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題名：衝動性購買關鍵影響因素之研究:行為透視模型之運用
作者：林廉凱
作者(外文)：Lin, Lain-Kai
校院名稱：國立嘉義大學
系所名稱：企業管理學系
指導教授：蕭至惠
吳泓怡
學位類別：博士
出版日期：2013
主題關鍵詞：衝動性購買；行為透視模型；模糊層級程序分析法；功利型產品；娛樂型產品；Impulse Buying；Behavioral Perspective Model；Fuzzy AHP；Utilitarian Product；Entertainment Product
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衝動性購買行為在當下的消費市場中佔有相當的比例，瞭解衝動性購買行為的影響因素將有助於發展行銷策略，激發衝動性購買頻率，促進消費市場的成長。本研究首次以「行為透視模型（Behavioral Perspective Model, BPM）」為基礎，提出衝動性購買影響因素的歸納原則，可從四構面切入，即「內在刺激」、「外在刺激」、「產品價值」與「產品意涵」。據此，從系統性的角度歸納出14項衝動性行為的影響因素，並運用模糊層級程序分析法，對4項影響構面與14項影響因素進行重要性分析。結果發現，消費者在產生衝動性購買時，「內在刺激」構面與「產品價值」構面的重要性明顯高於「外在刺激」構面與「產品意涵」構面，而「財務能力」、「他人的推薦」、「產品功能」與「快樂」等因素則分居各影響構面之首。本研究同時透過Spearman’s相關分析，發現不同的消費族群（如：性別、年齡、教育水平、所得、衝動性特質、易受人際間影響的特質與自我差距特質），與不同的產品類別（功利型產品與娛樂性產品），其衝動性購買影響構面之重要性排序亦有所不同，驗證了族群的差異，對於衝動性購買，具有調節作用，呼應過去相關研究發現。本研究結果，針對不同的族群，就其衝動性購買影響因素之重要性程度，提供了量化的數據，對於未來進一步相關研究，或是企業發展行銷活動，提供有用的資訊。
Impulse buying (IB) is in the account of a considerable propotion in existing retail market. The understanding of the motivatios of IB will contribute to develop the marketing strategy, stimulate IB frequency and the growth of the retail market. This study proposed 4 constructs on categorizing the motivators of IB base on Behavioral Perspective Model (BPM）, namely”internal stimuli”, “external stimuli”, “product value”and “product meaning”. Base on the 4 constructs structure, summarized 14 motivators in term of system point of view, and also analysis the importance of each motivator by using fuzzy AHP. The result found that the constructs of “internal stimuli” and “product value” with higher importance than the constructs of “external stimuli” and “product meaning”, and the motvators, “financial ability” , “promote by others”, “product function” and “hedonic” are the highest one of each contruct. Through the Spearman’s relative analysis, we found that the im-portance order of the 4 contricts of IB will vary according to different consumer groups (such as: gender, age, education level, imcome, impulsiveness, susceptibilityto interpersonal influence and self discrepancies), as well as different product category (utilitarian product and entertainment product). The result show that the different consumer and different product category play as a mod-ulator on IB, echoing past research finding. The quantitative data on the degree of the importance of the contructs and motivators of IB had been developed. It is useful information for future research and development of business marketing activities.
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