過去研究發現，幾乎所有產品都存在著衝動性購買行為(Rook, 1987)。而我們周遭也存在著許多外在刺激誘使我們購買商品，如今，衝動性購買可以說是一種普遍存在消費行為，但這些外在刺激與衝動性購買之間的關係，是否會受到消費者本身特質所干擾，這是一個十分值得我們去探討的問題。因此，本研究透過實驗設計的方式，來比較不同促銷方式對於衝動性購買的影響，並加入內外控人格特質作為干擾變數來探討是否會影響促銷方式與衝動性購買之間的關係。研究結果發現，不同促銷方式確實會影響衝動性購買行為，但內外控人格特質並不會干擾兩者之間的關係，也就是說不管是內控或者是外控人格的人都會產生衝動性購買的行為。
Past studies show that impulse buying behaviors exist in almost all products (Rock, 1987). There are also many external stimuli that tempt us to buy products. Today, im-pulse buying is a ubiquitous consumer behavior, but whether the relationship between external stimuli and impulse buying are subject to interferences from consumers them-selves is an issue worthy further investigation. Therefore, the experimental design method was adopted in this study to compare the impact of different promotional meth-ods on impulse buying. The locus of control was also incorporated to serve as an inter-ference parameter for exploring whether it will affect the relationship between promo-tional methods and impulse buying. Findings show that different promotional methods indeed after the impulse buying behavior, but the locus of control will not interfere with the relationship between the two. In other words, both internal and internal control will lead to impulse buying behavior.
