運動用品店促銷方式對消費者非計畫性購買影響之研究－以商店氣氛為干擾變數

本研究旨在探討運動用品店之促銷活動如何影響消費者的非計畫性購買行為，另外在加入商店氣氛的干擾要素後，會有如何之影響。本研究以發放網路問卷方式，調查具有運動用品店消費經驗之族群，有效問卷共367 份。以階層迴歸分析探討變項之各構面之交互作用影響。研究結果發現促銷方式會正向影響消費者之非計畫性購買行為。在構面影響中發現運動用品店之非價格促銷激發非計畫性購買比價格促銷更具影響力。在干擾變數方面，運動用品店之商店氣氛則會干擾促銷方式對非計畫性購買之影響。其中以非價格促銷配搭環境因素最容易激發非計畫性購買。依變項不同構面中，提醒式、純粹式、計畫式、建議式非計畫性購買則分別會受到不同的交互作用之影響。最後根據結果探討，不同效果之非計畫性購買可搭配不同之促銷方式與商店氣氛之交互策略，作為運動用品店經營方針之參考。

關鍵字

促銷活動；衝動購買；運動用品

並列摘要

This study is designed to investigate how the sales promotion of sport goods stores affects consumer's unplanned buying behavior. When it joins the store atmosphere as the moderator variable, how it will affect the behavior. This study distributed network questionnaires, surveying the groups of people that have experiences of consuming sport goods. The effective surveys are 367 valid questionnaires in total. The study used hierarchical regression analysis to investigate the interaction among the various facets of the variables. The results found that promotions will positively affect the unplanned buying behavior of the consumers. It found that the influences on different facets in non-price promotions more influential than price promotions to stimulate the sport goods unplanned buying. In terms of moderator variables, the store atmosphere will affect the sport goods store promotions for unplanned buying behavior. The ways of non-price promotions matching with environmental factors are most likely to stimulate unplanned buying behaviors. According to the different facets of the variables: reminded buying type, pure buying type, planned buying type, suggested buying type, it affected the unplanned buying behavior with different interactions respectively. Finally, according to the results of the study, the unplanned buying behavior on different effects can be stimulated with a different way of marketing strategies and the store atmosphere. It also can be used as a reference management policy of sport good stores.