Situational Effects on Products and Personality Traits of Retail Therapy

• Main Authors: Yu-Wen Chen, 陳聿文
• Other Authors: Chin-Yi Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/53r3b3

碩士 === 中原大學 === 企業管理研究所 === 103 === In recent years, there are many companies promote healing products. For example, Family Mart claims that healing products can bring $5.5 billion commercial opportunities in one year. However, this kind of products usually have no specific functions but consumers are still willing to spend money on them. The main reason probably is that they can bring consumers’ positive moods. This study focus on the effects of product categories, genders, personality traits and situational effects and personality traits of retail therapy. Product attributes are divided into two parts. The first part we divided the product by the reason of purchasing such as high hedonic/high functional products; low hedonic/high functional products; low hedonic/low functional products and high hedonic/low functional products. The second part we use the emotion that product brings to customer to divide, into two types of products, such as positive emotion products, and negative emotion products. This study hopes that different products attributes can influence retail therapy results. Personality traits are divided into people of external locus of control and internal locus of control. As shown above, the results of these studies are. First, the part of gender can affect retail therapy. According to peoples’ shopping experience, men and women are both having uplift moods after shopping. However, women do not have uplift moods under the positive situations. Second, the part of personality traits can also affect retail therapy. After people of external locus of control and internal locus of control shop, they both have uplift moods, but people of external locus of control do not have uplift moods under the positive situations. Third, the part of products can also affect retail therapy. They have significant differences in neutral situations. The product with best to lowest effect of retail therapy results are high hedonic/high functional products; high hedonic/low functional products; low hedonic/high functional products; low hedonic/low functional products.