衝動特質、促銷方式、從眾行為對衝動性購買童裝之影響—以台灣中、南部為例

少子化的社會趨勢，加深了家長對子女養育上改變，父母在選購童裝從原本只注重保暖轉變成一種追求美觀、價值，購買童裝朝向精緻化。童裝市場因世代的不同及消費族群的購買行為改變，名牌童裝已經成為中高所得的父母為子女選購服裝的消費形態。台灣高價童裝市場的消費能力提升，因此也改變了父母在購買童裝的消費行為。本研究在瞭解中南部家長在衝動特質、促銷方式、從眾行為對衝動性購買童裝之影響。主要研究方法採用問卷調查法進行資料的蒐集與分析。研究對象本研究以居住在中南部家中有2-7歲幼兒幼稚園家長，以立意取樣發放問卷，共發放350份問卷，回收有效問卷300份，回收率85％。分別採用「衝動特質量表」、「衝動性購買量表」、「促銷式量表」和「從眾行為量表」為研究工具。本研究以敘述性統計、信度分析、變異數分析、集群分析、Scheffe多重比較檢定，並用線性結構分析(LISREL)驗證研究假設。根據研究結果歸納出結論如下：（一）家長購買童裝之衝動特質對從眾行為有顯著影響。（二）家長購買童裝之衝動特質對促銷方式有顯著影響。（三）家長購買童裝之促銷方式對從眾行為有顯著影響。（四）家長購買童裝之從眾行為對衝動性購買有顯著關係。綜合上述，本研究發現家長在購買童裝決策時，家長屬於衝動特質愈高，會有較高的從眾行為，而產生衝動性購買；家長屬於高衝動特質，容易因促銷方式而產生衝動購買行為；家長因促銷方式，而引起高從眾行為，較容易有衝動性購買；家長屬於高從眾行為的消費者，會較容易有高衝動性購買。最後本研究建立的架構及實證結果，提出研究限制與後續研究之建議。

關鍵字

衝動性購買、衝動特質、促銷方式、從眾行為、消費行為、童裝

並列摘要

Abstract The low birth rate in Taiwan changes parents’ attitudes towards raising children. Parents’ pursuit switches from warmth to beauty, value, and refinement when purchasing of children's clothing. Because of the different generations and the change of consumers’ behavior from different population, brand-name children's clothing has become high-income parents’ consumption patterns. Consumption capacity in Taiwan’s high-priced children’s wear market boosted, and thus changed the consumer behavior of parents in purchase of children's clothing. In this study, we want to understand how the impulse characteristics, the ways of promotion, and herding behavior affect impulse buying for children's clothing. To collect data for analysis, the main research method adopts questionnaire survey. The objects of the study are parents having 2-7 years old children in kindergarten in the central and southern Taiwan. We utilize the purposive sampling. There are 350 questionnaires distributed and 300 valid questionnaires. The recovery rate is 85%. We utilizes the "impulse characteristics scale", "impulse buying scale", "promotion scale" and "herding behavior scale" as our research tools. In this study, descriptive statistics, reliability analysis, variance analysis, cluster analysis, Scheffe multiple comparison test, and linear structure analysis (LISREL) are used to test the hypotheses. We conclude the following points based on the results from our study: (1) The impulse characteristics of parents have a significant effect on herding behavior when parents purchase their children's clothing. (2) The impulse characteristics of the parents in purchase children's clothing have a significant effect on ways of promotion when parents purchase their children's clothing. (3) The ways of promotion have a significant effect on herding behavior when parents purchase their children's clothing. (4) There is a significant relationship between impulse buying and herding behavior when parents purchase their children's clothing. To sum up, the study discovers that the stronger the impulse characteristics of parents, the stronger the herding behavior to generate impulse buying. Parents with strong impulse characteristics are more prone to impulse buying as result of promotion. When promotion leads to parents’ strong herding behavior, parents tend to buy their children’s clothing on impulse. Parents with strong herding behavior are more likely to end up with impulse buying. Finally, our study establishes the framework and empirical results and we offer the recommendations on the limitations on study and future research.