| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 100 === The phenomenon of impulsive purchasing is very common in daily life for consumers, it is also an importance issue in marketing area, and enterprise shouldn’t neglect this kind of consumer behavior. Most of previous studies had focused on the antecedents and consequences of impulsive purchasing behavior. This study examines the influence of product characteristics and purchase decisions involvement and consumer impulsivity trait on impulse buying in purchasing environment from the view of heuristics. We use a 2 (product characteristics: functional versus hedonic) × 2 (purchase decision involvement: high versus low) × 2 (consumer impulsivity trait: high versus low) between-subjects design. Among them, consumer impulsivity trait as the moderating variable, the aim is to better understand their impact on impulse buying behavior.
The result reveals that the product characteristics and purchase decision involvement have a significant interaction on impulse buying behavior. Conditions for hedonic products, consumers with higher impulse buying behavior, in the case of purchase decision involvement is high, easier to impulse buying behavior; in other words, the consumers for hedonic products and in the purchase decision high involvement, impulse buying behavior has a significant difference.
Finally, this study proposed some managerial implications and suggestions for future researches.
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