衝動性購買對失驗與消費者滿意度的影響-以資訊不對稱為干擾變數

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/16436

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题名:	衝動性購買對失驗與消費者滿意度的影響-以資訊不對稱為干擾變數
作者:	劉怡吟
贡献者:	國際企管管理研究所碩士在職專班
关键词:	衝動性購買 Impulse Buying 失驗 Disconfirmation 消費者滿意度 Consumer Satisfaction 資訊不對稱 Information Asymmetry 消費者自信心 Consumer Self-Confidence 完全理性 Perfect Rationality 有限理性 Bounded Rationality 消費者購買決策 Consumer Purchase Decision Making
日期:	2009
上传时间:	2010-09-07 14:48:31 (UTC+8)
摘要:	本研究之研究問題主要在於衝動性購買與消費者滿意度間的關係並不明確，研究目的則在於檢測失驗對衝動性購買與消費者滿意度是否具有中介效果，並且對衝動性購買的消費者類型加以分類，從中確認即使是理性的消費者仍會進行衝動性購買;若能確認失驗的中介效果，便能找出影響不同衝動性購買類型之消費者的滿意度原因。本研究透過104市調中心進行網路問卷調查，在為期15天的調查中總共回收1,523份有效問卷樣本;研究結果顯示出有經過資訊搜尋的衝動性購買對失驗具有影響力、也會透過失驗影響消費者滿意度，據此得到一個新的論點:在衝動性購買過程中有經過深思熟慮的消費者，才會對消費者滿意度有顯著的影響;從研究中更得知在衝動性購買過程中有經過資訊搜尋的消費者佔所有樣本的8成以上，未經資訊搜尋的消費者卻不到2成，而且在衝動性購買過程中的資訊搜尋程度會顯著的影響消費者滿意度的程度。 This research subject is based on the undefined relationship between impulse buying and consumer satisfaction. The research purpose is to check if there is mediating effect between impulse buying and consumer satisfaction for disconfirmation. Furthermore, classify the Impulse Buying customer types and affirm even the rational customers will make impulse buying. If we affirm the mediating effect, then we can find each consumer satisfaction reason to affect different impulse buying customer types. The result shows once impulse buying customer takes the sourcing before purchase, it affects disconfirmation. And disconfirmation will affects consumer satisfaction, so get a new conclusion accordingly. That is when you consider with it deeply during impulse buying process, the consumer satisfaction will be affected greatly. In addition, customers who take sourcing in impulse buying process, the percentage is over 80% of specimen. On the other hand, if customers did not take the sourcing in impulse buying process, the percentage is less than 20%. Finally, we find the sourcing level in impulse buying process will affect the consumer satisfaction significantly.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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