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題名 衝動性購買行為影響因素之探討－以實體通路與電視購物為例
衝動性購買行為影響因素之探討
作者 邱瀞萱
Chiu, Ching-Hsuan
貢獻者 張愛華
Chung, Ai-Hwa
邱瀞萱
Chiu, Ching-Hsuan
關鍵詞 衝動性購買
impulsive buying
日期 2004
上傳時間 18-Sep-2009 13:39:46 (UTC+8)
摘要 衝動性購買在一般的消費行為中扮演著日趨重要的角色，衝動性購買是企業不可忽視的消費行為，有必要了解其產生原因。由於過去文獻大部分都只探討某些變數對衝動性購買的影響，缺乏完整性，因此本研究透過完整架構來探討消費者衝動性購買的原因。此外，不同於一般衝動性購買行為的相關研究，本研究設法進行跨通路比較，比較在實體通路與電視購物兩種不同通路型態消費者衝動性購買的原因是否不同。本研究資料分析是以LISREL來檢定相關研究假設，本研究多變項的研究架構正好適合用LISREL進行分析，以探討各變數間的影響關係。

經過實證分析的研究結果發現：
一. 在實體通路與電視購物兩種通路的衝動性購買行為影響因素並不完全相同，且影響效果也有所不同。
二. 衝動性購買是複雜的消費行為，容易受到眾多因素一起影響，並非只是單一變數的影響效果，且這些變數在體通路與電視購物兩種不同的通路也會有不同的影響效果。
三. 在實體通路與電視購物兩種通路，價格促銷優惠對衝動性購買行為的影響均不顯著，而非價格促銷優惠對衝動性購買行為的影響均顯著。
四. 在實體通路與電視購物兩種通路，通路品牌形象對店內瀏覽或收看購物頻道的影響均顯著。
五. 在電視購物通路，產品品牌形象愈良好，愈容易產生衝動性購買行為；在實體通路，產品品牌形象的影響不顯著。
六. 在實體通路，信用卡使用對購買衝動及衝動性購買行為都有顯著的影響；在電視購物通路，信用卡使用的影響不顯著。
七. 在實體通路與電視購物兩種通路，使用聯名信用卡對衝動性購買之影響力均高於一般信用卡。
八. 在實體通路與電視購物兩種通路，衝動性購買傾向對購買衝動的影響均非常顯著。
九. 在實體通路，店內瀏覽的投入程度愈高，愈容易產生衝動性購買行為；在電視購物通路，收看購物頻道的投入程度愈高，愈容易產生購買衝動，也愈容易產生衝動性購買。
Abstract
The role of impulsive buying is becoming more and more important in normal consumption behavior. Enterprise shouldn’t neglect this kind of consumer behavior. It is a worthwhile problem to investigate impulsive buying precursors. The past research usually focused on investigating the effects of only certain variables on impulsive buying. This kind of study is not complete. Therefore, the purpose of this study is to examine the cause of impulsive buying through complete structure. Besides, unlike other impulsive buying studies, this study tries to add the variable of channel. This study compares impulsive buying precursors in physical outlet and TV shopping channels. This study uses LISERAL program to examine hypotheses.
By means of these studies, the conclusions of this research are summarized as follows：
1. Impulsive buying precursors are different in physical outlet and TV shopping channels. The effects of impulsive buying precursors are also different in these two channels.
2. Impulsive buying is a complicated consumption behavior. It is usually affected by many variables at the same time, not just one variable. Besides, the effects of these variables are different in physical outlet and TV shopping channels.
3. In physical outlet and TV shopping channels, the effect of price promotion on impulsive buying is not significant.
4. In both physical outlet and TV shopping channels, the effect of channel brand image on in-store browsing or TV shopping program watching is significant.
5. In TV shopping channel, the better the product brand image, the higher the likelihood of making an impulse purchase. In physical outlet channel, the effect of product brand image on impulsive buying is not significant.
6. In physical outlet channel, the effects of credit card use on felt urges to buy impulsively and impulsive buying are both significant. In TV shopping channel, the effects of credit card is not significant.
7. In physical outlet and TV shopping channels, the effect of co-brand credit card use on impulsive buying is more significant than regular credit card use.
8. In physical outlet and TV shopping channels, the effect of impulse buying tendency on impulsive buying is both very significant.
