题名

從行為透視模型探討影響衝動性購買之行為觀點、人格特質及產品效益之因素

并列篇名

Discussing the Factors Affecting Impulsive Purchasing with Behavioral Perspective, Personality Traits and Product Benefits

作者

陳冠仰(Kuan-Yang Chen)；蕭至惠(Chih-Hui Hsiao)；林廉凱(Lain-Kai Lin)

关键词

人格特質 ； 產品效益 ； 衝動性購買 ； 行為透視模型 ； 模糊層級程序分析法 ； personality trait ； product benefit ； impulse buying ； behavioral perspective model ； fuzzy analytic hierarchy process

期刊名称

行銷評論

卷期/出版年月

18卷2期（2021 / 12 / 31）

页次

105 - 138

内容语文

繁體中文
中文摘要

環顧過去文獻，尚無相關研究情境探討消費者身處於大型國際旅展的情境中，誘發消費者的衝動性購買行為的影響因素，本文以「行為透視模型」概念為基礎，提出衝動性購買影響因素的歸納原則，分為「內在刺激」、「外在刺激」與「產品價值」三構面及9項影響因素，並運用模糊層級程序分析法進行重要性分析。研究結果如下：（1）消費者產生衝動性購買時，「內在刺激」與「產品價值」二構面對消費者的重要性，明顯高於「外在刺激」構面。（2）高低衝動性人格特質族群間，兩個族群中受「外在刺激」線索影響為最，但是在「內在刺激」與「產品價值」方面的影響則不一致。至於易受人際間影響特質族群間，低度受人際間影響族群受內在刺激線索影響為最；高度受人際間影響族群受產品價值線索影響為最。無論是功利型效益或是娛樂型效益消費者皆受「外在刺激」線索影響為最。本文不僅為衝動性購買之影響因素提供了量化的佐證數據，亦有助於日後企業界拓展行銷活動。
英文摘要

Reviewing the past literatures, there is no relevant research to explore the factors that influence consumers' impulsive buying behaviors in the situations of large international travel shows. This study proposed three dimensions categorizing the motivators of impulse buying (IB) based on Behavioral Perspective Model, namely ＂internal stimuli＂, ＂external stimuli＂, and ＂product value＂, including 9 motivators. Through the fuzzy analytic hierarchy process analysis, the results are as follow. (1) The two dimensions, ＂internal stimuli＂ and ＂product value＂ have higher importance than ＂external stimuli＂. (2) Among the IB groups with high and low impulsive personality traits, the ＂ external stimuli ＂ clue was the most affected in the two groups. For susceptibility to interpersonal influence, those with low interpersonal influence are most affected by internal stimuli cues; those with high interpersonal influence are most affected by product value. Finally, whether IBs are utilitarian or entertainment oriented customers, they are most affected by the ＂external stimulus＂ clues. The current study provides not only quantitative analyses about the importance degree of the dimensions and motivators of IB, but also useful information for future research such as development of business marketing activities.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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