The Relationship Between Word-of-Mouth andImpulsive Buying: Product Attributes as a Moderator

• Main Authors: Ching-Hui Yang, 楊錦惠
• Other Authors: Shan-Chih Chang + Sing-Sang Yang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/26113360583625348797

碩士 === 育達商業科技大學 === 企業管理所 === 98 === Word-of-mouth usually has had a definite influence on consumer's impulsive buying. Theoretically, the impulsive buying behavior has been discussed in the past, but most conclusions are obtained by the western country’s viewpoint, and the research of the relationship between impulsive buying and word-of-mouth is incomplete. Therefore, this research confirmed the relationship between word-of-mouth and impulsive buying behavior in China, the emerging market. Besides the confirmation of the past related research results, the researcher also discussed the product attribute as a moderating variable for the exploration of the relationship. The research surveyed 352 effective questionnaires in China. As the result, when the product attribute is the luxury goods, it is easier to initiate the impulsive buying behavior; the word-of-mouth and the impulsive buying behavior are positively related. In addition, the product attribute is unable to disturb the relationship between sender’s authentic experience and the impulsive buying behavior, and the relationship between sender’s expertise and the impulsive buying behavior of compensatory impulsion. It had a noticeable influence on other aspects to the impulsive buying behavior. Finally, the product attributes had the most perturbed force to the relationship between the tie strength and the impulse buying tendency.