臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：非計畫性購買決策對情緒與後續購買意願之影響
作者：陳薇薇
作者(外文)：Wei-WeiChen
校院名稱：國立成功大學
系所名稱：國際企業研究所碩博士班
指導教授：蔡東峻
學位類別：博士
出版日期：2010
主題關鍵詞：非計畫性購買；情緒；後續購買意願；衝動人格特質；產品種類；產品價位；折扣對比；罪惡感；後悔；unplanned purchase；emotions；subsequent purchase intention；impulsivity；product type；price level；discount contrast；guilt；regret
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(0) 博士論文(2) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:52
雖然過去已經有不少研究證實，非計畫性的購買行為產生，是受到許多產品、環境或是個人特質因素的影響。然而，過去研究對於非計畫性購買決策後的影響，卻鮮少探討。本研究之目的，即在探討消費者在一次的購買歷程裡，非計畫性購買決策(購買或沒有購買)後，對於情緒與後續購買意願的影響。首先，本研究探討非計畫性購買決策後對情緒的影響，也探討「衝動人格特質」與「產品種類」對於所引發的情緒之干擾效果。再者，本研究探討非計畫性購買後的情緒對後續購買意願之影響，也比較在不同的後續購買情境下，此影響之程度是否會有所差異。最後，本研究從價格面，瞭解非計畫性購買所購買產品之「產品價位」以及非計畫性購買與後續購買情境中的「折扣對比」對後續購買意願的影響。
為探討上述問題，本研究進行四個組間因子設計的實驗，資料蒐集並進行變異數分析與迴歸分析，以分析資料與驗證假設。結果發現(1)有進行非計畫性購買比沒有購買，會讓消費者產生較高的快樂，但罪惡感也比較高。此外，沒有購買讓消費者產生較高的懊悔，但他們會因自己的沒有購買感到驕傲。(2)具有高衝動人格特質的消費者，進行非計畫性購買所增加的快樂比低衝動人格特質的人還高，所增加的罪惡感則較小。此外，沒有購買所增加的懊悔程度，則會比較高。(3)比起購買功能性產品，購買娛樂性產品所增加的快樂更多；比起購買娛樂性產品，購買功能性產品所增加的罪惡感則較小，同時所減少的的驕傲也會比較小。(4)當消費者考慮在非計畫性購買後是否購買其他產品，會受到非計畫性購買所引發的情緒的影響：所產生的快樂越高，後續購買意願會增加，所產生的罪惡感越高，後續購買意願會降低。(5)非計畫性購買所引發的情緒對後續購買意願的影響，則會受到不同後續購買情境的影響：相較於後續購買情境是一種計畫性購買決策的情況，當後續情境是非計畫性購買決策，罪惡感會讓後續購買意願更為降低；相較於是非計畫性購買決策，在計畫性購買決策的情況下，快樂會讓後續購買意願更高。(6)產品價位高與折扣對比大，都會降低後續購買意願越低，兩種情況交互作用下，後續購買意願會最低。本研究之研究結果，可補足過去在非計畫性購買著重研究前因，缺乏後續行為的研究缺口，也可以提供許多聚集多樣商品與商家的賣場，設計促銷方案或規劃動線時的參考。
Previous studies have indicated many factors which could stimulate the unplanned purchases, such as product category, environmental stimuli and personal characteristics. However, less research discusses the subsequent behaviors after unplanned purchases. The purpose of this study is to explore the effects of unplanned purchase decision on emotions and subsequent purchase intentions during a shopping trip. Then, this study also examines the emotions evoked by unplanned purchase decision and the moderating effects of impulsivity and product types. This study further explores how emotions evoked influence subseqnet purchase intentions and the morderating effects of subsequent purchae situations. Lastly, this study examines the impacts of price level in unplanned purchases and discount contrast on subsequent purchase intentions.
