來台大陸觀光客之衝動性購買行為的研究-以旅遊零售業之銷售為例 - 政大學術集成

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(1)I. 立. -. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v.

(2) II. (. (DFS Taiwan 绣TD.窳窳 ( Nicky Sue Tina 劵0. 亘5. 窳. 立. 30. 政治大 EMBA99. ‧ 國. 學. 覷0覷覷50. 覷43. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v.

(3) I. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. i n U. e n g c h i覷9劵9. v.

(4) II. Abstract This study is mainly to explore the Chinese tourists’ consumer behavior and impulsive buying behavior at travel retailing stores while traveling in Taiwan. Different from other researches taking customer’ perspective, this study adopts sales associates’ point of view by conducting the questionnaire survey filled out by those who have experience in serving Chinese customers at travel retail stores. The questionnaires are targeting to collect the sales associates’ feedbacks and observations as an empirical research to find out the real causes of Chinese’ consumer behavior and impulse buying behavior in general. This research provides a comprehensive structure by starting an overall introduction of different theories about consumer behavior and impulse buying behavior, following by the elaboration of several topics, i.e. retail sales service, travel retail stores, luxury retails, the current status and development of both Taiwan travel retail industry and the Chinese tourists as consumers while traveling in Taiwan. Then, the quantitative and correlation analyses are made based upon the survey result of 143 questionnaires conducted in about two months and answered by about 150 sales associates from different travel retail stores. Therefore, the causes and the factors affecting the Chinese tourists’ consumer behavior and impulse purchase behavior while staying in Taiwan are thoroughly explored and overall understood.. 立. 政治大. ‧. ‧ 國. 學. y. Nat. sit. n. al. er. io. Basically, the findings from the questionnaire result are not quite the same as my initial hypotheses. First of all, Chinese customers are highly discount oriented as their purchase decisions are largely induced by discount offer and good pricing. Secondly, they are obviously affected by their tour companions (i.e. friends, family & members of group) and thus demonstrating so called the “herding” behavior, i.e. seeking the opinions from the group and usually conforming to the social norm. Moreover, Chinese customers do not really pay much attention to the performance of sales service provided by the sales associates. Therefore, the empirical results imply the social influence and culture background relatively cause Chinese customers’ herding behavior and thus bring out their impulse buying behavior.. Ch. engchi. i n U. v. Regardless of the same nation, consumer shopping behavior in Taiwan and China may not be the same, given the different economic progress and retail development conditions. The retail industry, consumer awareness and sales services in Taiwan have reached a mature stage whereas that in China just taking off after 1979. Thus, it might take some time for Chinese to catch up with the customers of developed countries both in their consumption patterns and shopping behavior..

(5) III. With prospect of the opening of Chinese FIT (frequent individual traveler) market in the near future, Taiwan travel retail stores look forward to great expansion and substantial opportunities resulting from the impending growth of tourism business. Furthermore, the impulsive buying behavior will give the impetus to substantial sales revenue for those travel retail stores. Hence, the findings and evaluation from this research are expected to give some insights to their management team as well as to provide valuable information to their sales team for better understanding the Chinese consumers. Ultimately, it can practically assist travel retailers to effectively design their marketing activities and appropriately educate their sales team to provide Chinese tourists with the most satisfactory selling service.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v.

(6) IV. .................................................... .................................................... I Abstract ............................................... ............................................... II .................................................. .................................................. V ................................................. ................................................. VI ............................................. ............................................. 覷 .......................................... 覷 ................................................ 3 .......................................... 4. ..................................... ..................................... 5 .......................................... 5 ................................................ 9 ........................................... 覷覷 ............................................. 覷亘 .................... 覷劵 ........................... 覷劵 ............................... 饋0 ........................... 饋覷 ............................... 饋5 ............................... 饋亘 ..................................... 饋亘 ..................................... 饋劵 ..................................... 饋9 ......................................... 5饋 ...................................... ...................................... 54 ............................................... 54 ..................................... 55 ................................. 亘饋 ............................................... ............................................... 亘3. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. :. Ch. engchi. i n U. v.

(7) V. . .. .. 立. 政治大 .. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. 覷-覷覷-饋 4-覷 4-饋 4-3 4-4 4-5 4-亘 4-劵 4-8 4-9 4-覷0 4-覷覷 4-覷饋 4-覷3 4-覷4 4-覷亘 4-覷劵 4-覷8 4-覷9 4-饋0 4-饋覷 4-饋饋 4-饋3 4-饋4 4-饋5 4-饋亘 4-饋劵 4-饋8 4-饋9 4-30 4-3覷 4-3饋. Ch. engchi. i n U. v. 亘劵饋劵饋劵 3饋 33 33 34 34 35 35 3亘 3亘 3劵 38 38 39 39 40 4覷 4饋 43 43 . 44 . 45 45 . 4亘 4劵 4劵 48 48 49 50.

