銷售人員外表吸引力與說服策略以及消費者人格特質對衝動性購買服飾傾向的影響

The Effect of Attractiveness of Salesperson's Appearance, Persuasion Strategies, and Consumers' Personality on Impulsive Buying Tendency toward Clothes

張競之(Ching-Chih Chang) ； 王又鵬(Yu-Peng Wang) ； 曾忠蕙(Chung-Hui Tseng)

《創新與管理》 12卷2期 (2016/04) Pp. 1-28

摘要

在現今社會中服飾業的競爭越來越激烈，而消費者的衝動性購買現象在零售業中尤其普遍，因此本研究針服飾業銷售人員的外表吸引力、說服策略及消費者本身人格特質，探討其是否影響消費者的衝動性購買傾向。本研究採2（外表吸引力：低/高）x 6（說服策略：六種模式）= 12組受試者間實驗設計，並衡量消費者的人格特質，再分類為低/高的程度，對衝動性購買傾向的影響進行分析。本研究共回收240份問卷，經多項變異數分析後，發現消費者在不同程度的外表吸引力、說服策略及消費者本身的人格特質情況下，對於衝動性購買傾向的影響均存在著顯著差異。

關鍵字

外表吸引力 ； 說服策略 ； 人格特質 ； 衝動性購買傾向

並列摘要

While firms in the clothes industry become more competitive, consumer impulse buying phenomenon is particularly prevalent in the retail industry. This study clarified the effect of attractiveness of salesperson's appearance, persuasion strategy and consumers' personality on impulsive buying tendency toward clothes. A 2 （attractiveness of appearance: high vs. low）x 6（persuasion strategy: six types） between-subject experimental design was conducted. Consumers' personality was measured and then divided into two groups to examine its effect on impulsive buying tendency. 240 questionnaires were collected. Results of several ANOVA showed that attractiveness of salespersons' appearance, persuasion strategy, and consumers' personality have significant influenced on impulsive buying tendency toward clothes.

並列關鍵字

attractiveness of salesperson's appearance ； persuasion strategy, personality ； impulsive buying tendency