9. In physical outlet channel, the greater the level of in-store browsing, the greater the frequency of felt urges to buy impulsively. In TV shopping channel, the greater the level of TV shopping program watching, the greater the frequency of felt urges to buy impulsively.
參考文獻 一、中文部分：
1. 王信孚（民92），消費者物質主義與社會影響之易感受性對衝動性購買之影響：信用卡使用之調節角色，國立東華大學企業管理學系碩士論文
2. 貝佩怡（民92），探討電視購物行為之購買動機，國立成功大學工業管理科學系碩士論文
3. 周文賢（民88），行銷管理-市場分析與策略規劃，台北：智勝文化
4. 周文賢（民91），多變量統計分析：SAS/STAT使用方法，台北：智勝文化
5. 邱皓政（民93），結構方程模式 LISREL的理論、技術與應用，台北：雙葉書廊
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12. 張重昭（民87），顧客購物衝動性與規範性評估對顧客衝動性行為之影響，行政院國家科學委員會專題研究計畫
13. 黃鳴棟（民91），虛擬通路產業的經營模式與競爭策略分析：以「電視
購物」為例，國立台灣科技大學管理研究所碩士論文
14. 葉華鏞（民89），有線電視收視戶對於「購物頻道」收視動機、收視
為與購買行為之研究」，國立中山大學傳播管理研究所論文
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論的觀點，國立交通大學傳播科技研究所碩士論文
16. 行政院金融監督管理委員會全球資訊網
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9. Campbell, L. and Diamond (1990), W. D., “Framing and Sales Promotions:
The Characteristics of a Good Deal ”, Journal of Consumer Marketing, Vol.7
pp.28.
10. Cobb, C.J. & W.D. Hoyer (1986), “Planned versus Impulse Purchase
Behavior,” Journal of Retailing, Vol.62 (4), pp.384-409.
11. d`Astous, A. (1990), “An Inquiry into the Compulsive Side of Normal Consumers”, Journal of Consumer Policy, Vol.13,pp.15-31.
12. Della Bitta, Albert J. and David Loudon (1988), Consumer Behavior: Concepts and Applications, 3rd ed., McGraw-Hill, pp.654-658.
13. Dholakia, U.M. (2000), “Temptation and Resistance:An Integrated Model of
Consumption Impulse Formation and Enactment,” Psychology & Marketing,
Vol.17(11), pp.955-982.
14. Doob, L. W. (1990), Hesitation: Impulsivity and Reflection. New York: Greenwood Press.
15. Engel, J. F. and R. D. Blackwell (1982), Consumer Behavior, Tokyo :
Holt-Saunder International Editions.
16. Faber, R. J. and T.C. O’Guinn (1988). “Compulsive Consumption and Credit Abuse”, Journal of Consumer Policy, Vol.11, pp. 97-109.
17. Feinberg and A. Richard (1986). “Credit Cards as Spending Facilitating Stimuli: A Conditioning Interpretation”, Journal of Consumer Research, Vol.13, pp.348-356.
18. Geoff Bayley, Clive Nancarrow (1998). “Impulse Purchasing: A Qualitative Exploration of The Phenomenon.” Qualitative Market Research, Vol.1, Iss.2; pp.99.
19. Gilles Valence, Alain d’Astous, and Louis Fortier（1988）,“Compulsive Buying: Concept and Measurement”, Journal of Consumer Policy, Vol.11, pp.420-421.
20. Gottwald, Wolfgang, and Peter Weinberg, “Impulsive Consumer Buying as a Result of Emotions,” Journal of Business Research, Vol.10, pp.43-57.
21. Hoch, Stephen J. and Dennis W. Rook（1985）, “Consuming Impulses,” Advances in Consumer Research, Vol. 12, Association for Consumer Research, pp.23-27.
22. Iyer, E.S. (1989), “Unplanned Purchasing: Knowledge of Shopping Environment and Time Pressure,” Journal of Retailing, Vol.65(1), pp.40-57.
