Effect of Consumers' Emotional State on Their Impulse Purchase on e-Marketing

從消費者情緒狀態探討其在網路行銷中的衝動性購買行為

陳澤義(Tser-Yieth Chen) ； 葉彩蓮(Tsai-Lien Yeh) ； 陳宣妤(Hsuan-Yu Chen)

《商略學報》 9卷3期 (2017/09) Pp. 141-162

https://doi.org/10.3966/207321472017090903001

摘要

The aim of this study is to propose a mood-oriented impulse purchase model to illustrate the causal relationship among product attributes, the consumer's emotional state, and impulse purchase behavior. We create a new term ＂mood-oriented impulse purchase model＂ and propose a mood-oriented impulse purchase model in our research which is parallel to famous fashion-oriented impulse purchase model. Based on empirical survey results, sensory attribute and sales promotion would influence pleasure emotion and dominance emotion. Both pleasure emotion and dominance emotion would influence impulse purchase behavior. Thus, department store industry marketers could improve impulse purchase behavior and purchase intentions by encouraging sales promotion and improving product attribute, by raisin g the customer's level of the pleasure emotion in turn to promote impulse purchase behavior. Besides, marketer should also realize e-store image is useful in raising dominance emotion, which can also improve impulse purchase behavior.

關鍵字

Sales Promotion ； Store Image ； Emotional State ； Impulse Purchase ； Mood-Oriented Impulse Purchase Model

並列摘要

本文的主要目的在藉由消費者在百貨賣場進行購物的情緒狀態，探究其對於消費者衝動性購物與購買意圖之間的關係。研究發現銷售促銷對於衝動性購物行為具有強烈正向影響。作者提出一個新名詞「心情導向的衝動購買」，並提出心情導向的衝動購買模式，其與著名的時尚導向的衝動購買模式平行並列。研究結果顯示，銷售促銷可以透過愉悅情緒與支配情緒以影響衝動性購物和購買意圖，而線上商店形象，則可透過支配情緒，提高衝動性購物與購買意圖。因此，百貨公司行銷經理可以執行提升銷售促進的相關活動，包括價格折扣的財務促銷，和贈送禮品的非財務促銷，以提升購物者進行衝動性購物的比例和購買意圖。係因為商家透過銷售促進活動來吸引消費者注意，導致消費者對於在該百貨賣場購物具有愉悅經驗，藉以增強消費者與該百貨賣場之間的關係。另外，行銷經理也須了解，線上商店形象則有助於提高支配情緒，此也可促進消費者的衝動性購買行為。

並列關鍵字

銷售促進 ； 商店印象 ； 消費者情緒狀態 ； 衝動性購買 ； 心情導向的衝動性購買模式

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