Dissertations / Theses on the topic 'Impulse buying'

Background: Impulse buying is increasingly grown and it creates up to 80% of all purchases in certain low involvement product categories. In Sweden, a Swede can spend 20000SEK a year for impulse shopping in average. On the other hand, impulse buying is calculated to be strongly grown in the emerging markets such as Vietnam and Turkey. Due to the steady economic growth of 7% every year in Vietnam, it leads to a higher demand in shopping of the consumers. Similarly, Turkey’s economy is considered as one of the fastest growing economies in Europe and consequently leads to the increase of impulse buying behavior among the customers. Purpose: The purpose of the present study is to expand the understanding of the impulse buying behavior by looking further into the role of culture in cross-cultural contexts Hypothesis:   H1-There is a significant relationship between individualism-collectivism and impulse buying behavior. H2- There is a significant relationship between power distance and impulse buying behavior. H3- There is a significant relationship between uncertainty-avoidance and impulse buying behavior H4- There is a significant relationship between masculinity-femininity and impulse buying behavior Methodology: Three focus groups and seven interviews are served as the pre-study and a cross-cultural questionnaire is substantially conducted across three countries: Sweden, Turkey and Vietnam. Findings: Culture generates certain effects on impulse buying behavior and the influence is diverse across these countries. However, the findings also indicate that there could be other factors that could affect impulse buying behavior.

Thesis (M.Phil.)--City University of Hong Kong, 2005.
"Submitted to Department of Information Systems in partial fulfillment of the requirements for the degree of Master of Philosophy" Includes bibliographical references (leaves 84-103)

Impulse buying is a widely pervasive phenomenon. Statistics shows that more and more shoppers are experiencing irresistible urge to purchase unplanned and in most cases unnecessary product. Existing researches fall short in identifying most suitable tools that marketers can adopt in order to promote impulsive sales. Therefore, this thesis provides deep analysis of those, controllable factors that influence impulse buying. Particularly four external cues are examined: product display, promotional signage, sensory elements and social atmospherics. Research has deductive approach. First, existing academic articles and research papers are analyzed. Then two different methods of primary data collection are covered. Self-reported online survey is used as a main research tool. Received data of 193 respondents is analyzed in SPSS software using Pearson correlation test and standard multiple regression analysis. Results of store experiment and interviews are covered next. The research concludes that product display has strongest impact on impulse buying, influences and encourages consumer unplanned purchase decisions. Thus, marketers are advised to promote product presentation in the stores.

An important element in retailing is the use of impulse purchases; generally small items that are bought by consumers on the spur of the moment. By some estimates, impulse purchases make up approximately 50 percent of all spending by consumers. While impulse purchases have been studied in the brick-and-mortar retail environment, they have not been researched in the online retail environment. With e-commerce growing rapidly and approaching $20 billion per year in the Canadian and US markets, this is an important unexplored area. Using real purchasing behaviour from visitors to the Reunion website of Huntsville High School in Ontario Canada, I explored factors that influence the likelihood of an impulse purchase in an online retail environment. Consistent with diminishing sensitivity (mental accounting and the psychophysics of pricing), the results indicate that the likelihood of a consumer purchasing the impulse item increases with the total amount spent on other items. The results also show that presenting the offer in a popup is a more effective location and presentation mode than embedding the offer into the checkout page and increases the likelihood of the consumer making an impulse purchase. In addition, the results confirm that providing a reason to purchase by linking a $1 donation for a charity to the impulse item increases the frequency of the impulse purchase.

Impulsyvus pirkimas yra nagrinėjamas daugelį metų, siekiant išsiaiškinti vartotojo vidinius motyvus, išorinių veiksnių įtaką šiam reiškiniui. Daugiau nei pusė pardavimo pajamų gaunama iš impulsyvių pirkimų. Tad išsiaiškinus, kokie faktoriai įtakoja vartotojų impulsyvius pirkimus, būtų galima padidinti pardavimų skaičių. Darbo tikslas buvo išanalizuoti impulsyvaus pirkimo ypatumus ir motyvus bei jų įtakojimą. Darbą sudaro trys dalys – teorinė, praktinė ir projektinė. Pirmoje dalyje aptariami teoriniai impulsyvaus pirkimo aspektai, pateikiami anksčiau atliktų tyrimų apžvalga. Antroje dalyje pateikiami darbo autorės atlikto tyrimo rezultatai, metodika. Trečioje dalyje aprašomas impulsyvaus pirkimo skatinimo projektas, įgyvendinimo sąlygos. Teorinėje darbo dalyje aptariami užsienyje atlikti tyrimai, kurių rezultatai parodė, jog dauguma užsieniečių perka impulsyviai. Atlikus tyrimą, paaiškėjo, jog dauguma Kauno gyventojų planuoja savo pirkinius ir tik retkarčiais perka neplanuotas prekes. Šiai problemai išspręsti projektinėje dalyje buvo pateiktas vartotojų požiūrio keitimo projektas.
The researches of impulse buying has took lots of years in a row tracing consumer motives, influence of external factors. As marketers agree there are more than half of income that is received from sellings based on impulse. Therefore it is essential to find out which motives influence impulse buying. The purpose of this diploma work was to analyse motives and singularities of impulse buying. The paper work consits three main parts – theoretical, practical and designed. The first part of the work holds theoretical aspects of impulse buying and includes the review of previous researches done abroad. The second part consists of results from research and it‘s review. The last part is designed to introduce the solution that define how to stimulate impulse buying behaviour. Theoretical background has showed that most of foreigner consumers buys on impulse. But research that took place in Kaunas has showed that most of customers tend to plan their purchases. Therefore there were introduced few solutions how to change customer attitude in the third part of this diploma work.

background:  Influencer marketing has become more and more popular nowadays. Companies collaborate with influencers to increase their popularity and hence, their market share. Instagram is one of the social media that influencers usually use. And because of the “tag” and “link” functions, it becomes easier to promote new products, which leads to the transition from followers to consumers. When millennials in China are making purchasing decisions, they focus more on spiritual and entertainment so that they will make more impulse buying. Besides, the easy access to digital devices makes it easier for people to purchase the products promoted by influencers. There are already existing researches about how influencers impact consumers’ impulse buying behaviour. They mainly focus on the development, pros and cons, and factors of impulse buying behaviour. However, there is a lack of research on how individuals’ impulse buying behaviour is affected by influencer marketing. So, this paper takes a look at how Instagram influencers motivate Chinese millennials to conduct impulse buying behaviour. Purpose: The thesis aims to study how influencers marketing motivates Chinese millennials consumers’ impulse buying behaviours, analysing through the social media platform of Instagram. Method: Based on a social constructionism philosophy, this qualitative study utilizes a focus group strategy. To acquire and analyse data through three steps of Gioia method. The first-order analysis is the integrity of 1st order (information-centric) terms is maintained, and the second-order analysis is that seeking similarities and differences among the many categories and reduce them. At the last step, the building of aggregate dimensions is distilled 2nd order themes into overarching theoretical dimensions. Conclusion:  The research has shown that when Chinese millennials are conducting impulse buying behaviour under the impact of the influencers, the characteristics of the influencers, consumer emotions and self-construal play a role on different levels respectively. The characteristics of influencers have a positive impact on consumers' impulse buying behaviour by excited emotions, while consumers’ self-construal plays a particular role in regulating them to different degrees.

PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR
PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTS. DE ENSINO
PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTITUIÇÕES COMUNITÁRIAS DE ENSINO PARTICULARES
A compra por impulso acontece sem reflexão, espontaneamente, e pode ter vários antecedentes. O objetivo desta dissertação foi testar o poder preditivo dos cinco grandes fatores de personalidade sobre a compra por impulso. Para tanto, realizaram-se dois estudos em que 1296 brasileiros, de todos os estados da federação, responderam a um questionário via internet. O estudo 1 teve o objetivo de buscar evidências de validade de um instrumento para aferir a tendência de comprar impulsivamente. Foram encontradas correlações positivas entre a tendência de comprar por impulso, a influência social normativa e traços de impulsividade do consumidor. O instrumento também foi capaz de diferenciar pessoas que fazem lista de compras das que não fazem, e pessoas que preferem ir às compras sozinhas das que preferem comprar acompanhadas. As evidências encontradas suportam o uso do instrumento para o contexto brasileiro. No segundo estudo, foi realizada uma regressão linear múltipla para testar se personalidade e influência social prediriam a compra por impulso. As variáveis investigadas explicaram 23 por cento da variância da compra por impulso. Entre preditores significativos positivos destacaram-se a influência social normativa e o fator de Neuroticismo de personalidade; entre os negativos, destacaram-se o hábito de fazer lista de compra e o fator Conscienciosidade de personalidade. Os resultados confirmam o poder preditivo de fatores de personalidade, influência social e hábitos de consumo sobre o comportamento de compra por impulso. Este estudo aprofunda os achados psicológicos sobre comportamentos de compra, alavancando a disseminação do conhecimento tanto para pesquisadores, quanto para profissionais interessados no tema.
The aim of this study was to test the predictive power of the big five factors of personality on impulse buying. In addition, sexual differences were verified for impulse buying behavior and levels of susceptibility to social influence, as well as relations of purchase with sociodemographic variables and consumption habits. Participants were 1296 Brazilians. The model tested explained 23 percent of the variance of impulse buying, the higher predictive powers were for normative influence and neuroticism, as positive; followed by the habit of making shopping list and conscientiousness, as negative predictors. The results confirm the predictive power of personality factors, consumption habits and socio-demographic variables on impulse buying.

Bien que la plupart des recherches antérieures montrent qu'un pourcentage important des achats impulsifs est influencé par des promotions de vente, aucune étude à ce jour n’a examiné les mécanismes psychologiques qui soutiennent cette influence. Cette thèse vise à combler cette lacune importante. Elle étudie les processus affectifs-cognitifs-comportementaux qui sous-tendent l'influence des promotions sur les achats impulsifs. Elle examine également l’influence de catégories de promotions et certains traits de personnalité des consommateurs sur ces processus. Nous adoptons une approche cognitive-affective de l'achat impulsif qui tend à montrer le rôle de l’affect et la délibération cognitive lors d’influence des stimuli externes sur les comportements impulsifs. Les émotions envers une promotion sont définies en termes d’états affectifs éprouvés par le consommateur à un moment donné envers une promotion particulière. Les groupes d'émotions avec la même polarité sont classés comme l’affect positif ou l’affect négatif. La cognition envers une promotion est définie en termes d’évaluations des bénéfices qui peuvent être obtenus d’une promotion particulière avec l'achat du produit promu. Nous étudions le rôle médiateur de l’affect et de la cognition envers une promotion lors d’un processus d'achat impulsif. Nous examinons également la pertinence de la variable affect envers une promotion en étudiant si l’affect et la cognition jouent des rôles complémentaires ou redondants dans la prédiction du comportement du consommateur. Nos résultats révèlent que deux mécanismes distincts coexistants, soit le transfert de l’affect et de la cognition, sous-tendent l’achat impulsif des produits en promotion. En accord avec la théorie de l'Appraisal, les évaluations cognitives de bénéfices d’une promotion génèrent une réaction affective chez les consommateurs. Cette dernière à son tour influence leur comportement d’achat impulsif. Des recherches antérieures constatent que les réponses impulsives des consommateurs aux promotions diffèrent d'une catégorie de promotion à l'autre. Cependant, la cause de cette différence est peu étudiée dans la littérature. Cette thèse vise à combler cette lacune. Nous attribuons cette différence au fait que les antécédents psychologiques varient entre les achats de produits promus avec différents types de promotions. Par conséquent, nous examinons le rôle modérateur de la catégorie de promotion dans le processus d'achat impulsif. Nos résultats confirment notre hypothèse. Ils démontrent que l'achat impulsif d'un produit promu par une promotion nonmonétaire est un acte de plaisir. La cognition hédonique et l’affect positif que les consommateurs éprouvent ont une influence significative sur leur achat impulsif. D'autre part, dans le cas des promotions monétaires les consommateurs font une évaluation coût-bénéfice dans laquelle ils considèrent également leur cognition utilitaire et l’affect négatif qu'ils éprouvent vers la promotion de ventes. Le dernier volet de cette recherche étudie comment le processus d'achat impulsif de produits en promotion diffère parmi les consommateurs ayant des traits de personnalité distincts. Nous choisissons deux traits de personnalité qui sont liés à l'attention et la réaction des consommateurs aux promotions et à leur tendance à faire des achats impulsifs, soit la tendance à l'impulsivité dans l'achat et la sensibilité aux promotions de vente. Nos résultats démontrent que ces traits influencent l’affect et la cognition que le consommateur éprouve envers une promotion. Ils modèrent également les rôles des mécanismes affectifs et cognitifs dans le processus d’achat impulsif. Les résultats de notre analyse de la relation entre ces traits de personnalité démontrent que les deux traits augmentent des impulsions et des achats impulsifs. Cependant, ils diffèrent en termes des réactions affectives et cognitives sous-jacentes. Les consommateurs impulsifs font des achats impulsifs en raison de leur forte tendance à chercher des récompenses, alors que l'achat impulsif des consommateurs sensibles aux promotions est un acte délibératif de l'auto-indulgence pour bénéficier des avantages utilitaires des promotions. Cette thèse apporte des contributions importantes à la littérature. Parmi tous, nos résultats montrent comment les promotions de ventes encouragent les consommateurs à acheter sur impulsion. Il est confirmé que l’affect envers une promotion est un prédicteur important de réponses promotionnelles qui a été négligé dans les recherches précédentes. En outre, la catégorie de promotion et les traits de personnalité se trouvent à modérer les processus affectifs-cognitifs-comportementaux d’achat impulsif. Enfin, les implications managériales sont fournies pour manipuler des caractéristiques de promotion des ventes dans le but d'encourager les achats impulsifs à travers les consommateurs avec différents traits de personnalité. Mots clés : Comportement de l'acheteur, Achat impulsif, Promotion de vente, Réponse émotionnelle, Affect envers une promotion de vente, Réponse cognitive, Cognition envers une promotion de vente, Tendance à l'impulsivité dans l'achat, Sensibilité aux promotions de vente
Although past research demonstrates that a significant percentage of impulsive purchases come from sales promotions, no studies to date have examined the psychological mechanisms leading to this influence. To better understand the role of sales promotions in impulse buying situations, this dissertation aims to address this critical gap. To this end, first of all, we investigate cognitive-affective-behavioural processes underlying the influence of sales promotions on impulsive purchases. Further, we examine the moderating role of sales promotions category on these processes. Finally, we study how these processes differ among consumers with different personality traits. This dissertation adopts a cognitive-affective approach to impulse buying. It claims that cognitive deliberation also plays a mediating role between external stimuli and impulse buying behaviour, although affective reactions would have more influence. Emotions towards promotions are defined in terms of subjective feeling states experienced by consumers at a given point of time towards a promotion. Clusters of emotions with the same polarity are referred to as either positive or negative promotion affect. Promotion cognition is defined as the evaluative meaning of a sales promotion in terms of the benefits that can be derived out of it with the purchase of the promoted product. We investigate the mediating role of promotion affect and promotion cognitions in impulse buying process of promoted products. We also examine the relevance of the construct of promotion affect by studying whether promotion affect and promotion cognition play complementary or redundant roles in predicting consumer impulsive behaviour. Our results reveal that two separate coexisting mechanisms, affect transfer and cognitions, are the underlying foundations of impulse buying decisions of promoted products. Consistent with the Appraisal theory, cognitive evaluation of the benefits of a promotion prompts consumer affective responses. This promotion affect in turn mediates the influence of promotion cognitions on consumer impulse buying behaviour. Past research finds that consumer impulsive responses to promotions differ from a sales promotion category to other. However, the cause underlying this difference is still understudied in the literature. This dissertation aims to address this gap. It attributes this difference to the fact that psychological antecedents vary between purchases of products promoted with different types of promotions. Therefore, it examines the moderating role of sales promotion category on the process of impulse buying. The results confirm this role. They demonstrate that impulsive purchase of a product promoted by a non-monetary sales promotion is an all pleasure act; hedonic promotion cognitions and positive promotion affect that consumers experience have a significant influence on their impulsive purchase. On the other hand, in the case of monetary sales promotions, consumers make a cost-benefit evaluation where they also consider their utilitarian cognitions and negative affect that they may experience towards the sales promotion. The role of consumer personality traits is emphasized in both the impulse buying and behavioural pricing literature. To contribute to this understanding, this dissertation investigates the role of consumer personality traits in cognitive-affective triggers of impulsive promotional responses. Two consumer personality traits related to consumers’ attention and reaction to sales promotions and their propensity to make impulsive purchases are buying impulsiveness trait and deal-proneness trait. The results confirm that these traits influence affect and cognition that consumers experience towards promotions. They also moderate the process of impulse buying. Moreover, the results of our analysis about the relationship between buying impulsiveness and deal-proneness traits show that although both traits result in increased buying urges and impulsive purchases, they differ in focus and underlying affective and cognitive reactions. Impulsive consumers make impulsive purchases due to their strong reward seeking tendency, whereas the impulsive purchase of deal-prone consumers is a deliberative act of self-indulgence to gain from utilitarian benefits of promotional offers. This dissertation makes important contributions to the behavioural pricing and impulse buying literature. Our results demonstrate how sales promotions encourage consumers to purchase on impulse. We also confirm that promotion affect is a previously overlooked standalone predictor of consumer promotional responses. Moreover, sales promotion category and consumer personality traits are found to moderate cognitive-affective-behavioural triggers of impulsive promotional purchases. Finally, managerial implications are provided and it is discussed how to manipulate sales promotion characteristics in order to encourage impulsive purchases across consumers with different levels of buying impulsiveness and deal-proneness traits. Keywords: Buyer behaviour, Impulse buying, Sales promotion, Emotional response, Promotion affect, Cognitive response, Promotion Cognition, Buying impulsiveness trait, Deal-proneness trait

