| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 91 === In general consumer behaviors, “impulsive buying” plays an important role. Many researchers tried to explain it and its causes from different fields. Previous studies assumed that impulsive buying occurred suddenly, without consideration, and in a shorter decision process. However, the researcher considers that impulsive buying is affected by some mechanisms. Therefore, this thesis conducts two parts of study. Study one investigates if product affect and symbolic identity result in impulsive buying or not. Besides, study two brings in some factors of personal level, including identity style and ego-strength.
Study one focus on the female consumers, investigating the influence of affect and symbolic meanings of diamonds on buying behaviors. The conclusion indicates that the affect have no significant influence on buying behaviors. As for the symbolic identity, this thesis finds that “Self commend” factor has significant influence on impulsive buying. In another word, if female consumers have higher identity on “love, commitment, and status” which diamonds symbolize, they would purchase more impulsively. Besides, “Arresting” factor has no significant influence on impulsive buying.
In study two, researcher finds that identity style and ego-strength have no direct influence on the occurrence of impulsive buying behaviors. However, it is also found that identity style has significant influence on the percentage of impulsive buying. If consumers tend to have “Information” identity style, they would more often purchase impulsively. Besides, although “diffuse/avoidant” identity style has negative relationship with “Information” identity style, it has no significant influence on impulsive buying.
Moreover, researcher divides all products into four types in study two, and investigates the effects of product affect and symbolic identity on impulsive buying according to these four types. The conclusion indicates that the affect factors influencing impulsive buying differ according to different product types, but symbolic identity has no significant influence in this case.
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