| Summary: | 碩士 === 嶺東科技大學 === 經營管理研究所 === 100 === The density of department stores in Taiwan was well-known in the world. The annual sale from October to December was the most famous promotion which could create highest single day revenue every year. However, under the huge amount of transaction, part of purchase behavior was the impulse buying which could cause the discrepancy of cognitive dissonance due to the various promotions. This study was based on the Dissonance Theory (Festinger, 1957) to evaluate the relationship between impulse buying and cognitive dissonance.
According to cognitive dissonance scale which announced by Sweeney, Hausknecht, & Soutar (2000), the cognitive dissonance included 「emotional」、「wisdom of purchase」and「concern over deal」. This study was collected by 400 copies of questionnaires aimed the customers shopping in the department stores during the annual sale. Total 304 copies had been collected, including 260 copies of valid questionnaires and 34 copies of invalid questionnaires. The overall response rate is 65%. The analysis result could assist enterprises to improve the service quality and set up market strategy by the relationship among the descriptive statistics、analysis of correlation and regression analysis.
There are four findings from the analysis of this study,
1.Consumers' impulse buying has significant effect on promotion.
2.Consumers' impulse buying has significant effect on cognitive dissonance.
3.Promotion has significant effect on cognitive dissonance.
4.The mediating effects of promotion between impulse buying and cognitive dissonance.
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