Over the past years there has been a significant increase in the use of e-commerce and to which extent it is used. This has enabled a bigger market for consumption than ever before, and physical stores has now gained competition from the online based stores. Due to this market evolution, the consumers now have every opportunity to purchase goods at any time suitable. The concept of impulse-buying behaviour has thus become more relevant for research, as the markets are evolving, which raises questions if consumers are evolving parallelly. The commerce of groceries online is one market that has yet to be researched regarding impulse-buying behaviour, as it is a relatively new way of purchasing groceries. Members of Generation Y are the most frequent users of grocery shopping services online, which is why this is the demography of choice for this analysis. This study is inspired by previous research within the topic of impulse-buying behaviour, as well as the lack of research within this topic in regard to groceries. The research will aim to examine and identify how impulse purchases manifest themselves in an online environment when buying groceries. The study follows both classical impulse theory research as well as modern day consumer behaviour research, in order to gain a general understanding of impulse- buying behaviour of consumers. Existing research provides relevant information regarding the subject of impulse purchases; however, this study will contribute to the subject with a new perspective. Existing studies are focusing on either impulse purchase online or offline, impulse purchases or grocery shopping individually, which is why there is a research gap where these phenomena intersect. The study is expected to provide deeper understanding of how members of generation Y, or millennials, in Stockholm, act when shopping online, with emphasis on their perception of impulsive consumption behaviour. As well as examining online consumption, behaviour in physical stores will be examined and pitted against behaviour online in order to show differences and/or similarities between the two. Individual characteristics of generation Y will also be identified and compared to existing theories concerning their behavioural patterns. The study revealed that impulse purchases of groceries online is neither consistent, nor frequent, behaviour for consumers. Impulse purchases online were found to be most affected by income but also planning of the purchase made beforehand played a part. Delivery fees was an unexpected driver of impulse purchases in this research. A factor which indicated that this drives the consumer to purchase more impulsively to reach the delivery limit. Further, the study discovered that the proclivity of impulse purchases differs depending on whether shopping online or in a physical store. Individuals more prone to being affected by environmental stimuli and emotions also showed a higher probability of purchasing items on impulse in a physical store than online. Lastly, members of generation Y showed signs of materialistic, self-monitoring, risk-averse and socially aware characteristics, thus confirming many theories about the generation.

Social media is a phenomenon that is successively developing, and the usage is rising each day, which in turn has an impact on consumer behaviour. Hence, the new attributes that social media provides, both for businesses and individuals, are affecting the way people are acting when making a purchase. Due to these circumstances the purpose of this thesis was to investigate and understand how social media are affecting consumers impulse buying behaviour when purchasing fashion products, and to establish if there were any gender differences.  From previous research about impulse buying and the online environment, seven hypotheses were created. The empirical findings were conducted using a quantitative method through an online survey with standardized and mainly closed-ended questions. The data were collected from 375 respondents, whereby there were at least 100 of each gender. Following, all the hypotheses were tested through the statical software SPSS.  In the conclusion of the thesis, it is established that two triggers, market stimuli and individual traits, had a moderate effect on consumers impulse buying tendency while the other categories did not at all. However, it was confirmed that all triggers had a correlation to impulse buying on social media. Additionally, it was determined that there were a gender differences in all the tested hypotheses, proving that there is a difference between men and women regarding impulse buying on social media. Although, the research is providing space and opportunity to include other aspects and develop the research field further in future research.

Background: Internet and smartphones enable people to purchase online independent of time and place, and this have resulted in that impulsive purchases on the internet have increased. Different generations have been described to be more or less susceptible to impulse buying. Generation Y, the first generation that grew up with technology, have generally been described as impulsive, while Generation X, who were introduced to technology later in life, have been described as more rational. Further, consumers’ impulsive buying behavior has shown to be crucial and common, especially within the fashion industry. Purpose: The purpose was to investigate how Gen Y purchase apparel impulsively online compared to the older Gen X. Also, which one of them that make most apparel purchases online, and which one of them who do most web browsing of apparel. Further, the authors wanted to investigate how four different factors affect the generations’ impulsive buying behavior in the case of apparel online. These were based on an adjustment of the Revised CIFE-model. Method:  This research was conducted through a quantitative method, and seven hypotheses were formulated based on the theory. An online survey was constructed and shared through social media, and the final sample consisted of 709 respondents from both Gen X and Gen Y. These responses were analyzed through SPSS, and the hypotheses were tested by combining questions. Conclusion: The results showed that Gen Y are browsing more apparel online than Gen X, and also that they more often purchase apparel impulsively online. However, Gen X buy more apparel online in general. The findings further showed that Gen Y are more affected than Gen X by external trigger cues, normative evaluation, and internal factors when it comes to impulsive e-purchases of apparel. There was no difference between the generations’ impulse buying tendency. Findings from the open-ended questions showed that Gen X often are affected by advertising, while Gen Y are more affected by influencers. Sales and special offers influenced both generations.

碩士
東吳大學
心理學系
96
The purpose of this study was to investigate effects of social influences on consumer’s impulsive buying intentions. The present study employed a 3 (informative social influence: encouragement, deterrence, no opinion) × 3 (normative social influence: encouragement, deterrence, no opinion) × 2 (trait of buying impulse: high, low) factorial design. Datas were collected from college students in Taiwan by web questionnaire and 375 valid questionnaires obtained. A MONOVA was used to test hypotheses. Results indicate that both informative and normative social influence have main effects on the urge to buy and buying decision. The interaction between informative and normative social influence is also significant. Neither informative nor normative social influence interacted with the trait of buying impulse on the urge to buy and buying decision.

碩士
國立中山大學
資訊管理學系研究所
100
Recently, online group-buying has been a popular business model. It was observed that many characteristics of online group-buying are potential stimuli of impulse buying. Therefore, we target traditional online group-buying and e-coupon group-buying and try to explore the characteristics of online group-buying stimulating impulse buying. Based on the literature review and empirical data collection, we identified five characteristics of online group-buying which may stimulate impulse buying. They are group-buying discount, time pressure, social interaction, perceived shopping convenience and consumption deadline. The data were collected through online questionnaire. The analysis result shows that the five characteristics of online group-buying indeed cause impulse buying. Further, we also explored whether the impulse buying behavior will be moderated in different situations. These moderators include group-buying model (traditional online group-buying vs. e-coupon group-buying), transaction price level, relationship with the group-buying initiator, product type and group-buying experience. The result indicates that the impulse buying behaviors are easier to be stimulated in the following situations: traditional online group-buying, lower transaction price, familiar with the traditional online group-buying initiator, non-food product and more experienced consumers of online group-buying.

