| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === Most of previous studies has focused on physical store and online shopping, and confirmed that consumers often impulsive purchase behavior. Businesses use a variety of marketing methods, raised people's impulse buying behavior to obtain more benefits. Some studies have indicated that the amount of monthly income affects impulse buying behavior in the past .In this era of recession, although wages are low, but buying behavior does not seem to be affected. This study induces perceived satisfaction to examine the effect on impulse buying behavior, considering the moderating effects of advertising endorser type. This research was conducted by questionnaire survey procedure, retrieved 265 effective questionnaire statistical methods included reliability analysis, validity analysis, t-test、analysis of variance、correlation analysis, regression analysis。The results indicated that (1) Perceived salary satisfaction has a positive and significant effect on impulse buying behavior. (2)Advertising endorser type has a positive significant moderate effect between perceived salary satisfaction and impulse buying behavior Among the advertising endorser type, the expert endorser is the most influential, the celebrity's influence is the last one. Finally, this study put forward the proposals of these results for practice and theory.
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