| Summary: | 碩士 === 朝陽科技大學 === 應用外語研究所 === 96 === In recent years, there has been a dramatic proliferation of research concerned with adolescent’s buying behavior. In addition, individuals have different attitudes toward monetary promotions because of differences in personal traits, which contain impulsive buying tendency (IBT) and need for cognition (NFC). Nevertheless, few empirical studies have been done on the topic of exploring the adolescents’ impulsive buying behavior through nine-ending prices. The present study employs a 2 (nine-ending prices, zero-ending prices) x 2 (high/low NFC, IBT) factorial design. In addition, Two-way ANOVA was conducted to investigate the significant difference among variables, the effects of nine-ending prices and personal traits on adolescents’ impulsive buying behavior based on the rationale of Level Effects and Image Effects. Samples consist of 361 senior high school students, the age ranging from 16 to 18 in Taiwan. The questionnaire was formed after integrating related studies and modifying items in the survey, analyzed a five-point Likert scale.
This research measures the impulse purchase for clothing, MP3 players, and sweat shirts. The results demonstrate that monetary promotions affect adolescents’ impulse behavior, especially nine-ending prices. Adolescents with-low NFC are likely to engage in impulse purchase compared with high-NFC adolescents. As opposed to low-IBT adolescents, adolescents with high-IBT are likely to engage in impulse purchase through nine-ending prices.
|
|---|
