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題名 消費者資源消耗程度對限時特賣購買影響之研究
The effect of consumer ego depletion on buying behaviors in time-limited-promotional situation作者 吳幸儀
Wu, Hsing-Yi貢獻者 張愛華
吳幸儀
Wu, Hsing-Yi關鍵詞 限時特賣
資源耗竭
購買意願
時間壓力
Time-limited promotion
Ego depletion
Purchase intention
Time pressure日期 2019 上傳時間 1-Jul-2019 11:12:47 (UTC+8) 摘要 在競爭的電子商務市場中，每家幾乎都看得到限時特賣的身影，限時特賣以折扣機會流逝的壓力，讓消費者產生機不可失的感覺，加強消費者購買慾望的發生，在本身克制衝動購買的能力不足之情況下，消費者衝動購買的行為便會發生。本研究之目的主要探討消費者於心理資源耗竭的情況下，對限時特賣購買 之影響，並加入限時所引發的時間壓力感進行討論。本研究採用 Pocheptsova, Amir, Dhar, and Baumeister(2009)所提出消費者於資源消耗下的決策模式，並加 入時間壓力形成研究模型。研究對象為近期(以問卷發放的一星期為基準)使用 過限時特賣的消費者，並以網路問卷的方式蒐集資料，發放時間為 2019 年 5 月 12 日至 19 日，共蒐集到 254 份有效問卷。本研究變數包含「資源耗竭」、「直 覺反應」、「購買意願」及「時間壓力」，並以驗證性因素分析檢驗潛在變項與觀 察變項之關係，並以路徑分析檢驗潛在變項之關係。研究結果發現消費者資源耗竭的程度愈高，愈會使其在限時特賣的使用中以直觀的反應模式處理，而在直覺反應的模式下，愈會提高其購買限時特賣的意願。亦發現限時特賣所形成的時間壓力並不會促使其以直覺反應的模式，處理其在限時特賣的使用行為，且時間壓力並不會提高消費者的購買意圖。
In the era of competitive e-commerce market, timed-limited promotions exist in almost every e-commerce platform. MOMO launches five timed-limited promotions every day, while SHOPEE has four. Even book e-commerce platform, book.com launches the time-limited promotions. All these cases indicate that time-limited promotion becomes a key issue in the e-commerce market. By using the sales countdown timer, time-limited promotion causes time pressure on consumers’ perception of the sales. Consumers tend to feel they could never lose the chance, which enhance their purchasing desire. Under consumers’ inability to self-control their urge to buy impulsively, an impulsive purchase may occur.This study aims to discuss the effect of consumer ego depletion on their buying behaviors in time-limited promotions. Meanwhile, the discussion of time pressure is also included in this study. The research applies the model of Ego Depletion presented in Pocheptsova, Amir, Dhar, and Baumeister(2009) thesis. The method to carry out this study was using an online survey. The subjects were the recent participants in time- limited promotions. 254 valid questionnaires were collected from 2019/5/12 to 5/19. The variables in this study includes “Ego Depletion”, “Intuitive Reaction”, “Purchasing Intention” and “Time Pressure”. The study used a Confirmatory Factor Analysis and Path Analysis to examine discuss the relations among the variables.The result shows that the higher the degree of ego depletion, the higher tendency the consumers would apply intuitive reaction and hence, raises their purchase intention. The study also finds out that time pressure would make no differences on either consumers’ intuitive reaction and or their purchase intention.參考文獻 一、中文部分 (一) 書籍及文獻參考文獻李城忠(2016)。應用統計學。新北市:新文京開發出版公司。五南。李茂能(2006)。結構方程模式軟體 Amos 之簡介及其在測驗編製上之應用。台北:心理。姜楠(2013)。電子商務環境下的促銷手段與實施方法研究。商刊，23， P.277張偉豪(2011)。論文寫作-SEM 不求人。台北:鼎茂。陳寬裕、王正華(2011)。論文統計分析實務:SPSS 與 AMOS 的運用。台北市: 66。(二) 網路資料《行動購物消費者調查》行動購物族三大特色:經常買、低消費、買更多(2016 年 3 月)。資策會產業情報研究所(MIC)。取自 https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=429二、英文部分(一) 書籍文獻Efraim Turban, Jae Lee, David King, and H. Michael Chung.(2002), Electronic Commerce 2002: A Managerial Perspective, 2nd Edition, London:PearsonHair, J. F., R.E. Anderson, R.L. Tatham & W.C. Black(1998), Multivariate Data Analysis(5), New Jersey:Prentice Hall.Kalakota, R., and Winston, A.(1997), Electronic Commerce: a Manager`s Guide, Addison-Wesley:Reading, Masschusetts.Kotler, p.(2012). Marketing management(2nd ed). 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國立政治大學
企業管理研究所(MBA學位學程)
