The Effect of Sales Promotion on Impulse Buying-The Moderating Effects of Locus Control

• Main Authors: Su-E Jhao, 趙素娥
• Other Authors: Yu-Hsiang Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/3wax3q

碩士 === 中國文化大學 === 國際企業管理學系碩士在職專班 === 102 === Past studies show that impulse buying behaviors exist in almost all products (Rock, 1987). There are also many external stimuli that tempt us to buy products. Today, im-pulse buying is a ubiquitous consumer behavior, but whether the relationship between external stimuli and impulse buying are subject to interferences from consumers them-selves is an issue worthy further investigation. Therefore, the experimental design method was adopted in this study to compare the impact of different promotional meth-ods on impulse buying. The locus of control was also incorporated to serve as an inter-ference parameter for exploring whether it will affect the relationship between promo-tional methods and impulse buying. Findings show that different promotional methods indeed after the impulse buying behavior, but the locus of control will not interfere with the relationship between the two. In other words, both internal and internal control will lead to impulse buying behavior.