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研究生:張啟源
研究生(外文):Chi-Yung Chang
論文名稱:同儕參考團體與個人特質差異對衝動性購買行為之影響
論文名稱(外文):The Effects of Peer-based Reference Group and Individual Differences on Impulsive Buying Behavior
指導教授:龔昶元龔昶元引用關係李延熹李延熹引用關係
指導教授(外文):Chaang-Yung KungYan-Shei Lee
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:應用外語研究所
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:2008
畢業學年度:97
語文別:英文
論文頁數:88
中文關鍵詞:同儕參考團體衝動購買傾向情緒智商衝動性購買行為
外文關鍵詞:Peer-based Reference GroupImpulsive Buying BehaviorEmotional IntelligenceImpulse Buying Tendency
相關次數:
  • 被引用被引用:2
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  • 下載下載:284
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隨著電子商務及電視購物頻道的發展,消費者變得更容易產生衝動性購買行為。然而,擁有不同個性特質的消費者在購物時,必定會產生不同購買決策。此研究之目的主要是去衡量個人特質差異因素﹙衝動購買傾向與情緒智商﹚與衝動購買行為間的因果關係。除了個人特質差異之影響因素外,同儕參考團體也被視為影響個人特質差異與衝動購買行為的因素之一。所以此研究要更進一步去探討個人特質差異對衝動購買行為的影響,以及同儕參考團體對個人特質與衝動購買行為間因果關係的影響。
此研究透過2﹙高衝動購買傾向與低衝動購買傾向﹚X 2﹙高情緒智商與低情緒智商﹚X 2 ﹙高度向心力同儕與低度向心力同儕﹚的實驗研究方法,藉由獨立樣本T檢定與多元迴歸分析的統計方法應用來檢驗本研究中之假設。透過470位中部大學生所組成的研究對象,本研究發現衝動購買傾向與情緒智商對衝動購買行為有正向的影響。同時,本研究也發現個人特質差異與衝動購買行為之間的因果關係會受到同儕參考團體所影響。
With the growth of e-commerce and television shopping channels, consumers get easy access to impulse purchasing opportunities. However, individuals with different personality traits may make distinct buying decisions. The purpose of this study is to explore the causation among Impulse Buying Tendency (IBT), Emotional Intelligence (EI), and Impulsive Buying Behavior. Apart from the effect of individual differences, peer-based reference group may be considered as an impact on the causation between individual differences and consumer’s impulsive buying behavior. Accordingly, this investigation is to explore progressively not only the effects of individual differences on impulse buying behavior, and the impact of peer-based reference group on the causation between personality traits and impulsive buying behavior. The main purposes of this study could be separated into the following guidelines.
1.To investigate the effect of individual differences including impulse buying tendency and emotional intelligence on impulsive buying behaviors
2.To examine whether the presence of peers has the influence on the causation between individual differences and impulsive buying behavior
The experimental treatment of this study is designed as 2 (high IBT and low IBT) x 2 (high EI and low EI) x 2 (highly-cohesive peers and lowly-cohesive peers). Independent-Samples T test and multiple regression analysis are applied to test the proposed hypotheses. Through the participants of 470 college students, this study found that impulse buying tendency and emotional intelligence would have a positive impact on impulsive buying behavior. Meanwhile, this study also found that peer-based reference group may influence the causation between individual differences and impulsive buying behavior.
TABLE OF CONTENTS
ABSTRACT ii
TABLE OF CONTENTS iv
LIST OF TABLES vi
LIST OF FIGURES vii
CHAPTER ONE INTRODUCTION 1
Background and Motivation 1
Purposes of the Study 5
Statement of Research Problems 5
The Significance of the Study 6
Definition of Terms 7
Research Procedures 8
Organization of the Thesis 9
CHAPTER TWO LITERATURE REVIEW 11
Definition and Classification of Impulsive Buying Behavior 12
Antecedents of Impulsive Buying Behavior 22
Peer-based Reference Group 29
CHAPTER THREE METHODOLOGY 34
Research Framework 34
Research Hypotheses 37
Operational Definition 42
Instruments 46
Experimental Treatments 51
CHAPTER FOUR DATA ANALYSIS 53
Sample Data Analysis 55
Reliability and Validity Analyses 57
Hypothesis Test of Independent-Samples T Test 59
Hypothesis Test of Path Analysis 62
Summary of Findings Regarding Tested Hypotheses 73
CHAPTER FIVE CONCLUSION 75
The Conclusion of The Study 75
The Limitation of The Study 78
Directions for Future Research 80
REFERENCES 82

Table 1 The classification of impulse buying behavior 13
Table 2 Definitions of impulse buying by distinct scholars 21
Table 3 Description of Research Variables 36
Table 4 Buying Impulsiveness Scale 47
Table 5 Emotional Intelligence Scale 48
Table 6 Impulsive Buying Behavior Scale 50
Table 7 Demographics of the Sample 55
Table 8 Reliability Analysis of Scales 57
Table 9 Influence of Impulse Buying Tendency on Impulsive Buying Behavior 61
Table 10 Influence of Emotional Intelligence on Impulsive Buying Behavior 62
Table 11 Pearson’s Correlation Analysis 66
Table 12 Model Summary of the First Multiple Regression Analysis 67
Table 13 Coefficients of the First Multiple Regression Analysis 68
Table 14 Model Summary of the Second Multiple Regression Analysis 69
Table 15 Coefficients of the Second Multiple Regression Analysis 70
Table 16 The Results of Data Analysis 74

Figure 1 Research Flowchart 10
Figure 2 Types of Impulse Buying 19
Figure 3 Research Framework 36
Figure 4 Path Diagram 64
Figure 5 Framework of the First Multiple Regression Analysis 67
Figure 6 Framework of the Second Multiple Regression Analysis 69
Figure 7 Analyzed Path Diagram 71
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