| Summary: | 博士 === 大葉大學 === 管理學院博士班 === 106 === The Influence of Brand Relationship Quality on Impulsive Buying Behavior: The Mediating Effect of Brand Preference
Student: Tong-Kao Liu Advisor: Prof.An-Tian Hsieh
Da Yeh University
ABSTRACT
In the past, there was a lack of research about the impact of the impulsive buying behavior on brand-related issues, especially the impact of brand relationship on impulsive buying. The purpose of this study is to understand how and why brand rela -tionship quality (BRQ) to affect impulsive buying behavior. The empirical results show that BRQ is a three-dimensional construct, and which will significantly affect the impulsive buying behavior. Also, this study shows that brand preference has mediating effect between the relationship of BRQ and impulsive buying behavior when we didn’t control the variable of consumer impulsive traits, and the dimension of partner quality will significantly affect the impulsive buying behavior in the group of high-impulsive trait than others. Besides, low-impulsive consumers will have significant impact on impulsive buying due to the brand relationship of attachment. Furthermore, the special finding is consumers with high impulsive trait have significantly higher BRQ than those who with low impulsive trait, with significant differences mainly manifested in dimensions such as brand connection and attachment.
Key Words: impulsive buying behavior, brand relationship quality, impulsive traits, brand attachment, brand connection, brand partner quality
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