(8) VI. 覷-覷 4-覷 4-饋 4-3 4-4 4-5 4-亘 4-劵 4-8. 4 饋8 .饋8 饋9 饋9 30 30 3覷 3覷. .. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v.

(9) 1. 覷9劵9. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 1. i n U. v.

(10) 2. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 2. i n U. v.

(11) 3. (Beatty & Ferrell (Dholakia 饋000窳 (Weinberg & Gottwald. 立. 政覷98饋治 (Rook大& Fisher. 學 ‧. n. er. io. sit. y. Nat. (Hoch & 绣owenstein 覷99覷窳. al. 覷995窳 (Stern 覷9亘饋窳. ‧ 國. 覷998窳. Ch. engchi. 3. i n U. v.

(12) 4. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 覷-覷. 4. i n U. v.

(13) 5. (Beatty & Ferrell. (. 政治大窳. 立. ‧ 國. 學 (Dholakia 饋000窳. ‧. Nat. sit. n. er. io. al. 窳. y. ( (Rook 覷98劵窳. (Wilkie. 覷998窳. Ch. engchi. 覷994 & Macinnis. (Peck & 瀞hilders. i n U. v. (Hoch & 绣owenstein. 覷99覷窳. 覷99劵窳. 饋00亘窳 (. 窳. (. 窳. ( 窳. 5.

(14) 6. (Rook & Fisher. 覷995窳. Solomon 覷995. 立. ‧ 國. 覷98饋. Weinberg & Gottwald. ‧. Stern. 學. 覷-覷. n. al. er. io. sit. y. Nat. 覷9亘饋. 政治大. 覷98劵. Rook. Ch. engchi. i n U. v. In-Store 覷99覷. Hoch & 绣owenstein. 6.

(15) 7. 覷995. Solomon. 覷995. Rook & Fisher. 覷998. Beatty & Ferrell. 立. Dholakia. 學 ‧. ‧ 國. 饋000. 政治大. n. er. io. sit. y. Nat. a覷l-饋 Ch. 覷998. Baron & Byrne. engchi. i n U. v. Normative social influence Informational social influence 覷999. 绣ascu & Zinkhan. 饋000. Hausman. (Maslow窳. 7.

(16) 8. 饋00覷. Omar & Kent. Normative. Evaluation 饋003. 饋004. 瀞rawford & Melewar Phau. (Social-Norm窳 (Experience窳. 绣o. (Self-Identity窳. Fashion. Social. visibility 瀞onformity. 立. ‧ 國. ‧. io. al. y. v. Touch. n. Peck 瀞hilders. sit. Nat. 饋00亘. society. er. Woods. 學. 饋005. 政治大. Ch. engchi. 8. i n U. 瀞onsumer.

(17) 9. Herding behavior conformity majority effect. Asch. (绣ascu & Zinkhan. 覷95饋. 覷999窳. (bandwagon effect窳. 立. ‧ 國. 學. Baron and Byrne (覷998窳 (informational social (Normative social influence窳. ‧. influence窳. 政治大. n. al. er. io. sit. y. Nat (. Ch. 饋003窳. engchi. (Wilkie. 覷994. 9. i n U. Macinnis. v. 覷99劵窳.

(18) 10. (. ( 窳覷.. 饋.. 3.. 立. ‧ 國. ‧. n. al. er. io. sit. y. Nat. ( 窳覷.. 學. 4.. 政治 (cohesiveness窳大. 饋.. Ch. engchi. (e.g.. i n U. v. 窳. (e.g.. 窳. 3.. 4.. 10. 覷998窳.

(19) 11. (. 窳. 政治大. (Vigneron Johnson 覷999窳 (prestige brand窳 (conspicuous value窳 (unique value窳 value窳 (hedonic value窳 (quality value窳. 立. Johnson. 饋004. ‧. ‧ 國. 學. Vigneron. n. al. er. io. sit. y. Nat. (. (social. 窳. Ch. engchi. (. i n U. v. 饋004窳. Biel (覷99饋窳 (corporate image窳. Kotler (饋003窳 (brand briefs窳. 11. (image of product窳.

(20) 12. A瀞 Neilson. (饋0覷0窳 5. 窳. 立. 饋. 政治大. 饋0覷0. 覷-8. 饋,854. 學 ‧. ‧ 國 io. sit. y. Nat. n. al. er. (. Ch. engchi. i n U. v. (. 12. 饋004窳.

(21) 13. (. 饋00亘窳. (. 覷994窳. 立. AIEDA. 政治大. ‧. ‧ 國. 學 er. io. sit. y. Nat (. n. al. Ch. engchi U. 饋00亘窳. v ni. (. (. 13. 覷994窳. 覷994窳.

