心理距離與親密同伴對機場衝動性購物行為之影響:以桃園機場為例

Abstract

從過去文獻可以發現大多數研究認為造成旅客在機場衝動購買的主要因素是情緒跟壓力，而過去較少以心理距離為切入點探討其影響，但可推論當旅客的時間、和空間距離較低時會導致旅客衝動購買增加。還有，當消費者身旁有親密同伴時，也可能會讓衝動購買提升。此外，心理距離不僅是影響到旅客衝動購買的行為，也會影響到旅客在購買商品上的差異。本研究以台灣桃園國際機場出境大廳管制區內的旅客作為問卷發放對象，共蒐400份有效樣本。經過統計檢定各項假設後，研究結果顯示: (1)不同時間維度下的消費者其衝動購買程度也不同。(2)當陪同人越親密時購買情緒也較正向，(3)購買情緒越正向，衝動購買程度也越高。(4)心理距離高低對於選購商品屬性並無直接影響。

The previous studies shown that emotion and stress are the major factors of impulse purchases. Nevertheless, these studies seldom discuss about the effect of psychological distance; however, they found out less time and distance will increase passengers’ impulse purchases. Moreover, psychological distance will affect the diversity of products which passengers purchase. Also, an intimate companion causes the rising of passengers’ impulse purchases. This research is based on the passengers departed from TPE Airport who shopped at duty free area. Over 350questionnaires, 171 are adoptable. The result shown the following points of view: (1) By different distance and time, it creates various results in impulse purchases. (2) When the companion is more intimate, the emotion of purchasing is more positive. (3) The emotion of purchasing is more positive, the possibility of impulse purchases is higher. (4) The level of psychological distance has no direct influence on the items that passenger purchase.