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    题名: The Effects of Idolatry and Personality Traits on Impulse Buying: An Empirical Study
    作者: Yang, Chyan;Wang, Yau-de;Niu, Han-jen
    贡献者: 淡江大學經營決策學系
    日期: 2008-12
    上传时间: 2011-10-20 16:14:59 (UTC+8)
    出版者: Dorset, United Kingdom: International Journal of Management
    摘要: Marketers have long recognized the significance of impulse buying, but most studies focus on adult consumers. Idolatry means the extent to which people have and are influenced by idols in their behavior. The purpose of this study is to examine the relationship between idolatry and impulsive buying tendency in the case of Taiwan's 13 to 20 years old adolescents. We conducted a survey of 337 high school and college students. The research employed the nine-item scale of Rook and Fisher (1995) to measure impulse buying behavior and the self-assessment question "Do you have an idol?" to distinguished idolatrous and nonadolartous. The results indicate that impulsive buying is significantly associated with idolatry. In addition, the factors of economic independence (e.g. pocket money available and part-time job) are also significantly correlated with adolescents' impulsive buying tendency. Marketers should utilize the influences of idols as a strategic attempt to strengthen adolescents' brand image.
    關聯: International Journal of Management 25(4), pp.633-640+778
    显示于类别:[管理科學學系暨研究所] 期刊論文

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