大學生衝動性購買行為前因後果的探索性研究

An Experimental Study on Impulsive Consumer Buying and Consequences in Consumer Decision Making among Taiwan's Young People

蕭君華(Chun-Hua Hsiao) ； 張威龍(Wei-Lung Chang) ； 彭玲珍(Ling-Jen Pon)

《華人前瞻研究》 5卷2期 (2009/11) Pp. 41-60

https://doi.org/10.6428/JCTF.200911.0041

摘要

衝動性購買行為在美國及其他國家已是普遍且廣被承認的現象。由於電子商務和網路使用的增加，消費者也有更多的管道接觸新奇的商品，因此增加了衝動購買的機會。衝動購買一直都是消費者研究的焦點，但仍然無法適宜生了解其全貌。
本研究使用實驗室設計法來調查台灣年輕人衝動性購買行為的前困和後果。個人特質因素（衝動性購買傾向和尋求新奇）對街動性購買有正向的影響，但情境因素（時間和金錢限制）對衝動性購買的影響卻不顯著；衝動性購買後會立即產生正向心情。在後呆方面，研究結果顯示出因此負債的受測者其負面情緒和後悔的程度高於未負債的受測者。未來研究方向和管理涵義在本文也會有論述。

關鍵字

衝動性購買 ； 衝動性購買傾向 ； 尋求新奇 ； 心情 ； 後悔

並列摘要

Impulsive buying behavior has become a popular and a widely recognized phenomenon in the Untied States and in other countries as well. Due to the fast growth of c-commerce and internet usage, consumers have easily access to novel goods, and thus increase the opportunities of impulsive buying. It has been a focal point of consumer research, yet it's full view is not fully understood.
Experimental design was conducted to test the hypotheses about the antecedents and consequences of impulsive buying behavior among Taiwan's young people. Individual difference variables (impulsive buying tendency and novelty seeking) positively influenced impulsive buying behavior, however situational variables (time constrain and budget constrain) did not show significantly impact on impulsive buying behavior. Positive mood was induced following the buying behavior. As for the consequences of impulsive buying, results showed that negative moods and regret would be greater for subjects in debt than for those were not. Future research and managerial implications are addressed.

並列關鍵字

Impulsive Buying Behavior ； Impulsive Buying Tendency ； Novelty Seeking ； Mood and Regret