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研究生:李昕芸
研究生(外文):LEE, SHIN-YUN
論文名稱:從眾行為、時尚涉入與衝動購買行為關係之研究-以快時尚聯名為例
論文名稱(外文):The Research of Conformity Behavior, Fashion Involvement and Impulse Buying Behavior- On Fast Fashion Co-branding
指導教授:楊濱燦楊濱燦引用關係蔡淑梨蔡淑梨引用關係
指導教授(外文):YANG, BIN-TSANNTSAI, SU-LEE
口試委員:廖錦農陳建佑
口試委員(外文):LIAO, CHIN-NUNGCHEN, JIAN-YOU
口試日期:2018-06-14
學位類別:碩士
校院名稱:輔仁大學
系所名稱:織品服裝學系碩士班
學門:民生學門
學類:服飾學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:64
中文關鍵詞:從眾行為時尚涉入衝動購買行為快時尚聯名
外文關鍵詞:Conformity BehaviorFashion InvolvementImpulse Buying Behavior
相關次數:
  • 被引用被引用:9
  • 點閱點閱:2099
  • 評分評分:
  • 下載下載:445
  • 收藏至我的研究室書目清單書目收藏:4
現今快時尚盛行,不僅已成為許多消費者購買服飾的首要選擇,設計師品牌更與其合作聯名,以跨界合作的方式將觸角伸至更廣的消費族群,許多消費者更為購買商品而漏夜排隊,也造成一股搶購熱潮。然而,有許多消費者並非因了解品牌而購買,而是受到親友的影響因而產生的衝動購買行為,衝動購買行為已成為許多消費者購物的一大原因。因此,本研究目的為:(1) 探討從眾行為是否會影響消費者的衝動購買行為。(2) 以時尚涉入為干擾變數,檢視從眾行為與衝動購買行為之關係。
本研究採問卷調查法,問卷由四個部分組成,包含從眾行為、時尚涉入、衝動購買行為及基本資料,本研究調查對象為16歲以上曾購買過或曾瀏覽過快時尚聯名商品的消費族群,回收有效問卷共286份。研究結果發現:
1. 從眾行為與衝動購買行為呈正向關係。
2. 時尚涉入對從眾行為與衝動購買行為,具有干擾效果。
Fast fashion is one of the hottest topics in fashion industry and many customers take it as their first choice when purchasing apparel. Besides, more and more designer brands have started to cooperate with fast fashion brands in order to reach different customers, we call it co-branding. People even wait in line for hours to purchase co-branding products. However, many of the customers purchase co-branding products is not because of understanding the brands but influenced by their friends and family and having impulse buying behavior. Impulse buying behavior has become one of the purchasing reasons. Therefore, the purpose of the research is: (1). Discuss the effect between conformity behavior and impulse buying behavior. (2). A study of conformity behavior, fashion involvement and impulse buying behavior.
The research uses the questionnaire method and the survey is made with four parts, including conformity behavior, fashion involvement, impulse buying behavior and personal information. The subjects of the research are those who have bought or browsed co-branding products and are above 16 years old. There are 286 effective questionnaires. The result shows conformity behavior has a positive impact on impulse buying behavior. Fashion involvement on conformity behavior and impulse buying behavior is a moderating effect.
論文摘要
英文摘要
致謝
目錄
表目錄
第一章緒論
第一節研究背景
第二節研究問題與目的
第三節研究架構
第二章文獻探討
第一節從眾行為
第二節時尚涉入
第三節衝動購買行為
第三章研究方法
第一節研究假設
第二節研究變數之操作性定義與測量量表
第三節研究樣本與資料蒐集
第四節資料分析方法
第四章資料分析與結果
第一節基本資料分析
第二節信效度分析與其他分析
第三節相關分析
第四節階層迴歸分析
第五章結論與建議
第一節研究結論
第二節研究建議
附錄 : 問卷

一、中文部分
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王韻(2008)。物質主義者對於商店氣氛的需求與消費者情緒影響購買行為之研究。
吳珮雯、楊維漢(2005)。流行創新接受程度及流行涉入程度和衝動購買行為關係之研究.。華岡紡織期刊, 12(1),16-22。
李志鴻(1997)。規範性評估,價格水準對衝動性購買行為之影響。Doctoral dissertation, National Taiwan University Graduate Institute of Business Administration。
沈欣怡(2005)。不同促銷方式下衝動性購買行為之研究。東吳大學企業管理學系碩士,台北市。
張宛如(2015)。電子商務平台的服務策略對消費者衝動性購物後產生後悔心理之影響。中山大學資訊管理學系研究所學位論文,1-56。
張琳禎(2014)。品牌真實性知覺與購買意願關係之研究-以韓國公司品牌為例。韓國學報,(25),81-128。
曾湘文(2006)。網路拍賣競標從眾行為之研究。 碩士。銘傳大學。
董雯惠 (2006)。消費者促銷活動、規範性評估、消費體驗對衝動性購買影響之研究-以化妝品為例。成功大學高階管理碩士在職專班 (EMBA) 學位論文,1-131。
廖淑伶、沈永正、朱家賢(2008)。提醒式衝動購買決策-特性及促銷,產品與人格因子的影響。交大管理學報, 2,131-162。
蔡孟桓(2006)。電視購物國內旅遊產品購買動機,知覺價值,滿意度與行為意圖之研究-以衝動程度與涉入程度為區隔變數。未出版碩士論文,南華大學,嘉義縣。
鄭華清、謝昆璋(2007)。跨文化因素影響從眾性探討衝動性購買行為之研究---以大中華消費者為例。發表於國立成功大學管理學院主辦,第十屆兩岸中華文化與經營管理學術研討會,臺南市。
羅心華、張郁敏(2005)。以整合行銷傳播觀點看購物心情,情緒,商店氣氛與衝動性購買行為之關係-以北市四家百貨公司為例。Doctoral Dissertation。
龔昶元、黃偉哲(2008)。網路廣告促銷方式,衝動性特質對網路衝動性購買行為之影響。行銷評論,5(2),249-273。
市場調查中對顧客衝動型購買行為的研究 (2013年3月11日)。華文宣網。2017年11月7日,取自:
http://www.933.com.tw/wenjuan/2013-03-11/4021.html
品牌故事:Yoji Yamamoto (2017年4月27日)。Esquire HK。2017年5月25日,取自:
https://www.esquirehk.com/style/fashion/yohji-yamamoto-fashion-brand-story#yhj4XPMTmlxstU1i.97
孫正華、林靜宜(2015)。時尚是門好生意。取自:
https://new-read.readmoo.com/mooreader/210031653000101/preview
排隊讓消費者心理產生要多買一些的衝動 (2017年11月27日)。林俊成臨床心理醫師。2018年3月20日,取自:
https://jasonpsychologist.blogspot.com/2017/11/stand-in-a-line-shopping.html
第37次中國互聯網絡發展狀況統計報告(2016年1月22日)。中國互聯網絡信息中心。2018年5月30日,取自:https://cnnic.cn/gywm/xwzx/rdxw/2015/201601/t20160122_53283.htm
綠色和平民調:買衣服多屬衝動消費 (2017年1月24日)。綠色和平。2017年11月7日,取自:
http://www.earthday.org.tw/column/sustainability/6810
衝動購物成國際現象,過度消費透支身心,綠色和平呼籲回歸減法生活 (2017年5月7日)。綠色和平。2017年11月7日,取自:
http://www.greenpeace.org/taiwan/zh/press/releases/toxics/2017/international-impulse-shopping/

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