The Influences of Materialism and Product Information on Impulsive Consumption Behavior

• Main Authors: Cheng Wan Ling, 鄭婉玲
• Other Authors: Ho Tsau Yi
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/86030436788223169169

碩士 === 東吳大學 === 企業管理學系 === 92 === Recently, economic prosperity and mountains of commodity are leading a consumer value of materialism. Besides, When economic condition achieve a stage of mature, product information will emphasize the value of sense perception. In addition, the new upsurge in payment by installment in the market stimulates consumption and transforms pattern of consumption into “enjoy the products before you pay them”. The factors including “materialism, product information and payment by installment” will attract consumer to engage in “impulse buying”. The past researches in impulse buying focus on goods at a low price, but the consumer trend shows that more and more modern women are willing to pay higher prices to buy products or services, so impulse buying will happen to expensive goods, not only on cheap commodities. Therefore, I expect to achieve four research purposes: First, to verify the influences of materialist on impulse buying. Second, to prove the influences of product information on impulse buying. Third, to confirm if the interaction between materialism and product information will cause consumers to buy expensive goods impulsively. Finally, to test and verify if the pattern of payment will interfere with materialism and product information on impulse buying. The results show: materialist will buy expensive goods impulsively than others. The next, if product information symbolizes status will cause consumers to buy expensive goods impulsively. On the other hand, if materialism interacts with product information, consumers will engage in impulse buying easily. Finally, under the excitement of payment of installment, product information that symbolizes functionalism will cause consumers to buy expensive goods impulsively.