| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 101 === Through the rapid expansion of the Internet, shopping on-line has become widespread within consumers’ daily lives in which cosmetics and beauty care are top emerging products. By observing some actual examples, consumers are not always rational when making their purchase decisions; on the contrary, they are sometimes impulsive. However, emotions often arouse before impulse buying; therefore, on-line dealers keep pushing out different kinds of sales promotions in order to motivate consumers’ emotions. Some common sales promotions include limited time discounts, rebates, premium, and bonus packs. Campbell and Diamond (1990) divided these sales promotions into price promotion and non-price promotion, and they recommended that different sales promotions can cause different effects. Generally speaking, there are various products with different functions in cosmetics and beauty care. Consumers should have enough product knowledge so that they can choose the right and appropriate product; in other words, how much product knowledge a consumer has will affect his or her evaluation to a product. In addition, there exists a relatively high risk in on-line shopping. As a result, whether there is a refund and exchange policy or not will cause different influences to consumers’ decision making.
This Study emphasizes on consumer impulse buying behavior on the Internet, with sunblock as an object. Firstly, explore the different influences on arousing consumers’ emotion between price promotion and non-price promotion, and among limited time discounts, rebates, premium, and bonus packs. Secondly, explore the influence of emotion on impulse buying, considering the moderating effects of product knowledge as well as refund and exchange policies. Finally, analyze the causal relationship within each variable under different sales promotions. In this research, an experimental method was adopted. Samples were collected from National Chung-Hsin University, and 398 effective questionnaires were collected. We utilized T-test, one-way ANOVA, Scheffe’s test, and regression analysis to examine our hypothesis.
According to the results, Different sales promotion can cause different effects on emotion. Furthermore, the effect of emotion on impulse buying is significant, and the moderating effect of refund and exchange policy is also significant, but product knowledge presents no moderating effect between the relationship of emotion and impulse buying. On the other hand, the results of the causal relationship within each variable under different sales promotion are the same as the entire. However, under non-price promotion, the explanatory capability of the effect which emotion causes to impulse buying is higher than the one under price promotion.
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