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題名:初探大學生御宅族衝動性購買行為
書刊名:行銷評論
作者:梁直青王鈺婷朱翊綺林曉涵陳怡倩
作者(外文):Liang, Chih-chinWang, Yu-tingChu, Yi-chiLin, Siao-hanChen, Yi-chien
出版日期:2015
卷期:12:2
頁次:頁139-160
主題關鍵詞:衝動性購買御宅族購物傾向Impulsive purchase behaviorOtakuPersonal purchasing intentions
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:7
近年來,在吸引消費者的目光的努力上,衝動性購買一直是廠商探討消費者行為的重點。過往,御宅族潛伏在人群中,其分散採購行為一直沒能吸引到廠商的關注,但隨著網路技術發達情況,御宅族們得以透過網路社群找尋同好交流資訊,並且更進一步的強化其針對特定商品的消費執著,且御宅族面對喜愛的商品多半不會考慮太多便直接衝動購買,形成廠商的利基市場。此外,過往研究指出18到26歲的大學生御宅族往往在學生時期便形成其偏好宅領域;因此,若能對於學生時期御宅族進行深入探究,應可協助廠商制定其合適的行銷策略。綜上所述,本研究透過問卷調查方式探究大學生御宅族個人特質與購物行為因素與衝動性購買因素,以了解御宅族消費者衝動購物傾向。本研究回收439份有效樣本,並據此探究出御宅族個人特質與購物行為因素,包含了品味、高品質服務、精打細算與自我中心等四個因子;而在衝動購物因素上,則探究出隨心所欲、品牌時尚、商品陳列及氣氛以及促銷等四個因子。本研究更針對個人特質與購物行為因素區分吹毛求疵群、精明能幹群與大而化之群三集群。最後本研究針對不同集群的差異處進行行銷策略分析。
Marketing strategies are always changing along with the changeable consumer behaviors. How to promote goods based to changeable consumers is an important issue for nowadays companies. Additionally, college students is a niche market that companies want to promote goods, because college students can form their future purchase intentions and last a long time. Especially for the Otaku undergraduates that form a small but niche market. The Otaku consumers are famous in their unique purchase intentions and loyalty on their interested goods. However, rare studies are discussing about college students with Otaku behaviors, because they are always with low profiles. Fortunately, owing to technology evolvement, the group of Otaku consumers can be touched through social media, because the Otaku consumers always join the discussion groups for sharing their experience on their unique and interested topics. This study investigates college students with Otaku behaviors and finds their unique behaviors. This study surveyed 439 consumers. The analytical results show the Otaku undergraduates have four factors of their personal purchase behavior: specified tastes, high quality of service, information collection, and ego. The analytical results also reveal their factors of impulsive purchasing intentions, include: purchase as will, brand, layout of goods, and promotions. This study clusters samples though factors of personal purchase behavior, and develop marketing strategies to each cluster based on the factors of impulsive purchasing intentions.
期刊論文
1.Tsiotsou, R. H.(2013)。Sport team loyalty: integrating relationship marketing and a hierarchy of effects。Journal of Services Marketing,27(6),458-471。  new window
2.Niu, H. J.(2014)。Addiction in cyberspace: Flow experience on e-shopping。International Journal of Web Based Communities,10(1),52-68。  new window
3.Brienza, C.(2012)。Taking otaku theory overseas: Comics studies and Japan's theorists of postmodern cultural consumption。Studies in Comics,3(2),213-229。  new window
4.Oishi, S.(2014)。Socioecological Psychology。Annual review of psychology,65,581-609。  new window
5.Katona, G.(1968)。Consumer behavior: Theory and findings on expectations and aspirations。American Economic Review,58(2),19-30。  new window
6.Chambers, S. N. I.(2012)。Anime: From cult following to Pop culture phenomenon。Elon Journal of Undergraduate Research in Communications,3(2),94-101。  new window
7.Mihart, C.(2012)。Impact of integrated marketing communication on consumer behaviour: Effects on consumer decision-making process。International Journal of Marketing Studies,4(2),121-129。  new window
8.Wickramasinghe, V.、Gurugamage, A.(2012)。Effects of social demographic attributes, knowledge about credit cards and perceived lifestyle outcomes on credit card usage。International Journal of Consumer Studies,36(1),80-89。  new window
9.Arens, Z. G.、Rust, R. T.(2012)。The duality of decisions and the case for impulsiveness metrics。Journal of the Academy of Marketing Science,40(3),468-479。  new window
