臺灣博碩士論文加值系統

揆觀國內外學者及相關論文研究僅多針對消費者在折價券兌換使用上作購買行為意願之探討，有鑑於此本研究旨於探討折價券特性對衝動性購買行為之影響，以及消費者之衝動性購買特質在其構面之間產生何種影響。研究採用問卷調查法，樣本以雲林縣斗南鎮大潤發的消費者為研究對象，問卷發出360份，所得資料以SPSS 12.0進行描述統計、ANOVA分析等統計方法分析。
研究結果顯示：
(1)本研究顯示中下衝動特質的消費者與年齡和月薪具有顯著性的差異。
(2)本研究顯示中下衝動特質的消費者與折價券特性具有顯著性的差異，其產生之影響以取得管道方式引起其消費者兌換意願最為之強烈，緊接著依序為廣告訊息、折扣幅度、標示折扣方式及使用期限。
(3)本研究另外以情境的方式設計出三種不同的購買情境，其研究顯示消費者在限時促銷及折扣幅度促銷的情境中皆有高衝動的購買行為，但廣告訊息促銷則顯示低衝動購買意願。

Most studies concerning the dimension of consumer buying behavior focus on consumer buying behaviors and coupon-use behaviors, while others concentrate on further exploring either the phenomenon of the consumer buying behaviors or the study of the coupon-use behaviors. Therefore, the purpose of this study is to investigate the relationships between consumers’ background, impulsive traits, and coupon characteristics, so as to be aware of what factors may result in consumer impulsive buying behaviors. In this study, 360 questionnaires in total were distributed to those participants, but 16 of them turned out unusable owing to the participants’ failure to respond to all the questionnaire items. As a result, only 344 questionnaires were valid for subsequent data analysis. With a quantitative approach to the results of the survey, the findings of this study are noted as follows: (1) there is significant difference to lower-level middle impulsive consumers and age/ monthly income level; (2) there is significant difference to lower-level middle impulsive consumers and all the coupon characteristics. Among all the coupon characteristics to be the most affected to the lower-level middle impulsive consumers listed in order, coupon delivery methods may have the most effect on their impulsive buying behaviors, followed by accompanying ads, discount rate, discount methods, and time of expiration; and (3) from three situations presented, the results showed that time-related promotion and the promotion of discount rate had highest impulsive buying willingness, while the promotion of accompanying ads had lowest impulsive buying intentions.

ABSTRACT (CHINESE).............................................iii
ABSTRACT (ENGLISH)...............................................v
ACKNOWLEGMENT..................................................vii
LIST OF TABLES..................................................xi
LIST OF FIGURES.................................................xv
CHAPTER ONE INTRODUCTION........................................1
1.1 Overview.....................................................1
1.2 Background of the Study......................................1
1.3 Motivation of the Study......................................4
1.4 Purpose of the Study.........................................4
1.5 Research Questions...........................................5
1.6 Study Hypotheses.............................................6
1.7 Significance of the Study....................................7
1.8 Definition of Terms..........................................8
CHAPTER TWO LITERATURE REVIEW...................................9
2.1 Overview.................................................9
2.2 Impulse Buying...........................................9
2.2.1 The Definition of Impulse Buying....................10
2.2.2 The Classification of Impulse Buying................16
2.2.3 An Influence on the Factors of Impulse Buying.......21
2.3 Coupon..................................................24
2.3.1 The Definition of a Coupon..........................24
2.3.2 The Types of a Coupon...............................25
2.3.3 The Motivation of Coupon Usage......................26
2.3.4 Empirical Studies of a Coupon.......................28
CHAPTER THREE METHODOLOGY......................................33
3.1 Overview....................................................33
3.2 Conceptual Model........................................34
3.2.1 The Operational Definition of Research Variables ........................................................35
3.3 Participants............................................39
3.4 Instrument..............................................40
3.4.1 Reliability of the Instrument.......................41
3.4.2 Validity of the Instrument..........................41
3.5 Pilot Study.............................................41
3.6 The Data Collection Procedure...........................42
3.7 Data Analysis...........................................43
CHAPTER FOUR RESULTS...........................................44
4.1 Overview................................................44
4.2 Demographic Characteristics.............................45
4.3 Research Results and Analysis...........................49
4.4 Summary.................................................69
CHAPTER FIVE CONCLUSION........................................71
5.1 Overview................................................71
5.2 Discussions of the Major Findings.......................71
5.2.1 RQ1: How can consumer impulsive buying behaviors be influenced by different coupon characteristics, including time of expiration, coupon delivery methods, accompanying ads, discount rate, and discount methods?........................................................72
5.2.2 RQ2: How can the different impulsive traits of consumers influence their impulsive buying behaviors?.....................74
5.2.3 RQ3: What can be the relations between personal impulsive traits and different coupon characteristics, as shown in consumer impulsive buying behaviors?............................75
5.2.4 Extra Findings......................................79
5.3 Research Limitations....................................84
5.4 Suggestions for Future Research.........................85
5.5 Conclusion..............................................86
REFERENCES......................................................87
APPENDIX A......................................................94
APPENDIX B.....................................................101

