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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/77356

    Title: 從眾因素、產品因素與從眾行為對衝動性購買行為之影響 : 以女性面膜購買行為為例
    Other Titles: The impact of conformity factors, product factors and conformity on impulsive buying behavior : an empirical study of female customers purchasing facial masks
    Authors: 陳韻如;Chen, Yun-Ju
    Contributors: 淡江大學國際企業學系碩士在職專班
    曾義明;Tseng, Yi-Ming
    Keywords: 衝動性購買;從眾;產品因素;面膜;Impulsive Buying Behavior;Conformity;Product Factors;Facial Masks
    Date: 2012
    Issue Date: 2012-06-21 06:36:15 (UTC+8)
    Abstract: 衝動性購買一直是消費者行為領域的重要課題,但歷年來學者的探討層面多著重在個人因素或外在環境因素,著墨於人際互動、團體影響方面的研究明顯不足,而本研究在這樣的背景下,透過問卷發放的方式,探討多數職場女性日常的「面膜」購買行為,以實證研究來了解職場女性是否會因從眾特性進而引發衝動性購買行為,並納入產品因素(產品能見度及產品品質)作為干擾變數,觀察其中的影響程度,檢視從眾行為與衝動性購買行為之間是否存在顯著的影響,並提供業者未來的行銷組合建議與資料參考。


    Impulsive buying behavior has been an important issue in consumer behavior area; however, this study focuses on the majority of career women’s daily "mask" purchases, analyzing whether the conformity characteristics would lead to the working women’s impulsive buying behavior, followed by the product factors for the disturbance variables to detect the degree of influence and further understands the significant connection and mutual impact between the conformity and impulsive buying behavior, in the hope of providing future marketing mix recommendations and information for reference.

    First, we chose working females who make it a rule to make purchases of facial masks and focused on the great Taipei area for the main survey region to complete the questionnaires by either e-mailing or filling them out in person. Investigation lasted from July, 2011 to August, 2011. A total of 400 questionnaires were issued, 354 of which were effective. It suggested that working females among working groups do exert influence on one another because of conformity, which contributes to impulsive buying behavior. The influence and pressure from the peer groups on the buying behavior of women should never be underestimated, for women are inclined to follow information or recommendations from groups, which will reduce the assessment of products when making purchase decisions. In addition, the degree of women’s confidence and the ever-lasting pursuit of fashion have a significant impact as well.

    According from the study result, we first strongly suggest that dealers avail themselves of conformity characteristics of female consumers to expand business opportunities by developing trendy products continually to satisfy the needs of women. What’s more, strengthen the effects from groups on women purchasing behavior by word-of -mouth. Last but not least, the effective operation of the Internet social websites is also of substantial help for enterprises.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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