臺灣博碩士論文加值系統

衝動性購買指的是一種瞬間的、強迫性的與享樂性綜合而成的購買行為，不經過任何深思熟慮與未來影響上的思考(Rook, 1987)。而此行為在我們日常生活中占據了相當大的部分，過去研究統計也指出消費者在衝動性購買的比例也正逐年增加。近年來，許多研究者專注於探討衝動性購買行為的影響因素。Peck and Childers (2006)認為不只是個人特質會影響衝動性購買行為的發生，環境的特質也會影響衝動性購買，例如產品陳列或是賣場的促銷(Engel, Blackwell, & Miniard, 1995)。也有學者指出，越便宜的商品(如餅乾、糖果等)，越容易驅使消費者在當場短時間思考的決定去購買(Peck & Childers, 2006)。
本研究使用實驗室實驗法，情境設計參考過去學者Rook and Fisher (1995)在研究規範性評估與衝動性購買行為之設計方式與實驗方法，並根據實驗產品類別前測結果為便利商店與服飾商店來進行情境背景設計，而促銷活動的操弄則分別為無促銷、短期性促銷、長期性促銷。因此本研究之情境共有2(商店類型)X3(促銷活動)種；6種情境。
本研究之目的為探討分別在便利商店與服飾商店的不同環境下各假說檢定與比較，包含購物的享樂取向對購物的觸摸需求、促銷活動對規範性評估、以及衝動性購買特質、購物的享樂取向、觸摸需求、促銷活動、規範性評估對衝動性購買行為的影響效果。
研究結果證實，只有在服飾商店環境下，衝動性購買特質與購物的觸摸需求皆會顯著正向影響衝動性購買行為。而不論在便利商店或服飾商店環境，規範性評估皆會顯著正向影響衝動性購買行為，且購物的享樂取向皆會顯著正向影響觸摸需求。
在促銷活動對規範性評估部分，在便利商店環境下，短期促銷與長期促銷皆會比無促銷有較正面的規範性評估。而在服飾商店環境下，短期促銷會比無促銷有較正面的規範性評估。
在促銷活動對衝動性購買行為部分，不論是在便利商店或服飾商店環境下，短期性促銷會比無促銷有較高的衝動性購買行為。但只有在便利商店環境下，短期性促銷會比長期性促銷有較高的衝動性購買行為。在服飾商店環境下，長期性促銷會比無促銷有較高的衝動性購買行為。

Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonic complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences (Rook, 1987). This behavior accounted for a significant portion of our daily lives, and the past surveys also show that an increasing percentage of shopper purchases are made on impulse.In recent years, many researchers focus on investigate the factors affecting impulse buying behavior. Not only may individual characteristics increase impulse purchasing, but also characteristics of the environment may affect impulse purchasing (Peck & Childers, 2006). For example, the product display or store promotions (Engel et al., 1995).And some researchers also noted that impulsive individuals are more inclined to pick up or touch a hedonic target than are non-impulsives(Peck & Childers, 2006).
Experimental method used in this study. We first refer to the scenario of Rook and Fisher’s study (1995) and the scenario in our study is based on our pre-test of the type of stores, which are convenience stores and clothing stores. The manipulation of sales promotion in this study is distinguished into non-promotion, short-term promotion and long-term promotion. So there are total six such scenarios were developed in this study.
The main purpose of this study is to explore all the hypotheses, including the influence of buying impulsiveness, hedonic, need for touch, sales promotion and normative evaluations on impulse buying behavior, the influence of hedonic on need for touch, and the influence of sales promotion on normative evaluations in convenience stores and clothing stores.
The results showed that buying impulsiveness has significant impacts on need for touch only in the environment of clothing stores. And normative evaluations have significant impacts on impulse buying behavior in both convenience stores and clothing stores. Moreover, hedonic has positively significant impacts on need for touch in both convenience stores and clothing stores.
For the normative evaluations of sales promotion, both short-term and long-term promotions are significantly higher than non-promotion’s normative evaluations in convenience stores. And in clothing stores, short-term promotion’s normative evaluations are significantly higher than non-promotion’s normative evaluations.
For the impulse buying behavior of sales promotion, short-term promotion is significantly higher than non-promotion’s impulse buying behavior in both convenience stores and clothing stores. But short-term promotion is significantly higher than long-term promotion’s impulse buying behavior only in convenience stores, and long-term promotion is significantly higher than non-promotion’s impulse buying behavior in clothing stores.