碩士
逢甲大學
企業管理學系
101
Along with advanced progress in technology, the consumer behavior has changed radically, physical retail store is not the only shopping environment anymore, e-commerce becomes another choice. Even in the online shopping enviornment, the mode of consumption has extended from individual consumption to gathering enough people for unbelievable discounts, and this is why online group buying becomes extremely popular. In Taiwan, online group market grows stably and still draws other new visitors to participate in this new style activity, showing that there are many business opportunities out there. However, because there are lots of competitors for consumer to choose, every single website gets limited and few favor from online group buyers. Moreover, Taiwan consumers show high impusive buying tendency in online shopping enviornment, and all the advantages of online group buying increase opportunities for impulse buying. In the face of fierce competition, managers should think the way to attract consumer and stimulate their impulsive buying intention so that businesses can banlance the cost of recruiting new customer with benefits. S-O-R model are used to explain how do individual react to environmental stimuli. Especially, we can distinguish stimuli into two parts, task-relevant and mood-relevant stimuli, giving researchers a very distinct way to find the antecedents of consumer reaction and behavior. Because outer stimulus plays a very important part in impulse buying, this research framework is based on S-O-R model, then finding out the adequate factors while reviewing previous studies. Futhermore, individual characteristics cause different consumer behaviors, self-confidence and trust propensity were used as moderator variables, expecting to explore the impulse buying behavior of online group buying more deeply. Data was collected from users who have online group buying experiences in Taiwan, investigating the relationship among outer stilmuli, inner reaction and impulse buying behavior of online group buying to which the moderating roles of self-confidence and trust propensity are concerned. The results indicate that information fit-to-task, convenience, price attribute, social influence and vendor&;#39;s creativity have positive effect on perceived usefulness. Additionally, product attractiveness, information fit-to-task, convenience, price attribute, social influence and vendor&;#39;s creativity have positive impact on perceived enjoyment. Operators of group buying websites should pay attention on reinforcing the quality and advantages of these outer factors so as to enhace consumer&;#39;s shopping emotion and positive evaluation about online group buying. Specifically, the result suggests the importance of affective reaction of impulse buying, managers should endeavour to minimize the time of rational thinking, arousing consumers&;#39; hedonic shopping value and implulsive buying desire. Futhermore, the moderating effect of self-confidence is confirmed, when the consumer&;#39;s self-confidence is relatively high, the impact of perceived enjoyment on impulse buying is minimized, managers must provide more exciting activity, assisting them in having enjoyable shopping experience in order to increase the opportunity of impulse buying behavior. Moreover, trust propensity has no moderating effect on users’ perceived enjoyment and urge to buy impulsively.

碩士
淡江大學
國際企業學系
83
The key to successful marketing strategy is thorough understanding of consumer behaviors, So each firm has to study consumer behaviors. Impulse buying is one of the most important buying behaviors in buying apparel. So we must study this behavior thoroughly. This study is to explore the factors which affect impulse buying, the life style about the apparel buying behavior, and the relationship between consumer behavior and impulse buying. 　　The data were obtained from a stratified proportional sample of students of four collages in Tamkang University. And the data is analyzed with each main methods as factor analysis, analysis of variance, cluster analysis, discriminate analysis, and chi-square test. The result shows that: 　　(1).The apparel impulse buying is influenced by sex, age, frequency, amount, and situations. 　　(2).There are three groups which were defined by life style factors. And each group is different on impulse buying behavior. 　　(3).Also, the study refers to Stern'' Impulse Buying Mixes to discuss impulse buying. But the result is not the same with the former ones.

碩士
國立中正大學
企業管理研究所
103
Nowadays, people's demand for the material are no longer content with the basic functionality of the product requirements, but further to pursue some additional value-added products can provide in the booming economy. Economic growth has keeping promoted spending power gradually. Consumers who know how to enjoy, willing to enjoy has made the society filling with those who have a strong desire for consumption. In other words, consumer demand has been raised from Maslow's hierarchy of physiological needs, self-esteem to respect and even the level of self-actualization. Therefore, it is should not be underestimated that the impact of materialism and hedonism upon modern society. Consumers in Taiwan has developed a unique personal materialism and hedonism, different consumers have different needs and satisfaction for products. In order to supply the reference for the use of consumer decision-making process to design the marketing strategy, the present study has further attempted to investigate the impact of inner emotional state of consumers, such as hedonism and materialism, on individual's life, values and impulse buying behaviors. This study conducted a paper questionnaire survey. 318 questionnaires have been collected, by removing the incomplete or invalid questionnaires, 301 among them are valid. The valid rate reached 94.65%. Statistical analysis showed a significant degree of consumer heuristic influence impulse buying behavior positively; the higher the level of consumer hedonism, the more impulse buying behavior; the higher the materialistic, the more impulse buying behavior. According to the results, it is argued that in the decision-making process, the more consumers tend to irrational heuristic model, the more prone to impulse buying. It is thus suggested that B2B marketers should make the consumption a self-pleased process which can satisfy the consumers through experience. Furthermore, providing consumers with hedonic consumption value, such as purchase of the strange, limited sense of happiness or good value commodities produced, to lead the impulse buying. Finally, the marketers should endow the product with specific identity and status toward the target groups to present the value and identity linking of the product characterization. Then the desire to buy can be triggered effectively.

碩士
國立高雄第一科技大學
行銷與流通管理所
98
Impulse buying regards as a unique impulse buying behavior in consumer behavior research. Researchers put lots of effort on impulse buying researches over fifty years. However, in the earlier relative researches which only focus on North American area and ignore the difference of life style and shopping habits from other area. Besides, in earlier researches, researchers try to classify the definition of impulse buying, but until now, the definition still cannot find a proper one which can cover the whole impulse buying behavior. This study aims to use Phenomenological Approach to explore consumer impulse buying experience and to understand the deeper meaning of impulse buying. Researcher also intends to explore the cognition and attitude of consumers to find out the meaning of impulse buying for consumers. This study uses Phenomenological Approach to explore impulse buying phenomenon. Researcher uses individual interviewing and focus group interviewing with purposive sampling to interview 17 participants who have impulse buying experience and from 20 to 30 years old women. The purpose of this study is trying to use different research method to explore impulse buying phenomenon and through consumers’ impulse buying experience to formulate impulse buying process and discuss the meaning of impulse buying at consumer’s point of view. Most impulse buying researchers devote on finding the influence factors which would help increase impulse buying. However, researchers ignore the psychological influence of consumers. Through each participant’s impulse buying experience, researchers classify four themes which cover the process of impulse buying and discuss the factors that influence impulse especially on psychological level. The cognition of impulse buying toward consumers stays in the meaning of unplanned purchase which would let consumers have unawareness that they are having impulse buying. Researchers also finds out impulse buying has its advantage to help consumers feel relive at that moment. Finally, researcher finds out some issues for the future research.