Ajzen, I. and Tomas, J. M. (1986). Prediction of Goal-Directed Behavior: Attitudes, Intentions, and Perceived Behavioral Control. Journal of Experimental Social Psychology, 22(5), 453-474.
Bawa, K. and Shoemaker, R. W. (1987). The Coupon-Prone Consumer: Some Findings Based on Purchase Behavior across Product Classes. Journal of Marketing (Oct.), 51(4), 99-110.
Bayley, G. and Nancarrow, C. (1998). Impulse Purchasing: A Qualitative Exploration of the Phenomenon. Qualitative Market Research, 1(2), 99-120.
Beatty, S. E. and Ferrell, M. E. (1998). Impulse buying: Modeling Its Precursors. Journal of Retailing, 74(2), 169-191.
Burnett, S. E. (2006). Internal and External Trigger Cues of Impulse buying Online. Unpublished master’s thesis, Oregon State University, OR.
Chang, C. C. (2010). The Effects of Characteristics of Creative Products and Purchase Situations on Impulse buying Behavior for College Students: Using Traits of Impulse buying and Price Bundling as Segment Variable. Unpublished master’s thesis, Cheng Shiu University, Kaohsiung.
Chang, H. C. (2004). The Influences of Souvenir Buying Situations on Impulse buying Behavior. Unpublished master’s thesis, Providence University, Taichung.
Chang, M. H. (2009). The Influences of Price Framing and Restrictions of Pre-Paid Accommodation Coupon on Customer Perceptions. Unpublished master’s thesis, National Cheng Kung University, Tainan.
Chen, M. H. (June 2001). The Characteristics and Influences of Impulse buying Behavior. Takming University Journal, 17, 59-74.

Chen, M. H. (2002). The Influences of Communication Strategies, Impulsive Traits and Product Characteristics on Impulsive Consumption Behavior. Unpublished doctoral dissertation, National Taiwan University, Taipei.
Chin, C. C. (2011). The Effects of Coupon Characteristics on Consumers’ Purchase Inclination: The Case of College Students. Unpublished master’s thesis, Tunghai University, Taichung.
Chou, K. C. (2004). The Influences of E-Coupon on Consumer’s Perceived Value, Perceived Risk and Users’ Willingness. Unpublished master’s thesis, National Taiwan Normal University, Taipei.
Cobb, C. J. and Hoyer, W. D. (1986). Planned Versus Impulse Purchase Behavior. Journal of Retailing, 62(4), 384-409.
Cotton, B. C. and Babb, E. M. (1978). Consumer Response to Promotional Deals. Journal of Marketing, 42(3), 99-110.
Dholakia, U. M. (2000). Temptation and Resistance: An Integrated Model of Consumption Impulse Formation and Enactment. Psychology & Marketing, 17(11), 955-982.
Dittmar, H., Beattie J., and Friese, S. (1995). Gender Identity and Material Symbols: Objects and Decision Considerations in Impulse Purchases. Journal of Economic Psychology (Sep.), 16(3), 491-511.
Fortin, D. R. (2000). Clipping Coupons in Cyberspace: A Proposed Model of Behavior for Deal-Prone Consumers. Psychology & Marketing (June), 17(6), 515-534.
Guimond, L., Kim, C. and Laroche, M. (2001). An Investigation of Coupon-Prone Consumers Their Reactions to Coupon Feature Manipulations. Journal of Business Research, 54(2), 131-137.

