The Influences of Product Placement on Impulsive Purchase Behavior -Time Pressure as Moderator Variable
碩士 === 中國文化大學 === 企業實務管理數位學習碩士在職專班 === 99 === Yet today ,so many researchers continue to study how customer impulse buying behavior occurs ,What factors stimulate customers to purchase immediately . With the development of popular propaganda , vendor placed the diversified promotion into drama in or...
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| Format: | Others |
| Language: | zh-TW |
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2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/43493365698652555688 |
| Summary: | 碩士 === 中國文化大學 === 企業實務管理數位學習碩士在職專班 === 99 === Yet today ,so many researchers continue to study how customer impulse buying behavior occurs ,What factors stimulate customers to purchase immediately . With the development of popular propaganda , vendor placed the diversified promotion into drama in order to attract the consumers to have more identity of the products , the purpose of this study is to understand the time pressure have a moderating effect be-tween the product placement and impulsive purchase behavior.
Vendor put the product into drama as prominent mode in order to reach successful promotion effect of product .The results showed the time pressure and Product place-ment on impulsive purchase behavior had significant interaction effect on the response of the consumer’s buying behavior, especially the impulsivity trait.
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