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姓名 胡昕昀(Hsin-Yun Hu)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 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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摘要(中) 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。
摘要(英) 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.
關鍵字(中) ★ 計畫行為理論
★ 衝動購買
★ 健身課程
★ 電腦課程
★ 時間壓力
關鍵字(英) ★ Theory of Planned Behavior (TPB)
★ healthy course
★ computer course
★ tim pressure
★ impulse purchasing
論文目次 表目錄 IX
圖目錄 X
第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 3
1.4研究流程 4
1.5論文結構 4
第二章 文獻探討 6
2.1計畫行為理論 6
2.2 描述性規範 11
2.3計畫行為理論的相關研究 13
2.4衝動性購買行為 14
2.5性別差異對衝動購買的影響 20
2.6產品屬性 21
第三章 研究方法 24
3.1研究架構 24
3.2研究假說 29
3.3研究設計 31
第四章 資料分析 41
4.1樣本特徵 41
4.2信效度分析 43
4.3研究假說檢測 49
第五章 資料分析:性別分析 58
5.1電腦課程 58
5.2健身課程 63
第六章 結論 73
6.1 研究發現與討論 73
6.2 學術與管理意涵 77
6.3 研究限制與未來研究建議 79
參考文獻 80
附錄一 電腦課程問卷 87
附錄二 健身課程問卷 90
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Ajzen, I., “The theory of planned behavior,” Organizational Behavior and Human Decision Processes, 50(2), 179-211, 1991.
Ajzen, I. and Madden, T.J., “Prediction of goal-directed behavior: attitudes, intentions, and perceived behavioral control,” Journal of Experimental Social Psychology, 22(5), 453-474, 1985.
Armitage, C.J. and Conner, M., “The theory of planned behavior: a review and avenues for further research,” Journal of Applied Social Psychology, 28, 1430-1464, 1998.
Armstrong, G. and P. Kotler, Marketing: An introductin, 10th edition, Prentice Hall, 2010.
Asch, S. E., Effects of group pressure upon the modification and distortion of judgments, New York, NY: Harper and Row, 1953.
Babin, B.J., W.R. Darden and M. Griffin, “Work and/or fun: measuring hedonic and utilitarian shopping value,” Journal of Consumer Research, 20(March), 644-656, 1994.
Balaz, V., “Reports: five years of economic transition in Slovak tourism: successes and shortcomings,” Tourism Management, 16(2), 143-159, 1995.
Bassellier, G., Reich, B.H., and Benbasat, I., “Informaiton technology competence of bussiness managers: a definition and research model,” Journal of Management Information Systems, 17(4), 159-182, 2001.
Bearden, W. O. and M. J. Etzel, “Reference group influence on product and brand purchase decisions,” Journal of Consumer Research, 9(2), 183-194, 1982.
Beatty, S.E. and E.M. Ferrell, “Impulse buying: modeling its precursors,” Journal of Retailing, 74(2), 169-191, 1998.
Beck, L. and I., Ajzen, “Predicting dishonest action using the theory of planned behavior,” Journal of Research in Personality, 24, 285-301, 1991.
Bellenger, D.N., D.H., Robertson, and E.C., Hirschman, “Impulse Buying varies by product,” Journal of Advertising Research, 18(6), 15-18, 1978.
Belk, R., “Situational variables and consumer behavior,” Journal of Consumer Research, 2(Dec), 157-164, 1975.
Burck, G., “What makes women buy?” Fortune, 5015(2), 94, 1956.
Burnkrant, R. E. and A. Cousineau, “Informational and normative social influence in buyer behavior,” Journal of Consumer Research, 2(3), 206-215, 1975.
Cartwright, D., “The nature of group cohesiveness,” In Group Dynamics: Research and Theory, London: Tavistock, ed. D Cartwright, A Zander, pp. 91-109, 1968.
Cialdini, R.B., C.A., Kallgren, and R.R., Reno, “A focus theory of normative conduct,” Advances in Experimental Social Psychology, 24, 201-234, 1991.
Cialdini, R.B., R.R., Reno, and C.A., Kallgren, “A focus theory of normative conduct: recycling the concept of norms to reduce littering in public places,” Journal of Personality and Social Psychology, 58(6), 1015-1026, 1990.
Conner, M. and C.J., Armitage, “Extending the theory of planned behavior: A review and avenues for further research,” Journal of Applied Social Psychology, 28(15), 1429-1464, 1998.