摘 要 i
ABSTRACT iii
目 錄 v
表 目 錄 viii
圖 目 錄 x
一、 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
二、 文獻探討 4
2.1衝動性購買行為(Impulse buying) 4
2.2衝動性購買特質(Buying Impulsiveness) 6
2.3享樂性(Hedonic) 8
2.4觸摸需求(Need for Touch) 9
2.5促銷活動(Sales Promotion) 9
2.6規範性評估(Normative Evaluations) 13
三、 研究架構與假說 15
3.1研究架構 15
3.2研究假說 16
3.2.1衝動性購買特質與衝動性購買行為(H1) 16
3.2.2購物的享樂取向與衝動性購買行為(H2) 16
3.2.3購物的觸摸需求與衝動性購買行為(H3) 17
3.2.4購物的享樂取向與購物的觸摸需求(H4) 17
3.2.5促銷活動與規範性評估(H5) 17
3.2.6促銷活動與衝動性購買行為(H6) 18
3.2.7規範性評估與衝動性購買行為(H7) 19
四、 研究方法 21
4.1實驗產品前測 21
4.1.1實驗產品類別前測 21
4.1.2便利商店飲食類產品與價格前測 22
4.1.3服飾類產品與價格前測 23
4.2研究問卷設計 24
4.2.1促銷活動－情境操弄設計 25
4.2.2衝動性購買行為－題項設計 26
4.2.3規範性評估－題項設計 28
4.2.4衝動性購買特質－題項設計 29
4.2.5購物的享樂取向－題項設計 30
4.2.6購物的觸摸需求－題項設計 31
4.2.7社會讚許偏差(Social desirability bias)－題項設計 32
4.3研究問卷前測資料分析 33
4.4各構念操作型定義與文獻 37
4.5統計分析方法介紹 37
4.5.1統計分析軟體 37
4.5.2分析方法 38
五、 資料分析 41
5.1敘述性統計 41
5.2效度分析 43
5.2.1內容效度 43
5.2.2構念效度 43
5.3信度分析 47
5.4假說檢定 47
5.4.1購物的享樂取向與購物的觸摸需求(H4) 47
5.4.2衝動性購買特質、購物的享樂取向、購物的觸摸需求與衝動性購買行為(H1, H2, H3) 48
5.4.3促銷活動、規範性評估與衝動性購買行為(H5、H6) 49
5.4.4規範性評估與衝動性購買行為(H7) 53
5.5研究假說結果 54
六、 結論與建議 56
6.1研究結果與意涵 56
6.2研究限制 58
6.3未來研究建議 58
參考文獻 60
附錄 65
附錄一：6組規範性評估前測之KMO與Bartlett球型檢定 65
附錄二：各組規範性評估前測之共同性與因素負荷量 65
附錄三：各構念前測之KMO與Bartlett球型檢定 67
附錄四：各構念前測之共同性與因素負荷量 68
附錄五：實驗產品類別前測問卷 70
附錄六：便利商店飲食類產品與價格前測問卷 71
附錄七：服飾類產品與價格前測問卷 73
附錄八：便利商店無促銷活動之情境 74
附錄九：便利商店短期性促銷活動之情境 76
附錄十：便利商店長期性促銷活動之情境 78
附錄十一：服飾商店無促銷活動之情境 80
附錄十二：服飾商店短期性促銷活動之情境 82
附錄十三：服飾商店長期性促銷活動之情境 84
附錄十四：各問卷之共同部分 86

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