影響衝動性購買行爲關鍵因素之實證研究－以國際化妝、保養品爲例

An Empirical Study of Critical Factors on Impulsive Purchasing Behavior: An Example of International Skin-Care Products and Cosmetics

10.30063/IJL.201103.0003

魏文欽(Wen-Chin Wei)；褚萍萍(Ping-Ping Chu)

衝動性購買 ； 消費者衝動性特質 ； 促銷方式 ； 付費方式 ； impulsive purchasing ； impulsivity traits ； promotion strategy ； payment method

International Journal of Lisrel

4卷1期（2011 / 03 / 01）

49 - 68

繁體中文

本研究以有國際化妝、保養品消費經驗之消費者爲研究對象，衝動性購買行爲爲議題，探討消費者衝動性特質、促銷方式及付費方式對衝動性購買行爲之影響，並運用結構方程模式(SEM)之統計方法，驗證各構面間之因果關係，並對模式進行配適度檢驗。 實證分析結果發現：(1)在消費者衝動性特質方面：消費者衝動性特質對衝動性購買行爲有顯著的正向影響。(2)在促銷方式方面：促銷方式對衝動性購買行爲有顯著的正向影響。(3)在付費方式方面：使用信用卡的付費方式對衝動性購買行爲之影響並未獲得顯著性支持。

In this study, international skin-care products and cosmetics for the consumer experience of the consumer study, impulse purchasing behavior of the topic, to discuss the consumer's impulsivity traits, promotion strategy and payment methods on impulsive purchasing behavior, and the use of structural equation modeling (SEM) of the statistical methods to verify the dimensions of a causal relationship between, with the appropriate test mode. Empirical results show that: (1) the consumer's impulsivity traits: the consumer's impulsivity traits of impulsive purchasing behavior of a significant positive impact. (2) the promotion strategy: promotions on impulsive purchasing behavior of a significant positive impact. (3) payment method: the use of credit cards to pay on impulsive purchasing behavior of the impact of support has not been significant.