| Summary: | 碩士 === 國立虎尾科技大學 === 企業管理系經營管理碩士班 === 106 === Consumers' Purchase Intention has always been the main axis of many research in the past, and the most influential consumer purchase intention is product information. Because of the advanced technology in today's society, for young people, they can check the information on the Internet. However, for the elderly or those who do not have access to the Internet, the way to obtain product information is to sell the sales through the salesperson. This is the clearest and most direct way to obtain product information, so the salesman’s sales approach is very important. For the freshmen who graduated from college, as salesmen, they are often eager to sell products quickly and sell their products, causing consumers to resent and even reduce their Purchase Intention, but if the salesperson can identify whether his behavior is causing negative consumer Emotions, the current change in marketing methods, may reduce consumers' resentment to salespeople and increase their Purchase Intention. When the two of them talk face to face, the part that can best be used to identify emotions is the facial expression. In summary, this study promotes insurance products by insurance salesmen, because insurance is the most frequently interviewed position, and insurance salesmen can distinguish consumers' emotions from consumers' facial expressions, giving different sales practices. May increase the willingness of consumers to buy.
This study puts the freshman in the university as a salesman. He is often eager to sell products quickly and sells goods, causing consumers to resent. This feeling is defined as emotional blackmail, and 138 subjects are randomly divided into two groups(affected by emotional extortion, no emotional extortion) .and using SPOLIGHT analysis, the Emotional Blackmail as a disturbance variable, to verify whether Emotional Blackmail has an interference effect on the purchase intention, this study found that Emotional Blackmail does affect the purchase intention.
In addition to verifying the impact of emotional blackmail and purchase intention, this study also uses iMotions 6.4 software and SPSS statistical analysis software version 16 to verify whether emotional blackmail affects facial expressions, and use the Threshold to explore the correlation between facial expressions and purchase intentions. The results of the study showed that the facial expressions of both groups showed negative emotions, and the verification of emotional blackmail would affect facial expressions(affected by emotional extortion, no emotional extortion).But, there is no correlation between the Purchase Intention and the facial expression. The facial expression of the person who has the Purchase Intention may not necessarily show positive emotions. The facial expression of the person who does not purchase will not necessarily show negative emotions. Consumers are not smiling at the moment, so the results of this study found that the Purchase Intention is not related to facial expression. In summary, emotional blackmail does have an impact on purchase intention and facial expression, and there is no correlation between purchase intention and facial expression.
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