錯過對後續購買的影響

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姓名

許雅婷(Ya-Ting Hsu) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

錯過對後續購買的影響
(How consumers make buying decision after missing sales)

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至系統瀏覽論文 ( 永不開放)

摘要(中)

「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。

摘要(英)

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

關鍵字(中)

★ 錯過銷售
★ 遺憾
★ 延遲購買
★ 衝動性購買行為
★ 促銷方式
★ 稀少性

關鍵字(英)

★ missed sales
★ regret
★ purchase delay
★ impulse buying behavior
★ sales promotion
★ scarcity

論文目次

中文摘要 I
論文摘要： I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節研究流程 4
第二章文獻探討 6
第一節遺憾(Regret) 6
第二節延遲購買（Purchase delay） 9
第三節衝動性購買行為（Impulsive Buying Behavior） 12
第四節購買涉入 17
第五節促銷方式 21
第六節稀少性（Scarcity） 25
第三章研究假說與方法 26
第一節研究架構 26
第二節研究假說 28
第三節研究設計 33
第四章研究分析 42
第一節資料分析方法 42
第二節樣本分佈 43
第三節假說驗證 44
第五章結論與建議 78
第一節研究結論 78
第二節管理意涵 81
第三節研究限制與後續研究發展 82
參考文獻 84
附錄一 88
實驗一之正式問卷 88
附錄二 93
實驗二之正式問卷 93
附錄三 100
實驗三之正式問卷 100
附錄四 105
實驗四之正式問卷 105

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2010-7-23

推文