10.Kalla, S. M.、Arora, A. P.(2011)。Impulse buying a literature review。Global Business Review,12(1),145-157。  new window
11.Mowen, J. C.(1988)。Beyond consumer decision making。Journal of Consumer Marketing,5(1),15-25。  new window
12.Shukla, P.、Banerjee, M.(2013)。The direct and interactive effects of store-level promotions on impulse purchase: Moderating impact of category familiarity and normative influences。Journal of Consumer Behaviour,13(4),242-250。  new window
13.Flight, R. L.、Rountree, M. M.、Beatty, S. E.(2012)。Feeling the urge: affect in impulsive and compulsive buying。Journal of Marketing Theory and Practice,20(4),453-466。  new window
14.Saak, A. E.(2012)。Dynamic informative advertising of new experience goods。Journal of Industrial Economics,60(1),104-135。  new window
15.Thomas, M.、Desai, K. K.、Seenivasan, S.(2011)。How credit card payments increase unhealthy food purchases: Visceral regulation of vices。Journal of consumer research,38(1),126-139。  new window
16.Hung, Kuang-peng、Chen, Annie Huiling、Peng, Norman、Hackley, Chris、Tiwsakul, Rungpaka Amy、Chou, Chun-lun(2011)。Antecedents of luxury brand purchase intention。Journal of Product & Brand Management,20(6),457-467。  new window
17.Luo, X.(2005)。Does Shopping with Others Influence Impulsive Purchasing?。Journal of Consumer Psychology,15(4),288-294。  new window
18.Rook, Dennis W.、Fisher, Robert J.(1995)。Normative Influences on Impulsive Buying Behavior。Journal of Consumer Research,22(3),305-313。  new window
19.Manzur, E.、Olavarrieta, S.、Hidalgo, P.、Farías, P.、Uribe, R.(2011)。Store brand and national brand promotion attitudes antecedents。Journal of Business Research,64(3),286-291。  new window
20.Sharma, Piyush(2011)。Country of Origin Effects in Developed And Emerging Markets: Exploring the Contrasting Roles of Materialism and Value Consciousness。Journal of International Business Studies,42(2),285-306。  new window
21.Weinberg, Peter、Gottwald, Wolfgang(1982)。Impulsive consumer buying as a result of emotions。Journal of Business Research,10(1),43-57。  new window
22.Wu, Paul C. S.、Yeh, Gary Y.-Y.、Hsiao, C.-R.(2011)。The effect of store image and service quality on brand image and purchase intention for private label brands。Australasian Marketing Journal,19(1),30-39。  new window
23.Parboteeah, D. Veena、Valacich, Joseph S.、Wells, John D.(2009)。The Influence of Website Characteristics on a Consumer's Urge to Buy Impulsively。Information Systems Research,20(1),60-78。  new window
會議論文
1.Taneska, B. K.(2009)。Otaku--the living force of the social media network。Third International Communication Conference--Glocal: Inside Social Media。Skopje, Macedonia:New York University。  new window
2.Crewe, L.、French, S.、Leyshon, A.、Thrift, N.、Webb, P.(2005)。Otaku fever? The construction of enthusiasm and the coproduction of markets。Royal Geographical Society Conference。London, UK。  new window
3.Kusuma, P. D.、Azhari, S. N.(2013)。Multi agents based traditional market customers' behavior design。2013 International Conference on Computer, Control, Informatics and Its Applications。IEEE。331-336。  new window
學位論文
1.余秀純(2011)。數位出版品行銷策略之實證研究--以御宅族消費意願為例(碩士論文)。世新大學,臺北。  延伸查詢new window
圖書
1.Scheffe, H.(1999)。The analysis of variance。New York:John Wiley & Sons。  new window
其他
1.Eng, L.(2003)。The origins of "Otaku",http://www.cjas.org/leng/otaku-origin.htm, 2013/01/20。  new window
2.Fujinuma, A.(2005)。New market scale estimation for Otaku: Population of 1.72 million with market scale of ¥411 billion,http://www.nri.co.jp/english/news/2005/051006.html, 2013/01/20。  new window
圖書論文
1.Lin, F. L.、Hsu, T. Y.、Wu, T. S.、Chang, C. L.(2013)。The effects of user involvement in online games, game-playing time and display duration on working memory。Engineering Psychology and Cognitive Ergonomics. Understanding Human Cognition。Springer Berlin Heidelberg。  new window
 
 
 
 
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