By conducting four factorial between-subject designs, this study collects the data. This study uses analysis of variance and regression analysis to test the hypotheses. There are six important findings. First, buying in the unplanned purchase decisions evokes greater happiness and guilt and less pride and remorse than no buying. Second, the levels of increasing happiness and decreasing remorse from buying to no buying are higher for consumers with high (versus low) impulsivity. The level of increasing guilt is higher for consumers with low implusivity. Third, the level of increasing happiness is higher when consumers buy hedonic products than when they buy functional products. The level of increasing guilt is lower when consumers buy functional products. Fourth, happiness evoked by unplanned purchases has positive impacts on subsequent purchase intnetions whereas guilt has negative impacts. Fifth, the positive effect of happiness is greater when consumers make purchase decision in subsequent planned purchase situation than in subseqent unplanned purchase situation. The negative effect of guilt is greater when consumers make purchase decision in subsequent unplanned purchase situation. Lastly, both price level and discount contrast influence the subsequent purchase intentions. The interatction of high-priced products and large discount contrast causes the lowest subsequent purchase intentions. In contrast, the interaction of low-priced proudcts and small discount contrast cuases the highest purchase intentions.This study contributes to fulfill the research gaps about subsequent responses (emotions and subsequent purchase intention) toward unplanned purchase decision. This study provides several mamangerial implications about promotion strategy and product display for those retailers who provide multiple products and shops.
吳萬益、林清河 (民90)，企業研究方法，初版，華泰書局。
Baumeister, Roy F. and Todd F. Heatherton (1996), “Self-Regulation Failure: An Overview, Psychological Inquiry, 7 (1), 1-15.
Bell, J. and K. Ternus (2000), Silent Selling: Best Practices and Effective Strategies for Visual Merchandising, 2nd edn., Fairchild Book, New York, NY.
Cacioppo, John T., Wendi L. Gardner, and Gary G. Berntson (1997), “Beyond Bipolar Conceptualizations and Measures: The Case of Attitudes and Evaluative Space, Personality and Social Psychology Review, 1 (1), 3-25.
Calder Bobby, J. and Alice M. Tybout (1999), “A Vision of Theory, Research and the Future of Business School, Academy of Marketing Science, 27(3), 359-366.
Carmon, Ziv and Dan Ariely (2000), “Focusing on the Forgone: How Value Can Appear So Different to Buyers and Sellers, Journal of Consumer Research, 27 (3), 360-70.
Chen Shih-Fen, Kent B. Monroe and Young-Chien Lou (1998), “The Effects of Framing Price Promotion Messages on Consumers’ Perceptions and Purchase Intentions, Journal of Retailing, 74(3), 353-372.
Chernev, Alexander (2004), “Goal-attribute Compatibility in Consumer Choice, Journal of Consumer Psychology, 14(1/2), 141-150.
Chitturi, Ravindra, Rajagopal Raghunathan and Vijay MahaJan (2007), “Form Versus Function: How the Intensities of Specific Emotions Evoked in Functional Versus Hedonic Trade-Offs Mediate Product Preferences, Journal of Marketing Research, 44(4), 701-714.
Cobb, Cathy. J., and Wayne B., Hoyer (1986), “Planned Versus Impulse Purchase Behavior, Journal of Retailing, 62(4), 384-409.
Connolly, T. and M. Zeelenberg (2002), “Regret in Decision Making, Current Directions in Psychological Science, 11(6), 212-216.
Cooke Alan D., Tom Meyvis and Alan Schwartz (2001), “Avoiding Future Regret in Purchase-timing Decision, Journal of Consumer Research, 27(4), 447-459.
Crawford, Gerry and T. C. Melewar (2003), “The Importance of Impulse Purchasing Behaviour in the International Airport Environment, Journal of Consumer Behaviour, 3(1), 85-95.
Crowley, Ayn E., Eric R. Spangenberg and Kevin R. Hughes (1992), “Measuring the Hedonic and Utilitiirian Dimensions of Attitudes Toward Product Categories, Marketing Letters, 3 (3), 239-249.
Dahl, Darren W., Heather Honea and Rajesh V. Manchanda (2003), “The Nature of Self-reported Guilt in Consumption Contexts, Marketing Letters, 14(3), 159-171.
