探討置入性行銷對衝動性購買之影響-以時間壓力為干擾變數之研究

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Title:	探討置入性行銷對衝動性購買之影響-以時間壓力為干擾變數之研究
Authors:	蘇嘉慧
Contributors:	國際企管管理研究所碩士在職專班
Keywords:	置入性行銷時間壓力衝動性購買
Date:	2010
Issue Date:	2011-10-20 12:03:15 (UTC+8)
Abstract:	直至今日，許多學者仍致力於探究消費者之衝動性購買行為究竟是如何發生的?是甚麼元素刺激了消費者產生立即購物的行為?由於媒體通路的資訊暴漲，使得行銷溝通方式亦趨多元，商品透過戲劇的張力與轉換過程，讓消費者對該產品或品牌始有嶄新的認同感與認知，進而增加消費者購買之意願以達廣告商廣告之最終目的，當置入性行銷以不突兀的方式不斷地對消費者進行潛意識的傳播，此行銷手法會加深消費者對該產品的印象，本研究欲探討置入性行銷對衝動性購買之影響，並探究時間壓力為干擾變數時，消費者衝動性購買之反應。本研究發現，當廠商將欲銷售的商品呈現於戲劇影片中，或將產品以大尺寸或重複暴露的方式置於螢幕中，透過此置入性行銷令消費者感受到商品與戲劇情節之連結並對該商品產生辨識度和回憶度，在消費者進行購物的過程中，若感受到廠商促銷的時間壓力或消費者本身的時間壓力，此則容易使消費者對該產品較產生衝動性購買。 Yet today ,so many researchers continue to study how customer impulse buying behavior occurs ,What factors stimulate customers to purchase immediately . With the development of popular propaganda , vendor placed the diversified promotion into drama in order to attract the consumers to have more identity of the products , the purpose of this study is to understand the time pressure have a moderating effect be-tween the product placement and impulsive purchase behavior. Vendor put the product into drama as prominent mode in order to reach successful promotion effect of product .The results showed the time pressure and Product place-ment on impulsive purchase behavior had significant interaction effect on the response of the consumer’s buying behavior, especially the impulsivity trait.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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