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題名：溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響
作者：陳銘慧
作者(外文)：Chen, ming-hui
校院名稱：國立臺灣大學
系所名稱：商學研究所
指導教授：張重昭
學位類別：博士
出版日期：2002
主題關鍵詞：衝動性消費行為；消費者衝動性特質；溝通策略；產品特質；購後後悔；Impulsive Consumption Behavior；Impulsivity Traits；Communication Strategies；Product Characteristics；Post-purchase Regret
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摘要
過去相關的研究多在探討消費者內在特質對衝動性購買的影響，以及如何降低消費者的購買衝動。本文則將衝動性消費行為視為一般購買行為，來探討其行為特徵，並分析前因－消費者內在衝動性特質、溝通策略、產品特質，且進一步探討衝動性購後後悔的產生。本文發現衝動性消費行為可從客觀的角度衡量（花錢/借錢多寡），也可從主觀認知的角度衡量（消費者自我評估），並且應具有以下五項行為特徵：(1)非計畫性的 (2)非故意的但出於自由意志的 (3)非反應既存問題的、而是反應情感的 (4)暫時性失控且不顧後果的 (5)當場立即且不經深思熟慮的。
本研究主要包括兩個實驗設計，實驗一在探討與產品資訊相關的溝通策略（產品資訊內容）、產品特質、消費者衝動性特質，三項因素對衝動性消費行為的影響，結果發現產品資訊內容強調非關產品功能的享樂資訊時，比強調功能的實用資訊，會誘發更多的衝動性消費行為；消費者內在特質衝動程度高者比程度低者，較常會採取衝動性消費行為，其中高衝動性特質者較易受非關產品功能的享樂資訊影響，而誘發更多的客觀衡量之衝動性消費行為；另外，享樂/實用產品特質對衝動性消費行為的影響則不顯著。至於衝動性購後後悔則明顯受到主觀認知之衝動性消費行為影響，而且當消費者自認購買行為越衝動，則購後越容易對購買時點感到後悔，其次才是對購買地點、所購產品感到後悔。
實驗二在探討與價格資訊相關的溝通策略－價格訊息建構、財務風險，以及消費者衝動性特質，三項因素對衝動性消費行為的影響，結果發現價格訊息建構採用數量折扣比價格折扣，會誘發更多的客觀衡量之衝動性消費行為；消費者衝動性特質仍具有主效果，其中低衝動性特質者較易受低財務風險（保證最低價）影響，而誘發更多的客觀衡量之衝動性消費行為。此外有關衝動性購後後悔的研究結果則與實驗一相同。
文末並提出一些討論、建議，而未來研究方向則包括延伸舊變數、納入新變數，還有區辨衝動者與不易衝動者的人口統計特徵，探討高單價產品的衝動性消費行為，探討影響衝動性購後後悔的完整前因等等。
Abstract
The past researches usually focused on the influences of consumers’ impulsive traits on impulse buying and the means of deducting the purchase urge (impulse). This thesis treats impulse buying as a normal consumption behavior to find out the characters of such behavior, which include (1)unplanned; (2)unintended / free intentional; (3)unreflective / emotional reactive; (4)temporary our of control / disregard for negative consequences; (5)immediate / without deliberation behaviors.
The purposes of this thesis are to justify the influences of communication strategies, impulsive traits and product characteristics on impulsive consumption behavior, and discuss the possibility of post-purchase regret. There are two studies in this thesis. Study 1 discusses the influences of products information content (communication strategies stressing products’ utilities or peripheral cues), impulsive traits (high or low) and product characteristics (hedonic or utilitarian) on impulsive consumption behavior and post-purchase regret. Study 2 discusses the influences of price framing (communication strategies adopting quantity discount or price discount), financial risk (communication strategies stressing the definitely lowest price or not) and impulsive traits (high or low) on impulsive consumption behavior and post-purchase regret.
By means of these studies, the conclusions of this research are summarized as follows：
(1) Impulsive consumption behavior can be measured either objectively (by amount) or subjectively (by self-cognition). The antecedents of such behaviors mostly affect impulsive consumption behavior of objective measurement, while the negative consequence (regret) is affected by impulsive consumption behavior of subjective measurement.
(2) Impulsive traits are the key factor among those that might cause the customers to buy impulsively. Those who with high impulsive traits are much easier to be influenced by peripheral cues (hedonic products information content), while those who with low impulsive traits are much easier to be influenced by the definitely lowest price (low financial risk).
(3) Communication strategies that stress peripheral cues of products’ information or adopt quantity discount will induce more impulsive consumption behavior than those that stress products’ utilities or adopt price discount.
(4) Product characteristics (hedonic or utilitarian) have no significant influence on impulsive consumption behavior.
(5) After impulsive consumption behavior cognized subjectively, consumers are most regretful for the purchase timing, then for the purchase place, and least regretful for the product purchased.
參考文獻
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