計畫下的非計畫行為－功能性商品的衝動購買行為探討;Unplanned Behavior under Plan: A Study of Impulse Purchasing in Functional Products Abstract

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Title:	計畫下的非計畫行為－功能性商品的衝動購買行為探討;Unplanned Behavior under Plan: A Study of Impulse Purchasing in Functional Products Abstract
Authors:	胡昕昀;Hu,Hsin-Yun
Contributors:	資訊管理研究所
Keywords:	計畫行為理論;衝動購買;健身課程;電腦課程;時間壓力;Theory of Planned Behavior (TPB);healthy course;computer course;tim pressure;impulse purchasing
Date:	2012-06-27
Issue Date:	2012-09-11 19:12:39 (UTC+8)
Publisher:	國立中央大學
Abstract:	雖然計畫行為理論（Theory of Planned Behavior, TPB）對意圖與行為的解釋能力，已在眾多實徵研究中受到相當程度支持與重視。但是，真實世界中人類有許多行為卻不全然都是計劃行為，單純使用計畫型的理論並無法對人類行為解釋完全。本研究採用購買電腦課程或是健身課程行為作為研究情境，以「衝動購買」以及「時間壓力」作為切入點，試圖探討「非計畫」的因素，對計畫行為理論模型的影響及其在模型中的配置情形，此外將描述性規範加入於TPB模型中，探討「規範」在購買電腦課程或是健身課程的情境中所扮演的角色。本研究利用PLS進行分析，結果發現男性在參與電腦課程中，實際行為會受到態度以及當次購買的行為意圖所影響，且男性在選擇電腦課程時，會因為好朋友、同事，以及家人的支持，影響參與電腦課程的當次購買的行為意圖；女性在參與電腦課程中，較重視好朋友、同事，以及家人是否參加該電腦課程，且會因為購買當下的時間壓力，影響購買電腦課程的實際行為；男性在參與健身課程的部分，實際產生衝動購買的行為是受到當次購買的行為意圖、感覺到想要購買的衝動所影響；女性則是會因為時間的壓力、感覺到想要衝動購買影響實際的行為，而且女性會因為好朋友、同事，以及家人的支持與是否參與，而影響當次購買的行為意圖。整體而言，消費者在電腦課程以及健身課程的購買狀況，大部分的消費者都是在介紹完課程的當天，便立即決定購買產品，並且很多消費者都購買了比原先來洽詢時還要多的課程組合，進一步將資料進行性別分群後的分析結果顯示，女性較男性容易產生衝動購買。The Theory of Planned Behavior (TPB) has received considerable attention and empirical support for explaining human behavior in the literature. However, many human behaviors are not planned in the real world. So the theory of planned behavior may not explain all human behaviors. This study proposes that some unplanned purchasing behavior can effectively be explained by TPB by extending it with some impulse components, including impulse and time pressure. Descriptive norm is also included as an antecedent of behavioral intention. The extended model was tested under two scenarios: purchasing computer training courses and healthy courses. It uses PLS and finds in computer training courses, the actual behavior are effected by attitude and intention for the male. Also when the male purchases computer training courses, the intention is effected by friends, co-workers, and family support. For the female, it is important that friends co-workers, and family attend or not. Also the time pressure influences actual behavior. In healthy courses, the male felt need and then purchasing. For the female, the time pressure and felt need influence actual behavior. Also the intention is effected by friends, co-workers, and family support and attend or not. Overall, the result shows most consumers purchase immediately. Also they purchase more programs than they wanted. Moreover, after dividing the genders, the result shows the female are more impulsive than the male, as is commonly know.
Appears in Collections:	[Graduate Institute of Information Management] Electronic Thesis & Dissertation

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