廣告訊息、消費者類型及自我控制與人們的衝動購物行為息息相關？－以伴手禮的廣告為例

Do Advertising Messages, Consumption Patterns and Self-control Affect the Consumers' Impulsive Purchasing Behaviors? -A Case of Souvenir

10.3966/181666012018101402001

蕭至惠(Chih-Hui Hsiao)

消費者類型 ； 訊息調節焦點 ； 自我控制 ； 衝動性購買行為 ； consumption patterns ； regulatory focus ； self-control ； impulsive purchasing behavior

行銷科學學報

14卷2期（2018 / 10 / 01）

95 - 122

繁體中文

本文從廣告訊息角度著手，探討訊息調節焦點、自我控制與消費者類型（奢侈者與小氣鬼）對衝動性購買行為的影響，以273位大學生為研究對象，採取2種（訊息調節焦點：促進型焦點、預防型焦點）的受試者間實驗設計，再根據受測者對奢侈者－小氣鬼量表與自我控制量表的回答，分別將受測者分成奢侈者／小氣鬼、高度／低度自我控制者的類型。主要研究結果如下：（1）奢侈者較小氣鬼容易產生衝動性購買行為；（2）相較於預防型焦點訊息，若廠商提供促進型焦點訊息，消費者將比較容易產生衝動性購買行為；（3）不同類型消費者（奢侈者與小氣鬼）與訊息調節焦點對衝動性購買會產生交互作用；（4）相較於高度自我控制者，低度自我控制者並未比較容易產生衝動性購買行為。

Our research use different advertisting messages for each type of consumer (spendthrifts/tightwads) and self-control (high/low) to probe into impulsive purchasing. A 2(message regulatory focus: promotion-focus message or prevention-focus message) between-subjects design is used. And 273 college students are our subjects. Also, according to subjects' answer on spendthrifts/tightwads scale and self-control high/ low scale, we divided them into different groups. This study will show the following conclusions. First, spendthrifts tend to have more impulsive purchasing behaviors than tightwads. Second, compared with prevention-focus message, the consumers tend to have more impulsive purchasing behaviors when provided with promotion-focus message. Third, there are significant interactions between different types of consumer and different message regulatory focus on impulsive purchasing behaviors. Forth, compared with high self-control, the consumers do not tend to have more impulsive purchasing behaviors when they are under low self-control.

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