Dhar, Ravi and Itamar Simonson (1999), “Making Complementary Choices in Consumption Episodes: Highlighting Versus Balancing, Journal of Marketing Research, 36(1), 29-44.
Dittmar, Helga and John Drury (2000) “Self-image – Is It in the Bag? A Qualitative Comparison between “Ordinary and “Excessive Consumers, Journal of Economic Psychology, 21(2), 109-142.
Fishbach, Ayelet, Ronald S. Friedman, and Arie W. Kruglanski (2003), “Leading Us Not Unto Temptation: Momentary Allurements Elicit Overriding Goal Activation, Journal of Personality and Social Psychology, 84 (2), 296-309.
Garg, Nitika, J. Heffrey Inman and Vikas Mittal (2005), “Incidental and Task-related Affect: A Re-inquiry and Extension of the Influence of Affect on Choice, Journal of Consumer Research, 32(1), 154-159.
Gilovich, Thomas and Victoria Husted Medvec (1995), “The Experience of Regret: What, When, and Why, Psychological Review, 102(2), 379-395.
______, ______, and Serena Chen (1995), “Commission, Omission, and Dissonance Reduction: Coping With Regret in the “Monty Hall Problem, Personality and Social Psychology Bulletin, 21(2), 182-189.
Gray, Jeffrey A. (1987), “Perspective on Anxiety and Impulsivity - A Commentary, Journal of Research in Personality, 21(4), 493-509.
Hauser, John H. and Glen L. Urban (1986), “The Value Priority Hypothesis for Consumer Budget Plans, Journal of Consumer Research, 12(4), 446-462.
Hausman, A. (2000), “A Multi-method Investigation of Consumer Motivations in Impulse Buying Behavior, Journal of Consumer Marketing, 17(5), 403-419.
Heilman, Carrie M., Kent Nakamoto and Ambar G. Rao (2002), “Pleasant Surprises: Consumer Response to Unexpected In-store Coupons, Journal of Marketing Research, 39(2), 242-252.
Helson, H. (1964), Adaptation-level theory. New York: Harper.
Higgin, E. Tory (1997), “Beyond Pleasure and Pain. American Psychologist, 52(12), 1280-1300.
_____ (2001), “Promotion and Prevention Experiences: Relating Emotion to Nonmotional Motivational States, in Handbook of Affect and Social Cognition, Joseph P. Forgas, eds. London: Lawrence Erlbaum Associates, 186-211.
Hill, Ronald, Paul and James C. Ward (1989), “Mood Manuipulation in Marketing Research: An Examination of Potential Confounding Effects, Journal of Marketing Research, 26(1), 97-104.
Hoch, Stephen J. and George F. Loewenstein (1991), “Time-Inconsistent Preferences and Consumer Self-Control, Journal of Consumer Research, 17 (4), 492–507.
Inman, J. Jeffrey, Leigh McAlister, and Wayne D. Hoyer (1990), “Promotion Signal: Proxy for a Price Cut? Journal of Consumer Research, 17(1), 74-81.
_____, and Russell S. Winer (1998), “Where the Rubber Meets the Road: A Model of In-Store Consumer Decision Making, Marketing Science Institute Report, No. 98-122.
Iyer, Easwar S. (1989), “Unplanned Purchasing: Knowledge of Shopping Environment and Time Pressure, Journal of Retailing, 65(1), 40-57.
_____, and S. Ahlawat (1986), “Deviations from a Shoping Plan: When and Why Do Consumers not Buy Itmes As Planed, in M. Walendorf and P. Anderson (eds.), Advances in Consumer Research, 14, Chicago: Assoication for Consumer Research.
Jones, Michael A., Kristy E. Reynolds, Seungoog Weun and Sharon E. Beatty (2003), “The Product-specific Nature of Impulse Buying Tendency, Journal of Business Research, 56(7), 505-511.
