臺灣博碩士論文加值系統

Research thus far has devoted little attention to the determinants of impulse purchase behavior The study employs the Heuristic-Sytematic Model (HSM) of Information Processing to examine the effects of need for uniqueness, spending habit, and perceived affordability on consumers’ impulse purchase behavior. Following the Social Impact Theory, the moderating effects of social contextual factors, including consumers flock and peer influence, are explored as well.
Research results based on a sample collected from 319 respondents show that individual need for uniqueness produces a positive effect on impulse purchase while individuals who have high control over spending exerts a negative effect. Although the moderating effects of peer influence and consumers flock are not supported, they do show positively direct effects. Moreover, perceived affordability is shown to be insignificantly related with impulse purchase behavior.
The research contributes to the consumer behavior literature by an examination of the antecedents of consumers’ impulse purchase behavior with the considerations of social contexts. Moreover, implications and future research directions are discussed further.

TABLE OF CONTENTS
ABSTRACT I
ACKNOWLEDGEMENT II
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives and Contributions. 4
1.3 Research Procedure. 5
1.4 Paper Structure. 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Theoretical Background. 8
2.1.1 Heuristic-Systematic Model of Information Processing. 9
2.2.2 Social Impact Theory. 10
2.2 Definitions of Relevant Research Variables. 11
2.2.1 Impulse Purchase Behavior. 11
2.2.2 Personal Value. 14
2.2.3 Habit. 16
2.2.4 Perceived Affordability. 17
2.2.5 Social Context. 18
2.3 Development of Research Hypotheses. 20
2.3.1 The Relationship between Need for Uniqueness and Impulse Purchase Behavior. 20
2.3.2 The Relationship between Spending Habit and Impulse Purchase Behavior. 21
2.3.3 The Relationship between Perceived Affordability and Impulse Purchase Behavior. 21
2.3.4 The Relationship between Peer Influence and Impulse Purchase Behavior. 22
2.3.5 The Relationship between Consumer Flock and Impulse Purchase Behavior. 22
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 24
3.1 Conceptual Model. 24
3.2 Construct Measurement and Definitions of Variables. 25
3.3 Summary of Hypotheses. 25
3.4 Sampling Plan. 26
3.5 Measurement Scale of Variables. 27
3.5.1 Impulsive Purchase Behavior. 27
3.5.2 Need for Uniqueness. 27
3.5.3 Spending Habit. 28
3.5.4 Perceived Affordability. 28
3.5.5 Peer Influence. 29
3.5.6 Consumer Flock. 30
3.6 Control Variables. 31
3.6.1 Age. 31
3.6.2 Gender. 31
3.6.3 Educational Level, Employment Status, Monthly Income, and Spending Budget. 32
3.6.4 Personality. 32
3.6.5 Perceived Store Atmosphere. 32
3.7 Method of Analysis. 33
3.7.1 Descriptive Statistic. 33
3.7.2 Reliability (Cronbach’s Alpha) and Validity Test. 34
3.7.3 Confirmatory Factor Analysis (CFA). 34
3.7.4 Cluster Analysis and ANOVA. 34
3.7.5 Pearson Correlation. 34
3.7.6 Hierarchical Linear Regression. 35
3.7.7 Common Method Variance. 35
CHAPTER FOUR RESEARCH RESULTS 36
4.1 Data Collection. 36
4.2 Descriptive Analysis. 36
4.2.1 Characteristics of Respondent. 36
4.2.2 Respondent’s Personality. 38
4.3 Confirmatory Factor Analysis. 38
4.4 Reliability and Validity Test. 41
4.5. Cluster Analysis and ANOVA. 43
4.5.1 Cluster Analysis and ANOVA: Overall Respondent Result. 43
4.5.2 Cluster Analysis and ANOVA: Student Respondent. 45
4.5.3 Cluster Analysis and ANOVA: Non-student Respondent. 45
4.5.4 Relationship of Monthly Income toward Impulse Purchase Behavior. 46
4.5.5 Relationship of Monthly Spending Budget toward Impulse Purchase Behavior. 48
4.6 Mean, Standard deviation, and Pearson Correlation. 49
4.7 Hierarchical Multiple Regression. 51
4.7.1Hierarchical Multiple Regression for Student Data (N=183). 56
4.7.2 Hierarchical Multiple Regression for: Non-student Data (N=183). 59
4.8 Common Method Variance. 62
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 63
5.1 Discussion and Conclusion. 63
5.1.1 Theoretical Implications. 63
5.1.2 Managerial Implications. 65
5.2 Research Limitation and Suggestion for Future Research. 66
REFERENCES 68
APPENDICES 74
Appendix 1: Questionnaire (English) 74
Appendix 2: Questionnaire (Indonesia) 77

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