Unplanned Behavior under Plan: A Study of Impulse Purchasing in Functional Products Abstract

• Main Authors: Hsin-Yun Hu, 胡昕昀
• Other Authors: Cheng-Kiang Farn
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/13175446506150711509

博士 === 國立中央大學 === 資訊管理研究所 === 100 === The Theory of Planned Behavior (TPB) has received considerable attention and empirical support for explaining human behavior in the literature. However, many human behaviors are not planned in the real world. So the theory of planned behavior may not explain all human behaviors. This study proposes that some unplanned purchasing behavior can effectively be explained by TPB by extending it with some impulse components, including impulse and time pressure. Descriptive norm is also included as an antecedent of behavioral intention. The extended model was tested under two scenarios: purchasing computer training courses and healthy courses. It uses PLS and finds in computer training courses, the actual behavior are effected by attitude and intention for the male. Also when the male purchases computer training courses, the intention is effected by friends, co-workers, and family support. For the female, it is important that friends co-workers, and family attend or not. Also the time pressure influences actual behavior. In healthy courses, the male felt need and then purchasing. For the female, the time pressure and felt need influence actual behavior. Also the intention is effected by friends, co-workers, and family support and attend or not. Overall, the result shows most consumers purchase immediately. Also they purchase more programs than they wanted. Moreover, after dividing the genders, the result shows the female are more impulsive than the male, as is commonly know.