透過消費者情緒狀態檢視對衝動性購物之影響: 以百貨業為例

Using consumer’s emotional state to examine the effect on impulse purchase: The case of department store industry

陳宣妤(Hsuan-Yu Chen)

指導教授 ： 陳澤義 博士

國立臺北大學/商學院/國際企業研究所/碩士(2016年)

摘要

這篇論文的主要目的為探討藉由消費者在百貨公司進行購物的情緒狀態，其產品屬性對消費者衝動性購物與購買意圖之間的關係。我們發現銷售促銷對衝動性購物行為有強烈影響。銷售促銷可經由愉悅情緒來影響衝動性購物與購買意圖。因此百貨公司行銷人員可以經由增加銷售促銷活動的執行，包括價格折扣的金錢促銷和贈送禮品的非金錢促銷，提升購物者進行衝動性購物的比例與購買意圖。因為透過產品促銷活動來吸引消費者的注意，導致消費者對在該百貨公司購物有愉悅經驗，強化消費者和該百貨公司之間的關係。

關鍵字

衝動性購物 ； 消費者情緒狀態 ； 電子商店印象 ； 銷售促銷 ； 百貨產業

並列摘要

The aim of this study is to illustrate the causal relationship among product attributes, the consumer’s emotional state, and impulse purchase behavior. Product attributes, especially sales promotion, have a great influence on impulse purchase behavior. Thus, department store industry marketers could improve impulse purchase behavior and purchase intentions by encouraging sales promotion, including monetary promotion and non-monetary promotion. Specifically, the implementation of a sales promotion raises the customer’s level of the pleasure emotion. In turn, pleasure emotion strengthens the consumer’s impulse purchase behavior and purchase intention.

並列關鍵字

Impulse purchase ； Consumer’s emotional state ； E-store image ； Sales promotion ； Department store industry

參考文獻

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