Ph. D. Thesis in Business Administration
Consumer behaviour as a science aims to gain an understanding of the buyers' decision-making process including the analysis of consumer impulse buying (IB) and when, how, and why they make these decisions. Impulse buying is a sudden and immediate cognitive or affective unplanned purchase with no preshopping intentions. In-store promotions are one of the techniques to attract customers to buy more or try a new product or service and cause impulse sales. Furthermore, there are many promotional techniques to attract impulse buying such as price discounts, buy one get one, free samples, client card, and expiration date-based pricing (EDBP) which retailers commonly used. In particular, sales promotions are the lifeblood of hypermarkets and enable consumers to obtain savings and access to higher quality brands. This thesis aims to get a better understanding of how promotions and emotions influence consumer decisions, perceptions, and behaviour towards buying or not buying products on impulse and understanding how promotion strategies can trigger users to an impulse buying. This thesis focuses on understanding the cognitive and affective impulse buying tendency. A model entailing promotions and emotions impact in IB and its consequences in cognitive dissonance is developed. Using a mall intercept approach, a survey was carried out to test the proposed model. Structural Equation Model analysis is used to study the relationship between the cognitive and affective impulse buying tendency, promotions, emotions and cognitive dissonance. The results show that promotions including discounts, free samples and client card have a significant impact on cognitive impulse buying which has an impact on the cognitive dissonance. We also found that emotions including positive and negative emotions affect affective impulse buying, which has no impact on cognitive dissonance. In what concerns managerial implications, the results of this study allow provide support to hypermarkets managers in increasing the awareness of the different promotional techniques that affect consumers and allow them to understand impulse buying phenomena with the objective of minimising the effects of cognitive dissonance.
O comportamento do consumidor como ciência visa obter uma compreensão do processo de tomada de decisão dos compradores, incluindo a análise da compra por impulso do consumidor e quando, como e por que tomam essas decisões. A compra por impulso é uma compra não planeada, imprevista e imediata, cognitiva ou afetiva, sem nenhuma intenção pré-compra. As promoções na loja são uma das técnicas para atrair clientes para comprar mais ou experimentar um novo produto ou serviço e causar vendas por impulso. Além disso, existem muitas técnicas promocionais para atrair a compra por impulso, como descontos de preço; compre um, leve dois; amostras grátis; cartão de cliente e aproximação do fim do prazo de validade, que os retalhistas costumam usar. Em particular, as promoções de vendas são a força vital dos hipermercados e permitem que os consumidores obtenham poupanças e acesso a marcas de maior qualidade. Esta tese tem por objetivo compreender melhor como as promoções e emoções podem influenciar as decisões, percepções e comportamentos dos consumidores, no sentido de comprar ou não comprar produtos por impulso e entender como as estratégias de promoção podem desencadear a compra por impulso. Esta tese enfoca a compreensão da tendência de compra por impulso cognitiva e afetiva. Um modelo que considera o impacto de promoções e emoções no IB e as suas consequências na dissonância cognitiva é desenvolvido. Usando uma abordagem de mall intercept, realizou-se uma pesquisa para testar o modelo proposto. Uma análise de Modelagem de Equações Estruturais é usada para estudar a relação entre a tendência de compra por impulso cognitiva e afetiva, promoções, emoções e dissonância cognitiva. Os resultados mostram que as promoções incluindo descontos, amostras grátis e cartão de cliente têm um impacto significativo na compra por impulso cognitiva, que por sua vez tem um impacto na dissonância cognitiva. Também verificámos que as emoções, incluindo emoções positivas e negativas, afetam a compra por impulso afetiva e que esta não tem impacto na dissonância cognitiva. No que se refere a implicaçõe spara a gestão, os resultados deste estudo fornecem suporte aos gerentes de hipermercados no aumento da natoriedade das diferentes técnicas promocionais que afetam os consumidores e permitem compreender os fenómenos de compra por impulso com o objetivo de minimizar os efeitos do sentimento de dissonância cognitiva.

碩士
龍華科技大學
企業管理系碩士班
104
The popularity of using the Internet in Taiwan has increased greathy in recent years,and the network infrastructure has been advancing continuously. Moreover, the network’s becoming more and more efficient has brought much more chances for many innovative products, which firms invest , to show up against hundreds of millions of other products . Therefore , firms now have to know the purchasing habits , the purchasing types and the tolerance of perceived risk of different kinds of consumers , in order to use the right commercial approaches to stimulate their willingness of impulse buying. My research is based on Self-construal theory ( Markus and Kitayama 1991 the theory of interdependent and independent personality ) . My research purpose is to know to what degree innovative products might affect consumers’ perception plays a crucial role in impulse buying behavior . My research analysis focuses on consumers’responses to commercial products in endogenous and exogeneous situations . For testing , I measure participants’ online purchasing behaviors with respect to the perceived risks of purchasing and the innovative factors of products . Then I discuss whether the participants’ motivations for impulse buying are affected by perceived risks and products’ innovative factors in different situations .

by Yip Kowk Keung.
Questionnaire in Chinese and English.
Thesis (M.B.A.)--Chinese University of Hong Kong, 1992.
Includes bibliographical references (leaves 82-83).
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iv
LIST OF TABLES --- p.vi
LIST OF EXHIBITS --- p.vii
ACKNOWLEDGMENT --- p.viii
Chapter I. --- INTRODUCTION --- p.1
Objectives --- p.1
Chapter II. --- LITERATURE REVIEW --- p.2
Background --- p.2
The Definitions of Impulse Buying --- p.4
Explanations of The Occurrence of Impulse Buying --- p.8
Reasons for The Growing Trend of Impulse Buying --- p.9
Previous Research Review --- p.10
Difficulties of Using Previous Results --- p.17
Factors for Impulse Buying --- p.18
Characteristics of Impulse Buyer --- p.20
Chapter III. --- RESEARCH METHODOLOGY --- p.22
Research Design --- p.22
Method of Administration --- p.25
Measurement Scale --- p.26
"Population, Sampling, Sample Size and Time" --- p.26
Data Analysis --- p.28
Tabulation --- p.28
Extent of Various Buying Behaviour among Shoppers --- p.29
Incidence of Various Groups of Purchasers by Product Categories --- p.31
Histograms --- p.31
Cross Tabulation of The Results --- p.32
Chapter IV. --- RESULTS --- p.35
Tabulation --- p.35
Extent of Various Buying Behaviour among Shoppers --- p.35
Incidence of Various Groups of Purchasers by Product Categories --- p.37
The Effect of Decision Task and Product-related Factors among Different Types of Buyers --- p.39
The Effect of Visiting Time and Frequency on Different Buying Behaviour --- p.46
Demographic Profiles of Various Types of Buyers --- p.49
Chapter V. --- CONCLUSION --- p.52
Chapter VI. --- LIMITATIONS --- p.54
Chapter VII. --- RECOMMENDATION --- p.56
APPENDIX --- p.58
BIBLIOGRAPHY --- p.82

碩士
國立高雄餐旅大學
餐旅管理研究所
104
Impulse buying is a widely prevalent phenomenon around the world. A handful of studies are found to apply environmental psychology to examine how website attributes affect consumers' emotion and personality in triggering online impulse shopping decision but few research focused on the relationship between instrumental need, reviewer reputation, vividness, and perceived usefulness affect impulse buying by moderating effect of perceived diagnosticity. The research goal of this study was to figure out the influence of those variables to impulse buying on iPeen website, and examine the moderating effect of perceived diagnosticity. We use the stratified random sampling for this study, through sampling 419 respondents, this study empirically concluded that, from the perspective of reviewers of iPeen, providing the vividness review and having well reputation can usefully let buyers’ comprehensively know the detail about the store and the product; otherwise, for the buyers, they want to meet their needs on iPeen, with the vividness review which can easily stimulate the buyers’ sensation to make decisions shortly. Over all, not only have well reputation and vividness review, but also let buyers’ perceived diagnosticity to make the decision rapidly and behave impulse buying silently.

碩士
東吳大學
資訊管理學系
101
As the Internet expand so vigorously, it’s also influence the changing of consumption pattern jointly. Consumer behavior has transfer to the virtual and the storage seem boundless of the online shop progressively. It’s not only spur the commercial opportunity to the online buying, but bring the new field of research for the academia. One of the consumer behavior, the impulse buying, is also transferring to the online domain simultaneously. Although there were some difference between the online buying and the traditional buying, but the essence still the same. Because of impulse buying can bring high profit for the shop dealer, the research of the online impulse buying has increasing rapidly. In recent years, the industry of online buying has grown quickly, in about twenty percent annual growth rate. So that, online impulse buying can bring substantial profits. In this article, the consumer processes will be separated to three phase: pre-buying, in-buying, and post-buying, by CDP model. Then through the three main characteristics of impulse buying: once, unplanned, stimulated; and commodity, consumer, environment three main category, to distinguish the influencing factors of the online impulse buying. Probing during the consumer processes, which factors could affect consumers making decisions. And via the survey by online, classifying the influencing factors to the hygiene factor and motivation factor of two-factor model .The totally number of survey were 247, and the number of valid questionnaires were 239. The result of this article, most of these factors could affect consumer making decisions. The hygiene factors mostly provide by the consumption environment, and the motivation factors were effective by implementation of promotions. In the end, by confirm these factors should be classify to which category of two-factor model, these suggest can provide to shop dealer, and the shop dealer can revise or adjust the property of their owned shop based on the situation, to create the maximum commercial value.

碩士
中國文化大學
國際企業管理學系
101
In our empirical study pointed out different influencing factors to affect impulse buying behavior, including the values, self-control, and almost 90% of consumers will impulse buying; consumers through brand image, attitude and quality of good preference inferences affect consumer buying behavior, willingness, and satisfaction. Lifestyle and values gradually changing shopping demands of consumers may be the pursuit of pleasure, the main self-image. And brand it represents the value of reliable service quality and image, the important factor is a consumer purchase decision-making process. In this study, convenience sampling to obtain a sample survey for the domestic consumer population at the mall, response rate 89%. The analysis results show that the multiple regression model, the image will affect the purchasing decisions of consumers, prompting consumers occurrence of impulse buying, brand image and impulse buying is a positive correlation be theoretical support.

