促銷方式、消費情境、產品涉入對衝動性購買影響之研究

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Title:	促銷方式、消費情境、產品涉入對衝動性購買影響之研究
Authors:	曾瑋茹
Contributors:	國際企業管理學系
Keywords:	促銷方式 sale promotion 消費情境 consumption situation 產品涉入 product involvement 衝動性購買 impulsive purchasing
Date:	2012
Issue Date:	2012-11-01 10:08:26 (UTC+8)
Abstract:	在現今自由消費市場競爭非常激烈的情況下，各個廠商為了吸引消費者前來購買以提升銷售量，無一不積極費盡心思利用各種行銷手法，藉以打動消費者進而激發消費者更多的潛在需求。在眾多的行銷手法中，又以「促銷」的方式最能有效在短期間刺激消費者增加購買的行為。廠商會進行價格促銷以提供短期誘因，來吸引刺激消費者大量購買。以消費者的角度來探討促銷活動訊息內容時，消費者所面對誘人的促銷活動內容，內心經歷非常矛盾與拉扯後，產生不同的購買情緒，進而有購買的衝動。消費者會依照他們所預期產品或服務的消費情境的程度來做購買決策，所以消費情境也是對消費者在消費前一個很重要的考量因素或前提，不管是在品牌、產品或是服務選擇中都是很重要的。當消費者對於某種產品具有高涉入程度時，對於該產品的衝動性傾向也會較多，因而衝動性購買行為發生的可能性也相對提高。 Free consumer market is very competitive, all manufacturers come to buy in order to attract consumers to boost sales, no one is not actively devoting mind using a variety of marketing techniques in order to impress the consumers and thus stimulate consumer more potentialdemand. Many marketing techniques, especially the "promotion" the most effective stimulus in the short term increased consumer purchase behavior. Manufacturer price promotions in order to provide short-term incentives to attract a large number of stimulate consumer purchase. Promotional activities to explore the content of the message to the consumer's point of view, consumers face the attractive promotional activities, the inner experience very contradictory pull, resulting in a buying mood, and then have the urge to purchase. Consumers will purchase decision in accordance with the products or services they are expected the extent of the consumption situation, consumption situation on consumers before consumption is a very important considerations or premise, whether it is in the choice of brands, products or services are very important. When the consumers of a product with high involvement, the impulse to sexual orientation for the product will be more, and thus the likelihood of impulse buying behavior is also enhanced.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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