A Study Of The Effect Of Sale Promotion, Consumption Situation And Product Involvement On Impulsive Purchasing.

• Main Authors: Tseng, Weiju, 曾瑋茹
• Other Authors: Hung, Shinhsiung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/42533998750846968605

碩士 === 中國文化大學 === 國際企業管理學系 === 100 === Free consumer market is very competitive, all manufacturers come to buy in order to attract consumers to boost sales, no one is not actively devoting mind using a variety of marketing techniques in order to impress the consumers and thus stimulate consumer more potentialdemand. Many marketing techniques, especially the "promotion" the most effective stimulus in the short term increased consumer purchase behavior. Manufacturer price promotions in order to provide short-term incentives to attract a large number of stimulate consumer purchase. Promotional activities to explore the content of the message to the consumer's point of view, consumers face the attractive promotional activities, the inner experience very contradictory pull, resulting in a buying mood, and then have the urge to purchase. Consumers will purchase decision in accordance with the products or services they are expected the extent of the consumption situation, consumption situation on consumers before consumption is a very important considerations or premise, whether it is in the choice of brands, products or services are very important. When the consumers of a product with high involvement, the impulse to sexual orientation for the product will be more, and thus the likelihood of impulse buying behavior is also enhanced.