享樂購物動機與衝動購買： 探討購後後悔之影響與因應行為

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姓名

詹棨甯(Chi-Ning Chan) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

享樂購物動機與衝動購買：探討購後後悔之影響與因應行為
(Hedonic Shopping Motivation toward Impulsive Buying: Exploring the Influence of Post-Purchase Regret and Coping Behavior)

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摘要(中)

這篇論文主要在探討在享樂購物動機與衝動購買，特別是購後後悔與因應行為之間的關係。共發出274份問卷，211份有效問卷。透過結構方程模型分析，初始模型驗證了享樂購物動機與衝動購買、衝動購買與購後後悔、購後後悔與因應行為，以及衝動購買與因應行為的直接關係。調整後的模型則增加了未預期的路徑，關於享樂購物動機與因應行為之間的關係。

摘要(英)

In this study we investigate how hedonic shopping motivation is related to impulsive buying, in particular how consumers deal with post-purchase regret, and coping behavior. A total of 274 respondents participated in the study, and resulted in 211 valid questionnaires. Using SEM analysis, the initial model showed positive relationships between hedonic shopping motivation to impulsive buying, impulsive buying to post-purchase regret, post-purchase regret to coping behavior, and direct path from impulsive buying to coping behavior. The modified model suggested an unexpected path from hedonic shopping motivation to coping behavior.

關鍵字(中)

★ 衝動購買
★ 購後後悔
★ 因應行為
★ 享樂性購物動機

關鍵字(英)

★ impulsive buying
★ regret
★ coping
★ hedonic shopping motivations

論文目次

摘要 i

Abstract ii

誌謝 iii

Chapter 1 Introduction 1

Chapter 2 Conceptual Background 3

2-1 Hedonic Shopping Motivation 3

2-2 Impulsive buying 5

2-3 Post-Purchase Regret 8

2-4 Coping 13

Chapter 3 Method 17

3-1 Participants and Data Collection 17

3-2 Instrument 17

3-3 Procedure 18

Chapter 4 Results 20

4-1 Descriptive statistics 20

4-2 Hypothesis and initial model testing 21

4-3 Modified model 23

Chapter 5 Discussion 26

5-1 Discussion 26

5-2 Management and consumer implications 27

5-3 Limitations and Directions for Future Research 30

5-4 Conclusion 30

REFERENCES 31

Appendix A 37

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指導教授

杜秉叡(Ben-Roy Do)

審核日期

2015-8-31

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