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研究生： 王育雯
Wang, Yu-Wen
論文名稱： 規範性評估及習慣領域對於衝動性消費之干擾影響
The Moderating Effects of Normative Evaluation and Habitual Domain on Impulsive Buying Behavior
指導教授： 吳萬益
Wu, Wann-Yih
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2005
畢業學年度： 93
語文別： 英文
論文頁數： 81
中文關鍵詞： 衝動性消費 、習慣領域 、規範性評估 、享樂消費 、認知 、人格特質
外文關鍵詞： Personal Characteristics, Cognitive Responses, Urge to Buy Impulsively, Habitual Domain, Normative Evaluation, Impulsive Buying, Hedonic Shopping
相關次數： 點閱：175  下載：12 
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    • 　　關於衝動性消費的主題已經被認為是消費者行為最重要的主題之一。然而，之前的研究並未相關之研究變數來區分造成衝動性消費行為的原因及變數，也未考量到規範性評估及習慣領域對衝動性消費之中介影響。因此，本研究目的在於更進一步研究衝動性消費且發展更完整的衝動性消費研究架構以涵蓋相關理論與衝動性消費的研究變數。規範性影響及習慣領域對於感到衝到購買與衝動性購買行為間的中介影響效果也會在研究中被測量。

    　　本研究結果發現，人格特質、認知的反應，與享樂性消費會對消費樂趣和衝動性消費行為有顯著的影響效果。另外，規範性評估及習慣領域，會對消費樂趣與衝動性消費行為之間的關係產生顯著的影響。

    　　The issue of impulsive buying has been regarded as one of the most important issues for consumer buying. However, previous studies didn’t integrate relevant research variables to verify the causes and consequences of impulsive buying behaviors. Also, they didn’t consider the moderating effects of normative evaluation and habitual domains on impulsive buying. The purpose of this study is to go one step further by developing a more comprehensive research framework that encompasses relevant theories and research variables for impulsive buying. The moderating effects of normative evaluation and habitual domains on the relationship between shopping enjoyment and impulsive buying behavior are also evaluated.

    　　The results of this study indicate that personal characteristic, and hedonic shopping, cognitive response, have significant influences on and shopping enjoyment and impulsive buying behaviors. Besides, the effects of habitual domain and normative evaluation are significant to moderate the relationship between shopping enjoyment and impulsive buying behaviors.

    Chapter One Introduction 1 1.1 Research Background and Motivations..................................1 1.2 Research Objectives and Contribution.................................3 1.3 Research Project.....................................................5 1.4 Research Procedure....................................................5 1.5 The Structure of this Study...........................................7 Chapter Two Literature Review ..........................................9 2.1 Definition of Relevant Research Variables.............................9 2.1.1 Persional Characteristics...........................................9 2.1.2 Hedonic Shopping...................................................11 2.1.3 Cognitive Response.................................................13 2.1.4 Shopping Enjoyment.................................................14 2.1.5 Normative Evaluation...............................................16 2.1.6 Habitual Domain....................................................18 2.1.7 Impulsive Buying Behavior..........................................21 2.2 Interrelationship among Researh Constructs..........................22 2.2.1 Interrelationships among Personal Characteristics, Cognitive Response, Hedonic Shopping and Shopping Enjoyment..................23 2.2.2 Imfluence of Cognitive Resoponse, Hedonic Shopping, and Shopping Enjoyment on Impulsive Buying Behavior.............................27 2.3 Moderating Effects of Normative Evaluaiton and Habitula Domains......27 2.3.1 The moderating effect of Normative Evaluation......................27 2.3.2 Th moderating effect of Habitula Domainse..........................28 Chapter Three Research Design and Methodology............................31 3.1 The Conceptual Model.................................................31 3.2 Construct Measurement................................................32 3.2.1 Personal Characteristics...........................................33 3.2.2 Hedonic Shopping...................................................34 3.2.3 Cognitive Resopnse.................................................34 3.2.4 Shopping Enjoyment.................................................35 3.2.5 Normative Evaluaiton...............................................36 3.2.6 Habitual Domain....................................................36 3.2.7 Impulsive Buying Behavior..........................................37 3.2.8 The Informations pf Respondents....................................38 3.3 Hypotheses to Be Tested..............................................38 3.4 Questionnaire Design.................................................39 3.5 Sampling Plan........................................................40 3.6 Data Analysis Procedures.............................................40 3.6.1 Descriptive Statistic Analysis.....................................41 3.6.2 Purification and Reliability of the Measurement Variables..........42 3.6.3 Differences of Research Variables among Groups.....................42 Chapter Four Descriptive Analysis and Reliability Tests.................45 4.1 Introduction.........................................................45 4.2 Descriptive Analysis.................................................45 4.2.1 Data Collection.....................................................45 4.2.2 Characteristics of Respondents......................................45 4.2.3 Measurement Results for Relevant Research Variables.................47 4.3 Reliability Tests....................................................51 4.3.1 Peresonal Characteristics...........................................51 4.3.2 Hedonic Shopping....................................................53 4.3.3 Cognitive Response..................................................54 4.3.4 Shopping Enjoymeny ..................................................54 4.3.5 Normative Evaluaion.................................................55 4.3.6 Habitual Domains....................................................56 4.3.7 Impulsive Buying Behavior...........................................57 Chapter Five Research Analysis and Results..............................59 5.1 Interrelationships among Personal Characteristics and Cognitive Resoponse............................................................59 5.2 Regression Analysis of Personal Characteristics, Cognitive Response, Hedonic Shopping, Shopping Enjoyment, and Impulsive Buying Behavior..61 5.3 Moderating Effect Analysis of Normative Evaluation and Habitual Domains..............................................................66 5.3.1 Moderating Effect of Normative Evluation on the Relationships between Shopping Enjoyment and Impulsive Buying Behavior............66 5.3.2 Moderating Effect of Habitual Domains on the Relationships betwee Shopping Enjoyment and Impulsive Buying Behavior....................68 5.4 Structural Equation Model (SEM)......................................69 Chapter Six Conclusions and Suggestions...............................75 6.1 Research Conclusions.................................................75 6.2 Research Suggestions.................................................80 References References of This study...................................82 Appendix Survey Questionnaire.......................................87

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