The Influences of Different Sales Promotion Methods on Impulsive Purchase Behavior

• Main Authors: Hsin-Yi Shen, 沈欣怡
• Other Authors: Tsau Y. Ho
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/04886553348697749823

碩士 === 東吳大學 === 企業管理學系 === 94 === Recently，due to the consuming market competition intensively, retailers often provide various sales promotion to affect consumers buying more or faster. Besides, when economic condition achieve a stage of mature, consumers will emphasize the value of sense perception when they buy goods. In this research, we want to understand sales promotion and product information affect consumer buying behavior. The main objectives are as follows: First, to understand the influences of product information on impulse buying behavior. Second, to understand the influences of different sales promotion on impulse buying behavior. Third, to understand the influences of impulsive trait on impulse buying behavior. Finally, to understand if the pattern of impulsive trait will interfere with product information and sales promotion on impulse buying behavior. The experiment of this research is designed as 2（symbolical and functional product information）X 2（price discount and non-price discount）X 2（high and low impulsive trait）, the 3-Way ANOVA to testify the proposed hypotheses. The valid samples are 253. In this research, we have some findings as follows: First, product information symbolizes status will cause consumers to buy goods impulsively. Second, price discount will cause consumers more easily to buy goods more impulsively than non-price promotion. Finally, product information interacts with impulsive trait, high impulsive trait consumers will buy goods more impulsive and product information that symbolizes functionalism will cause consumers to buy goods impulsively.