Conner, M. and B. McMillan, “Interaction effects in the theory of planned behavior: Studying cannabis use,” British Journal of Social Psychology, 38, 195-222, 1999.
Cronbach, L.J., “Test reliavility: Its meaning and determination,” Psychometrika, 12(1), 1-16, 1947.
Deutsch, M. and H. B. Gerard, “A study of normative and informational social influences upon individual judgment,” Journal of Abnormal and Social Psychology, 51(3), 629-636, 1955.
Dholakia, U.M., “Temptation and resistance: An integrated model of consumption impulse formation and enactment,” Psychology & Marketing, 17(11), 955-982, 2000.
Eagly, A. H. and S. Chaiken, The psychology of attitudes, Harcourt Brace Jovanovich College Publishers, 1993.
Engel, J.F., R.D., Blackwell, and P.W., Miniard, Consumer behavior, 8th edition, New York: The Dryden Press., 1995.
Fishbein, M. and I., Ajzwn, Belief, attitude, intention and behavior: An introduction to theory and research, Addison-Wesley, Reading, MA., 1975.
Fishbein, M. and M.C. Yzer, “Using theory to design effective health behaviour interventions,” Communication Theory, 13, 164-183, 2003.
Fornell, C. and D. F. Larcker, “Evaluating structural equation models with unobservable variables and mearsurement error,” Journal of Marketing Research, 18(1), 39-50, 1981.
Fornell, C. and F.L. Bokstein, “Two structural equationmodels:LISREL and PLS applied to consumer exit-voice theory,” Journal of Marketing Research, 19(4), 440-452, 1982.
Forsyth, D. R., Group dynamics, Wadsworth Pub Co, 2009.
Garbarino, E. and M. Strahilevitz, “Gender differeces in the perceived risk of buyig online and the effects of receiving a site recommendation,” Journal of Busines Research, 57, 768-775, 2004.
Hair, J.F. Jr., W.C., Black, B.J, Babin, R.E., Anderson, and R.L., Tatha,, Multivariate data analysis, 6th, New York: Prentic Hall, 2006.
Han, H., Lee, S., and Lee, C., “Extending the theroy of planned behavior: visa exemptions and the traveller decision-making process,” Tourism Geographies, 13(1), 45-74, 2011.
Hankins, M., D. French and R. Horne, “Statistical guidelines for studies of the theory of reasoned action and the theory of planned behaviour,” Psychology & Health, 15(2), 151-161, 2000.
Hoch, S.J. and G.F. Loewenstein, “Time-inconsistent preferences and consumer self-control,” Journal of Consumer Research, 17(March), 492-507, 1991.
Iyer, E.S., “Unplanned Purchasing: Knowledge of shopping environment and time pressure,” Journal of Retailing, 65(1), 40-57, 1989.
Kollat, D.T. and R.P., Willett, “Customer impulse purchasing behavior,” Journal of Marketing Research, 4(Feb), 21-31, 1967.
Kolter, P., Marketing management: Analysis, planning implementation and control, 9th edition, New Jersey: Prentice Hall., 1996.
Lee, C.K., Song, H.J., and Bendle, L., “The impact of visa-free entry on outbound tourism: a case study of Korean travelers visiting Japan,” Tourism Geographies, 12(2), 302-323, 2010.
Lohmoller, J. B., Latent variable path modeling with partial least squares, Physica-Verlag, 1989.
Lu, Y., Zhou, T. and Wang, B., “Exploring Chinese users’’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory,” Computers in Human Behavior, 25(1), 29-39, 2009.
Minton, A.P. and R. L., Rose, “The effects of environmental concern on enciromentally friendly consumer behavior: An exploratory study,” Journal of Business Research, 40, 37-48, 1997.
Nagel, J. H., The descriptive analysis of power, New Haven: Yale University Press., 1975.
Nunnally, J. C., Psychometric theory, New York: McGraw-Hill, 1978.
Parker, D., A.S.R., Manstead, and S.G., Stradling, “Extending the theory of planned behavior: The role of personal norm,” British Journal of Social psychology, 34, 127-137, 1995.
Piron, F., “Defining Impulse Purchasing,” Advances in consumer research, 18, 509-514, 1991.
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指導教授 范錚強(Cheng-Kiang Farn) 審核日期 2012-6-27
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