The Influences of Promotion, Product Involvement and Impulsive Traits on Implusive Purchase

• Main Authors: SHIH TSUNG MIN, 施宗旻
• Other Authors: 林陽助
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/21435439752813410715

碩士 === 東吳大學 === 企業管理學系 === 92 === The behavior of impulsive purchase always exists in the consumptive model of consumers. The reasons of impulsive purchase include internal factors of customers and external marketing approaches of factories (external reasons of manufacturers’ marketing approaches). However, the research uses promotion as an example for the external factor sand the degree of product involvement and consumers’ impulsive traits for internal factors. In this study, a questionnaire was divided into pricing promotion part and non-pricing promotion part. I contacted undergraduates in order to examine which way the behavior of impulsive purchase can occur more easily. For the product part in the questionnaire, I also used clothes as an example, the results of research suggest that a customer with a higher degree of impulse is more likely to have a higher impulsive purchase than a customer with a lower degree of impulse, and the other factors cannot show whether it has made any difference in impulsive purchase. This may reveal that marketing approaches put in words only will not be as successful as those with a combination of words, sound and light effect. Such a combination has proved to be more likely to trigger the impulsive purchase behavior.