The Influence of Promotion and Impulsive Personality on Impulse Buying–A Case of ACG Event Customers

• Main Authors: Nai-Chia Hung, 洪乃家
• Other Authors: Yi- Chang Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/56779193752357511028

碩士 === 崑山科技大學 === 企業管理研究所 === 103 === Because of the increasing scale of Anime-Comics-Games (ACG) events, more organizations and local governments would like to hold related events for economic benefits. In order to investigate the relationships on p impulse personality, promotion and impulse buying and to test the moderating effect of promotion on the relationship between impulse personality and impulse buying, this study conducted a survey which collected information from 440 valid samples. The results pointed out that impulse personality and promotion including price promotion and exhibition-limited activity are positively related to impulse buying respectively. In addition, the interaction of impulse personality and non-price promotion has the moderating effect on the relationship between impulse personality and compensation-reaction.