(22) 14. (. (Sincerity窳. 5S (Smart窳. (Speed窳. 覷994窳. (Smile窳 (Study窳 (. 饋00饋窳. 政治大. 學. 饋005窳. ‧. io. sit. y. Nat. n. al. er. Empowerment. (. ‧ 國. (Service窳立 Self-esteem, Exceed expectation, Recover vision, Improve, 瀞are &. Ch. engchi. 14. i n U. v.

(23) 15. (. 饋005窳. 政治大. 立. ‧ 國. 學. 饋00亘窳. ‧. (. n. er. io. sit. y. Nat. al. Ch. engchi. 15. i n U. v.

(24) 16. 立. 政治大. n. al. er. io. sit. y. ‧. ‧ 國. 學. Nat. 窳. (. Ch. engchi. (. i n U. v. 窳 (. 窳. 16.

(25) 17. office lady. 立. 政治大. ‧. ‧ 國. 學. (Ever Rich窳 DFS Group Galleria Taiwan窳. (Tasa Meng窳. y. Nat. B饋. er. io. sit. (Ever Rich. n. al. Ch. (. engchi. Omiyage. 17. 窳. i n U. v. (DFS.

(26) 18. (. 窳. 覷0覷. (5%. 窳. 政治大. 學. 饋5%. ‧. io. sit. y. Nat. n. al. er. 40%窳. ‧ 國. 立. (. Ch. 饋. 3. engchi 覷覷93. 18. i n U. 饋0覷0窳. v. - 覷0覷. (.

(27) 19. ( 窳. ( 窳 T 覷0覷. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 19. i n U. v.

(28) 20. (. 窳. 饋009. 立. 饋34. 政治大 (. 窳. n. al. sit. 窳. er. io 覷00. y. ‧. ‧ 國. 學. Nat. (. Ch. engchi. v i WTO n U (. 20. 覷亘0 饋0覷0 8 饋0覷0窳.

(29) 21. 5. 饋009 GDP 9.4% 540. 4. 饋0覷0 GDP 3.亘% 9 饋0覷0窳. (. 政治大. 覷. 亘. 饋008. 亘. 學. 饋饋. io. y. n. al. Ch 饋008. engchi U 劵. 8 饋0覷0. v ni. 4 覷,800. 覷3覷劵. 劵. sit. Nat. 3000 饋008 覷饋. 5饋饋0覷0窳. ‧. (. 84. er. 饋0覷0 亘饋. ‧ 國. 立. 饋0覷0. 劵. 饋50. 亘亘亘0. 覷,覷0亘饋0覷0. 饋,540. GDP 饋0覷0. 21. 3亘覷08. 劵 3000 饋008.

(30) 22. 饋008 覷0. 4,500. 80. ( 饋0覷0. 饋009窳. 5. E瀞FA. 立. 政 (治大覷覷93. ‧ 國. 學 y. sit er. al. ‧. 劵0%. n. 饋0. io. 5%. 覷0覷. Nat. 饋0覷0. 饋0覷0窳. Ch. engchi U. v ni. 饋5% 覷亘. 劵0%. 30%. (Made In Taiwan窳. 22.

(31) 23. 饋0饋0. n. 3覷. 3,000. 5,000 窳. ( 饋0覷0. 饋540. Ch. engchi U. v ni. 饋0覷覷. 饋0覷覷覷50. 3000. ( 饋0覷0. 覷00. sit. io. al. er. 3,000. y. ‧. Nat. 饋0覷0. 學. ‧ 國. 立. 政治大. 覷覷93. 饋0覷0窳. 覷饋 3000. 4000 饋0覷覷 40. 覷50 劵劵5 5000 (. 23. 饋0覷0窳.

(32) 24. 80. 覷00. ( 窳. (. 亘30. 饋0覷覷. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 24. i n U. v. 饋0覷0窳.

(33) 25. 45. 立覷985. 覷饋. ‧ 國. 覷990. n. er. io. sit. y. Nat. al. Ch. 覷984. 覷988. ‧. 覷993窳. 覷98劵. 覷9劵8. 學. 覷989. 政治大. engchi. i n U. (. 25. v. 覷993窳. (.

(34) 26. ( 窳. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 26. i n U. v.

(35) 27. 覷8. 4-覷 4 3 3 亘饋. 政治大. 立. 覷8. ‧ 國. 學 ‧. e-mail. EMBA. n. 覷40 覷43. er. io. sit. y. Nat. al. Ch. e95n g c h i U. v ni. 覷50. 4-饋 Total 瀞opies /. (. 覷9. 饋8. 饋4. 覷3. 84. 覷0. 8. 8. -. 饋亘. -. -. 4. 覷5. 覷9. -. 9. -. 5. 覷4. 饋9. 45. 3亘. 33. 覷43. 窳 ( 窳. Total 瀞opies. 27.

