| Summary: | 碩士 === 國立中正大學 === 運動與休閒教育所 === 97 === This study was to investigate the difference in impulsive purchase behavior toward Chinese Professional Baseball League’s affiliated product, based on reference group, group cohesiveness and susceptibility. Data using convenient sampling were collected from Min Syong junior high school and Sieh Chih Vocational high school in Chia-yi City and 82 valid questionnaires were obtained. A 3-way Factorial ANOVA was used to test hypotheses. Results show that the likelihood of impulsive purchasing was greater in the presence of peers than in the presence of family members, and the conclusion are both confirmed by a significant interaction of reference group type × cohesiveness and reference group type × susceptibility . When teenagers shopping with peers, the impulsive purchasing behavior was greater than the group was cohesive than when it was not, on the other word, it was also greater when the teenagers were susceptible to influence than when they were not. However, the three-way interaction of reference group type, cohesiveness, and susceptibility to influence was not significant in this study.
|
|---|
