题名

Stimulus on Online Impulse Purchase from Consumers’ Affect Perspective

并列篇名

從消費者情感的觀點探討刺激線上衝動性購買

作者

陳澤義(Tser-Yieth Chen)；陳建榮(Jin-Long Chen)；李志剛(Zhi-Gang Li)

关键词

Endorsement ； sales promotion ； website quality ； positive affect ； impulse purchase ； 代言 ； 銷售促銷 ； 網站品質 ； 正向情感 ； 衝動性購買

期刊名称

東吳經濟商學學報

卷期/出版年月

95期（2017 / 12 / 01）

页次

23 - 55

内容语文

英文
中文摘要

The purpose of this study is to investigate the casual relationship among stimulus, organism and impulse purchase in online sporting goods store. Amongst, we employ positive affect and impulsiveness as the mediating variables, and investigate that stimulus is a useful tool to enhance impulse purchase. Four hundred and fifty valid samples in accordance with the proportion of demographic statistics offered by the Market Intelligence and Consulting Institute (MIC) are collected in our study. Empirical results show that sales promotion is the most effective stimulus to stimulate impulse purchase and endorsement has also a positive causal relationship on impulse purchase.
英文摘要

隨著網路的普及，越來越多人開始在線上購物，而在線上購買運動用品的比例也在急劇上升，而線上商店的大部分收入來源，是來自衝動性購買。因此，衝動性購買對與線上的運動用品商店同樣扮演了很重要的角色。在本研究中，我們使用消費者正向情感與衝動性作為中介變數，來探討刺激物對線上衝動性購買的影響。本研究樣本是依據產業情報研究所所提供的人口統計比例抽樣，共收集了450 份的有效問卷。然後利用線性結構方程式來驗證變數之間的效果以及因果關係。本研究結果指出，銷售促銷是對衝動性購買最有效的刺激物。另一項重要的發現是，代言會對衝動性購買有正向影響，這在其他研究中還沒有被證實。
主题分类 社會科學 > 經濟學
社會科學 > 財金及會計學
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