(36) 28. DFS Taiwan & Ever Rich 84 59% 饋亘覷8% 覷9 覷4 覷0%. 立. ‧ 國. ‧ y. al. n. 饋0%. 3亘. sit. io. 饋4% 饋9. Nat. 3覷% 饋9%. 學. 4-覷. 政治大. er. 覷3%. Ch. engchi. 4-饋. 28. i n U. v. 45 33.

(37) 29. 覷. 5. SPSS 覷8. ANOVA. (绣SD窳. 覷43 覷劵. 覷饋%. 覷饋劵. 89%. 覷覷%. 立. 政治大. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat 4-3. Ch. engchi. 4-4. 29. i n U. v.

(38) 30. 45%. 饋饋%. 33%. 政治大. 4-5. 立. ‧. ‧ 國. 4亘%. 學. 54% 40. 40. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 4-亘 5 覷5. 45%. 亘-覷0. 饋8%. 30. 覷5%. 覷覷-覷5. 覷饋%.

(39) 31. 4-劵. 立饋5%. 45%. 政治大覷劵%. 覷3%. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 4-8. 31. i n U. v.

(40) 32. 覷覷. 5. 5. SPSS覷8. ANOVA(. 窳. (绣SD窳 ( 窳. 政治大. 立. ‧. ‧ 國. 學. 4-3 最大值. 平均數. y. 最小值. .874. 4.07. .938. 2 e n g c1 h i U 5 143. 3.99. .750. 3.94. .984. 齊全的品牌. 142. 1. 5. 3.74. .935. 優質的服務. 142. 1. 5. 3.73. .967. 有效的 N (完全排除). 138. n. al. 多樣的產品商店的知名度. 5. 142. 2. 5. 141. 1. 5. C143h. 4-3. 32. er. 4.13. io. .840. 旅行社行程安排. 1. 標準差. 4.34. 豐富的贈品. 143. sit. Nat. 優惠的價格. 個數. v n5 i.

(41) 33. 4-4 個數. 最小值. 最大值. 平均數. 標準差. 價格/折扣. 143. 2. 5. 4.59. .725. 品牌. 143. 2. 5. 4.12. .818. 贈品/行銷活動. 142. 1. 5. 3.99. .895. 產品(新品，限量品). 143. 1. 5. 3.63. .947. 銷售服務與售後服務. 143. 1. 5. 3.54. .955. 有效的 N (完全排除). 142. 4-4. 政治大. 立(. /. 窳. ‧. ‧ 國. 學. al. n. 導遊與銷售人員的推銷. Ch 商品與店面的促銷活動(折扣，贈品等) 受親朋好友所托(購物單). 最小值. 142. 2. 142. 1. e142 n g c h1 i. 最大值. 平均數. er. io. 從眾行為(受同行者的影響). 個數. sit. y. Nat. 4-5. 5. i5v n U 5. 標準差. 4.48. .649. 4.16. .813. 4.03. .790. 142. 2. 5. 3.96. .811. 送禮給親朋好友. 141. 2. 5. 3.77. .769. 流行與廣告訊息(品牌，新品等). 142. 1. 5. 3.69. .869. 有效的 N (完全排除). 141. 4-5. (. 窳 (. 窳 (. 窳. (. 窳. 33.

(42) 34. 4-亘個數. 最小值. 最大值. 平均數. 標準差. 產品的品牌與知名度. 142. 1. 5. 4.41. .800. 從眾行為(受同行者的影響). 142. 2. 5. 4.38. .702. 象徵尊貴身分與品味. 142. 2. 5. 4.21. .857. 提供VIP的銷售服務. 141. 2. 5. 3.60. .844. 售後及退換貨服務. 141. 1. 5. 3.45. .921. 商品與店面的陳列. 141. 2. 5. 3.33. .808. 有效的 N (完全排除). 139. 立. 政治大. (. 窳. 學. 4-亘. (. 窳. ‧. ‧ 國. VIP. n. al. er. io. sit. y. Nat 覷. Ch. engchi. i n U. v. 5. 4-劵個數. 最小值. 最大值. 平均數. 標準差. 強調特價品及折扣. 142. 1. 5. 4.27. .824. 主動接近並詢問顧客需求. 142. 2. 5. 4.08. .817. 親切與積極的服務態度. 141. 2. 5. 4.06. .838. 用新品或限量品吸引. 142. 2. 5. 3.97. .867. 仔細解釋產品特點與好處. 142. 2. 5. 3.92. .791. 有效的 N (完全排除). 141. 34.

