The Effects of Personality on Impulse Buying Behavior and Post-purchase Emotions

• Main Authors: Wang, Yu-Ru, 王鈺茹
• Other Authors: Huang,Jen-Hung
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/43825652596371535376

碩士 === 國立交通大學 === 管理科學系所 === 102 === When consumers purchase some items, it might induce impulse buying behavior. For consumers, different impulsive buying behavior afterwards to bring their feeling may be different. With literature review to understand the analysis in these variables of personality, impulse buying and post-purchase emotions. We can find personality and impulse buying has many different classification to select proper classification for the research. The research used internet questionnaire survey method. The samples taken were college students. Pretest questionnaire and formal questionnaire were totally 426 vaild questionnaire. The study results showed , compare to prudents , hedonics is inclined to impulse buying behavior. Blind impulse will be post-purchase regret . After impulse Buying behavior, compare to people without negative information , people who has negative information have higher post-purchase regret. After impulse Buying behavior, compare to people who without positive information , people who has positive information have higher post-purchase satisfaction.