碩士
東吳大學
資訊管理學系
99
Recently customer behavior has been extensively studied in the marketing field. Many enterprises analyze customers’ data and their transaction records to expose the customer purchasing patterns in order to develop the appropriate marketing strategies. Impulse buying is one of the most important issues in studying customer behavior. In 1962, U.S. economist Hawkins Stern gave the definition of impulse buying as an unplanned buying behavior and divided this behavior into four categories: pure impulse buying, reminder impulse buying, suggestion impulse buying, and planned impulse buying. In the past few decades, the technology and applications of data mining have been significantly developed. But there are seldom studies applying data mining technology to impulse buying. This article presents a sequential pattern mining approach to identify the impulse buying behavior of each customer and the category of his/her behavior. The mining results can help decision makers to develop better marketing strategies.

碩士
國立虎尾科技大學
經營管理研究所
102
Impulse-buying behavior is a very common situation, due to the fast growth of e-commerce, consumers can purchase conveniently. If the causes of the impulse of customers purchase on the Internet could be found, the company can develop strategies and influence customer’s impulse-buying behaviors. This study aims to explore the impulse-buying factors through external stimulation, situational factors, personal characteristics, conformity, and perceived risk. To find the impulse-buying behaviors on the Internet, this study adopted fuzzy method to explore customer’s uncertain decisions. This study will use Reliability and Validity Analysis, Confirmatory factor analysis (CFA) and Cluster Analysis. The survey data collection process resulted in 464 valid responses (the response rate is 92.8%). The results showed that the questionnaire is with good reliability and internal consistency. By using factor analysis, this study found that divides the customer’s impulse buying behaviors into two clusters and named as followed: “external influence” and “situational influence” type. The outcome of the study, different customer’s impulse buying behaviors had significant on the external stimulation, situational factors, conformity, and perceived risk. Based on research results, we further developed the measurement to discuss the factors affecting consumer’s impulse buying behaviors and tries to provide idea of marketing and promotional strategies for firm in the e-commerce industry. Finally, this study adopted fuzzy semantic questionnaire as the measuring tool, it might reduce the responding rate of the survey.

碩士
東吳大學
心理學系
107
The flourishing of the Internet and e-commerce in recent years have led to the growing popularity of online shopping. As e-commerce platforms have taken various measures in web page planning and designing to remove obstacles that consumers encounter while shopping, it is relatively easy for consumers to place an order and hence increased the possibility of impulsive buying. In the process of online shopping, browsing modes have varying degrees of impact on consumers with different level of cognitive resources. The browsing modes of online shopping can be distinguished into goal-oriented and experience-oriented browsing. Between these two modes, the former require consumers to pay greater attention to information searching and filtration, which demands a greater input of cognitive resources; conversely, consumers have no specific goals during experience-oriented browsing, and they would devote less cognitive resources in the process. Since cognitive resources depletion is more evident in goal-oriented browsing than in experience-oriented browsing, consumers would expense a greater amount of cognitive resources after goal-oriented browsing activities and exhibit a higher tendency toward impulsive buying behaviors in their later shopping decisions. In this study, the researcher simulated the goal-oriented and experience-oriented browsing modes of online shopping, and grouped the participants according to their high and low impulsive buying tendencies. The researcher aimed to understand how the impulsive buying urges, purchase intentions, and the goods quantity in shopping cart may differ due to each individual’s personal trait. The findings revealed (1) browsing mode and impulsive buying tendency have interaction effect on buying urge: individuals with high impulsive buying tendencies showed no significant difference on buying urge after goal-oriented browsing and experience-oriented browsing; low degree of impulsive buying tendencies showed a high degree of impulsive buying urge after experience-oriented browsing than after goal-oriented browsing. (2) browsing mode and impulsive buying tendency have interaction effect on purchase intentions: individuals with high impulsive buying tendencies showed a higher degree of purchase intentions after goal-oriented browsing than experience-oriented; low degree of impulsive buying tendencies showed no significant difference on purchase intentions. (3) browsing mode and impulsive buying tendency have no interaction effect on the goods quantity in shopping cart. These revealed that participants with higher impulsive buying tendencies’ impulsive buying urge and purchase intention would affected by cognitive resources depletion according to different browsing mode , however, lower impulsive buying tendencies’ impulsive buying urge and purchase intention would not be affected no matter with which browsing mode.

碩士
國立中正大學
資訊管理學系暨研究所
103
In recent years, due to the rise of M-commerce, many industry which have brick-and-mortar, online stores or both of them, would supply customers Mobile Apps to buy their product or service, they use these Apps as a platform to operate their M-store. Operating M-store can be a new path and opportunities to develop their business for industry. For consumers, mobile phone is not only for communication but also for online shopping. The quality of the store, such as the interface, will affect consumers to buy or not. The purpose of this research focuses on the factors which affect consumers to feel urge to buy impulsively. Additionally, according to the results, it can provide advice to the industries who have interest in the systems. Generalizing from previous view of scholars, I classify factors as Atmospheric Cues of M-stores, Characteristic of M-stores, Marketing stimulation and personality traits. The data was collected via internet survey and total 318 available samples had been received. This research was analyzed by Partial Least Squares (PLS) to validate the hypotheses. Statistics analysis result showed that: Design, Mobility, Promotion and Impulsiveness have significant effect on the urge of impulse buying, but Content and Navigation of Atmospheric Cues does not have significant influenced.

碩士
龍華科技大學
企業管理系碩士班
102
The goal of this paper is to identify variables affecting consumer impulse buying behaviors at supermarkets in Vietnam. Impulse purchase or impulse buying portrays purchases that shopper makes without any intention planned before shopping trip. This study attempts to analyze the impact of various variables extracted from internal, external, demographics, social perspectives on consumer’s impulse buying behavior. Quantitative questionnaire is used to measure responses of participants. The statistical analysis method employed in this study is Factor Analysis using SPSS software. This consumer behavior is on a great rise due to pricing strategies, store characteristics, situational factors and promotional activities. At the end of this paper, a set of suggestions is outlined to be investigated in the subsequent research works.

A compra por impulso é um tema ainda pouco estudado pela comunidade científica, embora se revele muito pertinente, visto ser um comportamento bastante complexo, abrangente, e sujeito a diversas influências. O objetivo deste estudo foi o de encontrar variáveis preditores da compra por impulso de livros. Participaram deste estudo 347 portugueses, com idades compreendidas entre os 28 e os 73 anos (M = 36.89; DP = 15.56). A maioria da amostra era constituída por mulheres (n = 285; 82.1%), enquanto que 17.9% eram homens (n = 62). Os participantes tinham um nível educacional alto, com 78.8% da amostra tendo uma licenciatura ou um nível superior de educação. A amostra foi recolhida através de questionários aplicados de Julho a Dezembro de 2019. Foram analisadas a tendência a comprar por impulso, a tendência a comprar livros por impulso, a suscetibilidade à influência interpessoal, a necessidade de cognição, o materialismo e o self estendido. Os resultados revelaram que a tendência a comprar impulsivamente e o self estendido predizem a compra por impulso de livros, sendo que este modelo explica 27% da variância. Este estudo contribui para um melhor entendimento da compra por impulso de objetos específicos, bem como fornece uma base para a investigação do comportamento de compra de livros dos portugueses. Os resultados oferecem vantagens para profissionais de marketing e psicologia do consumidor, podendo ser utilizados para cativar o interesse do consumidor e para a promoção de estratégias de marketing conscientes e éticas.