(43) 35. 4-劵. 4-8 個數數量折扣或滿額折扣. 141. 多給贈品強調產品的限量與獨特性. 立. 平均數. 1. 有效的 N (完全排除). 標準差. 5. 4.35. .784. 141. 2. 5. 4.11. .808. 140. 1. 5. 4.03. .881. 142. 2. 5. 3.99. .816. 141. 1. 5. 3.79. .909. 學. ‧ 國. 提高產品層次. 最大值. 政治大. 促銷超值組合. 140. ‧. 4-8. 最小值. n. er. io. sit. y. Nat. al. 窳. Ch. engchi. i n U. v. (. 4-9 個數. 最小值. 最大值. 平均數. 標準差. 無理要求(折扣或贈品). 142. 2. 5. 4.32. .777. 不禮貌/不守秩序. 142. 1. 5. 3.76. 1.045. 文化習慣的差異. 140. 1. 5. 3.66. .880. 語言(各省腔調). 142. 1. 5. 2.95. .999. 有效的 N (完全排除). 140. 4-9 / 35.

(44) 36. 覷. 5. 4-覷0 個數. 最小值. 最大值. 平均數. 標準差. 從眾行為(受同行者的影響). 142. 2. 5. 4.46. .701. 優惠價格及折扣. 142. 2. 5. 4.38. .692. 付款的便利性(信用卡，銀聯卡). 142. 1. 5. 3.85. .989. 熱銷品或限量品. 政治大. 142. 1. 5. 3.75. .852. 142. 2. 5. 3.70. .797. 140. 1. 5. 3.67. .843. 立. 廣告宣傳與行銷活動. 有效的 N (完全排除). 140. ‧. 4-覷0. 學. ‧ 國. 購物時間有限. 窳. n. al. er. io. sit. y. Nat. (. Ch. engchi. i n U. v. 4-覷覷個數. 最小值. 最大值. 平均數. 標準差. 個人價值觀(慾望，虛榮等特質). 143. 2. 5. 4.10. .766. 個人預算資源. 143. 2. 5. 4.03. .702. 個人消費習慣. 143. 2. 5. 3.92. .683. 對產品的涉入與認知程度. 143. 1. 5. 3.71. .871. 對服務人員的服務滿意. 142. 1. 5. 3.57. .748. 性別不同. 143. 1. 5. 3.29. .903. 有效的 N (完全排除). 142. 36.

(45) 37. 4-覷覷. (. 窳. 4-覷饋個數. 最小值. 最大值. 平均數. 政治大. 標準差. 家人及朋友的影響. 143. 2. 5. 4.50. .649. 同行其他旅客的影響. 142. 2. 5. 4.39. .752. 143. 1. 5. 4.16. .932. 143. 1. 5. 3.92. .792. 導遊的意見與建議. 有效的 N (完全排除). 142. ‧. io. sit. y. Nat. n. al. er. 4-覷饋. 學. ‧ 國. 銷售人員的積極推銷. 立. Ch. engchi. i n U. 覷 5. 37. v.

(46) 38. 4-覷3 個數. 最小值. 最大值. 平均數. 標準差. 南部沿海省份(福建，兩廣，海南等). 142. 1. 5. 3.98. .871. 中西部省份(雲南，四川，陝西等). 142. 1. 5. 3.77. .829. 東部沿海省份(浙江，江蘇，江西等). 142. 1. 5. 3.58. .999. 東北省份(山東，河北，黑龍江等). 142. 1. 5. 3.56. .934. 有效的 N (完全排除). 142. 4-覷3. (. (. ( 政窳治大. 立. 窳 (. 窳. 個數. 最大值. 平均數. 標準差. Nat. 1. 5. 3.86. .813. 東北省份(山東，河北，黑龍江等). 142. 1. 5. .919. 142. 1. 5. 142. 1. n. al. 南部沿海省份(福建，兩廣，海南等) 有效的 N (完全排除). C142h. i n U 5. engchi. 3.71. er. 中西部省份(雲南，四川，陝西等). y. 142. io. 東部沿海省份(浙江，江蘇，江西等). sit. 最小值. ‧. ‧ 國. 學. 4-覷4. 窳. v. 3.25. .726. 2.89. 1.016. 4-覷4 窳 (. (. ( 窳. 窳. (. 窳. 4-覷5. 亘0:40. 38. 38.劵%.

