婷
研究生(外文):LI-WAN TING
論文名稱:產品屬性、商店印象與購物情境對衝動性購買行為影響之研究
論文名稱(外文):A Study of Product Attributes, Store Image and Shopping Situation of Impulse Buying
指導教授:謝佳宏謝佳宏引用關係
指導教授(外文):Chia-Hung Hsieh
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:90
中文關鍵詞:計畫性衝動購買純衝動性購買商店印象產品屬性購物情境
外文關鍵詞:Shopping situationStore imageProduct attributesPlanned impulse buyingPure impulse buying
相關次數:
  • 被引用被引用:3
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  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
隨著產品種類的逐漸倍增,其購買行為背後的動機也有所不同,消費者購買產品的決策過程,已經從原本只考慮產品的適用性和價格,轉變成為受到產品的品質、購買情境、售後服務所影響。本研究主要的目的在於探討產品屬性、商店印象與購物情境三項因變數,個別對衝動性購買行為之影響,並檢測商店瀏覽時間調節變數是否於其間發揮調節效果。本研究共搜集到235位的研究對象,並採用統計套裝軟體spss12.0進行資料分析與假說檢定。研究結果指出:產品屬性對於衝動性購買行為有顯著正向關係;而商店印象、購物情境對於衝動性購買行為亦具有顯著的正向關係;在調節效果方面,商店瀏覽時間的調節作用也能造成商店印象與衝動性購買行為之負面影響。最後根據本研究之結果與發現,提供企業在經營管理上之參考資訊與相關建議。
With the types of products gradually doubled its purchase of the motive behind also be different, consumers to buy products decision-making process, from the original only consider the applicability of products and prices, by a change in the quality of products, purchase situation, after sale Affected by the service. The main purpose of this study is to explore product attributes, Store image and shopping situation by the three variables, individual acts of impulse buying of influence and shops to test whether the time to adjust variables in effect during regulation play. This study collected a total of 235 of the study and use of statistical software package spss12.0 for data analysis and hypothesis testing. The study concluded that: product attributes the impulse purchase of a significant positive relationship between the impression and stores, Shopping situation of the impulse purchase is also a significant positive relationship between regulation in effect, shops visit the regulating role of time can also cause Shops impressed with the impulse buying behaviour of the negative impact. Finally, according to the results of this study and found that provision of business management, in a reference information and relevant recommendations.
目錄 I
圖目錄 IV
表目錄 V
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
第二章 文獻探討 4
2.1 商店印象相關文獻 4
2.1.1 商店印象之定義 4
2.1.2 商店印象之構成 5
2.1.3 商店印象之構面 6
2.2產品屬性相關文獻 12
2.2.1 產品屬性之定義 12
2.2.2 產品屬性之分類 13
2.3購物情境相關文獻 16
2.3.1 時間壓力之定義 16
2.3.2 時間壓力產生之原因 16
2.3.3 環境知識相關文獻 17
2.4商店瀏覽時間相關文獻 18
2.5 衝動性購買行為相關文獻 19
2.5.1 衝動性購買之定義 19
2.5.2 衝動性購買行為之類型 21
2.5.3 影響衝動性購買之因素 22
2.5.4 商店印象和時間壓力於衝動性購買之應用 24
第三章 研究方法 26
3.1 研究架構 26
3.2 研究假說 27
3.2.1 產品屬性對衝動性購買行為假說 27
3.2.2 商店印象對衝動性購買行為假說 27
3.2.3 購物情境對衝動性購買行為假說 27
3.2.4 店內瀏覽時間對商店印象與衝動性購買行為假說 28
3.3 變數的操作性定義與衡量 28
3.3.1 產品屬性的操作性定義與衡量 28
3.3.2 商店印象的操作性定義與衡量 30
3.3.3 店內瀏覽時間的操作性定義與衡量 31
3.3.4 時間壓力的操作性定義與衡量 31
3.3.5 環境知識的操作性定義與衡量 31
3.3.6 衝動性購買行為的操作性定義與衡量 32
3.4 研究對象與抽樣方法 33
3.5 資料分析方法 33
第四章 資料分析 36
4.1 基本資料分析 36
4.1.1 樣本結構分析 36
4.2 信度與效度分析 38
4.2.1 探索性因素分析 38
4.2.2 信度分析 45
4.2.3 相關分析 48
4.3 差異分析 49
4.4 迴歸分析 52
4.4.1 假說驗證(H1) 52
4.4.2 假說驗證(H2) 55
4.4.3 假說驗證(H3) 56
4.4.4 干擾效果之驗證(H4) 59
4.4.5 複迴歸之驗證 62
4.5 研究架構 64
4.6 研究發現與結論 65
4.6.1 研究結果 65
4.6.2 結論與討論 65
第五章 結論與建議 68
5.1 理論意涵 68
5.2 管理實務意涵 69
5.3 研究限制 70
5.4 後續研究建議 70
參考文獻 71
附錄一 問卷 77
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中文部份
1.石芳珊(民93),「消費者衝動性購買行為之決定性因素探討」。南華大學傳播管理研究所未出版碩士論文。
2.李志鴻(民86),「規範性評估、價格水準對衝動性購買行為之影響」。國立台灣大學商學研究所碩士論文。
3.徐達光(民92),《消費者心理學》。
4.張重昭(民87),「顧客購物衝動性與規範性評估對顧客衝動性行為的影響」。行政院國家科學委員會專題研究計畫。
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