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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林以正 | |
| dc.contributor.author | Jing-Wei Lo | en |
| dc.contributor.author | 羅敬惟 | zh_TW |
| dc.date.accessioned | 2021-06-16T10:21:49Z | - |
| dc.date.available | 2014-08-22 | |
| dc.date.copyright | 2013-08-22 | |
| dc.date.issued | 2013 | |
| dc.date.submitted | 2013-08-16 | |
| dc.identifier.citation | 中文部分：
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/60565 | - |
| dc.description.abstract | 消費者對於非計劃購買行為往往有進退兩難（趨避衝突）的困境，對產品有一正一反的聯想；亦即在決定購買與否時，認知運作會發生對商品趨近（approach）或逃避（avoidance）的認知。而本研究以心理-情境因素模型（Kalla & Arora, 2011）作為理論基礎架構，旨在檢驗衝動消費歷程中，消費者對產品的聯想，對於決定購買是否為關鍵的心理因素；並透過研究操弄促銷時間的長短（情境因素），檢視時間限制所產生的心理壓力是否對消費者的衝動購買傾向、趨近認知、逃避認知等等衝動購買歷程的心理因素有調節效果。結果發現，衝動購買傾向會經由產生趨近認知，影響消費者對商品的購買意願，相較於低衝動購買傾向，高衝動者會對商品產生較強的趨近認知，進而較容易發生衝動購買行為；逃避認知相對不會顯著影響衝動傾向與購買的關係。而當購買情境的時間限制大時，消費者的心態會更強化趨近認知；在時間壓力小時，消費者除了有趨近聯想外，還會萌生出逃避認知的想法來抑制衝動購買。 | zh_TW |
| dc.description.abstract | Consumers are conflicted about unplanned purchases, i.e., consumers develop both positive and negative associations about a product at the same time (approach avoidance conflict). When it comes to deciding whether or not to buy, the cognitive apparatus generates associations of approach or avoidance. This study employed on the model of psychology-context factors (Kalla & Arora, 2011) as its theoretical framework for examining whether a consumer’s product associations are critical psychological factors in buying decisions for impulse purchases. Furthermore, the study varies the length of the sales promotion (a contextual factor) to examine mental pressure caused by time limits, and determine if mental pressure generates a moderation effect on the consumer’s psychological factors of an impulse buy (such as buying impulsiveness, approach cognition, avoidance cognition, and so on). The results indicate that buying impulsiveness affects buying motivation through approach cognition. Compared to consumers with low buying impulsiveness, consumers with high buying impulsiveness form stronger approach cognition and make impulse buys more easily. Avoidance cognition does not significantly affect the relationship between the impulse tendency and a buying decision. When the purchase context entails a longer time limit, consumers will form stronger approach cognition. When the time pressure is less, besides forming approach cognition, consumers will also develop avoidance cognition to inhibit an impulsive purchase. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T10:21:49Z (GMT). No. of bitstreams: 1 ntu-102-R00227121-1.pdf: 883869 bytes, checksum: 85dde224898771b7973d416cac057c39 (MD5) Previous issue date: 2013 | en |
| dc.description.tableofcontents | 致謝....................................................................................................................i
中文摘要.............................................................................................................ii 英文摘要............................................................................................................iii 第一章 緒論......................................................................................................1 第二章 文獻探討................................................................................................4 第一節 衝動性購買行為...............................................................................4 第二節 影響衝動性購買的因素......................................................................6 第三節 小結與研究假設.............................................................................10 第三章 研究方法..............................................................................................16 第一節 樣本收集.......................................................................................16 第二節 變數的測量....................................................................................16 第三節 研究設計.......................................................................................18 第四章 研究結果與分析....................................................................................21 第一節 操弄檢核.......................................................................................21 第二節 各主要變項間的效果.......................................................................21 第三節 多元中介分析.................................................................................24 第四節 時間壓力的調節中介分析.................................................................24 第五章 綜合討論..............................................................................................27 第一節 研究結果總結.................................................................................27 第二節 研究限制與未來展望.......................................................................31 第六章 參考文獻..............................................................................................33 附錄.................................................................................................................40 附錄一：衝動性購買傾向量表..........................................................................40 附錄二：趨近、逃避認知量表..........................................................................41 附錄三：時間壓力大組實驗腳本.......................................................................42 附錄四：時間壓力小組實驗腳本.......................................................................43 表1 主要變項描述性統計表...............................................................................21 表2 主要變項相關係數量表...............................................................................22 表3 估計迴歸方程式參數值...............................................................................23 表4 時間壓力對趨近、逃避認知中介效果的調節(PROCESS) ..................................25 圖1 研究架構..................................................................................................11 圖2 衝動傾向與時間壓力的單一斜率分析............................................................23 圖3 趨近、逃避認知多重中介模式......................................................................24 圖4 高時間壓力下，趨近、逃避認知多重中介模式................................................25 圖5 低時間壓力下，趨近、逃避認知多重中介模式................................................26 | |
| dc.language.iso | zh-TW | |
| dc.title | 衝動購買傾向對衝動購買的影響：趨近與逃避認知的中介效果檢驗 | zh_TW |
| dc.title | The Influence of Buying Impulsiveness on Impulse Purchase: The Mediation Effect of Approach and Avoidance Cognition | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 101-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 王叢桂,蘇珍頤 | |
| dc.subject.keyword | 衝動購買傾向,趨近認知,逃避認知,時間壓力, | zh_TW |
| dc.subject.keyword | buying impulsiveness,approach cognition,avoidance cognition,time pressure, | en |
| dc.relation.page | 43 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2013-08-16 | |
| dc.contributor.author-college | 理學院 | zh_TW |
| dc.contributor.author-dept | 心理學研究所 | zh_TW |
| 顯示於系所單位： | 心理學系 | |
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