| Summary: | 碩士 === 國立嘉義大學 === 企業管理學系 === 105 === This study mainly focuses on the herding (high /low) of impulse buying as the main research framework, According to Boland et al. (2012) the proposed carryover effect is introduced into the research structure. And divided into with or without carryover effect. According to Grubb and Grathwohl (1967) the proposed consumers' need for uniqueness, And divided into high and low categories for the second interference variable, And the use of one-way ANCOVA. This study use Experimental design to test the hypotheses. It was found by seven studies hypothesis, (1) Herd tend to have a significant impact on impulse buying behavior. (2) Under the carryover effect, Consumers with high herd propensity tend to have a significantly impulsive buying behavior for the purchase of delivery products than the lower-herd consumers. (3) In the absence of carryover effect, Consumers of low conformity tend to have a significantly impulsive buying behavior for the purchase of the second-best option products. This study to fill the carryover effect found in the absence of carryover effect, the next best option is easy to be low herd preference for consumers to buy.
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