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研究生:張雅惠
研究生(外文):Chang, Yahui
論文名稱:百貨公司週年慶促銷方式對消費者衝動性購買後認知失調之影響
論文名稱(外文):Department Store Anniversary Sales Promotion Of Cognitive Dissonance In Impulse Buying
指導教授:傅思華傅思華引用關係
指導教授(外文):Fu, Szuhua
口試委員:陳仁龍葉上葆
口試委員(外文):Chen, JenlungYea, Shangbao
口試日期:2012-06-28
學位類別:碩士
校院名稱:嶺東科技大學
系所名稱:經營管理研究所
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:2012
畢業學年度:100
語文別:中文
論文頁數:63
中文關鍵詞:促銷衝動性購買購後認知失調
外文關鍵詞:promotionimpulse buyingcognitive dissonance
相關次數:
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台灣百貨公司的密集度在世界名列前茅,在所推出的許多促銷活動中,週年慶總是湧入大批人潮,千萬刷手與單日業績成為每年十月至十二月各媒體的報導重點,然而在如此龐大的消費額下,隱含了多少衝動性購買行為,而這些衝動性的行為是否會因不同的促銷活動影響購後認知失調產生差異呢?本研究依據Festinger (1957) 所提出之認知失調理論(Dissonance Theory)為基礎來加以驗證其關聯影響。
本研究採用Sweeney, Hausknecht, 與Soutar (2000)發展的購後認知失調量表,其中購後認知失調包括「情緒反應」、「選購智慧」與「交易疑慮」失調三構面;採用問卷調查法,針對有在百貨公司週年慶促銷消費的大眾發放400份問卷,回收304份,剔除34份因規律填答及漏答的無效問卷後,有效問卷為260份,問卷有效率為65%。利用描述性統計分析、相關分析與迴歸分析其變數間關聯性;預期研究結果可供業者在行銷模式決策及產品服務改良上提供分析建議。
經由本研究實證分析結果發現:
一、消費者之衝動性購買行為對促銷辦法反應有顯著影響。
二、消費者之衝動性購買行為對購後認知失調有顯著影響。
三、促銷辦法反應對購後認知失調之間有顯著影響。
四、促銷辦法反應在衝動性購買行為與購後認知失調之間有中介效果。

The density of department stores in Taiwan was well-known in the world. The annual sale from October to December was the most famous promotion which could create highest single day revenue every year. However, under the huge amount of transaction, part of purchase behavior was the impulse buying which could cause the discrepancy of cognitive dissonance due to the various promotions. This study was based on the Dissonance Theory (Festinger, 1957) to evaluate the relationship between impulse buying and cognitive dissonance.
According to cognitive dissonance scale which announced by Sweeney, Hausknecht, & Soutar (2000), the cognitive dissonance included 「emotional」、「wisdom of purchase」and「concern over deal」. This study was collected by 400 copies of questionnaires aimed the customers shopping in the department stores during the annual sale. Total 304 copies had been collected, including 260 copies of valid questionnaires and 34 copies of invalid questionnaires. The overall response rate is 65%. The analysis result could assist enterprises to improve the service quality and set up market strategy by the relationship among the descriptive statistics、analysis of correlation and regression analysis.
There are four findings from the analysis of this study,
1.Consumers' impulse buying has significant effect on promotion.
2.Consumers' impulse buying has significant effect on cognitive dissonance.
3.Promotion has significant effect on cognitive dissonance.
4.The mediating effects of promotion between impulse buying and cognitive dissonance.

中文摘要..................................i
英文摘要..................................ii
誌 謝....................................iii
目 錄...................................iv
表目錄...................................vi
圖目錄....................................vii
第一章 緒論...............................1
第一節 研究背景與動機.....................1
第二節 研究目的...........................4
第三節 研究限制...........................4
第四節 研究流程...........................5
第二章 文獻探討...........................6
第一節 衝動性購買.........................6
第二節 促銷..............................18
第三節 購後認知失調......................23
第四節 假設推導..........................27
第三章 研究設計與實施...................31
第一節 研究架構..........................31
第二節 研究變數之操作性定義..............32
第三節 研究假設..........................34
第四節 量表之編製........................34
第五節 前測信效度檢定....................35
第六節 資料分析方法......................39
第四章 資料分析與結果....................40
第一節 樣本結構分析......................40
第二節 信度與效度分析....................42
第三節 相關分析..........................46
第四節 迴歸分析..........................46
第五章 結論與建議........................48
第一節 研究結論..........................48
第二節 研究貢獻..........................49
第三節 未來研究建議......................50
參考文獻.................................52
中文文獻.................................52
英文文獻.................................54
附錄A 問卷...............................60

表目錄

表1-1 2010年-2012年開幕之百貨公司..........1
表2-1 衝動性購買類型......................8
表2-2 早期衝動性購買行為的分類.............9
表2-3 衝動性購買行為之定義.................9
表2-4 衝動性購買特質之定義................14
表2-5 促銷之定義.........................18
表2-6 購後認知失調之定義..................23
表3-1 促銷工具前測信度與效度表.............37
表3-2 促銷工具前測信度與效度表.............38
表4-1 人口統計變項描述性統計...............41
表4-2 Cronbach’s α信度準則...............43
表4-3 各構面信度與效度表..................44
表4-4 相關分析...........................46
表4-5 購後認知失調之迴歸分析...............47
表5-1 研究假說驗證結果彙整.................49

圖目錄

圖1-1 本研究流程..........................5
圖3-1 本研究架構..........................31




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