快閃店購買意願受獨特性需求、衝動性購物、品牌形象、品牌忠誠度之影響

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蔡季璇(Chi-Hsuan Tsai) 查詢紙本館藏

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企業管理學系

論文名稱

快閃店購買意願受獨特性需求、衝動性購物、品牌形象、品牌忠誠度之影響
(Purchase Intention at Pop-Up Stores: Influenced by Need for Uniqueness, Buying Impulsiveness, Brand Image, and Brand Loyalty)

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至系統瀏覽論文 (2027-7-26以後開放)

摘要(中)

快閃店突然、短暫存在的特性，販售獨特、限量的商品，可能使消費者好奇，滿足其獨特性需求、引發衝動性購物傾向，若加上品牌形象與品牌忠誠度的驅使，可能有助於購買意願。因此本研究探討消費者獨特性需求、衝動性購物、品牌形象、品牌忠誠度及快閃店購買意願之間的關係，以及品牌忠誠度是否會中介品牌形象與購買意願間之關係。透過網路問卷發放回收了442份，並針對408份有效問卷進行分析。研究結果顯示獨特性需求對衝動性購物有顯著正向相關，且衝動性購物對品牌形象與品牌忠誠度有顯著正向相關。品牌形象與品牌忠誠度者對快閃店之購買意願也呈正向關係，且品牌忠誠度在品牌形象及購買意願間具有中介效果。

摘要(英)

A pop-up store may show up unexpectedly for a short period of time and sales unique and limited-edition merchandises may increase consumers’ curiosity and satisfy their need for
uniqueness, motivate their buying impulsiveness, to push brand image and brand loyalty and consequently drive purchase intention. Therefore, the present study seeks to explore the relationships among consumers’ need for uniqueness, buying impulsiveness, brand image, brand loyalty, and purchase intention at pop-up stores, as well as whether brand loyalty may mediate the relationship between brand image and purchase intention. A total of 442
respondents were recruited using online questionnaires, with 408 considered valid and retained for further analysis. The results show significant positive correlation between needs
for uniqueness and buying impulsiveness, as well as buying impulsiveness toward brand image and brand loyalty. Brand image and brand loyalty correlate positively with purchase
intention at pop-up stores, whereas brand loyalty serves as a mediator.

關鍵字(中)

★ 快閃店
★ 購買意願
★ 獨特性需求
★ 衝動性購物
★ 品牌形象
★ 品牌忠誠度

關鍵字(英)

★ Pop-Up Stores
★ Purchase Intention
★ Need for Uniqueness
★ Buying Impulsiveness
★ Brand Image
★ Brand Loyalty

論文目次

摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 4
1-3 研究流程 4
第二章文獻探討 7
2-1 快閃店 7
2-2-1 快閃店緣由 7
2-2-2 快閃店型式 8
2-2 獨特性需求（Need for Uniqueness, NFU） 9
2-3 衝動性購物（Buying Impulsiveness） 10
2-3-1 衝動性購物 10
2-3-2 獨特性需求與衝動性購物之關係 13
2-4 品牌形象（Brand Image） 14
2-4-1 品牌形象 14
2-4-2 品牌形象構面 16
2-4-3 衝動性購物與品牌形象之關係 17
2-5 品牌忠誠度(Brand Loyalty) 18
2-5-1 品牌忠誠度 18
2-5-2 衝動性購物與品牌忠誠度之關係 21
2-5-3 品牌形象與品牌忠誠度之關係 21
2-6 購物意願（Purchase Intention） 22
2-6-1 購物意願 22
2-6-2 衝動性購物與快閃店購物意願之關係 22
2-6-3 品牌形象與快閃店購物意願之關係 23
2-6-4 品牌忠誠度與快閃店購物意願之關係 23
2-6-5 品牌形象、品牌忠誠度與購物意願之關係 24
第三章研究方法 25
3-1 研究架構 25
3-2 研究樣本 25
3-3 研究工具 25
3-4 研究步驟 27
第四章研究結果 30
4-1 樣本描述性統計 30
4-2 量表敘述性統計 32
4-3 信度分析 33
4-4 變項相關分析 33
4-5 效度分析 34
4-6 模型配適度檢定 36
4-7 結構方程模式分析 36
第五章結論與建議 40
5-1 研究結論 40
5-2 管理意涵 42
5-3 研究限制與未來建議 44
參考文獻 46
附錄：研究問卷 63

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指導教授

杜秉叡鄭明松

審核日期

2022-7-27

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