| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 97 === Impulsiveness of purchase behavior actually suitable universal consumer, also as a result of economical vigorous development, people's current economic condition im-proves also has the time to be engaged in the leisure recreational activity, therefore the people can start to pay great attention to material and the mind feeling, also therefore starts to pay attention to the popular thing advertisement is one of modern society trade activity important media, the manufacturer in order to transmit the product effectively the related news, makes the consumer to know its brand and the product, invest the massive funds to carry on the propaganda, the goal are all the hope can arouse consum-er's interest and the purchase wish.
This research main discussion related impulsiveness purchase research many in discusses consumer's purchase decision-making process is receives factor under and so on shopping environment, time, product knowledge influences, produces purchase deci-sion-making. Because consumer's popular consciousness also increasingly wealthy, causes the consumer to be able to start to pay attention to the commodity information, its can affect the consumer to the commodity feeling, therefore, consumer's popular sensitivity popular sensitivity purchases the wish to the consumer is whether influential, is one of questions which this research wants to discuss. The consumer purchases the wish to come under many factor influences, in which advertisement is the populace propagandizes one of techniques, also is most often appears in consumer at present news, therefore consumer regarding commodity advertisement care degree whether can affect the consumer regarding the commodity news judgment, advances together affects the purchase wish? I.e. the advertisement fords into the degree in the impulsive purchase tendency, the popular consciousness and the consumer purchases the wish middle the relations whether has the disturbance effect for this research another discussion subject.
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