The Influences of Advertising messages on Impulsive buying：Different Types of Consumer as Moderators

• Main Authors: Fu, Yu-Ju, 傅郁茹
• Other Authors: Hsiao, Chih-Hui
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/47334875030957399181

碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 100 === In field of consumer behavior, impulsive purchasing has been studied more than fifty years. Previous research regards impulsive purchasing as a command research. However, limited attention has been paid to the concept of impulsive purchasing in personal differential consume. Our research use different advertisting messages for each type of consumer (spendthrifts and tightwads) to probe into impulsive purchasing. In order to manipulate the advertising messages we divide advertising message into two variables, message regulatory focus and advertising benefit. First, we’ll use three variables (different types of consumer, message regulatory focus and advertising benefit) to ensure the influence on impulsive purchasing, and then further search whether those messages influence on tightwads and sapendthrifts on impulsive purchasing. This study adopts 2(message regulatory focus：promotion-focus message or prevention-focus message) x 2(advertising benefit：utilitarian benefit or hedonic benefit) between-subject design is used and 495 participants who have stable income are our subjects.This study shows following conclusions. First, spendthrifts tend to have impulsive purchasing behavior than tightwads. Second, compared with prevention-focus message, the consumers tend to have impulsive purchasing behavior when provided with promotion-focus message. Third, compared with hedonic benefits, the consumers tend to have impulsive purchasing behavior when provided with utilitarian benefits. Fourth, there are significant interactions between different types of consumer and message regulatory focus on impulsive purchasing behavior.The last, there are significant interactions between message regulatory focus、advertising benefits and different types of consumer on impulsive purchasing behavior.