Financial Crisis has seriously shut down global economy and Taiwan also couldn¡¦t escape from the strike of current Financial Tsunami. Under this condition, consumers become stricter on budgeting. Especially as rising price causes real income decrease, consumers would pinch pennies on necessity spending. We all know Watsons is the famous chain store of cosmeceuticals, which sells not only medicine but also cosmetics and commodities. Thus, this research takes Watsons as the example to explore the relationship among sales promotion, perceptive value, purchasing intention, and customer¡¦s loyalty. The main purposes as follows. 1. To understand customer¡¦s view towards sale promotion campaigns of Watsons. 2. To explore whether different sales promotion campaigns influence perceptive value, purchasing intention or customer¡¦s loyalty. 3. To discuss the relationship among sales promotion, perceptive value, purchasing intention, and customer¡¦s loyalty. 4. To analyze whether impulse purchasing characteristics modifies the effect of sales promotion on perceptive value, purchasing intention, and customer¡¦s loyalty. According to SPSS statistic analysis software, I have some findings as follows¡G 1. Customers prefer ¡§pay one more dollar, get one more item¡¨ than ¡§Redeem¡¨ 2. Different sales promotion cause different influences on perceptive value, purchasing intention, and customer¡¦s loyalty. 3. The effect of sales promotion on purchasing intention and customer¡¦s loyalty is significant. 4. Impulse purchasing characteristic doesn¡¦t have modified effect.

Attention on impulsive buying behavior has been increased from both researchers and marketers, as the negative consumption experience resulting from this unplanned buying could harm the business severely in terms of brand building, reputation as well as a loss of customer. By reviewing previous literatures, we have identified that there is still little research about the post-consumer behavior of impulse purchases, namely on consumers’ regret triggered from what they have bought impulsively. The purpose of this study is to discover the triggers of buyer regret from impulse purchase, which is presented by the research question “What are the triggers of buyer regret from impulse purchases?” By conducting a quantitative research, we proposed a conceptual model of impulse purchase regret that consists of six hypotheses. The technical tool that we used to test the conceptual model is a SPSS extension called AMOS, whereas the analysis method uses the application of structural equation modeling. We collected our primary data (187 viable responses) via a questionnaire through convenience sampling. By testing all the data with AMOS, we received the following result: 5 hypotheses are accepted and 1 hypothesis is rejected. This result indicates that upwards counterfactual thinking (CFT) on forgone alternatives, a change in significance, and under consideration are positively related to impulse purchase regret; external stimuli and consumer susceptibility to interpersonal influence (CSII) have indirect influence on impulse purchase regret. By applying our theoretical background to analyze the result, we suggest that consumer’s rational buying thinking still plays an important role in post evaluation stage of impulse purchase, even though it disrupts the rational buying process in the beginning. Lastly, we believe that several parties could benefit from our research, they are marketing, academia as well as consumers.

根據美國National Endowment for Financial Education 2010年的調查，過去一年內80%的受訪者從事過衝動購買，可以認為衝動購買的發生十分普遍。衝動購買行為在過去數年已經受到多方領域的探討與研究，產出了豐富且重要的研究成果；隨著網際網路的出現，許多學者開始注意到網路對於線上或離線衝動購買的影響，但網路口碑對於衝動購買行為的影響尚有許多探討之空間，因此本研究的目的為探討網路口碑的資訊從眾對於消費者衝動購買之影響，以及商品需要和購買制約因素構成的干擾效果。本研究透過網路問卷進行研究資料的蒐集，調查對象為過去半年內曾經閱讀過某一商品網路口碑的網路使用者，共得有效樣本528份。研究結論為： 1. 消費者的網路口碑資訊從眾程度對於其閱讀商品網路口碑之後所產生的商品慾望具有正向影響，當網路口碑資訊從眾程度越高時，消費者閱讀口碑後的商品慾望程度也越高。此外，消費者受口碑影響後所產生的商品需要認知並不會干擾資訊從眾程度對於商品慾望的影響。 2. 消費者對於商品的慾望越高、衝動購買的意圖也越高。衝動購買意圖越高時，消費者衝動購買行為從事衝動購買的可能性也越高，並且只要稍加提高消費者的衝動購買意圖，衝動購買的可能性將大幅上升。 3. 衝動購買制約因素對於消費者的衝動購買意圖發展為衝動購買存在阻止效果，當消費者感受到制約因素時，衝動購買的發生可能性將降低。而主要會阻止消費者衝動購買的因素為「可運用購買預算的限制」。 本研究能提供給學術界與實務界進行衝動購買的研究參考與購物網站經營管理的規劃運用。