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研究生:吳嘉欣
研究生(外文):Chia-Hsin Wu
論文名稱:商店促銷與來源國印象對衝動性購買的影響
論文名稱(外文):The Influences of Sales Promotion and the Impact of Country-of-Origin on Impulsive Purchase Behavior
指導教授:楊台寧
指導教授(外文):Tai-Ning Yang
口試委員:任立中曾光榮
口試委員(外文):Jen, LichungKuang-Jung Tseng
口試日期:2012-06-17
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
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:109
中文關鍵詞:促銷衝動性購買來源國印象
外文關鍵詞:sales promotionimpulsive purchasing behaviorimpact of country-of-origin
相關次數:
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  • 下載下載:13
  • 收藏至我的研究室書目清單書目收藏:2
在現今市場全球化的背景下,使得消費市場上的競爭激烈,業者必須不斷的推出新的策略來增加消費者購買的意願以及增加自己在市場上的競爭力。而企業一方面為了增加銷售業績而積極使用促銷策略,但是也必須考量生產的成本,因而將製造採國際專業分工,使得消費者面對更多本國、外國或多國籍產品。因此,造成消費者原本有可能在商店促銷時,而引發衝動性購買的行為,但卻因為充斥在各國商品的市場中,使得促銷的產品是源自於其他國家的機會增加,則此時是否會影響消費者的購買意圖。故本研究之目的是在探討商店促銷與衝動性購買行為此兩變項之關係;再以來源國印象為干擾變數,以瞭解各個變項之間的關係。
本研究以一般服飾作為衝動性購買行為研究的產品,問卷收集採最近一次有購買服飾類產品的人為樣本,且受訪者必須在購買當時,有參與到商店所推出的促銷活動。本研究總計發放350份,有效問卷302份,無效問卷48份,有效回收率86.29%。
研究結果發現,商店促銷對衝動性購買行為有顯著的正向影響。而來源國印象對衝動性購買行為有顯著的正向影響。但來源國印象對商店促銷與衝動性購買行為之關係則不具有干擾效果。

In the context of the globalization today, consumer market is very intense competi-tion. Thus the industries must constantly have new strategies to increase consumers’ purchase intention and themselves competitiveness. In addition, companies must con-sider the cost, so the products were manufactured form other countries and adopted in-ternational specialization. Therefore, consumers faced more domestic, foreign or na-tionality of the products in the market. When the stores are in promotion, consumers might have impulsive buying behavior. Because the market were full of goods form dif-ferent countries. It resulted in promotional products from other countries opportunity to increase. That wonders whether the situation will influence consumers’ purchase inten-tion. The Purpose of this research aims to investigate the relationship between sales promotion, the impact of country-of-origin and impulsive purchasing behavior.
The samples were mainly focused on consumers to buy clothes in the recent and then participated in promotional activities in the store. This study surveyed 350, a total of 302 valid questionnaires; the effective rate was 86.29%.
Empirical results show that: (1) Sales promotion on impulsive purchasing behavior of a significant positive impact. (2) The impact of country-of-origin on impulsive pur-chasing behavior of a significant positive impact. (3) The impact of country-of-origin has no moderation effect between sales promotion and impulsive purchasing behavior.

中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題............... 3
第三節 研究目的............... 5
第二章  文獻探討................. 7
  第一節  商店促銷............... 7
  第二節  衝動性購買.............. 17
  第三節  來源國印象.............. 29
第三章  研究方法................. 40
  第一節  研究架構與假說............ 40
  第二節  變數之操作性定義與衡量工具...... 45
第三節 問卷設計............... 50
第四節 研究樣本與資料蒐集.......... 57
  第五節  資料分析方法............. 58
第四章  研究結果與分析.............. 61
  第一節  敘述性統計分析............ 61
  第二節  信度與效度分析............ 64
第三節 相關分析............... 68
第四節 研究假說之檢驗結果.......... 69
第五章  結論與建議................ 81
  第一節  結論................. 81
  第二節  研究建議與未來研究方向........ 84
第三節 研究限制............... 86
參考文獻 ..................... 88
附錄   研究問卷................. 105

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