(47) 39. 4-覷5 次數有效的. 遺漏值. 百分比. 有效百分比. 70:30. 13. 9.1. 9.2. 9.2. 60:40. 55. 38.5. 38.7. 47.9. 50:50. 23. 16.1. 16.2. 64.1. 40:60. 35. 24.5. 24.6. 88.7. 30:70. 16. 11.2. 11.3. 100.0. 總和. 142. 99.3. 100.0. 1. .7. 143. 100.0. 9. 總和. 政治大饋4.5% 50. 4-覷亘亘劵.4%. 30-40. 立. 40-50 30. ‧ 國. 次數. 有效百分比. 累積百分比. 5.7. 95. 66.4. 67.4. 30-40歲. 35. 24.5. 24.8. 20-30歲. 3. 2.1. 2.1. 141. 98.6. 2. 1.4. io. al. n. 9. 總和. 73.0 97.9. sit. Nat 總和. 5.7. y. 5.6. ‧. 8. 40-50歲. 遺漏值. 百分比. er. 50歲以上. 學. 4-覷亘. 有效的. 累積百分比. 100.0. 100.0. C h 143 100.0 engchi. i n U. v. 4-覷劵個數. 最小值. 最大值. 平均數. 標準差. 大陸觀光客. 142. 1. 5. 3.82. .962. 日本觀光客. 143. 1. 5. 3.41. .952. 台灣本地顧客. 142. 1. 5. 3.15. 1.017. 東南亞國家顧客. 141. 1. 4. 2.50. .807. 韓國觀光客. 142. 1. 5. 2.46. .904. 有效的 N (完全排除). 139. 39.

(48) 40. 4-覷劵. 4-覷8 個數. 最小值. 最大值. 平均數. 標準差. 愛殺價及索取贈品. 143. 2. 5. 4.66. .702. 從眾行為(受同行者的影響). 143. 1. 5. 4.52. .786. 聽導遊的意見與建議. 143. 1. 5. 4.17. .922. 對品牌認識不夠喜歡炫耀(新商品及限量商品) 容易受行銷活動影響. 有效的 N (完全排除). 1. 5. 4.12. 1.084. 143. 1. 5. 4.04. 1.034. 142. 1. 5. 3.68. 1.074. 141. 1. 5. 3.32. 1.091. 140. ‧. 窳. y. 窳. io. sit. Nat. (. er. 4-覷8 (. 143. 學. ‧ 國. 很在意與銷售人員的互動. 立. 政治大. n. al. Ch. engchi. (. 窳. 40. i n U. v.

(49) 41. ( 窳. SPSS覷8. ANOVA( F. 窳 (绣SD窳. 4-覷9 優惠的價格. （F=0.316，p=0.814>0.05）彼此間經統計檢定無顯著差異. 豐富的贈品. （F=1.673，p=0.176>0.05）彼此間經統計檢定無顯著差異. 旅行社行程安排. （F=2.441，p=0.067>0.05）彼此間經統計檢定無顯著差異. 立. 多樣的產品商店的知名度. ‧ 國. 優質的服務. （F=2.313，p=0.079>0.05）彼此間經統計檢定無顯著差異（F=0.807，p=0.492>0.05）彼此間經統計檢定無顯著差異. 學. 齊全的品牌. 政治大. （F=0.450，p=0.718>0.05）彼此間經統計檢定無顯著差異（F=4.181，p=0.007<0.05）. ‧. 手錶珠寶飾品 > 化妝品香水 (p=0.006<0.05)，手錶珠寶飾品 > 流行服飾皮件配件 (p=0.005<0.05). sit. y. Nat. io. n. al. er. F羣0.3覷亘 p羣0.8覷4>0.05. F羣4.覷8覷. ANOVA. Ch. engchi. i n U. v. ANOVA. p羣0.00劵<0.05 绣SD. p羣0.00亘<0.05. p羣0.005<0.05. 41.

(50) 42. 4-饋0 價格/折扣. （F=0.215，p=0.886>0.05）彼此間經統計檢定無顯著差異（F=2.708，p=0.048<0.05）；. 品牌化妝品香水 > 流行服飾皮件配件 (p=0.011<0.05)，化妝品香水 > 本地食品紀念品 (p=0.017<0.05) 贈品/行銷活動. （F=1.723，p=0.165>0.05）彼此間經統計檢定無顯著差異. 產品(新品，限量品). （F=3.277，p=0.023<0.05）；手錶珠寶飾品 > 化妝品香水 (p=0.002<0.05) （F=11.832，p=0.000<0.05）. 銷售服務與手錶珠寶飾品 > 化妝品香水 (p=0.000<0.05)、手錶珠寶飾品 > 流行服飾皮件配件 (p=0.000<0.05) 售後服務本地食品紀念品 > 化妝品香水 (p=0.000<0.05)、本地食品紀念品 > 流行服飾皮件配件 (p=0.013<0.05). ANOVA. F羣0.饋覷5 /. F羣覷.劵饋3. 政治大. 學. p羣0.000<0.05. 绣SD. ‧. ‧ 國. ANOVA. p羣0.000<0.05. y. Nat. io. sit. p羣0.0覷3<0.05. er. p羣0.000. ANOVA. p羣0.覷亘5>0.05. 立 F羣覷覷.83饋. p羣0.88亘>0.05 /. n. al. Ch -. p羣0.0覷覷. (. engchi ANOVA. i n U. v. F羣饋.劵08. p羣0.048<0.05. p羣0.0覷劵<0.05. 窳. p羣0.0饋3<0.05. 42. ANOVA. F羣 3.饋劵劵.

