產品來源國對衝動性購買之影響

The Impact of Country-of-Origin on Impulse Buying

莊世杰(Shih-Chieh Chuang) ； 鄭尹惠(Yin-Hui Cheng) ； 王穗敏(Sui-Min Wang))

《企業管理學報》 88期 (2011/03) Pp. 23-38

摘要

Even impulse buying is usually deemed as a negative behavior, Impulse buying is becoming more common than ever in our routine life. With the social transition, the factors to affect consumers' impulse buying are more complicate than ever. In the past decades, previous research on impulse buying has explored extensive areas. However, scant research has explored the impact of country-of-origin (COO) on impulse buying, which is our main agenda in the present research.
This research explores the impact of COO on impulse buying through examining the relationship between COO & impulse buying. A 2 (COO image: positive/negative) x 3 (impulse buying products: watches/sunglasses/jeans) factorial design is conducted. All experimental outcomes support that consumers will be more likely to impulsely buy positive COO products than negative COO products.

關鍵字

衝動性購買 ； 製造來源國 ； 設計來源國 ； 國家形象

並列摘要

Even impulse buying is usually deemed as a negative behavior, Impulse buying is becoming more common than ever in our routine life. With the social transition, the factors to affect consumers' impulse buying are more complicate than ever. In the past decades, previous research on impulse buying has explored extensive areas. However, scant research has explored the impact of country-of-origin (COO) on impulse buying, which is our main agenda in the present research.
This research explores the impact of COO on impulse buying through examining the relationship between COO & impulse buying. A 2 (COO image: positive/negative) x 3 (impulse buying products: watches/sunglasses/jeans) factorial design is conducted. All experimental outcomes support that consumers will be more likely to impulsely buy positive COO products than negative COO products.

並列關鍵字

Impulse buying ； Country of manufacture ； Country of design ； Country image

參考文獻

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