Kardes, Frank R. (1996), “In Defense of Experimental Consumer Psychology, Journal of Consumer Psychology, 5(3), 279-296
Kelly, J. Patrick, Scott M. Smith, and H. K. Hunt (2000), “Fulfilment of Planned and Unplanned Purchases of Sale- and Regular-price Items: a Benchmark Study, International Review of Retail, Distribution and Consumer Research, 10(3), 247-263.
Khan, Uzma and Ravi Dhar (2006), “Licensing Effect in Consumer Choice, Journal of Marketing Research, 43 (2), 259-266.
Kivetz, Ran and Itamar Simonson (2002), “Earning the Right to Indulge: Effort as a Determinant of Customer Preferences Towards Frequency Program Rewards, Journal of Marketing Research, 39 (2), 155-70.
Kollat, David T. and Ronald P. Willet (1969), “Is Impulse Purchasing Really a Useful Concept for Marketing Decisions? Journal of Marketing, 33(1), 79-83.
Kukar-Kinney Monika and Rockney G. Walters (2003), “Consumer Perceptions of Refund Depth and Competitive Scope in Price-matching Guarantees: Effects on Store Patronage, Journal of Retailing, 79(3), 153-160.
Kwak, Hyokjin, George M. Zinkhan, Denise E. Delorme, and Trina Larsen (2006), “Revisiting Normative Influences on Impulsive Buying Behavior and an Extension to Compulsive Buying Behavior, Journal of International Consumer Marketing, 18(3), 57-80.
Lalwani, Ashok, K. and Kent B. Monroe (2005), “A Reexamination of Frequency-depth Effects in Consumer Price Judgments, Journal of Consuner Research, 32(3), 480-485.
Lazarus, R. S. (1991), Emotions and Adaptation. New York: Oxford University Press.
Lejoyeux, Michel, Karine Mathieu, Houcine Embouazza, Francoise Huet, and Vale?rie Lequen (2007), “Prevalence of Compulsive Buying among Customers of a Parisian General Store, Comprehensive Psychiatry, 48(1), 42-46
Lerner, Jennifer S. and Dacher Keltner (2000), “Beyond Balence: Toward a Model of Emotion-specific Influences on Judgment and Choice, Cognition and Emotion, 14(4), 473-493.
MacInnis, Deborah J. and Gustavo E. de Mello (2005), “The Concept of Hope and Its Relevance to Product Evaluation and Choices, Journal of Marketing, 69(1), 1-14.
_____, and Vanessa M. Patrick (2006), “Spotlight on Affect: Affect and Affective Forecasting in Impulse Control, Journal of Consumer Psychology, 16(3), 224-231.
Metcalfe, Janet, and Walter Mischel (1999), “A Hot/cool-system Analysis of Delay of Gratification: Dynamics of Willpower, Psychological Review, 106(1), 3-19.
Micu, Camelia C. and Tilottama, G. Chowdhury (2010), “The Effect of Messages Regulatory Focus and Product Type on Persuasion, Journal of Marketing Theory ＆ Practice, 18(2), 181-190.
Morrin, Maureen and Jean-Charles Chebat (2005), “Person-place Congruency: The Interactive Effects of Shopper Style and Atmospherics on Consumer Expenditures, Journal of Service Research, 8(2), 181-191.
Mukhopadhyay, Anirban, and Gita Venkataramani Johar (2007), “Tempted or Not? The Effect of Recent Purchase History on Responses to Affective Advertising, Journal of Consumer Research, 33(4), 445-453.
Novemsky, Nathan and Ravi Dhar (2005), “Goal Fulfillment and Goal Targets in Sequential Choice, Journal of Consumer Research, 32(3), 396-404.
Ortony, A., G. L. Clore, and A. Collins (1988). The Cognitive Structure of Emotions. Cambridge, England: Cambridge University Press.
Peck, Joann and Terry L. Childers (2006), “If I Touch it I Have to Have It: Individual and Environmental Influences on Impulse Purchasing, Journal of Business Research, 59(6), 765-769.
Pennings, Joost, M.E., Koert van Ittersum and Brian Wansink (2005), “To Spend or Not to Spend? The Effect of Budget Constraints on Estimation Processes and Spending Behavior, Academy of Consumer Research, 32(1), 328-329.
