The effects of peer pressures, product attributes and advertising benefits on impulsive buying.

• Main Author: 劉欣
• Other Authors: 蕭至惠
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/82528204368561460932

碩士 === 國立嘉義大學 === 行銷與觀光管理學系研究所 === 103 === Reynoldsand Wells（1977） consider that consumers notice only some parts of attributes of a product, and those attributes generally become the key factors of their purchasing behavior.Different product attributes cause different consume propensities for consumers; therefore, in this research, products attributes are regarded as main independent variablesto facilitate influence of different product attributes to impulse buying. Additionally, peers are considered as interference to investigate the influence of peers.In recent years, other scholars proposed thatguilt appeal is a good way to attract consumers’ buying behaviors or to trigger impulse buying(Morris, Menon, and Ames 2001; Ford 2012; Slattery 2012). Johar and Sirgy（1991）considered that hedonic and utilitarian aspects, two common advertising appeals, would affect consumers’behaviors. But there are few researchesdiscussing on that hedonic and utilitarian aspects of advertising benefits are affected by guilt appeal interfering, thus, this research will discuss on impact of impulse buying caused by different advertising benefits and impact of guilt appeals. This study adopts 2(advertising benefits：utilitarian benefit or hedonic benefit) x 2(guilt appeals：guilt appeals or non-guilt appeals) between-subject design is used and 460 participants who have stable income are our subjects. The result showed that: (1)advertising profit has positive impact on impulse buying Line stickers, (2) guilt appealhas positive impact onimpulse buying Line stickers, (3) different product attributes have positive impact on impulse buying Line stickers under high peer pressure, and (4) guilt appealdisturbs advertising profit and impulse buying Line stickers.