23. Keller, Kevin Lane（1998）, Strategic Brand Management : Building, Measuring and Managing Brand Equity, Upper Saddle River, N.J. : Prentice Hall
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描述 碩士
國立政治大學
企業管理研究所
92355014
93
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0923550141
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.advisor Chung, Ai-Hwaen_US
dc.contributor.author (Authors) 邱瀞萱zh_TW
dc.contributor.author (Authors) Chiu, Ching-Hsuanen_US
dc.creator (作者) 邱瀞萱zh_TW
dc.creator (作者) Chiu, Ching-Hsuanen_US
dc.date (日期) 2004en_US
dc.date.accessioned 18-Sep-2009 13:39:46 (UTC+8)-
dc.date.available 18-Sep-2009 13:39:46 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 13:39:46 (UTC+8)-
dc.identifier (Other Identifiers) G0923550141en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35050-
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zh_TW
dc.description (描述) 92355014zh_TW
dc.description (描述) 93zh_TW
dc.description.abstract (摘要) 衝動性購買在一般的消費行為中扮演著日趨重要的角色，衝動性購買是企業不可忽視的消費行為，有必要了解其產生原因。由於過去文獻大部分都只探討某些變數對衝動性購買的影響，缺乏完整性，因此本研究透過完整架構來探討消費者衝動性購買的原因。此外，不同於一般衝動性購買行為的相關研究，本研究設法進行跨通路比較，比較在實體通路與電視購物兩種不同通路型態消費者衝動性購買的原因是否不同。本研究資料分析是以LISREL來檢定相關研究假設，本研究多變項的研究架構正好適合用LISREL進行分析，以探討各變數間的影響關係。

經過實證分析的研究結果發現：
一. 在實體通路與電視購物兩種通路的衝動性購買行為影響因素並不完全相同，且影響效果也有所不同。
二. 衝動性購買是複雜的消費行為，容易受到眾多因素一起影響，並非只是單一變數的影響效果，且這些變數在體通路與電視購物兩種不同的通路也會有不同的影響效果。
三. 在實體通路與電視購物兩種通路，價格促銷優惠對衝動性購買行為的影響均不顯著，而非價格促銷優惠對衝動性購買行為的影響均顯著。
四. 在實體通路與電視購物兩種通路，通路品牌形象對店內瀏覽或收看購物頻道的影響均顯著。
五. 在電視購物通路，產品品牌形象愈良好，愈容易產生衝動性購買行為；在實體通路，產品品牌形象的影響不顯著。
六. 在實體通路，信用卡使用對購買衝動及衝動性購買行為都有顯著的影響；在電視購物通路，信用卡使用的影響不顯著。
七. 在實體通路與電視購物兩種通路，使用聯名信用卡對衝動性購買之影響力均高於一般信用卡。
八. 在實體通路與電視購物兩種通路，衝動性購買傾向對購買衝動的影響均非常顯著。
九. 在實體通路，店內瀏覽的投入程度愈高，愈容易產生衝動性購買行為；在電視購物通路，收看購物頻道的投入程度愈高，愈容易產生購買衝動，也愈容易產生衝動性購買。		zh_TW
dc.description.abstract (摘要) Abstract
The role of impulsive buying is becoming more and more important in normal consumption behavior. Enterprise shouldn’t neglect this kind of consumer behavior. It is a worthwhile problem to investigate impulsive buying precursors. The past research usually focused on investigating the effects of only certain variables on impulsive buying. This kind of study is not complete. Therefore, the purpose of this study is to examine the cause of impulsive buying through complete structure. Besides, unlike other impulsive buying studies, this study tries to add the variable of channel. This study compares impulsive buying precursors in physical outlet and TV shopping channels. This study uses LISERAL program to examine hypotheses.
By means of these studies, the conclusions of this research are summarized as follows：
1. Impulsive buying precursors are different in physical outlet and TV shopping channels. The effects of impulsive buying precursors are also different in these two channels.
2. Impulsive buying is a complicated consumption behavior. It is usually affected by many variables at the same time, not just one variable. Besides, the effects of these variables are different in physical outlet and TV shopping channels.
3. In physical outlet and TV shopping channels, the effect of price promotion on impulsive buying is not significant.
4. In both physical outlet and TV shopping channels, the effect of channel brand image on in-store browsing or TV shopping program watching is significant.
5. In TV shopping channel, the better the product brand image, the higher the likelihood of making an impulse purchase. In physical outlet channel, the effect of product brand image on impulsive buying is not significant.
6. In physical outlet channel, the effects of credit card use on felt urges to buy impulsively and impulsive buying are both significant. In TV shopping channel, the effects of credit card is not significant.
7. In physical outlet and TV shopping channels, the effect of co-brand credit card use on impulsive buying is more significant than regular credit card use.
8. In physical outlet and TV shopping channels, the effect of impulse buying tendency on impulsive buying is both very significant.