Point-of-Purchase Advertising Institute (POPAI) (1995), Measuring the In-store Decision Making of Supermarket and Mass Merchandise Store Shoppers: Summary and Analysis, POPAI Englewood, NJ.
Prasad, V. Kanti (1975), “Unplanned Buying in Two Retail Settings, Journal of Retailing, 51(3), 3-12.
Prelec, Drazen and George Loewenstein (1991), “Decision Making over Time and Under Uncretainty: A Common Approach, Management Science, 37(7), 770-786
Ramanathan, Suresh and Geeta Menon, “Time-Varying Effects of Chronic Hedonic Goals on Impulsive Behavior, Journal of Marketing Research 43(4), 628-641
______, and Patti Williams (2007), “Immediate and Delayed Emotional Consequences of Indulgence: the Moderating Influence of Personality Type on Mixed Emotions, Journal of Consumer Research, 34(2), 212-223.
Roberts, James A., Chris, Manolis and John F. Tanner (2003), “Family Structure, Materialism, and Compulsive Buying: A Reinquiry and Extension, Journal of the Academy of Marketing Science, 31(3), 300-311.
Rook, Dennis W. (1987), “The Buying Impulse, Journal of Consumer Research, 14(2), 189-99.
______, and Robert J. Fisher (1995), “Normative Iinfluences on Impulsive Buying Behavior, Journal of Consumer Research, 22(3), 305-313.
Roseman, I. J. (1991), “Appraisal Determinants of Discrete Emotions, Cognition and Emotion, 5(3), 161-200.
______, Ann Aliki Antoniou, and Paul E. Jose (1996), “Appraisal Determinants of Emotions: Constructing a More Accurate and Comprehensive Theory, Cognition and Emotion, 10(3), 241-277.
Priester, Joseph R. and Richard E. Petty (2001), “Extending the Bases of Subjective Attitudinal Ambivalence: Interpersonal and Intrapersonal Antecedents of Evaluative Tension, Journal of Personality and Social Psychology, 80(1), 19-34.
Ruth, Julie A., Fr?d?ric F. Brunel and Cele C. Otnes (2002), “Linking Thoughts to Feelings: Investing Cognitive Appraisals and Consumption Emotions in a Mixed-emotions Context, Journal of the Academy of Marketing Science, 30(1), 44-58.
Schwarz, Norbert and Gerald L. Clore (1983), “Mood, Misattribution, and Judgments of Well-being: Informative and Directive Functions of Affective States, Journal of Personality and Social Psychology, 45(3), 513-523.
Sengupta, Jaideep and Rongrong Zhou (2007), “Understanding Impulsive Eaters' Choice Behaviors: The Motivational Influences of Regulatory Focus, Journal of Marketing Research, 44(2), 297-308,
Shah, James Y., Ron Friedman, and Arie W. Kruglanski (2002), “Forgetting All Else: On the Antecedents and Consequences of Goal Shielding, Journal of Personality and Social Psychology, 83(6), 1261-1280.
Shani, Yaniv and Marcel, Zeelenberg (2007), “When and Why Do We Want to Know? How Experienced Regret Promotes Post-decision Information Search, Journal of Behavioral Decision Making, 20(3), 207-222.
Sloot, Laurens M., Peter C. Verhoef and Philip Hans Franses (2005), “The Impact of Brand Equity and the Hedonic Level of Products on Consumer Stock-out Reactions, Journal of Retailing, 81(1), 15-34.
Smith, Craig A. and Phoebe C. Ellsworth (1985), “Patterns of Cognitive Appraisal in Emotion, Journal of Personality and Social Psychology, 48(4), 813-838.
Soscia, Isabella (2007), “Gratitude, Delight or Guilt: The Role of Consumers’ Emotions in Predicting Postconsumption Behaviors, Psychology and Marketing, 24(10), 871-894.
Spears, Nancy (2006), “Just Moseying Around and Happening Upon it Versus a Master Plan: Minimizing Regret in Impulse Versus Planned Sales Promotion Purchases, Psychology and Marketing, 23(1), 53-73.
