- 學位論文
百貨公司週年慶促銷方式對消費者衝動性購買後認知失調之影響
Department store anniversary sales promotion of cognitive dissonance in impulse buying
摘要
台灣百貨公司的密集度在世界名列前茅，在所推出的許多促銷活動中，週年慶總是湧入大批人潮，千萬刷手與單日業績成為每年十月至十二月各媒體的報導重點，然而在如此龐大的消費額下，隱含了多少衝動性購買行為，而這些衝動性的行為是否會因不同的促銷活動影響購後認知失調產生差異呢？本研究依據Festinger (1957) 所提出之認知失調理論(Dissonance Theory)為基礎來加以驗證其關聯影響。 本研究採用Sweeney, Hausknecht, 與Soutar (2000)發展的購後認知失調量表，其中購後認知失調包括「情緒反應」、「選購智慧」與「交易疑慮」失調三構面；採用問卷調查法，針對有在百貨公司週年慶促銷消費的大眾發放400份問卷，回收304份，剔除34份因規律填答及漏答的無效問卷後，有效問卷為260份，問卷有效率為65%。利用描述性統計分析、相關分析與迴歸分析其變數間關聯性；預期研究結果可供業者在行銷模式決策及產品服務改良上提供分析建議。 經由本研究實證分析結果發現： 一、消費者之衝動性購買行為對促銷辦法反應有顯著影響。 二、消費者之衝動性購買行為對購後認知失調有顯著影響。 三、促銷辦法反應對購後認知失調之間有顯著影響。 四、促銷辦法反應在衝動性購買行為與購後認知失調之間有中介效果。
並列摘要
The density of department stores in Taiwan was well-known in the world. The annual sale from October to December was the most famous promotion which could create highest single day revenue every year. However, under the huge amount of transaction, part of purchase behavior was the impulse buying which could cause the discrepancy of cognitive dissonance due to the various promotions. This study was based on the Dissonance Theory (Festinger, 1957) to evaluate the relationship between impulse buying and cognitive dissonance. According to cognitive dissonance scale which announced by Sweeney, Hausknecht, & Soutar (2000), the cognitive dissonance included 「emotional」、「wisdom of purchase」and「concern over deal」. This study was collected by 400 copies of questionnaires aimed the customers shopping in the department stores during the annual sale. Total 304 copies had been collected, including 260 copies of valid questionnaires and 34 copies of invalid questionnaires. The overall response rate is 65%. The analysis result could assist enterprises to improve the service quality and set up market strategy by the relationship among the descriptive statistics、analysis of correlation and regression analysis. There are four findings from the analysis of this study, 1.Consumers' impulse buying has significant effect on promotion. 2.Consumers' impulse buying has significant effect on cognitive dissonance. 3.Promotion has significant effect on cognitive dissonance. 4.The mediating effects of promotion between impulse buying and cognitive dissonance.