銷售人員外表吸引力與說服策略以及消費者人格特質
對衝動性購買的影響-以服飾業為例

張競之

doi:10.6846/TKU.2015.01017

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銷售人員外表吸引力與說服策略以及消費者人格特質對衝動性購買的影響-以服飾業為例

A Research of the effect of Facial Attractiveness of sales, Persuasive Strategy and Consumer Personality on Impulsive Buying Behavior-A case study of clothes industry

張競之 , Masters　　Advisor：曾忠蕙　　

繁體中文 DOI： 10.6846/TKU.2015.01017

外表吸引力；說服策略；人格特質；衝動性購買； Facial Attractiveness ； Persuasive Strategy ； Consumer Personality ； Impulsive Buying Behavior

Abstract │ Reference (66) │ Altmetrics

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Clothes industry with more and more foreign brands entered or many own brand stores set up recently. It more competitive that we can see. While consumer impulse buying phenomenon is particularly prevalent in the retail industry. In this research, we present some factors that may affect consumer impulse buying. Including the Physical Attractiveness of the sales, Persuasive Strategy and Consumer Personality. To investigate that whether there are significant differences in these variables affecting impulse buying of consumer.
    In this study, we choose representative of physical attractiveness in Low / High as the experimental manipulation of the physical attractiveness; And classifying Persuasive Strategy into six models; we also classified Consumer Personality into Low / High level. According to these classification, these variables are analysised how the effect on Impulsive Buying Behavior. Furthermore, do more detailed discussion of these variables on the influence different types of Impulse Buying Behavior, and to explore the effect on Impulsive Buying Behavior by interaction between Physical Attractiveness and Persuasion Strategy.
    After follow-up study hypothesis, we found that there are significant differences in consumers Impulsive Buying Behavior with different level of Physical Attractiveness, Persuasive Strategy and Consumers Personality. Furthermore, we are also found that there are significant differences in Reminder Impulsive Buying and Planned Impulsive Buying with different level of Physical Attractiveness, Persuasive Strategy and Consumers Personality. And about the interaction between Physical Attractiveness and Persuasion Strategy, the high physical attractiveness of the sales with the authoritative rule will affects consumers Impulsive Buying Behavior more efficiently.

Reference ( 66 ) 〈TOP〉

周蕙莉(2003)，五大人格特質、性別角色與轉換型領導關聯性之研究，中原大學企業管理研究所碩士論文。
連結：
孫蒨如與楊守城(2006)，外表吸引力對自我評價的影響－談相似性與自我層面的調節作用，教育與心理研究，29期(3)，頁571-597。
連結：
黃玉雯(2007)，商店印象、歸範性評估、消費體驗對衝動性購買影響之研究，成功大學企業管理研究所在職專班碩士論文。
連結：
楊國樞（黃貴應主編）（1994），劉邵的人格特質及其詮釋，人觀、意義與社會，台北：中央研究院民族學研究所。
連結：
Applebaum, W.(1951),Studying Consumer Behavior in Retail Stores,Journal of Marketing, 16:172-178.
連結：

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