心情狀態、價格折扣與購物情境對購買意願的影響─產品涉入為干擾變數

The Effects of Mood State, Price Discount and Shopping Situation on Purchasing Intention─ the Moderating Effect of Product Involvement

蘇巧韻(Chiao-yun Su)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

由於網際網路的成長，提供了很好的購買管道。而在消費者選擇的過程中，常常會因為一些因素而改變其購買決策，例如當時的心情與價格折扣，皆會影響其最終的決策。同時，不同產品涉入程度的消費者在面對不同的刺激環境下，其知覺反應也會有所不同。因此本研究以2(心情狀態：正向、中立)×2(價格折扣：高折扣、低折扣)×2(購物情境：實體商店購物、網路購物)×2(產品涉入程度：高、低)的受試者間實驗設計來探討心情、價格折扣與購物情境對購買意願的影響，同時探討產品涉入的干擾效果。本研究以大同大學208位學生為實驗對象。獲得以下結論：
1. 正向心情下的購買意願比中立心情高。
2. 高價格折扣下的購買意願比低價格折扣高。
3. 網路購物情境下的購買意願與實體商店購物情境無差異。
4. 在高產品涉入下，正向心情比中立心情狀態下的購買意願高。
5. 在低產品涉入下，中立心情與正向心情狀態下的購買意願無差異。
6. 在高產品涉入下，高價格折扣與低價格折扣的購買意願無差異。
7. 在低產品涉入下，低價格折扣與高價格折扣的購買意願無差異。
8. 在高產品涉入下，網路購物情境與實體商店購物情境的購買意願無差異。
9. 在低產品涉入下，實體商店購物情境與網路購物情境的購買意願無差異。

關鍵字

心情、價格折扣、購物情境、產品涉入

並列摘要

The emergence of internet has offered the blessing of convenient shopping at home. In the consumers’ purchasing processes, they often change their purchasing decisions for some factors, such as mood and price discount. In the meantime, customers who have different product involvement facing different stimulate environment would have different perceptions and responsiveness. Therefore, in this study, we use 2 (mood

state: positive or neutral) ×2 (price discount: high or low) ×2 (shopping situations: physical or online) ×2 (product involvement: high or low)between-subjects experiment design to investigate the effects of price discount and shopping situations on purchasing intention. At the same time, we also study the moderating effect of product involvement. The research subjects were 208 college students from Tatung University. We have some findings as follows:
1. The purchasing intention on positive mood is greater than neutral mood.
2. The purchasing intention on high price discount is greater than low price discount.
3. The purchasing intention on online shopping is greater than physical store shopping.
4. Under the high product involvement, the purchasing intention on positive mood is greater than neutral mood.
5. Under the low product involvement, the purchasing intention between neutral mood and positive mood is indifferent.
6. Under the high product involvement, the purchasing intention on high price discount is greater than low price discount.
7. Under the low product involvement, the purchasing intention on low price discount is greater than high price discount.
8. Under the high product involvement, the purchasing intention on online shopping is greater than physical store shopping.
9. Under the low product involvement, the purchasing intention on physical store shopping is greater than online shopping.

並列關鍵字

product involvement ； shopping situations ； price discount ； mood state

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