(51) 43. 4-饋覷從眾行為（F=1.496，p=0.218>0.05）彼此間經統計檢定無顯著差異 (受同行者的影響) 導遊與銷售人員的推銷. （F=0.569，p=0.637>0.05）彼此間經統計檢定無顯著差異. 商品與店面的促銷活動. （F=0.554，p=0.646>0.05）彼此間經統計檢定無顯著差異. 受親朋好友所托. （F=3.472，p=0.018<0.05）；化妝品香水 > 手錶珠寶飾品 (p=0.048<0.05). (購物單). 化妝品香水 >本地食品紀念品 (p=0.002<0.05)，化妝品香水 > 流行服飾皮件配件 (p=0.014<0.05). 送禮給親朋好友. （F=0.055，p=0.983>0.05）彼此間經統計檢定無顯著差異. 流行與廣告訊息(品牌，新品等). （F=0.355，p=0.786>0.05）彼此間經統計檢定無顯著差異. ( ANOVA. 立. 窳 F羣覷.49亘 p羣0.饋覷8>0.05. 政治大. ‧ 國. F羣3.4劵饋 p羣0.0覷8<0.05. ‧ sit. p羣0.00饋<0.05 ,. n. er. io. al. 绣SD. y. Nat. p羣0.048<0.05 p羣0.0覷4<0.05. 產品的品牌. 窳. 學. ANOVA. 4-饋饋. (. Ch. engchi. i n U. v. （F=2.020，p=0.114>0.05）彼此間經統計檢定無顯著差異. 與知名度從眾行為. （F=1.342，p=0.263>0.05）彼此間經統計檢定無顯著差異 (受同行者的影響) 象徵尊貴身分與品味. （F=0.826，p=0.482>0.05）彼此間經統計檢定無顯著差異. 提供 VIP 的. （F=6.550，p=0.000<0.05）：手錶珠寶飾品 > 化妝品香水 (p=0.000<0.05). 銷售服務. 手錶珠寶飾品 > 本地食品紀念品 (p=0.012<0.05)，手錶珠寶飾品 > 流行服飾皮件配件 (p=0.000<0.05) （F=10.010，p=0.000<0.05）. 售後及退換貨服務. 手錶珠寶飾品 > 化妝品香水 (p=0.000<0.05)，手錶珠寶飾品 > 流行服飾皮件配件 (p=0.002<0.05) 本地食品紀念品 > 化妝品香水 (p=0.000<0.05)，本地食品紀念品 > 流行服飾皮件配件 (p=0.011<0.05) （F=3.261，p=0.024<0.05）. 商品與店面的陳列手錶珠寶飾品 > 化妝品香水 (p=0.002<0.05)，本地食品紀念品 > 化妝品香水 (p=0.041<0.05). 43.

(52) 44. (. 窳 VIP 绣SD. ANOVA. p. 立. 吸引. y. sit. al. v. （F=4.929，p=0.003<0.05）；流行服飾皮件配件 > 化妝品香水 (p=0.018<0.05). n. 用新品或限量品. （F=1.179，p=0.320>0.05）彼此間經統計檢定無顯著差異. io. 服務態度. er. 親切與積極的. （F=1.880，p=0.136>0.05）彼此間經統計檢定無顯著差異. Nat. 詢問顧客需求. ‧ 國. 主動接近並. （F=0.430，p=0.731>0.05）彼此間經統計檢定無顯著差異. ‧. 強調特價品及折扣. 政治大. 學. 4-饋3. 0.05. Ch. i n U. 手錶珠寶飾品 > 化妝品香水 (p=0.001<0.05)，手錶珠寶飾品 > 本地食品紀念品 (p=0.006<0.05). 仔細解釋產品特點. engchi. （F=1.509，p=0.215>0.05）彼此間經統計檢定無顯著差異與好處. ANOVA. F羣4.9饋9. ANOVA. p羣0.劵3覷& p羣0.覷3亘>0.05. p羣0.003<0.05. 绣SD. 44.

