沖動(dòng)購(gòu)買在文學(xué)中是一種快速體驗(yàn),快速發(fā)生,通常很少考慮到購(gòu)物者的一部分。它往往牽涉到一個(gè)產(chǎn)品,而不是花時(shí)間選擇一個(gè)。這種行為形式更為自發(fā),可以被視為“壞”(Rook,1986)。消費(fèi)者動(dòng)機(jī)指的是可能導(dǎo)致個(gè)人行為或行為的過程。動(dòng)機(jī),如價(jià)格折扣和情緒狀態(tài)的個(gè)人是觸發(fā)沖動(dòng)購(gòu)買行為的關(guān)鍵因素。以前的研究主要集中在調(diào)查磚和砂漿或移動(dòng)沖動(dòng)購(gòu)買行為。然而,當(dāng)消費(fèi)者通過快速發(fā)展的移動(dòng)購(gòu)物環(huán)境遇到?jīng)]有計(jì)劃的購(gòu)物機(jī)會(huì)時(shí)會(huì)發(fā)生什么?在理解兩種環(huán)境的相似性和差異性及其對(duì)購(gòu)買行為的最終影響方面存在差距。因此,本研究的目的是區(qū)分消費(fèi)者行為在這兩個(gè)設(shè)置。本研究的重點(diǎn)是確定在商店和移動(dòng)購(gòu)物設(shè)置沖動(dòng)購(gòu)買的消費(fèi)者之間的相似性和差異。目的是調(diào)查購(gòu)買沖動(dòng)傾向較高的消費(fèi)者對(duì)購(gòu)買的反應(yīng)是否不同。心理變量,如物質(zhì)主義,時(shí)間和金錢可用,以及即時(shí)的積極情感是潛在的調(diào)節(jié)消費(fèi)者沖動(dòng)購(gòu)買行為和這兩個(gè)設(shè)置之間的關(guān)系。在這篇論文中,最近在一個(gè)公共廣場(chǎng)招募了 100名參加者,完成了六十五份版本一和六十五份版本的兩份問卷,以確定這兩種購(gòu)物環(huán)境中可能的關(guān)系。沖動(dòng)購(gòu)買的測(cè)量是“購(gòu)買意愿”的二分變量。如果參與者表示他們無(wú)意購(gòu)買該產(chǎn)品,則被認(rèn)為是沖動(dòng)購(gòu)買。...

【文章頁(yè)數(shù)】：62 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Acknowledgement
摘要
Abstract
Chapter One: Introduction
    1.1. Background
    1.2. Purpose of Research
Chapter Two: Literature review and hypotheses development
    2.1. Definition of Impulse Buying Behavior
    2.2. Internal motivations for impulse buying
        2.2.1. The influence of gender on impulse buying behavior
        2.2.2. Internal states and emotions
    2.3. External factors that can cue impulse buying
    2.4. Online impulse buying behavior
    2.5. The impact of mobile devices on purchase behavior
    2.6. Hypotheses
Chapter Three: Research design
    3.1. Research methodology
    3.2. Recruitment procedure
    3.3. Data preparation
    3.4. Participant demographics
    3.5. Scaling
Chapter Four: Findings and discussion
    4.1. Mobile setting and impulse purchases
    4.2. Impulsive and non-impulsive shopping behavior
    4.3. Moderated main effects
    4.4. Discussion and interpretation
        4.4.1. Effect of mobile setting on impulsive buying
        4.4.2. Effect of time availability on impulse buying
        4.4.3. Effect of money availability on impulse buying
        4.4.4. Effect of materialism on impulse buying
        4.4.5. Effect of positive feelings on impulse buying
Chapter Five: Conclusion
    5.1. Findings and Implications
    5.2. Limitations
    5.3. Directions for future research
References
Annex



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