網路廣告促銷方式、衝動性特質對網路衝動性購買行為之影響

The Influences of Internet Advertising Promotion and Impulsivity Trait on the On-Line Impulsive Buying Behavior

龔昶元(Chaang-Yung Kung) ； 黃偉哲(Wei-Jhe Huang)

《行銷評論》 5卷2期 (2008/06) Pp. 249-273

https://doi.org/10.29931/MR.200806.0006

摘要

現今的網路市場蓬勃發展，網路廣告是網路環境中的重要傳播媒介，但傳播媒介也需要有良好的促銷方式配套，才能成功達成產品或服務的促銷效果，加上網路衝動性購買行爲的發生日漸增多，探討此議題有其重要性。過去研究證實，衝動性購買行爲的產生是來自於行銷刺激、情境因素與消費者衝動性特質所構成；而網路衝動性購買行爲是否也是由相同因素所引發，是值得探討的。因此本研究將網路廣告、促銷方式與衝動性特質作結合，探討其對衝動性購買行爲之影響爲何，並意圖了解，促銷方式與衝動性特質是否會產生交互作用而影響網路衝動性購買行爲的產生。
本研究採用2（心理性誘因與純粹經濟性誘因促銷廣告）×2（高、低衝動性特質）實驗設計法，試圖了解其對網路衝動性購買行爲之影響，並使用二因子變異數分析進行測試；研究結果顯示，促銷方式的不同對網路衝動性購買行爲的影響，只有高衝動性特質消費者有顯著差異，而低衝動性特質消費者的反應則無顯著差異；高、低衝動性特質的消費者，單純在網路衝動性購買行爲的反應上，則呈現有顯著差異；至於衝動性特質對促銷方式則有干擾效果，其形成交互作用會影響消費者的網路衝動性購買行爲之反應。

關鍵字

促銷方式 ； 網路廣告 ； 衝動性特質 ； 網路衝動性購買行爲

並列摘要

The Internet market is rising and flourishing. The important dissemination media of Internet environment is Internet advertising. This media also needs good promotions to support it and to reach successful promotion effect of product or service. Besides, on-line impulsive buying behaviors are happening more and more. Therefore, The issue we discussed that is significance. Past studies have showed the impulsive buying is constructed by marketing stimuli, environmental conditions and impulsivity trait. Is the on-line impulsive buying behavior triggered by same factors also? The answer is worth to discuss. So this study is aiming at how the Internet advertising, promotion and impulsivity trait affect on on-line impulsive buying behavior, and tries to figure the promotion and impulsivity trait have the interaction effect on on-line impulsive buying behavior or not.
The experiment of this study is 2 (psychic offer and purely economic offer) × 2 (high and low impulsivity trait) design was employed, and using the 2-Way ANOVA to testify it. It is trying to figure the effect on the on-line impulsive buying behavior. The results showed the influence of different promotions on the on-line impulsive buying behavior was significantly difference on high impulsivity trait consumers, but it wasn't significantly difference on low impulsivity trait consumers. High and low impulsivity trait consumers were significantly difference on the on-line impulsive buying behavior. In addition, impulsivity trait and promotion had significant interaction effect on the response of the on-line impulsive buying behavior.

並列關鍵字

Promotion ； Internet Advertising ； Impulsivity Trait ； On-Line Impulsive Buying Behavior

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