The Relationship between Otak Disposition and Impulse Buying Behavior of Consumer-Shopping Environment as a Moderator

• Main Authors: LIU，KUEI-YING, 劉桂英
• Other Authors: 洪朝陽
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/5725v7

碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === The study is to explore whether the relationship among the otaku disposition consumer, impulse buying and shopping environment will have differences in shopping environment. Look forward to the results of this study can become the business’ reference of selling goods, creating shopping environment and attracting more customers. This study uses questionnaires survey method and the subjects are the general public through on-site and web questionnaires by random way. A total of 400 questionnaires are distributed. Deducting non-complete answers or abnormal answers of 32 invalid questionnaires, this study achieves a total effective sample of 368 copies, effective sample recovery about 92%. The study uses descriptive statistics, reliability and validity analysis, Pearson’s r and regression for data analysis. In this study, the following indicates: 1.The otaku disposition consumer has a significant positive influence on the impulse buying. 2.The shopping environment for otaku disposition consumer and impulse buying doesn’t have interference effect. Finally, based on the research findings, suggestions and references are made for business’ further studies and practice. Keywords: otaku disposition, impulse buying behavior , shopping environment