臺灣博碩士論文加值系統

行銷領域上，衝動性購買行為一直是被關注的議題。觀察過去學者在探討影響衝動性購買的因素當中，都著重在外在的刺激以及消費者內在的知覺，卻忽略了消費者購買的「時間點」這個因素。本研究即以一個星期裡的「憂鬱星期一」及「快樂星期五」兩個具有不同心情表象的工作日，比較其在衝動性購買程度上的差異。研究以實驗情境法讓受測者想像情境所描述的心情並衡量其情境中的衝動性購買程度。實驗結果發現，星期五的衝動性購買程度高於星期一，正向心情也比星期一的程度高；而在五天年假的前一天工作日的衝動性購買程度也高於星期五及星期一，應證了心情越好而衝動性購買的程度也越高的現象。藉由實驗的結果也推論出，星期一衝動性購買的程度較低可能是因為前一天是「假期」的因素，必須揮別假日的放鬆所以心情較不好，而星期五衝動性購買的程度較高可能是因為後一天是「假期」，即將放假所以心情較好。本研究希望藉由發現消費者購買的「時間點」的因素會改變衝動性購買程度上的差異，而能在行銷領域及行銷實務的推廣策略上有所貢獻。

In the field of marketing,“impulsive purchase behavior”has been the subject of attention. Observation of scholars in the past who explore the factors that influences impulsive purchase, only focuses on external stimuli and internal consumer perception, but neglected the factor“point of time”which consumers purchase merchandise. In this study, we compare the degree of impulsive purchase between "Blue Monday" and “TGIF”, which represents as distinctive mood within a week. The situational method allows subjects to imagine the mood and situations described in its context and measure the degree of impulsive purchase. Experimental results showed that the degree of impulsive purchase is higher on Friday than Monday, the degree of positive mood is also higher on Friday; and the degree of impulsive purchase on the working day one day before the “holiday”is higher than Friday and Monday, which indicates the more positive you are the higher the degree of impulsive purchase. The results of the experiment also infer to the lower degree of impulsive purchase on Monday is likely to be influenced by the fact that the previous day is a “holiday”, which we have to say goodbye to the relaxed holiday mood. The degree of impulsive purchase is higher on Friday is due to the fact that “holiday”is arriving, which the thought of holiday makes our mood better. The study hopes to find the differences in the degree of impulsive purchase caused by “point of time” factor, and can contribute the findings to the marketing field, and promotion strategies in marketing practices.

致謝........................................................I
摘要.......................................................II
Abstract...............................................III
表目錄..................................................VI
第一章 緒論............................................1
第二章 文獻探討.....................................4
第一節 衝動性購買的定義 ........................4
第二節 影響衝動性購買影響因素..............6
第三節 時間點與正向心情、負向心情.......8
第三章 研究方法....................................10
第一節 實驗一之實驗操作與結果............10
第二節 實驗二之實驗操作及結果............13
第三節 實驗三之實驗操作與結果............18
第四節 實驗四之實驗操作與結果............20
第四章 結論..........................................24
第一節 研究結果...................................24
第二節 實務意涵...................................25
第三節 未來研究與研究限制..................26
第五章 參考文獻...................................28
附錄.....................................................32

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