初探大學生御宅族衝動性購買行為

Impulsive Buying Behavior of Otaku Undergraduate Students

梁直青(Chih-Chin Liang) ； 王鈺婷(Yu-Ting Wang) ； 朱翊綺(Yi-Chi Chu) ； 林曉涵(Siao-Han Lin) ； 陳怡倩(Yi-Chien Chen)

《行銷評論》 12卷2期 (2015/06) Pp. 139-160

摘要

近年來，在吸引消費者的目光的努力上，衝動性購買一直是廠商探討消費者行為的重點。過往，御宅族潛伏在人群中，其分散採購行為一直沒能吸引到廠商的關注，但隨著網路技術發達情況，御宅族們得以透過網路社群找尋同好交流資訊，並且更進一步的強化其針對特定商品的消費執著，且御宅族面對喜愛的商品多半不會考慮太多便直接衝動購買，形成廠商的利基市場。此外，過往研究指出18到26歲的大學生御宅族往往在學生時期便形成其偏好宅領域；因此，若能對於學生時期御宅族進行深入探究，應可協助廠商制定其合適的行銷策略。綜上所述，本研究透過問卷調查方式探究大學生御宅族個人特質與購物行為因素與衝動性購買因素，以了解御宅族消費者衝動購物傾向。本研究回收439份有效樣本，並據此探究出御宅族個人特質與購物行為因素，包含了品味、高品質服務、精打細算與自我中心等四個因子；而在衝動購物因素上，則探究出隨心所欲、品牌時尚、商品陳列及氣氛以及促銷等四個因子。本研究更針對個人特質與購物行為因素區分吹毛求疵群、精明能幹群與大而化之群三集群。最後本研究針對不同集群的差異處進行行銷策略分析。

關鍵字

衝動性購買 ； 御宅族 ； 購物傾向

並列摘要

Marketing strategies are always changing along with the changeable consumer behaviors. How to promote goods based to changeable consumers is an important issue for nowadays companies. Additionally, college students is a niche market that companies want to promote goods, because college students can form their future purchase intentions and last a long time. Especially for the Otaku undergraduates that form a small but niche market. The Otaku consumers are famous in their unique purchase intentions and loyalty on their interested goods. However, rare studies are discussing about college students with Otaku behaviors, because they are always with low profiles. Fortunately, owing to technology evolvement, the group of Otaku consumers can be touched through social media, because the Otaku consumers always join the discussion groups for sharing their experience on their unique and interested topics. This study investigates college students with Otaku behaviors and finds their unique behaviors. This study surveyed 439 consumers. The analytical results show the Otaku undergraduates have four factors of their personal purchase behavior: specified tastes, high quality of service, information collection, and ego. The analytical results also reveal their factors of impulsive purchasing intentions, include: purchase as will, brand, layout of goods, and promotions. This study clusters samples though factors of personal purchase behavior, and develop marketing strategies to each cluster based on the factors of impulsive purchasing intentions.

並列關鍵字

impulsive purchase behavior ； Otaku ； personal purchasing intentions

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