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G0495706824
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校 輔仁大學
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494436205
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研
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楊書綺
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(中
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)
論
衝動性購買對消費者購後罪惡感的影響—交易方式、產品特性及物品最終
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用途
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The influence of impulse buying on consumer’s guilt after purchasing–the
名
稱 transaction way、product characteristics and product final use
(英
)
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指
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教 廖國鋒
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罪惡感 衝動性特質 衝動性購買 物品最終用途 交易方式
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(中
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product characteristics impulse buying guilt
字
(英
)
全球市場經營概念不斷傳輸”附加價值”的概念，以往致力於單純的產品
製造之經營模式，以無法應付日益巨變的市場需求，大量生產的單存模式
也被劇減的產品生命週期擊潰，必須在生存與獲利間之夾縫求生存，簡單
說明這現況的話，即我們欲由微笑曲線之成本極端，轉移至經濟效益至高
的極端。然而，一窩瘋的追求創造所謂的品牌，積極採取各種千奇百怪的
行銷手法，成功使消費者花大錢消費，事後發現花費超過預算，罪惡感便
油然而生，這罪惡感進而影響的就是消費者下次的購買決定，讓廠商們原
先的行銷仙丹轉變成銷售毒藥。即使消費行為是如此多變化，研究消費者
摘
情緒顯示，罪惡感是行為傾向決定性的情緒表現，然而過往研究通常把重
點放在認知之探討，鮮少有研究將重點放在衝動性購買對購後罪惡感之影
響，及在產品最終用途及交易方式之影響下，在消費者內心產生何種變
要
化。因此，本研究探討期能補充過去文獻之不足，並提供後續相關研究參
(中
考。 本研究先經過前測的挑選，決定正式實驗所需的產品品項。接著以消
)
費者特質(衝動性高／衝動性低) 、產品特性(享樂品／實用品) ，物品最終
用途(送給自己／贈予他人) 及交易方式(現金／信用卡)，探討對衝動性購買
所產生之罪惡感的影響。結果顯示，消費者之衝動性特質較高者，比低衝
動性特質者，會有較衝動性的消費行為，而產品特性為享樂品時，比起產
品特性為實用品時，更會引發衝動的消費行為；交易方式若配合信用卡付
款，比起使用現金付款，更易產生消費者之衝動性購買行為，且交易方式
若使用信用卡付款，比起使用現金付款的消費者，更容易產生罪惡感；衝
動性之消費行為若物品最終用途為送給自己，比起用途為贈與他人時，更
易產生罪惡感；衝動性之消費行為程度越高的，則事後產生之罪惡感越
高。
Even if the consumer behavior will be changes so much, studies of the consumer
摘 mood to demonstrate, the feeling of guilty is the behavior tendency decisive mood
performance, however the passing research usually places the key point discussion
要
the cognition, few will have the research with emphasis to place the impulsive
(英
purchase after to buy influence the feeling of guilty, and influence of in the product
)
final use and under the transaction way, will have what kind of change in the
consumer innermost feelings The result showed that, consumer impulsive special
characteristic high, compared to the low impulsive special characteristic, can have
compares the impulsive consumer behavior, when the product characteristic for leads
life of comfort, when compares the product characteristic for the solid thing, can
initiate the impulse the consumer behavior; If the transaction way the coordinate
credit card payment, compares the use payment in cash, the change has impulsiveness
of purchase behavior the consumer, also transaction way if the use credit card
payment, compares the use payment in cash the consumer, easier to have the feeling
of guilty; Of consumer behavior if impulsiveness goods final use for gives oneself,
compares the use for when grants other people, the change has the feeling of guilty;
Of consumer behavior degree impulsiveness higher, then afterwards has the feeling of
guilty to be higher.
論
文
目
次
第一章 緒論 第一節 研究背景與動
機...........................................................................1 第二節 研究目
的.......................................................................................2 第三節 研究流
程.......................................................................................3 第二章 文獻探討 第一
節 罪惡感...........................................................................................4 第二節 衝動性
購買.................................................................................15 第三節 產品特
性.....................................................................................26 第四節 交易方式之信用
卡消費.............................................................33 第五節 產品最終用途-贈禮之贈
予他人與自我贈予............................34 第三章 研究設計 第一節研究架
構.......................................................................................38 第二節 研究假
設.....................................................................................39 第三節 變數定義與衡
量....................................41 第四節 實驗設計與流
程.........................................................................46 第五節 統計方
法.....................................................................................59 第四章 研究結果與討論
第一節 樣本結構描述.............................................................................60 第二節
信度分析.....................................................................................60 第三節 產品性質
之操弄檢定.................................................................61 第四節消費者衝動性特質
之因素分析...................................................62 第五節消費者衝動性特質分
群...............................................................63 第六節相關分
析.......................................................................................64 第七節 假設驗
證.....................................................................................65 第五章 研究結論與建議
第一節 結論.............................................................................................68 第二節 管
理意涵.....................................................................................70 第三節 研究限制及
未來建議.................................................................71 參考文獻 西文部
份 ………………………………………………………………… 72 附錄一：
本研究之正式問卷………………………………………… 83 圖 次 圖 1：本
研究之研究流程
圖.........................................................................................................................3 圖
2：本研究之研究架構
圖.......................................................................................................................38 圖
3：實驗流
程......................................................................................................................................
....46
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