即便衝動性購買行為隱含著負面的意味，消費者從事衝動性購買的行為仍日漸普遍，顯然有眾多因素引導消費者發生衝動性購買行為，本研究旨在探討美式量販店消費者之消費價值、促銷方式、人格特質對衝動性購買行為的影響。研究採用問卷調查法，針對有購買經驗的美式量販店消費者進行調查，本研究共回收433份問卷，將整頁空白漏答之問卷視為無效問卷並加以扣除，總計回收有效問卷416份，有效問卷回收率為96%。調查所得結果分別採取描述性統計、信度分析、獨立樣本t檢定、皮爾森積差相關及多元逐步迴歸等統計方法進行分析。
本研究結果顯示，首先：性別、目的對衝動性購買行為有顯著差異；付款方式對衝動性購買行為無顯著差異。其次：整體消費價值、享樂價值與衝動性購買行為呈現顯著正相關；實用價值與衝動性購買行為呈現顯著負相關；整體消費價值、享樂價值、實用價值與衝動性購買行為有預測力。再則：整體促銷方式、價格促銷、非價格促銷與衝動性購買行為呈現顯著正相關。另一方面：嚴謹性人格、情緒穩定性人格與衝動性購買行為呈現顯著負相關；嚴謹性人格對衝動性購買行為有預測力。
最後本研究依據研究成果，提出建議供美式量販店業者參考，同時給予消費者相關建議以有效避免衝動性購買行為之發生。

The purpose of this study aims to explore the effects of consumer value, sales promotions, and personality traits on impulsive buying, and to analyze the relationships among four variables. A structural questionnaire survey was applied to sample over the consumers of American style hypermarket. There were 433 samples returned, and 416 samples were valid for further statistical analysis. Data analysis included descriptive statistics, reliability analysis, independent sample t test, Pearson product moment correlation analysis, and multiple regression analysis.
The results of this study were derived as following:
1. There are statistically significant differences in both gender and purpose on impulsive buying.
2. There was a positive linear effects among overall consumer value, hedonic value, and impulsive buying; and a negative linear relationship between utilitarian value and impulsive buying. Impulsive buying could be predicted by overall consumer value, hedonic value, and utilitarian value.
3. There was a positive linear effects among overall sales promotions, monetary promotions, nonmonetary promotions, and impulsive buying.
4. Conscientiousness personality and emotional stability personality causes less impulsive buying. Impulsive buying could be predicted by conscientiousness personality.
Based on the research results, this study gives the American style hypermarket certain recommendations for paying attention on the target customers. In the other hand, it also gives the consumers some recommendations for decreasing their impulsive buying behaviors.

封面內頁
簽名頁
中文摘要 i
ABSTRACT ii
目 錄 iii
表 目 錄 v
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 7
第三節 研究問題 7
第四節 研究範圍及限制 7
第五節 名詞解釋 8
第二章 文獻探討 11
第一節 衝動性購買行為 11
第二節 消費價值與衝動性購買行為 15
第三節 促銷方式與衝動性購買行為 20
第四節 人格特質與衝動性購買行為 25
第五節 性別變項與衝動性購買行為 30
第三章 研究方法 32
第一節 研究架構 32
第二節 研究假設 33
第三節 研究工具 33
第四節 抽樣方法 39
第五節 統計方法 40
第四章 研究結果 42
第一節 人口統計背景變項分析 42
第二節 問卷信度分析 43
第三節 消費價值、促銷方式、人格特質與衝動性購買行為之現況分析 45
第四節 不同個人背景變項與衝動性購買行為之差異分析 47
第五節 消費價值、促銷方式、人格特質與衝動性購買行為之相關分析 48
第六節 消費價值、促銷方式、人格特質與衝動性購買行為之迴歸分析 51
第七節 男性在消費價值、促銷方式、人格特質與衝動性購買行為之相關分析與迴歸分析 53
第八節 女性在消費價值、促銷方式、人格特質與衝動性購買行為之相關分析與迴歸分析 57
第九節 主要研究發現 62
第五章 結論與建議 68
第一節 討論與結論 68
第二節 建議 74
參考文獻 77
附錄 正式問卷 91

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