- 學位論文
產品愉悅性影響年輕女性衝動性購買行為之研究
The Effect of the Pleasure of Products on the Impulsive Buying Behavior for Young Female
摘要
本研究主要在探討產品的愉悅性影響年輕女性衝動購買的因素。研究流程共可分為三個階段：第一階段為探索階段，主要透過焦點團體訪談來蒐集可能影響之因素，並依結果提出研究假設。第二階段為驗證階段，使用問卷調查之方式，來驗證假設是否成立。第三階段為整合階段，即是將問卷結果進行歸納與分析，提出研究結論與建議。 研究結果為：(1)產品的愉悅性影響年輕女性衝動購買之因素共計11 項，分別是：(a)生理的愉悅：造形、色彩、材質。(b)社會的愉悅：朋友推薦、特殊場合需要。(c)心理的愉悅：性感、舒適度。(d)觀念的愉悅：流行、獨特性、展現個人品味、風格。(2)將11 項因素進行排名，影響衝動性購買前三名分別為：造形、材質、色彩。(3)由上述排名可得知，在四個層面的愉悅性中，以生理愉悅最能影響其衝動性購買，顯示衝動性購買與感官的愉悅有一定程度的關 連性存在。
並列摘要
The purpose of this research is to explore the relationship between the pleasure in a product and impulsive buying behaviors of young female consumers. The three phases of this research are as follows：Firstly, to gather possible factors by doing focus groups interview and develop the research hypotheses; Secondly, to confirm test the hypotheses by using the questionnaire; Finally, to sum up and analyze the data of the questionnaires and then to conclude the findings and recommendations. The main findings of this study are as follows: 1) There are 11 factors on how the pleasure in a product can affect impulsive buying behaviors: a) Physio-pleasure: the shape, color, and the material of a product. b) Socio-pleasure: recommendation from friends, needs on special occasions. c) Psycho-pleasure: such as sexiness and comfort. d) Ideo-pleasure: fashion, uniqueness, showing individual taste and style. 2) These 11 factors were ranked and the top 3 factors which affect impulsive buying behaviors the most are the shape, the material and the color. 3) Thus, the Physio-pleasure affects impulsive buying behaviors more than the other 3 kinds of pleasure of a product, this indicates that the relation between impulsive buying behaviors and sensory pleasure does exist.