Stilley, Karen M., Jeffrey, Inman, and Kirk L. Wakefield (2010), “Spending on the Fly: Mental Budgets, Promotions and Spending Behavior, Journal of Marketing, 74(3), 34-47,
Strahilevitz, Michal and John G. Myers (1998), “Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell, Journal of Consumer Research, 24 (4), 434-46.
Taylor, Shelley E., Jennifer Crocker, Susan T. Fiske, Merle Sprinzen, and Joachim D. Winkler (1979), “The Generalizability of Salience Effects, Journal of Personality and Social Psychology, 37(3), 357-368.
Thaler, Richard H. and H. M. Shefrin (1981), “An Economic Theory of Self-Control, Journal of Political Economy, 89(2), 392-406.
Tice, Dianne M., Bratslavsky Ellen and Roy F. Baumuister (2001), “Emotional Distress Regulation Takes Precedence over Impulse Control: If you Feel Bad, Do it! Journal of Personality and Social Psychology, 80(1), 53-67.
Tiedens, L. Z. and S. Linton (2001), “Judgment under Emotional Certainty and Uncertainty: The Effects of Specific Emotions on Information Processing, Journal of Personality and Social Psychology, 81(6), 973-988.
Trocchia, Philip J. and Swinder Janda (2002), “An Investigation of Product Purchase and Subsequent Non-consumption, Journal of Consumer Marketing, 19(3), 188-204.
Tykocinski, Orit E. and Thane S. Pittman (1998), “The Consequences of Doing Nothing: Inaction Inertia as Avoidance of Anticipated Counterfactual Regret, Journal of Personality and Social Psychology, 75(3), 607-717.
Updegraff, John A., Shelly, L. Gable, and Shelley, E. Taylor (2004), “What Makes Experiences Satisfying? The Interaction of Approach-Avoidance Motivations and Emotions in Well-Being, Journal of Personality and Social Psychology, 86(3), 496-504.
Voss, Kevin E., Eric R. Spangenherg, and Bianca Grohmann (2003), “Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude, Journal of Marketing Research, 40 (3), 310-320.
W?rneryd, Karl-Erik (1999), The Psychology of Saving: A Study on Economic Psychology, Cheltenham: Elgar.
Watson, Lisa and Mark T. Spence (2007), “Causes and Consequences of Emotions on Consumer Behaviour: a Review and Integrative Cognitive Appraisal Theory, European Journal of Marketing, 41(5/6), 487-551.
Wegener, Duane T. and Richard E. Petty (1994), “Mood Management across Affective States: the Hedonic Contingency Hypothesis, Journal of Personality and Social Psychology, 66(6), 1034-1048.
Weiner, B. (1985), “An Attributional Theory of Achievement Motivation and Emotion, Psychological Review, 92(4), 548-573.
Weun, S., M.A. Jones and S. E. Beatty (1998), “Development and Validation of the Impulse Buying Tendency Scale, Psychological Reports, 82(3), 1123-1133.
Williams, Patti and Jennifer L. Aaker (2002), “Can Mixed Emotions Peacefully Co-exist? Journal of Consumer Research, 28 (4), 636-49.
Wood, M. (1998), “Socio-economic Status, Delay of Gratification, and Impulse Buying, Joumal of Economic Psychology, 19(3), 295-320.
______ (2005), “Discretionary Unplanned Buying in Consumer Society, Journal of Consumer Behaviour, 4(4), 268-28l.
Xia, L., Kent B. Monroe, and Cox, J. L. (2004), “The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions, Journal of Marketing, 68 (4), 1-15.
Zeelenberg, M., and R. Pieters (2004), “Beyond Balence in Customer Dissatisfaction: A Review and New Findings on Behavioral Responses to Regret and Disappointment in Failed Services, Journal of Business Research, 57 (4), 445-455.
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：409（臺灣：407，外國：2） ／ 本年度總使用人次：1695817 ／ 訪客人次（自102年09月）：67508045
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上