Gutierrez, B. P. B. (2004). Determinants of Planned and Impulse buying: The Case of the Philippines. Asia Pacific Management Review 2004, 9(6), 1061-1078.
Harmon, R. R. and Coney, K. A. (1982). The Persuasive Effects of Source Credibility in Buy and Leases Situations. Journal of Marketing Research (May), 19, 255-260.
Henderson, C. M. (1988). The Interaction of Coupon with Price and Store Promotions. Advances in Consumer Research, 15, 364-371.
Hirschman, E. C. and Stern, B. B. (1999). The Roles of Emotion in Consumer Research. Advances in Consumer Research, 26, 4-11.
Hoch, S. J. and Loewenstein, G. F. (1991). Time-Inconsistent Preferences and Consumer Self-Control. Journal of Consumer Research (March), 17, 492-507.
Hsiau, M. (2006). Marketing: Theory and Practices. BestWise Co., Ltd., Taipei.
Hsu, S. C. (1992). A Study of the Motivation, Attitude and Behavior of Coupon Usage. Unpublished master’s thesis, National Taiwan University, Taipei.
Huang, P. Y., et al. (2010). The Influences of Impulse buying Traits on Impulse buying Behavior – Situational Effect on Different Promotion. Unpublished master’s thesis, National Kaohsiung Marine University, Kaohsiung.
Huang, W. J. (2008). The Influences of Internet Advertising Promotion and Impulsivity Trait on the On-Line Impulse buying Behavior. Unpublished master’s thesis, Chaoyang University of Technology, Taichung.
Hu, K. C., and Lin, Y. L. (June 2010). The Effect of Time Pressure on Impulsive Purchasing Behavior: Sources of Time Pressure and Personality Traits as Moderators. 2010 The 13TH Conference on Interdisciplinary and Multifunctional Business Management, 347-362.
Inman, J. J. and McAlister, L. (1994). Do Coupon Expiration Dates Affect Consumer Behavior. Journal of Marketing Research, 31(3), 423-428.
Kao, T. C. (2007). The Influence of TV Advertising Endorser and Coupon Usage on Consumers’ Purchasing Intentions – McDonalds as an Example. Unpublished master’s thesis, Southern Taiwan University, Tainan.
Kollat, D. T. and Willett, R. P. (1967). Customer Impulse Purchasing Behavior. Journal of Marketing Research (Feb.), 4(1), 21-31.
Kollat, D. T. and Willet, R. P. (1969). Is Impulse Purchasing Really a Useful Concept for Marketing Decisions?. Journal of Marketing (Jan.), 33(1), 79-83.
Kotler, et. al. (2009). Marketing Management. Pearson Education Limited, Essex.
Langrehr, F. W. (1991). Retail Shopping Mall Semiotics and Hedonic Consumption. Advances in Consumer Research, 18, 428-433.
Li, C. H. (1997). Normative and Price Level’s Influence on Impulse buying Behavior. Unpublished master’s thesis, National Taiwan University, Taipei.
Li, M. H. (2007). Investigating the Relationship between Conformity and Impulse Purchasing Behavior. Operating Management Reviews, 3(2), 117-127.
Lin, H. W. (2008). The Study of the Relationship between Authenticity and Perceived Risk – A Case Study of Fast Moving Consumer Goods. Unpublished master’s thesis, Chaoyang University of Technology, Taichung.
Lu, P. F. (1996). An Analysis on Consumer Coupon-use Behavior. Unpublished master’s thesis, National Chung Hsing University, Taichung.
Luo, X. (2005). How Does Shopping With Others Influence Impulsive Purchasing?. Journal of Consumer Psychology, 15(4), 288-294.
Madhavaram, S. R. and Laverie, D. A. (2004). Exploring Impulse Purchasing on the Internet. Advances in Consumer Research, 31, 59-66.
