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研究生:孫若恩
研究生(外文):SUN, JUO-EN
論文名稱:高價產品的衝動性購買
論文名稱(外文):Impulse Purchase Intention on Higher-Priced Products
指導教授:李佩芳李佩芳引用關係
指導教授(外文):LI, PEI-FANG
口試委員:邱靖博李佩芳涂登才毛筱豔陳澤義
口試委員(外文):CHIU, CHING-POLI, PEI-FANGTU, TENG-TSAIMAO, HSIAO-YENCHEN, TSER-YIETH
口試日期:2021-05-24
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:國際企業研究所
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:2021
畢業學年度:109
語文別:英文
論文頁數:76
中文關鍵詞:衝動購買意圖象徵價值資訊社會影響感知愉悅渴求性
外文關鍵詞:Impulse Purchase IntentionSymbolical ValueInformational Social InfluencePerceived PleasureDesirability
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本研究使用刺激-有機體-反應(S-O-R)模型作為研究理論背景,來探討消費者對於高價3C產品中的衝動購買行為。其中研究模型進一步分為兩條路徑:認知路徑以及情感路徑。本研究以16歲以上且能理解繁體中文之消費者為對象進行問卷調查,並利用結構方程模型(Structural Equation Modeling)將所得之426份有效樣本進行數據分析。研究結果顯示,不同特性的刺激變數:象徵價值、資訊社會影響皆會正向影響消費者的內在反應,接著正向影響消費者的衝動購買意願。此外,研究結果還發現兩條路徑都可以正面影響消費者的衝動購買意願;但情感路徑在本研究中扮演著更重要的角色。因此,透過資訊社會影響去刺激消費者的情感面,能有效的提升消費者的衝動購買意願。我們建議廠商的行銷策略應該更著重在消費者的情緒狀態,以增加消費者對高價3C產品的衝動購買意願。
The present research aims to investigate consumers' impulse purchase behavior in the higher-priced technology products by employing the Stimulus (S)- Organism (O)- Response (R) paradigm as the research model. The SOR model is further divided into two paths: cognitive path, consisting of symbolical values as stimulus variable, and perceived pleasure as organism variable; and the affective path, consisting of informational social influence as stimulus variable and desirability as organism variable. Data collection is conducted via an online questionnaire, which is distributed on the social media platform. We collected 426 valid samples and analyzed the data by structural equation modeling (SEM). The results show that the different attributes variable can positively influence an individual’s internal reaction, which positively affects consumers’ impulse purchase intention. This study also confirmed that both paths can influence consumers’ impulse purchase intention, but the affective path plays a more important role in the present research. Therefore, we suggest industries' marketing strategy’s content should focus more on consumers’ emotional state to increase the consumers’ impulse purchase intention.
Contents
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Aim and Objectives 3
1.3 Research Procedure 3
Chapter 2 Literature Review 5
2.1 Stimulus-Organism-Response Paradigm (SOR) 5
2.1.1 Previous studies of S-O-R 5
2.1.2 Stimulus 6
2.1.3 Organism 8
2.1.4 Response 9
2.2 Cognitive versus Affective 9
2.2.1 Symbolical Value 10
2.2.2 Informational Social Influence 11
2.2.3 Perceived Pleasure 12
2.2.4 Desirability 12
2.2.5 Impulse Purchase Intention 13
2.3 Research Model 14
2.4 Research Hypotheses 14
2.4.1 Relationship between Symbolical Value, Perceived Pleasure and Desirability 15
2.4.2 Relationship between Informational Social Influence, Perceived Pleasure and Desirability 16
2.4.3 Relationship between Perceived Pleasure, Desirability and Impulse Purchase Intention 18
Chapter 3 Research Methodology 20
3.1 Data Collection 20
3.1.1 Target Audience 20
3.1.2 Instrument 20
3.1.3 Sampling 22
3.1.4 Measurement 23
3.2 Data Analysis 27
3.2.1 Structural Equation Modeling (SEM) 27
3.3 Pilot Test 28
3.3.1 Reliability Analysis Results of Pilot Test 28
Chapter 4 Empirical Results 29
4.1 Data Screening 29
4.1.1 Outlier 29
4.2 Descriptive Statistics 30
4.3 Data Analysis 33
4.3.1 Measurement Model 34
4.3.2 Structural Model 40
Chapter 5 Conclusions 44
5.1 Discussion 44
5.2 Conclusions 46
5.2.1 Theoretical Contribution to Academics 46
5.2.2 Practical Contribution to Industries 47
5.3 Limitations and Future Research 48
References List 51
Appendix I The Result of Pilot Test 60
Appendix II Measurement Scale After Deleted Items 65
Appendix III Measurement Scale of The Original Items 68
Appendix IV Formal Questionnaire 72


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