| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === According to the survey, the sales of online shopping grows 30.4% in 2009.Without the time limit and with the cyberbank’s convenience, people are probably induced the impulsive buying intention. From conventional store to online shopping, the emvironmental stimulus would reduce customer’s control ability and make them to buy things impulsively. However, based on prior research, online shoppers are more impulsive than others when buying. There are mamy factors that will influence impulsive buying intention. Among these factors, promotion seems to work very well in inducing impuluse. People holding the trait of impulsive buying would not think too much when they buy things. And product characteristic also plays an important role in this process.
However, the creative product is rarely been used as an example to discuss. Therefore, in this study, we use the environmental psychology model of SOR to be our framework and experimental design to discuss whether the promotion and product characteristic will have influence on mood and whether the mood would have effect on the impulsive buying intention. The two (promotion and nonpromotion) scenarios are conducted. And we select USB as our product to analyze hypotheses and use trait of impulsive buying as a moderate variable.
The result of this study indicates that promotion and product characteristic positively influence the mood and mood positively influences the impulsive buying intention. Besides, the hedonic value presents more influential effects than utilitarian value. Moreover, moderating effect of trait of impulsive buying on the influence of mood and impulsive buying do not exist.
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