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  • 學位論文

消費者焦點關注影響衝動性購買-以台灣夜市為例

Consumer Focus Affects Impulse Buying in Taiwan Night Market

指導教授 : 梁直青
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摘要


背景: 衝動性購買行為在消費者的日常生活中是很常見的一個現象,也是營銷管理戰略的重點。現在,購物不僅是為了獲取必要的生活用品,它已經成為一種休閒活動或個人的生活方式可滿足重要的心理和社會需求。衝動行為可以發生在任何情況下,不管消費者是否意識到,它仍然每天都在發生。然而,對衝動性購買行為的理解,以及消費者焦點關注的戰略還是非常有限的,尤其是在台灣夜市,這是一個非常獨特的市場,並扮演著台灣社會經濟發展的重要角色。 目的: 衝動性購買在現代生活中越來越普遍,台灣夜市又是一個理想的環境容易讓許多人做出衝動性購買。通過對衝動性購買行為的理解,企業,尤其是商務人士在夜市能把握大的商機。本研究探討消費者焦點關注在台灣的夜市背景下對衝動性購買行為之影響。以上述的研究背景與動機,本研究的目的是要達到以下目標:(1)建立消費者焦點關注對衝動性購買行為的潛在影響之模式;(2)分析在台灣夜市衝動購買行為的原因;(3 )測定消費者焦點關注對衝動性購買行為之潛在影響;(4)根據本研究中所討論的因素,為商家和企業提供一些實用的建議。 方法: 初級資料是通過結構式問卷的調查收集。次級資料是從現有的文獻,如文章,數據及報告收集。參考文獻幫助作者找出理論基礎,制定並提出研究模型。SPSS與AMOS統計軟體為本研究的重要工具。作者使用此工具來進行因素分析,結構方程模式,並提出研究結果。 結論: 本研究以總共660份有效問卷為研究分析資料。研究結果顯示,GUCR,CUCI,RUCF,ICR及ATIB這些因素對衝動性購買傾向有重要的影響。這意味著消費者焦點關注做的越好衝動性購買的機率越高。此外,關於人口學特徵研究指出,性別,婚姻狀況,職業,收入,教育與民族對台灣夜市的衝動性購買傾向沒有顯著影響;只有年齡有顯著的影響。這表明,年齡對衝動性購買傾向有一定的影響。這些研究結果將提供給台灣夜市營業者,行銷與管理專家,以及研究人員有益的貢獻。

並列摘要


Background: Impulse buying behavior is a common phenomenon in daily life of consumers and also a focus of marketing management strategies. Nowadays, shopping is not merely to get necessary daily merchandises. It has become a leisure activity or individual’s lifestyle that may satisfy important psychological and social demands [24], [79], and [78]. Impulsive behavior can happen in any situations, even though consumers are aware of it or not, impulse buying was and are still happening daily. However, the understanding of impulse buying behavior, as well as customer focus strategy are still very limited, especially in Taiwan night markets which are very unique markets and plays an important role in Taiwan socio-economic development. Purpose: Impulse buying was becoming increasingly common in modern life and Taiwan night market which is an ideal environment that many people easily to make impulsive buying. Through the understanding of impulse buying behavior, enterprises, especially business people at night markets can grasp a big business opportunities. This research investigates the influence of "customer focus" on impulsive buying behavior in Taiwan night market context. With above research background and motivation, this study aims to reach the following objectives: (1) Establishing the potential impact of customer focus on impulsive buying behavior model, (2) Analyzing of the causes of impulse buying behavior at Taiwan night markets, (3) Determining the potential impact of customer focus on impulsive buying behavior at the night market, (4) According to the factors discussed in this study, offering some practical suggestions for merchants and enterprises. Method: The research method was used in this study is quantitative approach. Primary data was collected through a survey with a structured questionnaire. Secondary data was obtained from early literatures such as articles, figures, and reports. Literature review was completed to find out theoretical basic which help the authors develop a proposed research model for this study. Statistical Package for the Social Sciences (SPSS) and Analysis of Moment Structures (AMOS) were used as important tools for data analysis and identifying the research findings. Conclusion: In this study, total 660 valid questionnaires were collected for data analysis. The findings show that the factors such as GUCR, CUCI, RUCF, ICR and ATIB have an important influence on the impulse buying tendency. It means that the greater the implementation of customer focus, the greater the attitude toward impulse buying and the greater the attitude toward impulse buying, the greater the impulse buying tendency at Taiwan night market. Additionally, the study also indicates that among demographic features, only one feature affects impulse buying tendency, which is age. In other word, gender, marital status, occupation, income, education, and nationality have no significant impact on impulse buying tendency at Taiwan night market. However, age have a significant impact on impulse buying tendency at Taiwan night market. This demonstrates that age have a certain influence on the impulse buying tendency. Results of cluster analysis also revealed that there are three clusters including high-impulsive customer (43.9%), medium-impulsive customer (37.0%) and low-impulsive customer (19.1%), which display the differences related to the satisfaction and impulsive level in purchasing tendency, frequency for shopping, and time for visiting of customers at Taiwan night markets. These findings will provide useful contribution to Taiwan night market vendors, marketing practitioners, management experts, as well as researchers towards understanding of the customer focus strategy and consumers’ impulse buying tendency.

參考文獻


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