| 摘要: | 「錯過銷售」在日常生活中是常見的，因此，本研究想要探討當受測者在錯過銷售的情況下，會如何影響後續的購買。本研究認為如果一樣是錯過銷售的情境，必定會受到某些因素不同而產生不同的購買決策，因此以實驗法加入「衝動性購買特質」、「購買涉入程度」、「促銷方式」、「稀少性」等變數，探討當消費者本身衝動性購買特質、購買涉入程度、錯過促銷方式不同時，是否會造成不同的購買決策；以及錯過的商品是「稀少性」商品時，又會產生何種不同的購買決策。 實驗結果如以下各點： 1. 受測者並不會因為本身衝動性購買特質不一而產生不一樣的購買決策。 2. 對於錯過銷售的受測者而言，面對額外提供的產品會刺激購買；反之在沒錯過銷售下額外面對另一選擇，則會因為無法選擇因而延遲購買。 3. 購買涉入高情況下錯過銷售，會增加延遲購買：購買涉入低情況下錯過銷售，反而會減緩延遲購買。 4. 錯過價格促銷的受測者，假若面對兩種選擇有助於減緩延遲購買；錯過非價格促銷的受測者，假若面對兩種選擇則會增加延遲購買。 5. 錯過稀少性商品促銷後，假若面對兩種選擇時，新增的選擇會占大多數的比率。 Daily life, "missed sale" is common, therefore, this study is about how consumers make buying decisions after missing sales. This study suggests that in the situation of a missed sale, different factors will result in different purchase decisions. Therefore, we use the method of laboratory experimentation, adding variables of "impulse buying trait," "purchase involvement", "promotions" and "scarcity" .When we study variables including different characteristics of impulse buying, different purchase involvement, different ways of promotion, missing scarcity sales will bring forth different decisions. Experimental results such as the following: 1. Consumers do not have different decisions under they have different characteristics of impulse buying. 2. Consumers who missed sales,when face the additional products will reduce the purchase delay. Consumers who do not missed sales, when face the additional products will increase the purchase delay. 3. Missing sales under Purchase of high involvement, when face the additional products will increase the purchase delay. Missing sales under purchase of low involvement, when face the additional products will reduce the purchase delay. 4. Missing sales under price promotion , when face the additional products will reduce the purchase delay. Missing sales under non-price promotion , when face the additional products will increase the purchase delay. 5. After missing promotion scarcity of goods, if faced with two choices, the new choice of the ratio of the majority |