A compra por impulso é um tema ainda pouco estudado pela comunidade científica, embora se revele muito pertinente, visto ser um comportamento bastante complexo, abrangente, e sujeito a diversas influências. O objetivo deste estudo foi o de encontrar variáveis preditores da compra por impulso de livros. Participaram deste estudo 347 portugueses, com idades compreendidas entre os 28 e os 73 anos (M = 36.89; DP = 15.56). A maioria da amostra era constituída por mulheres (n = 285; 82.1%), enquanto que 17.9% eram homens (n = 62). Os participantes tinham um nível educacional alto, com 78.8% da amostra tendo uma licenciatura ou um nível superior de educação. A amostra foi recolhida através de questionários aplicados de Julho a Dezembro de 2019. Foram analisadas a tendência a comprar por impulso, a tendência a comprar livros por impulso, a suscetibilidade à influência interpessoal, a necessidade de cognição, o materialismo e o self estendido. Os resultados revelaram que a tendência a comprar impulsivamente e o self estendido predizem a compra por impulso de livros, sendo que este modelo explica 27% da variância. Este estudo contribui para um melhor entendimento da compra por impulso de objetos específicos, bem como fornece uma base para a investigação do comportamento de compra de livros dos portugueses. Os resultados oferecem vantagens para profissionais de marketing e psicologia do consumidor, podendo ser utilizados para cativar o interesse do consumidor e para a promoção de estratégias de marketing conscientes e éticas.

碩士
國立東華大學
企業管理學系
97
According to the result of "A Survey of the Digital Divide in Year 2007" conducted by Research, Development and Evaluation Commission (RDEC) of the Executive Yuan, Taiwan. It showed that the population of internet user in Taiwan is more than 13 million. Nearly 50% of the population can accept internet shopping. In addition, Taiwan Chain Stores and Franchise Association (TCFA) pointed out that the current market size of Taiwan's internet shopping is only 2 to 3% of the whole retail market. It is much lower than Japan’s market which is 10%. Compare to Taiwan's high Internet penetration rate, the market could be increased 2 to 3 times at least. It indicated that the market of Taiwan's online shopping still has great potential for further development. Therefore, Institute for Information Industry (III) forecasted that the market of Taiwan's online shopping in 2008 will be sized at approximately NT$ 252.9 billion. It reveals that the opportunities of Internet business are unlimited. In this study, the subjects are the persons who have the behaviors of Internet Shopping in the past six months. The relationship between exogenous variables such as shopping enjoy, merchandise promotion and impulse buying tendency, and positive emotions after buying are explored. By using buying emotion and impulse buying behavior as intervening variable, and normative evaluations as moderator, the models of their relationship are constructed. A questionnaire survey method is applied to this study. There are 425 valid questionnaires. Moreover, the hypothesis is verified by structural equation modeling. After verified and analyzed, it was found that: (1) exogenous variables – shopping enjoy, merchandise promotion and impulse buying tendency have significant positive impacts on impulse buying behavior and positive emotion after buying; (2) intervening variable – buying emotion and impulse buying behavior have significant positive impacts on positive emotions after buying; (3) the normative evaluations can be moderator in the relationship between impulse buying tendency and impulse buying behavior; (4) the great impact variable to positive emotion after impulse buying is impulse buying behavior, followed by merchandise promotion, shopping enjoy, buying mood and then impulse buying tendency. Finally, some meanings of management practices and recommended for follow-up study are provided by this study which is based on the framework established and results verified.

碩士
國立虎尾科技大學
經營管理研究所
103
Background: Impulse buying behavior is a common phenomenon in daily life of consumers and also a focus of marketing management strategies. Nowadays, shopping is not merely to get necessary daily merchandises. It has become a leisure activity or individual’s lifestyle that may satisfy important psychological and social demands [24], [79], and [78]. Impulsive behavior can happen in any situations, even though consumers are aware of it or not, impulse buying was and are still happening daily. However, the understanding of impulse buying behavior, as well as customer focus strategy are still very limited, especially in Taiwan night markets which are very unique markets and plays an important role in Taiwan socio-economic development. Purpose: Impulse buying was becoming increasingly common in modern life and Taiwan night market which is an ideal environment that many people easily to make impulsive buying. Through the understanding of impulse buying behavior, enterprises, especially business people at night markets can grasp a big business opportunities. This research investigates the influence of "customer focus" on impulsive buying behavior in Taiwan night market context. With above research background and motivation, this study aims to reach the following objectives: (1) Establishing the potential impact of customer focus on impulsive buying behavior model, (2) Analyzing of the causes of impulse buying behavior at Taiwan night markets, (3) Determining the potential impact of customer focus on impulsive buying behavior at the night market, (4) According to the factors discussed in this study, offering some practical suggestions for merchants and enterprises. Method: The research method was used in this study is quantitative approach. Primary data was collected through a survey with a structured questionnaire. Secondary data was obtained from early literatures such as articles, figures, and reports. Literature review was completed to find out theoretical basic which help the authors develop a proposed research model for this study. Statistical Package for the Social Sciences (SPSS) and Analysis of Moment Structures (AMOS) were used as important tools for data analysis and identifying the research findings. Conclusion: In this study, total 660 valid questionnaires were collected for data analysis. The findings show that the factors such as GUCR, CUCI, RUCF, ICR and ATIB have an important influence on the impulse buying tendency. It means that the greater the implementation of customer focus, the greater the attitude toward impulse buying and the greater the attitude toward impulse buying, the greater the impulse buying tendency at Taiwan night market. Additionally, the study also indicates that among demographic features, only one feature affects impulse buying tendency, which is age. In other word, gender, marital status, occupation, income, education, and nationality have no significant impact on impulse buying tendency at Taiwan night market. However, age have a significant impact on impulse buying tendency at Taiwan night market. This demonstrates that age have a certain influence on the impulse buying tendency. Results of cluster analysis also revealed that there are three clusters including high-impulsive customer (43.9%), medium-impulsive customer (37.0%) and low-impulsive customer (19.1%), which display the differences related to the satisfaction and impulsive level in purchasing tendency, frequency for shopping, and time for visiting of customers at Taiwan night markets. These findings will provide useful contribution to Taiwan night market vendors, marketing practitioners, management experts, as well as researchers towards understanding of the customer focus strategy and consumers’ impulse buying tendency.

碩士
國立成功大學
交通管理學系碩博士班
100
This study investigates consumers’ purchase intentions of impulse buying under time-limited group-buying, as well as consumers’ buying impulse triggered by internationl marketing stumuli. Respondent were draw from community Web sites. The result of regression shows external trigger cues have positive effect on consumers’ urge of buying impulse. Impulse buying tendency can be caused by marketing stumuli. Money available can also influence positive affect. Discount improves consumers’ positive affect and intensify urge of buying impulse. Internationl group-buying companies provide reasonable sale discount with sophisticated advertising can increase consumers’ positive affect and urge of buying impules.

碩士
南華大學
資訊管理學系
104
According to the study of institute of information industry, e-commerce market has become the trillion-dollar industry in Taiwan. In e-commerce, online shoppers first contact the quality of websites. Studies showed that web quality affected enjoyment and impulse buying and almost 90% shoppers had experiences of impulsive shopping. Increasing the quality of websites and shopping desires of online shoppers’ will promote the benefit. 　　In this study, web quality, enjoyment and impulse buying were selected to set the model and questionnaire survey was used as the method. Participants were those who had used the shopping center of Yahoo website during three months studied period. 270 effective questionnaires were analyzed by the SPSS22.0 statistical software to compute the descriptive and related statistics. The reliability, validity and hypothesis were calculated by Smart PLS statistic software. 　　The results are as follows. (1)The web quality and enjoyment has noticeable positive effect on impulsive shopping. (2) The enjoyment is affected obviously by web quality. (3) The average score of innovation facet is lower but the path coefficients number is the highest. It reveals that participants consider innovation as the most effect on web quality. 　　The suggestion for shopping websites is to promote the web quality by strengthening innovation of websites to increase the enjoyment of shoppers and desires of impulsive shopping.

碩士
國立雲林科技大學
資訊管理系碩士班
94
When online shopping continue growing, the impulsive buying behavior were happened frequently in customer buying behavior. It’s over 50% people had buying impulsive in market and the young people are the most impulse buying group. According to this the purpose of the study is to know these important customers. The affective and cognitive processes associated with impulse buying behavior, the intention of online shopping, the online shopping experiences, the attitude in online shopping, the product categories were purchased and the purchase frequency were discussed. The data came from a survey of 287 students at NUYST of Taiwan. 271 questionnaires were available. The findings of the study are: 1. Women are more impulsive than men. There are more intention in affective and cognitive processes associated with impulse buying behavior and more buying experience in clothing and beauty than men. 2. The people who had online shopping experience are more impulsive than those who hadn’t. 3. The people who have highly online shopping intention are more impulsive than others. These people who are more curiously and enjoy the shopping. They are more purchased in highly standards products. Finally, this study suggests the highly standards products is suit to online sale and focus on women, who had online shopping experience and young people well reached the larger group of customers. To create the well atmosphere of the online shop, post-purchased program to keep the customer loyalty and get the profit.

