衝動購買傾向對衝動購買意願的影響－純價格折扣中介的展望理論效果

The Influence of Impulse Buying Tendency on Impulse Buying Intention-The Effect of Prospect Theory by Pure Discount as Mediator

莊淳淩(Chun-Ling Chuang) ； 田鴻麟(Hong-Lin Tian) ； 林榮禾(Rong-Ho Lin)

《顧客滿意學刊》 11卷1期 (2015/03) Pp. 65-103

摘要

展望理論(Prospect Theory; PT)在消費者購物是普遍的現象。很少研究探討展望理論在衝動購買意願(Impulse Buying Intention; IBI)的影響。本研究探討兩種展望理論效應（確定效果與分離效果）對衝動購買意願的影響，並針對大眾品與獨特品，測試衝動購買傾向(Impulse Buying Tendency; IBT)對衝動購買意願的影響。本調查的有效樣本為544位在校大學生。結構方程模型被用來測試研究假說。發現的結果顯示，學生們在一階段與兩階段的衝動購買意願，都是偏愛確定的折扣多於機率的折扣，形成確定效果與分離效果；大眾品的衝動購買傾向強烈正向的影響大眾品的衝動購買意願，但不會影響獨特品的衝動購買意願；獨特品的衝動購買傾向的結果是相同的；純價格折扣在IBT與IBI間，有部份中介效果。這些結果，提供銷售人員在他們的目標市場鼓勵衝動購買意願的管理意涵。

關鍵字

衝動購買傾向 ； 衝動購買意願 ； 展望理論 ； 確定效果 ； 分離效果

並列摘要

The effect of prospect theory (PT) is a prevalent phenomenon in consumers' shopping. Fewer studies explored role of PT on impulse buying intention (IBI). This study verifies two PT effecting (certainty effect and isolation effect) on IBI, and to examine that impulse buying tendency (IBT) makes influence on IBI for public and unique products. The usable respondents of this study were 544 undergraduates. Structural equation modeling was used to test proposed hypotheses. Finding results show that students prefer certain discount to probable discount on IBI of one-phase and two-phase forming certainty effect and isolation effect. IBT for public product has strongly positive influence on IBI for a public product but no influence on IBI for a unique product, there is same result in IBT for a unique product. The pure discounts between IBT and IBI are partially intermediary roles. These finding results provide managerial implications for sellers to encourage IBI in their target markets.

並列關鍵字

Impulse Buying Tendency (IBT) ； Impulse Buying Intention (IBI) ； Prospect Theory (PT) ； Certainty Effect (CE) ； Isolation Effect (IE)

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