限量商品知覺價值對衝動性購買之影響－以產品涉入為干擾變數

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 987654321/33395

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題名:	限量商品知覺價值對衝動性購買之影響－以產品涉入為干擾變數 The Relationship between Perceived Value of Limited Edition Products and Im-pulsive Buying Behavior - product involvement Impacts as a Moderating Variable
作者:	謝玟嫻
貢獻者:	國際企業管理學系
關鍵詞:	限量商品知覺價值衝動性購買產品涉入 Limited Edition Products on Perceived Value Impulsive Buying Behavior Product involvement
日期:	2016-06
上傳時間:	2016-08-02 12:48:18 (UTC+8)
摘要:	在這個網路發達資訊透明的時代裡，企業從消費者行為觀察出其購買習慣漸漸在改變，而這些改變使企業注意到過去未發現的消費習慣，為了創造話題以及提升業績，進而在行銷策略上提出限量銷售手法，此手法是為了引起消費者內心衝動購買的慾望，企業用限量的方式來營造出稀少且短暫或是供不應求的氛圍，讓消費者在心理層面有「非買不可」的感受，而在資訊傳播快速的時代下，消費者對選擇的產品其資訊會有不同的涉入程度，進而影響衝動性買的行為。本研究以一般消費者作為研究對象，其受測者通常具有衝動購買經驗以回答本研究之調查，以問卷調查的方式進行資料收集。最後，透過統計數據分析發現限量商品知覺價值對衝動性購買呈現顯著的正相關，且會受到產品涉入的干擾，簡言之，當消費者認知到限量商品知覺價值程度越高，則衝動性購買的衝動程度越強烈，而產品涉入會干擾限量商品知覺價值與衝動性購買。 In the great development of Internet and information transparency era, the en-terprise could figure out that consumer behavior is gradually changing. All these changes make the enterprise to realize the consumer behavior that they never noticed in the past. Proposed the limited selling as a marketing strategy, in order to create the topics and improve the performance. This approach is to inspire desire of consumer and the impulse buying. Enterprises adopt a limited selling to create a rare and transient atmosphere or in short supply which makes consumer would have the feeling of “have to purchase” on the psychological and it is called limited edition products on perceived value. In this age of information spread fast and the word of mouth was known as consumers who purchased the product and shared the information or evaluation. The consumers would easily effected by the degree of product involvement level of impulse buying. After the statistics analysis of this research, the result showed that limited edi-tion products on perceived value and impulse buying have positive correlation and the product involvement has interference effect between them. This means that limited edi-tion products on perceived value of consumer cognitive increase, the level of impulse buying would increase as well and the product involvement is effect the limited edition products on perceived value and impulse buying. The consumer would be encouraged the impulse buying due to the consumer cognitive of limited product. The sample target of this research was general respondent who usually had the impulse buying experience. The quantitative questionnaires were used for data collected. The result showed that limited edition products on perceived value had significant effect in impulse buying and product involvement had interference effect in the relationship between limited edition products on perceived value and im-pulse buying.
顯示於類別:	[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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