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題名:實現消費者購物後衝動決策的幸福感: 印尼資料實證
作者:席安迪
作者(外文):ANDRI DAYARANA K. SILALAHI
校院名稱:朝陽科技大學
系所名稱:企業管理系台灣產業策略發展博士班
指導教授:張阜民
陳文國
學位類別:博士
出版日期:2023
主題關鍵詞:自下而上的溢出效應應對策略失調負面情緒購後行為退貨購物幸福感滿意度bottom-up spillovercoping strategydissonancenegative emotionspost-purchase behaviourreturnshopping well-beingsatisfaction
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近年來,市場營銷和消費者行為領域的學者對沖動購買進行了討論,並引發了一種趨勢,即關注營銷刺激對影響消費者行為的有效性。然而,之前的研究未能提供證據表明衝動購買會影響購物幸福感;同時,消費者在衝動購買後會產生負面情緒,造成經濟損失,正念降低,不利於他們的幸福感和生活質量。據我們所知,這是第一項研究消費者如何在衝動購買後獲得購物幸福感的研究。基於自下而上的溢出理論和應對策略,本研究旨在開發一個模型,以實現後衝動購買的購物幸福感,並將失調、負面情緒、積極行為和應對行為整合到所提出的模型中。採用務實範式進行研究,以解決理論含義與實際業務實踐之間的差距。本研究使用 Google 表格收集數據,並使用 SPSS 25 版和 Smart-PLS 4.0 測試了 956 名印度尼西亞參與者的假設。
結果證實,後衝動購買消費者將首先體驗認知和情感失調。認知和情感失調會導致消費者因認知和情感失調而產生內疚和後悔的負面情緒。相反,認知失調不會導致消費者滿意,但會鼓勵返回的意圖。同時,情緒失調可能會促進滿足感和回報意向。管理內疚的負面情緒需要精神上的脫離。相比之下,消費者可以通過四種應對策略來應對後悔:有計劃地解決問題、尋求社會支持、積極的重新解釋和合理化。三種應對策略有助於促進購物者的福祉,即積極的重新解釋、合理化和心理脫離。提升購物幸福感的關鍵只是從失調後的角度來看的滿意度,而退貨意願並不重要。
本研究的理論意義集中在通過將失調、負面情緒、積極行為和應對策略作為實現購物幸福感模型的組成部分來驗證獲得購物幸福感後衝動購買模型的成功。對營銷實踐的影響集中在營銷人員如何實施各種策略以實現購物後衝動購買的幸福感。本研究專門研究了營銷人員如何參與後衝動購買行為階段的每一集。
In recent years, scholars in marketing and consumer behaviour have discussed impulse buying, and the topic has led to a trend in which the focus has been on how effective marketing stimuli are at influencing consumer behaviour. However, previous studies have failed to provide evidence that impulse buying impacts shopping well-being; at the same time, consumer in post-impulse buying will experience negative emotions, financial losses are incurred, and mindfulness is reduced, detrimental to their well-being and quality of life. To our knowledge, this is the first study to examine how consumers achieve shopping well-being following an impulse purchase. Based on the bottom-up spillover theory and coping strategies, this study aims to develop a model for attaining shopping well-being post-impulse buying and integrating dissonance, negative emotions, positive behaviours, and coping behaviour into the proposed model. A pragmatic paradigm was employed to conduct the research to address the gap between theoretical implications and actual business practice. This study collected data using Google Forms and tested hypotheses on 956 Indonesian participants using SPSS Version 25 and Smart-PLS 4.0.
The results confirm that post-impulse buying consumers will first experience cognitive and emotional dissonance. Cognitive and emotional dissonance will lead to consumers experiencing negative emotions of guilt and regret due to cognitive and emotional dissonance. Conversely, cognitive dissonance does not lead to consumer satisfaction but encourages the intention to return. Meanwhile, emotional dissonance may facilitate satisfaction and return intentions. Managing negative emotions of guilt requires mental disengagement. In contrast, consumers can cope with regret by employing four coping strategies: planful problem-solving, seeking social support, positive reinterpretation, and rationalization. Three coping strategies help promote the well-being of shoppers, namely positive reinterpretation, rationalization, and mental disengagement. The key to promoting shopping well-being is satisfaction only from a post-dissonance perspective, while return intentions are insignificant.
The theoretical implications of this study focus on the success of validating the model of attaining shopping well-being post-impulse buying by including dissonance, negative emotions, positive behaviours, and coping strategies as components of the model for achieving shopping well-being. Implications for marketing practice focus on how marketers implement a variety of strategies in order to achieve shopping well-being post-impulse purchasing. It is specifically examined in this study how marketers are involved in each episode of the post-impulse buying behaviour stages.
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Hanadian Nurhayati-Wolff (2022). E-commerce in Indonesia-Statistics & Facts. Retrieved 14th February 2023 from https://www.statista.com/topics/5742/e-commerce-in-indonesia/#topicOverview
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