The Influences of Internet Advertising Promotion and Impulsivity Trait on the On-Line Impulsive Buying Behavior

• Main Authors: Wei-Jhe Huang, 黃偉哲
• Other Authors: Chung-Li Chou
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/00209855680870949648

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 96 === The Internet market is rising and flourishing. The important dissemination media of Internet environment is Internet advertising. This media also needs good promotions to support it and to reach successful promotion effect of product or service. Besides, on-line impulsive buying behaviors are happening more and more. Therefore, the issue we discussed that is significance. Past studies have showed the impulsive buying is constructed by marketing stimuli, environmental conditions and impulsivity trait. Is the on-line impulsive buying behavior triggered by same factors also? The answer is worth to discuss. So this study is aiming at how the Internet advertising, promotion and impulsivity trait affect on on-line impulsive buying behavior, and tries to figure the promotion and impulsivity trait have the interaction effect on on-line impulsive buying behavior or not. The experiment of this study is 2 (psychic offer and purely economic offer) x 2 (high and low impulsivity trait) design was employed, and using the 2-Way ANOVA to testify it. It is trying to figure the effect on the on-line impulsive buying behavior. The results showed the influence of different promotions on the on-line impulsive buying behavior was significantly difference on high impulsivity trait consumers, but it wasn’t significantly difference on low impulsivity trait consumers. High and low impulsivity trait consumers were significantly difference on the on-line impulsive buying behavior. In addition, impulsivity trait and promotion had significant interaction effect on the response of the on-line impulsive buying behavior.