戰利品購物與福袋購買意願： 探討恆毅力與風險傾向之中介;Sport Shopping and Purchase Intention of Fukubukuro: Mediated by Grit and Risk Propensity

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题名:	戰利品購物與福袋購買意願：探討恆毅力與風險傾向之中介;Sport Shopping and Purchase Intention of Fukubukuro: Mediated by Grit and Risk Propensity
作者:	許雅喬;Hsu, Ya-Chiao
贡献者:	企業管理學系
关键词:	戰利品購物;福袋購買意願;恆毅力;風險傾向;sports shopping;purchase intention of fukubukuro;grit;risk propensity
日期:	2020-07-21
上传时间:	2020-09-02 15:33:51 (UTC+8)
出版者:	國立中央大學
摘要:	隨著福袋商品的普及，在福袋的購買上，部分消費者可能展現出新提出的消費者購物型態：戰利品購物(Sport Shopping)。戰利品購物者在購買過程中可能會受到恆毅力與風險傾向的影響，故本研究針對回收之有效問卷進行統計分析，探討戰利品購物與福袋的購買意願之關係，並進一步探討恆毅力與風險傾向是否對此關係具有中介作用。而本研究之結論得到消費者在進行戰利品購物時，若商家希望增加消費者對於福袋的購買意願，除了設計行銷方案以外，還應考慮消費者的戰利品購物動機以及其風險傾向差異，才能夠達到更高程度的福袋購買意願，進而提昇消費者的福袋購買行為以及營運績效。;With the popularity of fukubukuro, the four major convenient stores, some consumers may behavior as a new type of consumer: Sport Shopper. Therefore, this study conducted statistical analysis on the valid questionnaires collected to investigate the relationship between the sport shopping and the willingness to buy fukubukuro, and to further investigate whether the performance of grit and risk propensity have a mediating effect on this relationship. The conclusion of this study is that if a merchant wants to increase consumers′ willingness to buy fukubukuro when they behavior as sport shopper, it should not only design the marketing plan, but also consider consumers′ motivation for sport shopping and the difference in their risk propensity, in order to achieve a higher level of willingness to buy fukubukuro, and then improve consumers′ purchasing behavior and operational performance.
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