106363078資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363078 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.author (Authors) 吳幸儀 zh_TW dc.contributor.author (Authors) Wu, Hsing-Yi en_US dc.creator (作者) 吳幸儀 zh_TW dc.creator (作者) Wu, Hsing-Yi en_US dc.date (日期) 2019 en_US dc.date.accessioned 1-Jul-2019 11:12:47 (UTC+8) - dc.date.available 1-Jul-2019 11:12:47 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2019 11:12:47 (UTC+8) - dc.identifier (Other Identifiers) G0106363078 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124260 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 106363078 zh_TW dc.description.abstract (摘要) 在競爭的電子商務市場中，每家幾乎都看得到限時特賣的身影，限時特賣以折扣機會流逝的壓力，讓消費者產生機不可失的感覺，加強消費者購買慾望的發生，在本身克制衝動購買的能力不足之情況下，消費者衝動購買的行為便會發生。本研究之目的主要探討消費者於心理資源耗竭的情況下，對限時特賣購買 之影響，並加入限時所引發的時間壓力感進行討論。本研究採用 Pocheptsova, Amir, Dhar, and Baumeister(2009)所提出消費者於資源消耗下的決策模式，並加 入時間壓力形成研究模型。研究對象為近期(以問卷發放的一星期為基準)使用 過限時特賣的消費者，並以網路問卷的方式蒐集資料，發放時間為 2019 年 5 月 12 日至 19 日，共蒐集到 254 份有效問卷。本研究變數包含「資源耗竭」、「直 覺反應」、「購買意願」及「時間壓力」，並以驗證性因素分析檢驗潛在變項與觀 察變項之關係，並以路徑分析檢驗潛在變項之關係。研究結果發現消費者資源耗竭的程度愈高，愈會使其在限時特賣的使用中以直觀的反應模式處理，而在直覺反應的模式下，愈會提高其購買限時特賣的意願。亦發現限時特賣所形成的時間壓力並不會促使其以直覺反應的模式，處理其在限時特賣的使用行為，且時間壓力並不會提高消費者的購買意圖。 zh_TW dc.description.abstract (摘要) In the era of competitive e-commerce market, timed-limited promotions exist in almost every e-commerce platform. MOMO launches five timed-limited promotions every day, while SHOPEE has four. Even book e-commerce platform, book.com launches the time-limited promotions. All these cases indicate that time-limited promotion becomes a key issue in the e-commerce market. By using the sales countdown timer, time-limited promotion causes time pressure on consumers’ perception of the sales. Consumers tend to feel they could never lose the chance, which enhance their purchasing desire. Under consumers’ inability to self-control their urge to buy impulsively, an impulsive purchase may occur.This study aims to discuss the effect of consumer ego depletion on their buying behaviors in time-limited promotions. Meanwhile, the discussion of time pressure is also included in this study. The research applies the model of Ego Depletion presented in Pocheptsova, Amir, Dhar, and Baumeister(2009) thesis. The method to carry out this study was using an online survey. The subjects were the recent participants in time- limited promotions. 254 valid questionnaires were collected from 2019/5/12 to 5/19. The variables in this study includes “Ego Depletion”, “Intuitive Reaction”, “Purchasing Intention” and “Time Pressure”. The study used a Confirmatory Factor Analysis and Path Analysis to examine discuss the relations among the variables.The result shows that the higher the degree of ego depletion, the higher tendency the consumers would apply intuitive reaction and hence, raises their purchase intention. The study also finds out that time pressure would make no differences on either consumers’ intuitive reaction and or their purchase intention. en_US dc.description.tableofcontents 謝辭 I摘要 IIAbstract III第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 5第三節 研究範圍與流程 6第二章 文獻探討 7第一節 電子商務與限時特賣 7第二節、衝動性購買與影響因素 13第三節、資源耗竭與影響 23第四節、時間壓力 29第三章 研究方法 31第一節 研究架構 31第二節 研究假設 32第三節 研究設計 36第四節 資料分析 41第四章 研究結果 45第一節 研究樣本結構 45第二節 信度分析與相關分析 61第三節 效度分析 63第四節 研究假設檢驗 71第五節 研究模型修正 76第五章 研究結論與建議 78第一節 研究結論 78第二節 管理意涵 81第三節 研究限制 83第四節 未來研究建議 85參考文獻 86附錄:問卷 96 zh_TW dc.format.extent 1264351 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363078 en_US dc.subject (關鍵詞) 限時特賣 zh_TW dc.subject (關鍵詞) 資源耗竭 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) 時間壓力 zh_TW dc.subject (關鍵詞) Time-limited promotion en_US dc.subject (關鍵詞) Ego depletion en_US dc.subject (關鍵詞) Purchase intention en_US dc.subject (關鍵詞) Time pressure en_US dc.title (題名) 消費者資源消耗程度對限時特賣購買影響之研究 zh_TW dc.title (題名) The effect of consumer ego depletion on buying behaviors in time-limited-promotional situation en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文部分 (一) 書籍及文獻參考文獻李城忠(2016)。應用統計學。新北市:新文京開發出版公司。五南。李茂能(2006)。結構方程模式軟體 Amos 之簡介及其在測驗編製上之應用。台北:心理。姜楠(2013)。電子商務環境下的促銷手段與實施方法研究。商刊，23， P.277張偉豪(2011)。論文寫作-SEM 不求人。台北:鼎茂。陳寬裕、王正華(2011)。論文統計分析實務:SPSS 與 AMOS 的運用。台北市: 66。(二) 網路資料《行動購物消費者調查》行動購物族三大特色:經常買、低消費、買更多(2016 年 3 月)。資策會產業情報研究所(MIC)。取自 https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=429二、英文部分(一) 書籍文獻Efraim Turban, Jae Lee, David King, and H. 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