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研究生:程冠綸
研究生(外文):CHENG,KUAN-LUN
論文名稱:社群媒體同儕溝通與SPA業消費者強迫性購買行為關係之研究
論文名稱(外文):The relationship between social media peer communication and compulsive buying behaviors for spa consumers
指導教授:劉莉玲劉莉玲引用關係
指導教授(外文):LIU,LI-LING
口試委員:顏昌華詹德恩
口試委員(外文):YEN,CHANG-HUACHAN,TE-EN
口試日期:2022-06-26
學位類別:碩士
校院名稱:中信金融管理學院
系所名稱:金融管理研究所
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:57
中文關鍵詞:同儕溝通激勵購買強迫性購買行為
外文關鍵詞:Peer communicationUrge to buyCompulsive buying behavior
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在不景氣的環境下網路線上的購物市場反而因為很方便、價格便宜而發展迅速。以一般商家的角度來說,最棒的狀況莫過於在網路平台發出一個銷售文案,讓所有的客戶受眾瘋狂、爭相下單,造成所有庫存供不應求,引發網路消費者的情緒反應,促使消費者產生消費衝動欲望,進而引發衝動購買行為。過去無論是實體店面或線上購物網站,衝動性購買的行為相當普遍。至今在各行各業的研究領域,衝動性消費的相關研究,仍然是大家所關注研究的課題,掌握了客戶衝動性消費的關鍵,就等於抓住了市場的命脈,衝動性購買一直是消費者行為領域的重要課題,在消費者行為上是一種極為普遍的現象,其交易行為幾乎隨時都在發生。目前台灣境內,並沒有搜尋到任何有關同儕溝通與強迫性購買行為的關聯研究,我們學術界對於衝動性購買這方面的研究、探討卻顯不足。
目前台灣境內並沒有相關的研究論文,正因為上述這些緣由,所以本次研究的目的,主要針對各行各業的管理階層, 如何增加顧客的購買誘因,主要從同儕溝通與衝動性購買行為之相關性做為切入點,同儕溝通是否會影響強迫性購買,研究中,探討能讓顧客產生激勵購買的誘因,包括同儕間的推薦、介紹,同儕是指和自己在年齡、興趣、地位等方面相近之平輩,同儕是對於青少年重要的社會支持來源和依附對象。
本次研究採用問卷調查法,以目的取樣方法,對來店消費客戶、顧客的社會網絡為問卷之發放對象,進行時間從2022年1月7號至2022年2月20號,共計發出問卷發放300份,問卷回收251份,剔除其中因題目漏答、重複作答或勾選不合理等4份無效問卷,有效問卷247份,有效回收率為98.40%。
研究數據結果顯示,女性受到激勵購買的誘因,會明顯高於男性,代表女性更容易受到廣告影響,增加購買誘因,所以如果商家的客群,是以女性為主,可以增加廣告預算和廣告效益,能讓女性大量增加激勵購買的誘因,甚至長期回購。經過這次研究分析,服務年資6-10年受到激勵購買的誘因,會明顯高於服務年資11-15年,可能與生活模式有關係,服務年資6-10年的人大多是未婚狀態,工作穩定,購物時不會特別負擔,服務年資11-15年的大多數人會步入家庭模式,受到激勵購買的誘因就會被強力克制,所以服務年資6-10年是經濟能力非常好,而且容易花錢的族群,商家可以在這個族群多花點工夫,能帶來不凡的經濟效益。就後續提出實務上之建議,可以對未來強迫性購買行為相關的研究,提供非常多的想法和解釋數據模型,也可以讓店家有更多的營運方向,作為改善的依據。

關鍵詞: 同儕溝通、激勵購買、強迫性購買行為。

In the midst of the recession, online shopping is growing exponentially because of its convenience and affordability. From the perspective of a general merchant, the perfect world is to send out a sales promotion on an online platform and have all customers go crazy and rush to place orders, causing all inventory to be in short supply and triggering an emotional response from online consumers, which leads to impulse buying behavior. Impulse buying behavior has been quite common in the past, both in physical brick-and-mortar stores and on online shopping sites. The study of impulsive spending is still a topic of interest in all industries and research fields today. Acquiring the key to impulse buying is like capturing the destiny of the market. In the field of the study of consumer behavior, impulse buying has always been an important subject. It is an extremely common phenomenon in consumer behavior, and it occurs almost all the time. There is currently no research on the relationship between peer communication and compulsive buying behavior in Taiwan. There is a lack of research and studies on impulse buying in our academic community.
There is currently no research paper on this topic in Taiwan. For these reasons, the purpose of this study was to investigate ways to increase customers' purchase incentives by focusing on the management of various industries. With the correlation between peer communication and compulsive buying behavior as the main point of entry and whether peer communication affects compulsive buying. Incentives that motivate customers to buy were explored in the study, including peer recommendations and referrals. A peer is a person who is similar in age, interest, status, etc. Peers represent a vital source of social support and dependency for youth.
In this study, a random sampling method was used to conduct a questionnaire survey on customers who came to the store for consumption, friends of customers who came to the store for consumption, and friends of friends, etc. The time period was from January 7, 2022, to February 20, 2022, with a total of 300 questionnaires being sent out and 251 questionnaires being returned. Among them, four invalid questionnaires were excluded due to omission of questions, duplicate answers, or invalid checkboxes. A total of 247 valid questionnaires were returned, with a valid return rate of 98.40%.
Research data has shown that women are significantly more likely to be motivated to buy than men, which means that women are more likely to be influenced by advertising and increase their incentives to purchase. Therefore, if the target market of a business is mainly women, the advertising budget and advertising effectiveness can be increased so that women can significantly increase the incentive to purchase and may even have long-term retention. After analyzing the results of this study, the incentive to purchase is significantly higher for those with 6-10 years of work experience than for those with 11-15 years of work experience. This may be related to their lifestyle, because most of those with 6-10 years of work experience are unmarried, have a steady job, and do not have any particular burden when shopping. The majority of people with 11-15 years of work experience would have a family, and the incentive to buy would be strongly controlled and limited. Therefore, those with 6-10 years of work experience are considered to have very solid financial spending ability and are prone to spending money. Businesses can invest more effort in this group, which can lead to significant financial returns. For the follow-up study, we propose practical suggestions for future research related to compulsive buying behavior, which may provide many ideas and explanatory data models, as well as more operational directions for stores to use as a basis for improvement.

KEYWORD: Peer communication、urge to buy、compulsive buying behavior.

摘要 i
ABSTRACT ii
致謝辭 iv
目錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
第一節 問題陳述 1
第二節 研究目的 2
第三節 研究範圍與限制 3
第四節 研究方法與步驟 3
第五節 名詞解釋 5
第二章 文獻探討 6
第一節 同儕購買 6
第二節 激勵購買 7
第三節 強迫性購買行為 8
第三章 研究設計 11
第一節 研究架構 11
第二節 研究假設 11
第三節 樣本與資料收集 13
第四節 操作性定義與衡量工具 13
第五節 資料分析方法 15
第四章 研究結果 17
第一節 描述性統計分析 17
第二節 因素分析 20
第三節 信度分析 23
第四節 相關分析 24
第五節 平均數差異分析 25
第六節 迴歸分析 36
第五章 結論與建議 41
第一節 結論 41
第二節 與先前文獻之異同說明 42
第三節 管理實務建議 43
第四節 研究限制與研究建議 43
參考文獻 45
中文部分 45
英文部分 50
附錄A 研究問卷 56

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