人格特質對衝動性購買行為和購後情緒之影響

Abstract

在生活中消費時，可能會產生衝動性的購買行為，而不同的衝動性購買行為所帶給消費者事後的感受可能不同。透過文獻探討，研究過去學者在人格特質、衝動性購買行為、購後情緒這些變數的分析，可以發現人格特質、衝動性購買行為有許多不同的分類，進而選擇出值得探討、適合、有興趣的分類，來做為本次研究。本研究以大專院校學生為主要對象，採用網路問卷調查，前測問卷加上正式問卷共收集426份有效問卷。利用SPSS統計軟體進行分析，採用敘述性統計分析、因素分析、信度、單因子變異數分析、三因子變異數分析，以及迴歸分析來研究變項間關係。研究結果顯示，享樂主義者會比深思熟慮者有較高的衝動性購買行為；盲目性衝動會有購後後悔；衝動性購買行為後，有負面訊息的購後後悔比沒有負面訊息的購後後悔來的高；衝動性購買行為後，有正面訊息的購後滿意度比沒有正面訊息的購後滿意度來的高。

When consumers purchase some items, it might induce impulse buying behavior. For consumers, different impulsive buying behavior afterwards to bring their feeling may be different. With literature review to understand the analysis in these variables of personality, impulse buying and post-purchase emotions. We can find personality and impulse buying has many different classification to select proper classification for the research. The research used internet questionnaire survey method. The samples taken were college students. Pretest questionnaire and formal questionnaire were totally 426 vaild questionnaire. The study results showed , compare to prudents , hedonics is inclined to impulse buying behavior. Blind impulse will be post-purchase regret . After impulse Buying behavior, compare to people without negative information , people who has negative information have higher post-purchase regret. After impulse Buying behavior, compare to people who without positive information , people who has positive information have higher post-purchase satisfaction.