The Impact of Time Pressure, Store Atmosphere and Perception Difference on the Customer's Deferral Choice Behavior.

• Main Authors: Hung-Chin Tseng, 曾宏志
• Other Authors: Pen-Che Liao
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/07045214244507553564

碩士 === 中原大學 === 企業管理研究所 === 95 === Abstract There are many factors influence the consumer buying behavior, such as employment, economy growth rate or international raw materials prices, may affect consumer purchase intentions. Enterprises have been facing fierce competition in the new product development and products introduction stage, resulting in shorter product life cycle, speed stressed competition will become more important. The consumers facing more product assortments and a variety of marketing programs are often unable to make the purchase decisions, immediately which may trigger a strategic wait and increase the possibility of deferring choice. Beside the individuals and the overall environmental impacts, there are other factors which influence consumers’ deferral choice. For example, the consumer products knowledge, involvement of consumers and the character of consumer may also affect consumer behavior. Therefore, the purpose of this study is trying to identify the factors that influence consumers’ deferral choice, to explore what kind of results are influenced by the factors, eventually, we wish it helps to find the situation that can reduce the probability of consumers’ deferral choice when consumers face the influence factors, and to give the suggestions to the enterprises about the future marketing practices. This study explores how these three variables: time pressure, store atmosphere and perceived difference, as the framework, influence the consumers’ deferral choice and further analysis is when consumer under the pressure of time, shops can use the store atmosphere and perceived differences to reduce the consumers’ deferral choice. This study uses the experimental design in the form of a 2 × 2 × 2 experimental design, such as the store atmosphere, time pressure and consumer perceived differences among different alternatives, simulation into eight scenes, and each situation uses two different kinds of products, finally analyze the consumers’ purchase intentions under this simulated situations. Thus, through this research, it can give an important issue about consumers’ deferral choice to the enterprise. This study contributes to use the store atmosphere and differences in perception to reduce the consumers’ deferral choice when they are under time pressure. And the product category may influence consumers’ deferral choice. The follow-up studies will focus on providing a real environment for manipulating time pressure, store atmosphere and the perceived differences, or expand objectives samples to the non-student groups to explore other variables which may influence consumers’ deferral choice.