臺灣博碩士論文加值系統

消費者之衝動性購買行為其實相當的普遍，由於經濟的蓬勃發展，人們的經濟條件變好且更有時間從事休閒娛樂活動，所以人們會開始注重物質及心靈的感受，也因此開始注意流行的事物。廣告是現代社會商業活動的重要媒介之一，廠商為了有效傳遞產品的相關訊息，使消費者認識其品牌及產品，無不投入大量經費進行宣傳，目的就是希望能引起消費者的興趣與購買意願。
本研究主要探討有關衝動性購買的研究，消費者的購買決策過程是受到購物環境、時間、產品知識等因素的影響下，所產生的購買決策。消費者的流行意識，因為經濟愈來愈富裕，使得消費者會開始注意商品資訊，而影響消費者對商品的感受，消費者的流行敏感度對消費者購買意願是否有影響，是本研究欲探討的問題之一。消費者購買意願受到許多因素影響，其中廣告是大眾宣傳手法之一，亦是最常出現在消費者眼前的訊息，因此消費者對於商品廣告的關心程度是否會影響消費者對於商品訊息的判斷，並進而影響購買意願？亦即廣告涉入程度在衝動性購買傾向、流行意識與消費者購買意願的關係當中是否具有干擾效果為本研究另一探討主題。

Impulsiveness of purchase behavior actually suitable universal consumer, also as a result of economical vigorous development, people's current economic condition im-proves also has the time to be engaged in the leisure recreational activity, therefore the people can start to pay great attention to material and the mind feeling, also therefore starts to pay attention to the popular thing advertisement is one of modern society trade activity important media, the manufacturer in order to transmit the product effectively the related news, makes the consumer to know its brand and the product, invest the massive funds to carry on the propaganda, the goal are all the hope can arouse consum-er's interest and the purchase wish.

This research main discussion related impulsiveness purchase research many in discusses consumer's purchase decision-making process is receives factor under and so on shopping environment, time, product knowledge influences, produces purchase deci-sion-making. Because consumer's popular consciousness also increasingly wealthy, causes the consumer to be able to start to pay attention to the commodity information, its can affect the consumer to the commodity feeling, therefore, consumer's popular sensitivity popular sensitivity purchases the wish to the consumer is whether influential, is one of questions which this research wants to discuss. The consumer purchases the wish to come under many factor influences, in which advertisement is the populace propagandizes one of techniques, also is most often appears in consumer at present news, therefore consumer regarding commodity advertisement care degree whether can affect the consumer regarding the commodity news judgment, advances together affects the purchase wish? I.e. the advertisement fords into the degree in the impulsive purchase tendency, the popular consciousness and the consumer purchases the wish middle the relations whether has the disturbance effect for this research another discussion subject.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xii
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 3
第二章　　文獻探討．．．．．．．．．．．．．．．．． 5
　　第一節　　衝動購買傾向．．．．．．．．．．．．． 5
　　第二節　　流行意識．．．．．．．．．．．．．．． 10
　　第三節　　廣告涉入程度．．．．．．．．．．．．． 14
　　第四節　　消費者購買意願．．．．．．．．．．．． 17
第三章　　研究方法．．．．．．．．．．．．．．．．． 19
　　第一節　　研究架構．．．．．．．．．．．．．．． 19
　　第二節　　研究假設．．．．．．．．．．．．．．． 20
　　第三節　　變數的操作性定義與衡量．．．．．．．． 22
　　第四節　　資料分析方法．．．．．．．．．．．．． 27
第四章　　研究結果．．．．．．．．．．．．．．．． 30
　　第一節　　研究樣本與資料蒐集．．．．．．．．．． 30
　　第二節　　信度分析．．．．．．．．．．．．．．． 34
　　第三節　　變數之相關性分析．．．．．．．．．．． 40
　　第四節　　假設檢定分析．．．．．．．．．．．．． 42
第五章　　結論與建議．．．．．．．．．．．．．．．． 50
　　第一節　　結論．．．．．．．．．．．．．．．．． 51
　　第二節　　管理意涵．．．．．．．．．．．．．．．．． 53
　　第三節　　後續研究建議．．．．．．．．．．．．．．．．． 54
參考文獻　．．．．．．．．．．．．．．．．．．．．． 55
附錄　　研究問卷．．．．．．．．．．．．．．．．．． 64

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