Mattila, A. S. and Wirtz, T. (2008). The Role of Store Environmental Stimulation on Impulse Purchasing. Journal of Services Marketing, 22(7), 562-567.
Neslin, S. A., Henderson, C. and Quelch, J. (1985). Consumer Promotions and the Acceleration of Product Purchases. Marketing Science, 4(2), 147-165.
Neslin, S. A. (1990). A Market Response Model for Coupon Promotions. Marketing Science (Spring), 9(2), 125-145.
Peck, J. and Childers, T. L. (2006). If I Touch It I Have to Have It: Individual and Environmental Influences on Impulse Purchasing. Journal of Business Research, JBR-06172, 1-5.
Piron, F. (1991). Defining Impulse Purchasing. Advances in Consumer Research, 18, 509-514.
Reibstein, D. J. and Phillis, A. T. (1982). Factors Affecting Coupon Redemption Rates. Journal of Marketing, 46(4), 102-133.
Roberts, J. A. (1998). Compulsive Buying Among College Students: An Investigation of Its Antecedents, Consequences, and Implications for Public Policy. The Journal of Consumer Affairs, 32(2), 295-319.
Rook, D. W. and Hoch, S. J. (1985). Consuming Impulses. Advances in Consumer Research, 12, 23-27.
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research (Sep.), 14(2), 189-199.
Rook, D. W. and Fisher, R. J. (1995). Normative Influences on Impulse buying Behavior. Journal of Consumer Research (Dec.), 22, 305-313.
Schinkler, R. M. (1989). The Excitement of Getting a Bargain: Some Hypotheses Concerning the Origins and Effects of Smart-Shopper Feelings. Advances in Consumer Research, 16, 447-453.
Shimp, T. A. and Kavas, A. (1984). The Theory of Reasoned Action Applied to Coupon Usage. Journal of Consumer Research (Dec.), 11(3), 795-809.
Shiv, B. and Fedorikhin, A. (1999). Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research (Dec.), 26, 278-292.
Shoemaker, R. W. and Tibrewala, V. (1985). Relating Coupon Redemption Rates to Past Purchasing of the Brand. Journal of Advertising Research, 25(5), 40-47
Stern, H. (1962). The Significance of Impulse buying Today. Journal of Marketing (April), 26, 59-62.
Su, Y. R. (2011). Understanding Why They Stopped: A Case Study on the Student Departure of the Continuing and Extension Education in STU. Unpublished master’s thesis, Southern Taiwan University, Tainan.
Sweeny, J. C. and Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203-220.
Tsai, C. H. (2007). The Effect of Social Influence and Trait of Buying Impulse on Impulse buying Intention. Unpublished master’s thesis, Soochow University, Taipei.
Valence, G., d’Astous, A. and Fortier, L. (1988). Compulsive Buying: Concept and Measurement. Journal of Consumer Policy (Sep.), 11(4), 419-433.
Wei, S. L. (2008). A Study of the Relationship between Consumer Coupon-Use Behavior and Repurchase Intention in Kaohsiung City. Unpublished master’s thesis, National Pingtung University of Science and Technology, Pingtung.
Weinberg, P. and Gottwald, W. (1982). Impulsive Consumer Buying as a Result of Emotions. Journal of Business Research, 10(1), 43-57.
Weun, S., Jones, M. A. and Beatty, S. E. (1998). Development and Validation of the Impulse buying Tendency Scale. Psychological Reports, 82(3), 1123-1133.

Wood, M. (1998). Socio-Economic Status, Delay of Gratification, and Impulse buying. Journal of Economic Psychology (June), 19(3), 295-320.