臺灣博碩士論文加值系統

隨著經濟全球化的不斷發展，人們手中可支配收入的增加，消費者的購買行為也發生了極大的變化，消費的價值觀及消費型態與過去有明顯的轉變。加上電子商務及行動裝置的蓬勃發展，便捷的購物方式，購買的決策時間減短，造成許多衝動性消費的產生。
對於衝動性購買行為的研究已有幾十年的歷史了，但是綜觀過去國內外學者的研究，對於財務限制對衝動性購買的影響並不多，因此本研究的目的除了主要探討財務限制對衝動性購買的影響之外，亦將探討自我建構、朋友、性別差異之干擾作用。本研究以大同大學學生為研究對象，使用一個前測與兩個實驗設計，在前測中我們將衝動性產品訂為(巧克力)。實驗一為2(財務限制的感受：高/低)×2(自我建構：獨立型/相依型) ×2(朋友：有/無陪同且購買)，共有171份有效問卷，實驗二為2(財務限制的感受：高/低) ×2(性別：男/女) ×2(朋友：有/無陪同且購買)，共有286份有效問卷。
研究結果顯示：(1)財務限制對衝動性購買有顯著影響，受到財務限制的消費者會減少衝動性購買的行為，(2)自我建構會干擾財務限制對衝動性購買的影響，其中在財務限制情況下，獨立型比相依型有更多的衝動性購買傾向，(3)朋友陪同且購買會干擾財務限制對衝動性購買的影響，在有朋友同且購買的情況下會比沒有朋友陪同下還要有更多的衝動性購買傾向，(4)性別差異在財務限制對衝動性購買的影響中並沒有顯著的干擾效果。

With the continuous development of economic globalization, people's disposable income increase, consumer purchasing behavior has also undergone tremendous changes, consumer values and consumption patterns and in the past there has been a significant change. The vigorous development of electronic commerce and mobile device with the convenient way to shop, buy decision time shortened, have caused a lot of impulsive consumption.
Studying on impulsive buying behavior has researched decade, but in the past research of scholars at home and abroad, has not much research on the effect of financial constraints on the impulsive buying, so the purpose of this study is to investigate the effect of financial constraints on the impulsive buying, will also discuss the effects of self construal, friends, and gender. In this study, students from Tatung University were studied were used in a pre-test and two experiments. In the pre-test, we chose the impulsive product (chocolate). Experiment 2 (financial constraints: yes / no) * 2 (self construal: independent / interdependent) * 2 (friend: yes / no, and accompanied by purchase) between subject design and total of 171 valid questionnaires; the experiment 2 (financial constraints: yes / no) * 2 (gender: male / female) * 2 (friend: yes / no and accompanied by purchase) between subject design and a total 286 valid questionnaires.
The research results show that: (1) financial restrictions on impulse buying has significant effect, where financial constraints of consumers will reduce the impulse buying behavior, (2) self construal moderates the impact of financial constraints on impulse buying, where independent consumers tend to have more impulsive propensity to consume than the dependent consumers. (3) friend companionship moderates the effect of financial constraints on impulse buying intention. In financial constraints, friends are present and buys more than no friends are present, and consumers will have more impulsive buying intention. (4) the results of two experiments show that gender in financial constraints influence impulse buying has no significant moderating effect.

摘要 i
誌謝辭 iii
目錄 iv
表目錄 vi
圖目錄 vii
第壹章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻探討 6
第一節 財務限制 6
第二節 財務限制和衝動性購買 7
第三節 自我建構 12
第四節 朋友陪同且購買與自我調節 16
第五節 性別差異 18
第六節 購買意願 19
第參章 研究方法 21
第一節 研究架構 21
第二節 研究假設 22
第三節 變數操作性定義與衡量 24
第四節 實驗設計 29
第五節 正式實驗 30
第六節 統計分析方法 30
第肆章 研究分析與結果 31
第一節 樣本描述 31
第二節 信度分析 35
第三節 敘述性統計 35
第四節 變異數分析 38
第伍章 結論與建議 42
第一節 研究結論 43
第二節 管理意涵 45
第三節 研究限制 46
參考文獻 48
附錄 57

林育則、陳奕奇，（2015），「正負面網路口碑對購買意願之影響：探討產品特性與產品涉入之調節效果」，電子商務研究2015年夏季，13卷2期，167-193。

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