衝動購買傾向、流行意識與廣告涉入程度對消費者購買意願之影響

The Effect of Impulsive Buying Tendency, Fashion Consciousness with Advertising Involvement and on the Willingness of Consumer to Buy

余億盈(Yi-Ying Yu)

《北商學報》 27-30期 (2016/07) Pp. 1-24

摘要

消費者之衝動性購買行為其實相當的普遍，也由於經濟的蓬勃發展，人們的經濟條件變好且更有時間從事休閒娛樂活動，所以人們會開始注重物質及心靈的感受，也因此開始注意流行的事物。廣告是現代社會商業活動的重要媒介之一，廠商為了有效傳遞產品的相關訊息，使消費者認識其品牌及產品，無不投入大量經費進行宣傳，目的就是希望能引起消費者的興趣與購買意願。探討有關衝動性購買的研究多在探討消費者的購買決策過程是受到購物環境、時間、產品知識等因素的影響下，所產生的購買決策。而消費者的流行意識也因為愈來愈富裕，使得消費者會開始注意商品資訊，其會影響消費者對商品的感受，因此，消費者的流行敏感度對消費者購買意願是否會有影響。另外，消費者購買意願受到許多因素影響，其中廣告是大眾宣傳手法之一，亦是最常出現在消費者眼前的訊息，因此消費者對於商品廣告的關心程度是否會影響消費者對於商品訊息的判斷，並進而影響購買意願？亦即廣告涉入程度是否具有干擾效果為本研究另一探討主題。

關鍵字

消費者購買意願 ； 衝動購買傾向 ； 流行意識 ； 廣告涉入

並列摘要

Consumer's impulsive buying tendency of behaviors actually is a common phenomenon. The economical is developing, therefore, the economic conditions of people improves that people can engage in the leisure recreational activity by their time. People can start to pay great attention to the material and the mind feeling, also start to focus on the popular things. Advertisement is one of modern important media in social trading, and the manufacturers transmit the related news about their product effectively, they make the consumers recognize their brand and the products. At the same time, the manufacturers invest the massive funds to carry on the propaganda; their goals are to arise consumer's interest and their purchasing willingness. The main idea of this research is to discuss related impulsive buying, and prior research is to discuss consumer's buying decision-making process that depends on shopping environment, time, product knowledge influences, and eventually consumers produce buying decision-making. Because consumer's popular consciousness are also increasingly, which causes the consumers start to pay attention to the commodity information. It can affect the consumer to the commodity feeling, therefore, consumer's popular sensitivity purchases is whether influential, which is one of questions in our research we want to discuss. The consumer's buying wish to come under many factor influences, in which advertisement is the populace propagandizing of techniques, also is most often appears in consumer at present news, therefore, consumer's commodity advertisement care degree weather can affect the consumer regarding the commodity news judgment, advances together affects the purchase wish? That is, the advertisement fords into the degree in the impulsive buying tendency, the popular consciousness and the consumer's buying the wish middle the relations whether has the disturbance effect for this research another discussion subject.

並列關鍵字

impulsive buying tendency ； fashion consciousness ； advertising involvement ； the willingness of consumers to buy