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題名:Exploring the Influential Factors and the Moderating Effects on Impulsive Buying Intention
書刊名:行銷科學學報
作者:吳萬益 引用關係柯菁菁
作者(外文):Wu, Wann-yihKe, Ching-ching
出版日期:2010
卷期:6:1
頁次:頁1-23
主題關鍵詞:衝動性購買人格特質享樂消費購物樂趣規範性評估習慣領域Personality traitsHedonic shoppingShopping enjoyment normative evaluationHabitual domainImpulsive buying intention
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衝動性購買議題已經被認為是消費者行為最重要的主題之一。而目前的研究尚缺乏一個整合相關變數的架構。本研究架構在探討人格特質、享樂消費、購物樂趣對衝動性購買的影響並採用規範性評估、習慣領域為調節變數。研究透過問卷訪問曾有衝動性購買經驗的消費者,共回收440份有效樣本,使用結構方程模式進行假設驗證。結果顯示:人格特質對享樂消費及購物樂趣有正向顯著性的影響;享樂消費及購物樂趣對衝動性購買也具正向顯著性的影響。在干擾效果的驗證中,習慣領域在享樂消費對衝動性購買的影響有顯著的干擾效果;然而,規範性評估在購物樂趣對衝動性購買的影響並不具有干擾效果。
The issue of impulsive buying intention was regarded as one of important issues on consumer consumption behavior. But there is still lack of integrated relevant variables in the overall framework. This study thus aimed to identify the influence of personality traits, shopping enjoyment and hedonic shopping on impulsive buying intention by adopting normative evaluation and habitual domains as moderating variables. Research hypotheses were tested using a questionnaire survey with 440 respondents who had experience of an experiential environment using structural equation modeling (SEM). The results indicated that personality traits significantly influence both shopping enjoyment and hedonic shopping. Consequently, shopping enjoyment and hedonic shopping significantly influence impulsive buying intention. Habitual domains showed a very significant influence on the relationship between hedonic shopping and impulsive buying intention, while normative evaluation did not have a significant moderating effect on the r elationship between shopping enjoyment and impulsive buying intention.
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