Why do we follow and purchase?

• Main Authors: Po-Hong Chen, 陳柏宏
• Other Authors: Perng-Fei Huang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/13949039981024461365

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 101 === Purchase behavior has been studied and analyzed extensively for decades. “Following Purchase” is not fully categorized in the consumer behavior. There are few studies specifically focusing on this particular subject. This study attempts to explore antecedents that form or cause “following purchase”, and show under what conditions and why people have following purchase behavior. You buy and then I buy. It happens to almost everyone with purchasing experience. Following behavior is seen as a kind of conformity. However, Following Purchase is more than conformity. This study proposes an integrated framework that includes more essential factors than traditional studies of conformity purchase. The purposes of this study are to explore the essential forming factors of four categories: (1) Follower’s characteristics: similarity, open to experience, self-monitoring, and risk avoidance. (2) Role model’s characteristics: credibility and attractiveness. (3) Purchase conditions: number of followers、time pressure, and “public or private use.” (4) Product factors: “luxuries or necessities” and “perceived brand value.” With Trust and “Perceived value of following purchase” as mediators, we evaluate the impact on the “Spending of following purchase” and the “Intention of Following Purchase” in the proposed framework. This study investigated general consumers by means of personal interview with questionnaires and generated 203 valid responses. Results of the study reveal that perceived brand value, credibility, and attractiveness are most influential to the intention of following purchase. Furthermore, both credibility and attractiveness are found to be strongly related to the spending of following purchase. Implications of these findings and directions for future research have been presented.