探討消費者衝動性特質和選項框架對衝動購買意願之影響

Effects of Consumer Impulsivity Traits and Option Framing

王若宇(Ruo-Yu Wang)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200203

摘要

隨著電子商務的日漸發達，有越來越多研究顯示網路購物會使消費者激起衝動購買的意願。本研究主要分為兩個主軸，過去研究指出消費者面對網路商場情境會受到消費者本身衝動性特質而產生不同的衝動購買意願。本文延續過去研究進一步探討商品特性及滿額贈促銷方案對於消費者衝動購買意願之影響。另外，利用「選項框架」將相同的商品組合、價格以不同型式呈現，探討消費者對於衝動購買意願之變化。
本研究以實驗設計法操弄部分變數，分為2（衝動性特質：高/低）x 2（選項框架：+OF/-OF）x 2（產品類型：享樂性產品/功利性產品）x 2（滿額贈促銷：滿5000送500/滿8000送800）一共16組。本實驗於網路上搜集760有效樣本進行研究，並採ANOVA進行統計分析，以驗證本研究所推導之研究假設。
研究結果顯示，消費者選購商品會受到本身衝動性特質和選項框架所影響，具高衝動特質之消費者較易產生衝動購買意願；在-OF的情境下較容易提高消費者衝動購買意願。此外，本文進一步探討證實，商品特性與促銷方案能夠激起消費者衝動增加購買意願。享樂性商品和滿額贈促銷方案皆能減緩消費者受到框架及本身衝動性特質影響，提高低衝動性特質之消費者的衝動購買意願；增加消費者在+OF情境下消費者衝動購買意願。

關鍵字

衝動性特質 ； 選項框架 ； 享樂性產品 ； 功利性產品 ； 滿額贈促銷

並列摘要

With the proliferation of e-commerce, there is growing evidence that online impulse buying is an emerging phenomenon, which has been the focus of researchers from a variety of disciplines. This study investigates consumer impulsivity traits and option framing effect on online consumer impulse buying intention. A 2(Impulsivity traits: high/low) x 2(option framing: +OF/-OF) x 2(cash refund promotion level: high/ low) x 2(product type: hedonic product/utilitarian product) online experiment was conducted. The experiment results demonstrated that subjects with high impulsivity traits, subtractive option framing are more likely to engage in impulse buying intention. Specifically, consistent with past online impulse buying research, price framing manifests as an environmental cue that directly influences the likelihood that a consumer will experience an urge to buy impulsively. In addition, the effects of consumer impulsivity traits and option framing on consumer impulse buying intention were moderated by cash refund promotion and product type. Theoretical and managerial implications of these findings are provided.

並列關鍵字

Impulsivity traits ； option framing ； hedonic product ； utilitarian product ； cash refund promotion

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