流行意識、產品涉入與衝動性購買傾向關係之研究─以數位相機為例

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Title:	流行意識、產品涉入與衝動性購買傾向關係之研究─以數位相機為例
Authors:	余昊澤
Contributors:	國際企管管理研究所碩士在職專班
Keywords:	流行意識 fashion consciousness 產品涉入 product involvement 衝動性購買傾向 impulsive buying tendency
Date:	2010
Issue Date:	2010-06-28 10:10:02 (UTC+8)
Abstract:	在消費者的日常生活之中，常伴隨著衝動性的購買行為，而關於衝動性購買的議題，已被廣泛的研究，但較少學者將消費者本身的特質納入做進一步的研究，而多以消費者在決策過程中，如何受到外在環境、促銷、廣告及價格等因素影響下所產生之非理性購買行為，本研究將針對此點，以消費者之角度出發，對消費者流行意識、產品涉入程度與衝動性購買傾向間之關係作進一步的探討。本研究採用問卷調查模式，分析方法主要利用迴歸模式，進行資料分析及假設檢定，驗證研究模式變數間之關係。研究結果發現，流行意識對衝動性購買傾向有顯著的正向影響、產品涉入程度在流行意識對衝動性購買傾向影響關係中具有干擾效果，意即消費者流行意識程度越高，越有可能產生衝動性購買行為，而消費者產品涉入程度之高低，在流行意識對衝動性購買傾向之關係中具有干擾效果。 Impulsive buying behaviors often occur in consumers’ daily life. Although the issue of impulsive buying is widely studied and discussed, but literatures rarely find out the reason from the point of view consumer’s individual characters. Hence, we are interested in variables of the relationship between fashion consciousness, product involvement and impulsive buying tendency. This study collected the data via questionnaire method. The method of analysis primarily used regression modeling to analyze the data and test study hypotheses to verify the degree of the relationship between fashion consciousness, product involvement and impulsive buying tendency. The results indicated that fashion consciousness has an obvious and positive influence on impulsive buying tendency. Product involvement causes moderating effects on fashion consciousness and impulsive buying tendency.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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