促銷工具、產品屬性、不同生活型態消費者對衝動性購買行為之相關研究

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 987654321/27599

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题名:	促銷工具、產品屬性、不同生活型態消費者對衝動性購買行為之相關研究 The Relative Research of Promotion, Production Attribute and Different Kind of Lifestyles on Impulsive Purchase
作者:	鍾幸娟
贡献者:	國際企業管理研究所
关键词:	產品屬性生活型態衝動性購買 product attribute lifestyle impulsive purchase
日期:	2006
上传时间:	2014-06-30 14:50:11 (UTC+8)
摘要:	本研究主要目的在於有別過去的相關研究，透過市場區隔的觀念來探討促銷工具、產品屬性、不同生活型態消費者對衝動性購買行為之相關研究，並透過因素分析、集群分析、二因子相依一因子獨立的三因子變異數分析來對其關係進一步的釐清與說明。為了驗證本研究假設，故採取2 (促銷工具：價格促銷、非價格促銷) x 2 (產品屬性：享樂屬性、實用屬性)共四組的廣告情境。並且由前測的結果決定享樂屬性產品：ipod隨身聽，實用屬性產品：電子字典。共發放320份問卷，有效回收問卷295份，回收率為92.19%。其研究研究結果顯示：促銷工具的不同的確會造成不同程度的衝動性購買程度，產品屬性的不同也會影響人們的衝動性購買行為；其中享樂屬性的產品引起人們衝動性購買行為的發生顯著高於實用屬性的產品，同時不同生活型態的消費者也會有不同程度的衝動性購買行為，因此當廠商欲制定合適的行銷策略時可以試著依據各個不同生活型態來制定合適的促銷策略。 Different from the past studies, this work uses the concept of marketing segmenta¬tion to study the relationship between promotion, production attribute, different kinds of consumer’s life style on impulsive purchasing behavior. Furthermore, we adopt factor analy¬sis, group analysis and three way ANOVA to analyze carefully the relationship be¬tween them. The main test samples are general consumers. Two kinds of simulating advertising situa¬tions (promotion and product attribute) are adopted in the test to prove the begin¬ning assumptions. The one situation consists of cost and non-cost promotion and the other consists of enjoyable and functional attribute. In addition, the result of pilot test identi¬fies the enjoyable and the utility products such as ipods and electrical dictionary. By convenience sampling, we successfully recycled 295 sets of test from 320 sam¬ples in total and the recycle rate reaches 92.19 in percentage. This study shows various promotions will make different degrees of impulsive purchase, and various production attrib¬ute will also influence consumers impulsive purchase behaviors. The influence of enjoyable products on impulsive purchase is more obviously than that of functional ones. Besides, life styles will also have different impulsive purchase behaviors while pur¬chasing enjoyable or functional products. So vendors can effectively make promo¬tion strategy for the consumers in different lifestyle. The constraint of this work is external validity. Since the test samples focuses on the north region of Taiwan, the consuming behaviors and values would be similar. So this work can not only provide the relative information to future studies but also offer the refer¬ence to strategy maker to do the marketing planning in the view of vendor.
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