探究從眾性購買和衝動性購買之關係

Investigating the Relationship between Conformity and Impulse Purchasing Behavior

李美慧(Mei-Hui Lee)

《經營管理論叢》 3卷2期 (2007/12) Pp. 117-127

https://doi.org/10.6872/OMR.200712_3(2).0024

摘要

本研究目的為探討從眾性購買和衝動性購買行為之關係，Luo（2005）提出衝動型購買因素實際上與他人（即：從眾行為）有關，其研究結果發現關係並不一致。本研究為進一步釐清兩者之關係，採用問卷調查法，並以線性結構方程式檢測從眾性購買與衝動性購買行為之關係。本研究之實證結果得知，從眾性購買和衝動性購買行為呈現正向關係，其可補充衝動性購買行為文獻之不足，並且依據結果提出實務建議，以提升廠商之銷售額。

關鍵字

衝動性購買 ； 從眾性購買行為 ； 物質主義

並列摘要

The purpose of this study is to investigate the relationship between conformity and impulse purchasing behavior. Luo (2005) has presented that conformity would influence the impulse purchasing behavior, nevertheless, the relationship still remains unclear. Hence, it is necessary to investigate its relationship. This study analyzed the difference of their relationship by the LISREL model. The empirical evidences demonstrated that the consumer with higher conformity purchasing, the higher impulse purchasing behavior will be. The perceived results could not only modify the theory of impulse purchasing behavior, but also provide the possible marketing strategies for marketing managers.

並列關鍵字

impulse purchase ； conformity purchasing behavior ； materialism