人格與衝動購買提神飲料： 探討規範從眾與資訊從眾對衝動性之調節

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姓名

袁杏(Hsing Yuan) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

人格與衝動購買提神飲料：探討規範從眾與資訊從眾對衝動性之調節
(Personality and Impulse Buying of Energy Drinks: The Moderating Role of Conformity)

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摘要(中)

本研究旨在探討：「衝動性」、「五大人格」與「核心自我評估」是否會影響「衝動購買」，並探討「資訊性從眾」及「規範性從眾」是否會有調節其效果。自變項「衝動性」又分為三個子構面：「注意力衝動」、「行動性衝動」及「非計劃性衝動」。本研究使用問卷調查法，以便利抽樣方式針對國內有飲用提神飲料的消費者進行問卷調查與資料蒐集，經實體發放260份問卷後，有效問卷共238份，並經SPSS統計軟體，以迴歸分析來進行統計分析。研究結果顯示，消費者衝動性的三個子購面「注意力衝動」、「行動性衝動」及「非計劃性衝動」對衝動購買均存有正向關係；調節效果方面，資訊性從眾可有效調節非計劃性衝動對於衝動購買的影響。

摘要(英)

Impulse buying of energy drinks was explored using factors of impulsivity, five-factor model of personality, and core self-evaluations, as well as the moderation effect of conformity. Impulsivity was examined on attentional impulsiveness, motor impulsiveness and non-planning impulsiveness. Self-administered questionnaires were distributed to 260 respondents who have purchased energy drinks, and 38 valid questionnaires were analyzed. Using hierarchical regression analysis, the results revealed that there are significant positive relationships between impulsivity and impulse buying, including attentional impulsiveness, motor impulsiveness and non-planning impulsiveness. Findings also suggest that information influence moderates the effects of non-planning impulsiveness on impulse buying.

關鍵字(中)

★ 衝動性
★ 衝動購買
★ 資訊性從眾
★ 提神飲料

關鍵字(英)

★ Impulsivity
★ Impulse buying
★ Information influence
★ Energy drinks

論文目次

目錄
中文摘要 iii
英文摘要 iii
誌謝 iii
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 2
1-3 研究流程 3
第二章文獻探討 5
2-1 提神飲料（energy drinks） 5
2-1-1 台灣食品產業現況 5
2-1-2 台灣飲料市場 5
2-1-3 飲料之定義與分類 6
2-1-4 台灣機能性飲料銷售狀況 7
2-1-5 機能性飲料和提神飲料 8
2-1-6 我國提神飲料 9
2-2 衝動購買（impulse buying） 9
2-1-1 衝動購買的定義 9
2-1-2 衝動購買的理論 10
2-3 人格特質（personality） 12
2-3-1 衝動性的定義（impulsivity） 12
2-3-2 衝動性的理論 13
2-3-3 核心自我評估（core self-evaluation） 15
2-3-4 五大人格特質模型（The Five Factor Model of Personality, FFM） 17
2-4 調節變項 20
2-4-1 從眾行為的定義（conformity） 20
2-4-2 從眾行為的理論 20
2-3-3 衝動性與從眾行為之關係 22
2-3-4 從眾行為與衝動購買之關係 23
第三章研究方法 24
3-1 研究架構與假說 24
3-2 研究樣本 25
3-3 研究工具 25
3-4 研究步驟 29
第四章研究結果 31
4-1 樣本描述性統計 31
4-2 信度分析及量表描述性統計 32
4-3變項間之相關 33
4-4階層迴歸分析 36
第五章結論與建議 39
5-1 研究討論 39
5-2 研究結論 41
5-3 管理意涵 42
5-4 研究限制與未來建議 44
參考文獻 46
附錄：研究問卷 52

參考文獻

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指導教授

杜秉叡(Ben-Roy Do)

審核日期

2018-1-24

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