碩士 / 國立嘉義大學 / 行銷與運籌研究所 / 100 / This thesis studies the relationships between time pressure, internal impulse buying behavior (product price), external impulse buying behavior (impulsive trait), carryover effect, and impulsive buying in the promotion events of internet commercials. Three experiment designs were executed and a total of 554 effective questionnaires were collected. The experiments adopt independent samples t-test, paired-samples t-test, and two-way ANOVA methods.
The following conclusions are drawn. First, when time pressure is large in the promotion events of internet commercials, customers are inclined to have impulsive buying. Second, in the internet environment, low-price products positively influence customers in their impulsive buying. Third, high impulsive trait positively influences customers in their impulsive buying. Fourth, when time pressure is large in the promotion events of internet commercials, high impulsive trait positively influences customers in their impulsive buying. Fifth, the carryover effect positively influences customers in buying low-price products. Sixth, the carryover effect positively influences customers with high impulsive trait in buying products. Seventh, when time pressure is large in the promotion events of internet commercials, the hypothesis that low-price products positively influence customers in their impulsive buying is not supported.
| Identifer | oai:union.ndltd.org:TW/100NCYU5371011 |
| Date | January 2012 |
| Creators | 陳建竹 |
| Contributors | 蕭至惠 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 99 |
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