碩士
國立臺灣大學
國際企業學研究所
103
Impulse buying behavior is an unexpected and irresistible purchasing behavior. From all the past research on impulse buying, most researchers focused on psychological factors like purchasing environment, personality traits, marketing stimuli and behavior parameters etc. by using traditional questionnaire analysis to study the factors that lead to impulse buying. Because of the characteristic of being unexpected and sudden, researchers couldn’t identify the exact reason immediately. We even couldn’t know the actual outcomes when measuring the difference of purchasing attitudes before buying and after buying. That leads to the restrictions of previous research. Impulse buying is a very normal behavior of consumer behavior and transactions that could happen anytime and anywhere. According to past research, the percentage of impulse buying behavior would rise when some specific stores and particular industries were involved. Furthermore, the more impulse buying characteristics consumers have, the more customer value enterprises pursue. Therefore, no matter on academic research or on practices, impulse buying researches has already been a developed trend. The developments of database mining, information technology, and ubiquitous network have changed the society. Countless transaction behavior means countless transaction data are being recorded during the big data era. With the statistical methods on database and the collocation of marketing strategies, we can try to identify the motivations behind the consumer behavior. But there are few research studying impulse buying by using data mining methods on consumer transaction records. Therefore, I tried to use some data mining methods to analyze the credit cards transaction database that targeted customers with impulse buying characteristics by utilizing two-step clustering analysis, demographic variables analysis, and the dynamic segments stability analysis. According to the first outcome, the variables we chose and dealt with used in two-step clustering analysis from the credit cards database are able to differentiate the impulse buying and non-impulse buying customers. But the percentage of the impulse buying customer was too low. So, I kept tring another method to identify impulse buying customers by using only one classification index that was made from database. The second time’s outcome was siginificant and the number of those impulse buying customers we identified was much more than the first time. Finally, we can use these results, as well as the demographic variables analysis and the transaction items of industries analysis from records to make customer management programs, one-to-one customized marketing strategies, recommendation systems and to develop the collaboration relationships with related industries and enterprises. With the objective to create bigger and much more value for the market and companies.

碩士
德明財經科技大學
行銷管理系
100
The tourism industry known as the major industry in the 21st century plays a very important role on the economic development in many countries, which has become one of the industries that many countries are striving to develop. Since 2008, Chinese tourists were officially allowed to visit Taiwan; the number of Chinese tourists in 2010 has become the most among foreign tourists. Their main activity in Taiwan is shopping. Therefore, the study of purchase behavior of Chinese tourists has become a very important topic. Since the impulse buying occupies a big ratio in the consumer purchase decision, recently researchers had a lot discussion on the factors of its influence. However, there is no complete impact model in terms of impulse buying of Chinese tourists. The purpose of this study is to explore the factors of impacting Chinese tourists on impulse buying behavior and furthermore to build a model of impulse buying behavior. This study can be as references for tourism-related businesses, government agencies, and the follow-up researchers in order to develop more efficient marketing and management strategies to stimulate Chinese tourists’ impulse buying behavior and thus raise their purchase consumption. This study adopts a questionnaire survey of convenience sampling; using reliability analysis, validity analysis, descriptive statistical analysis and structural equation model to conduct data analysis and model building. The results of this study show that all of the marketing stimulus, impulsivity traits, and situational factors when purchasing, and herding behavior affect the impulse purchase behavior of Chinese tourists; and the perceived risk has interference effects on the model.

碩士
義守大學
企業管理學系
104
This study aimed different promotional activity and purchase situations how to affect female impulse buying cosmetic products. This study used purposive sampling seven female consumers have different disposable incomes and different impulse buying experiences. The results imply：consumer will happen cosmetic impulse buying tendency easily when they have purely economic offer and social surroundings especially. Consumer of high impulse buying will happen pure impulse buying, and consumer of low impulse buying will more happen reminder impulse buying.

碩士
國立臺北大學
企業管理學系
92
In the past, there were many researches indicated that Sales Promotion affects consumer behavior directly. But, it was limited to Purchase Intent, and nothing to do with buying emotion and impulse buying. This paper attempts to make a study about retailers hold sales promotion, the influences of promotion message content, and product category on buying emotion and impulse buying behavior. In promotion message content, this paper applies Elaboration Likelihood Model (ELM) to promotion theory which explains the route how retailers convince consumers. In product category, this paper shows the influences on promotion of different product category. This paper infers that buying emotion is a mediated variable which bring about an indirect effect between promotion stimulation and impulse buying behavior because it accompanies strong emotion. Additionally, this paper studies the influences of consumer buying impulsivity on impulse buying. The subjects are randomly assigned to one of each experimental manipulation in a 2 (central vs. peripheral cues) by 3 (convenience, shopping, and specialty goods) factorial design. The T test, one-way ANOVA, two-way ANOVA, regression analysis and ANCOVA are used to testify the proposed hypotheses. The valid samples are 211. In conclusions, the promotion tools of psychic offer are more likely cause the consumer’s positive buying emotion, and the promotion tools of economic offer are more likely cause the consumer’s impulse buying. There is no significant influence on buying emotion in the product category, and convenience goods are the most likely cause the consumer’s impulse buying. The mediated effect of buying emotion is not existence, but consumer has significant influence on impulse buying by buying impulsivity.

碩士
崑山科技大學
企業管理研究所
103
Because of the increasing scale of Anime-Comics-Games (ACG) events, more organizations and local governments would like to hold related events for economic benefits. In order to investigate the relationships on p impulse personality, promotion and impulse buying and to test the moderating effect of promotion on the relationship between impulse personality and impulse buying, this study conducted a survey which collected information from 440 valid samples. The results pointed out that impulse personality and promotion including price promotion and exhibition-limited activity are positively related to impulse buying respectively. In addition, the interaction of impulse personality and non-price promotion has the moderating effect on the relationship between impulse personality and compensation-reaction.

Classificação JEL: M31; M37; M39
O novo contexto económico que vivemos em Portugal está a provocar profundas alterações nos hábitos de consumo e nos comportamentos de compra no retalho. A necessidade de compreender o comportamento do shopper é cada vez maior. O Shopper Marketing surge como uma evolução do Trade Marketing o qual tem vindo a mostrar algumas debilidades nas respostas a estas novas necessidades. Em vez de se limitar ao conhecimento do cliente (retalhista), o Shopper Marketing procura conhecer o comportamento do shopper, de modo a retirar insights que permitam definir um conjunto de atividades de marketing e merchandising que podem influenciar a tomada de decisão nas três principais fases do ciclo de compra: planeamento, compra e consumo. O Shopper Marketing pretende fundamentalmente alavancar resultados de vendas! Potenciar a presença de determinados produtos num cabaz de compras, criar uma experiência de compra envolvente e diferenciadora e levar o consumidor a desejar voltar a comprar são os desafios a que o Shopper Marketing se propõe. Esta tese tem como objetivo principal demonstrar o potencial desta nova mudança de paradigma. Centrando-se na fase do momento da compra e num exemplo concreto de produtos de compra por impulso (chocolates), pretende-se compreender como é que as empresas através do conhecimento do shopper, podem influenciar o momento da decisão de compra no ponto de venda.
The new economic environment that we live in Portugal, has lead to profound changes in consumer habits and buying behavior in retail. The need to understand the shopper behavior is increasing. Shopper Marketing appears as an evolution of the Trade Marketing which has been showing some weaknesses in the responses to these new needs. Instead of being limited to the knowledge of the customer (retailer), Shopper Marketing seeks to have a deep understanding of shopper behavior, in order to take insights that establish a set of merchandising and marketing activities that can influence the shopper buying decision in three main phases of the buying cycle: planning, shopping and consuming. Shopper Marketing seeks essentially to leverage sales results! The objective of Shopper Marketing is to strengthen the presence of certain products in the shopping basket, create a shopping experience that is engaging and distinctive and enticing the consumer to want to buy again. This thesis aims mainly to demonstrate the potential of this new paradigm shift, focusing on the shopping experience and using the example of impulse buy products (chocolates). This thesis aims to understand how companies through knowledge of the shopper, can influence the purchase decision at the point of sale.