9. In physical outlet channel, the greater the level of in-store browsing, the greater the frequency of felt urges to buy impulsively. In TV shopping channel, the greater the level of TV shopping program watching, the greater the frequency of felt urges to buy impulsively.		en_US
dc.description.tableofcontents 目錄
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 7
第三節 研究流程 8
第二章 文獻探討 11
第一節 衝動性購買 11
第二節 衝動性購買行為影響因素 18
第三節 促銷活動 27
第四節 品牌形象 32
第五節 信用卡使用 34
第六節 通路型態 36
第三章 研究方法 41
第一節 研究架構 41
第二節 研究假說 43
第三節 變數之操作型定義 48
第四節 問卷發展與測試 53
第五節 抽樣設計與資料蒐集 55
第六節 資料分析方法 56
第四章 實證分析 59
第一節 信度分析 59
第二節 回收樣本之特性分析 61
第三節 因素分析 71
第四節 單因子變異數分析 76
第五節 驗證性因素分析 90
第六節 結構方程式模式分析 100
第七節 路徑分析模式修正 106
第八節 實體通路與電視購物通路之比較 127
第五章 結論與建議 131
第一節 研究結論 131
第二節 實務建議 146
第三節 研究貢獻 151
第四節 研究限制 153
第五節 後續研究建議 156		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0923550141en_US
dc.subject (關鍵詞) 衝動性購買zh_TW
dc.subject (關鍵詞) impulsive buyingen_US
dc.title (題名) 衝動性購買行為影響因素之探討－以實體通路與電視購物為例zh_TW
dc.title (題名) 衝動性購買行為影響因素之探討zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文部分：zh_TW
dc.relation.reference (參考文獻) 1. 王信孚（民92），消費者物質主義與社會影響之易感受性對衝動性購買之影響：信用卡使用之調節角色，國立東華大學企業管理學系碩士論文zh_TW
dc.relation.reference (參考文獻) 2. 貝佩怡（民92），探討電視購物行為之購買動機，國立成功大學工業管理科學系碩士論文zh_TW
dc.relation.reference (參考文獻) 3. 周文賢（民88），行銷管理-市場分析與策略規劃，台北：智勝文化zh_TW
dc.relation.reference (參考文獻) 4. 周文賢（民91），多變量統計分析：SAS/STAT使用方法，台北：智勝文化zh_TW
dc.relation.reference (參考文獻) 5. 邱皓政（民93），結構方程模式 LISREL的理論、技術與應用，台北：雙葉書廊zh_TW
dc.relation.reference (參考文獻) 6. 吳明隆編著（民89），SPSS統計應用實務，台北：松岡。zh_TW
dc.relation.reference (參考文獻) 7. 洪順慶（民90），行銷管理學，台北：新陸書局zh_TW
dc.relation.reference (參考文獻) 8. 徐心怡（民89），消費者促銷知覺價值與促銷偏好程度之研究-產品類別干擾效果之探討，私立元智大學管理研究所碩士論文zh_TW
dc.relation.reference (參考文獻) 9. 彭若青（民92），電視購物 引爆媒體通路戰，管理雜誌，347期，pp.48-50。zh_TW
dc.relation.reference (參考文獻) 10. 陳銘慧（民90），溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響，國立臺灣大學商學研究所博士論文zh_TW
dc.relation.reference (參考文獻) 11. 陳淑萍(2002)，促銷策略對台灣地區信用卡持卡人使用行為之影響，國立交通大學管理科學研究所碩士論文zh_TW
dc.relation.reference (參考文獻) 12. 張重昭（民87），顧客購物衝動性與規範性評估對顧客衝動性行為之影響，行政院國家科學委員會專題研究計畫zh_TW
dc.relation.reference (參考文獻) 13. 黃鳴棟（民91），虛擬通路產業的經營模式與競爭策略分析：以「電視zh_TW
dc.relation.reference (參考文獻) 購物」為例，國立台灣科技大學管理研究所碩士論文zh_TW
dc.relation.reference (參考文獻) 14. 葉華鏞（民89），有線電視收視戶對於「購物頻道」收視動機、收視zh_TW
dc.relation.reference (參考文獻) 為與購買行為之研究」，國立中山大學傳播管理研究所論文zh_TW
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dc.relation.reference (參考文獻) 論的觀點，國立交通大學傳播科技研究所碩士論文zh_TW
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