(53) 45. 4-饋4 數量折扣或（F=0.956，p=0.416>0.05）彼此間經統計檢定無顯著差異滿額折扣促銷超值組合. （F=2.204，p=0.090>0.05）彼此間經統計檢定無顯著差異. 多給贈品. （F=1.316，p=0.272>0.05）彼此間經統計檢定無顯著差異. 強調產品的. （F=4.748，p=0.003<0.05）；本地食品紀念品 > 化妝品香水 (p=0.037<0.05). 限量與獨特性. 手錶珠寶飾品 > 化妝品香水 (p=0.000<0.05)，手錶珠寶飾品 > 流行服飾皮件配件 (p=0.016<0.05)) （F=2.962，p=0.034<0.05）. 提高產品層次手錶珠寶飾品 > 流行服飾皮件配件 (p=0.012<0.05)，手錶珠寶飾品 > 本地食品紀念品 (p=0.016<0.05. p. 0.05. 學. ANOVA. 绣SD. ‧. ‧ 國. 立. ANOVA 政治大. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 4-饋5 無理要求. （F=4.703，p=0.004<0.05）；流行服飾皮件配件 > 手錶珠寶飾品 (p=0.004<0.05)，. (折扣或贈品). 本地食品紀念品 > 手錶珠寶飾品 (p=0.001<0.05) （F=4.213，p=0.007<0.05）；化妝品香水 > 手錶珠寶飾品 (p=0.002<0.05). 不禮貌/不守秩序流行服飾皮件配件 > 手錶珠寶飾品 (p=0.012<0.05)，本地食品紀念品 > 手錶珠寶飾品 (p=0.018<0.05) 文化習慣的差異. （F=1.291，p=0.280>0.05）彼此間經統計檢定無顯著差異. 語言(各省腔調). （F=1.122，p=0.343>0.05）彼此間經統計檢定無顯著差異. 45.

(54) 46. (. 窳 p羣0.004. ANOVA. /. p羣0.00劵<0.05 绣SD (. 窳. / (. 窳. ANOVA. 4-饋亘. 立. 從眾行為 (受同行者的影響). （F=0.585，p=0.626>0.05）彼此間經統計檢定無顯著差異（F=1.742，p=0.161>0.05）彼此間經統計檢定無顯著差異（F=3.635，p=0.015<0.05）；手錶珠寶飾品 > 化妝品香水 (p=0.017<0.05). ‧. 熱銷品或限量品. ‧ 國. 付款的便利性. （F=2.109，p=0.102>0.05）彼此間經統計檢定無顯著差異. 學. 優惠價格及折扣. 政治大. 手錶珠寶飾品>流行服飾皮件配件(p=0.015<0.05)，手錶珠寶飾品>本地食品紀念品(p=0.006<0.05). io. y. sit. （F=2.615，p=0.054>0.05）彼此間經統計檢定無顯著差異. n. al. (. (. Ch. 窳窳. engchi. er. 購物時間有限. （F=0.265，p=0.851>0.05）彼此間經統計檢定無顯著差異. Nat. 廣告宣傳與行銷活動. i n U. v. ANOVA p羣0.0覷5<0.05. 绣SD. 46. F羣3.亘35.

(55) 47. 4-饋劵個人價值觀（F=3.992，p=0.009<0.05）；手錶珠寶飾品 > 流行服飾皮件配件 (p=0.001<0.05) (慾望，虛榮等特質) 個人消費習慣. （F=1.498，p=0.218>0.05）彼此間經統計檢定無顯著差異. 個人預算資源. （F=0.280，p=0.840>0.05）彼此間經統計檢定無顯著差異. 對服務人員的服務. （F=3.961，p=0.010<0.05）. 滿意. 手錶珠寶飾品 > 化妝品香水 (p=0.004<0.05)；手錶珠寶飾品 > 流行服飾皮件配件 (p=0.004<0.05). 對產品的涉入與認（F=0.989，p=0.400>0.05）彼此間經統計檢定無顯著差異知程度（F=4.849，p=0.003<0.05）；化妝品香水 > 手錶珠寶飾品 (p=0.008<0.05) 性別不同本地食品紀念品 > 手錶珠寶飾品 (p=0.001<0.05)，本地食品紀念品 > 流行服飾皮件配件 (p=0.022<0.05). 立. ‧. n. al. er. io. sit. y. (. Nat. 窳. ANOVA. 學. ‧ 國. F羣3.99饋. 政治窳大绣SD. ( p羣0.009<0.05. Ch. engchi. i n U. v. 4-饋8 家人及朋友的影響. （F=0.498，p=0.684>0.05）彼此間經統計檢定無顯著差異. 同行其他旅客的影響. （F=1.537，p=0.208>0.05）彼此間經統計檢定無顯著差異. 導遊的意見與建議. （F=1.916，p=0.130>0.05）彼此間經統計檢定無顯著差異. 銷售人員的積極推銷. （F=2.265，p=0.084>0.05）彼此間經統計檢定無顯著差異. ANOVA. 47.

(56) 48. ANOVA. 4-饋9 南部沿海省份(福建，兩廣，海南等). （F=0.513，p=0.674>0.05）彼此間經統計檢定無顯著差異. 中西部省份(雲南，四川，陝西等). （F=1.675，p=0.175>0.05）彼此間經統計檢定無顯著差異. 東部沿海省份(浙江，江蘇，江西等). （F=2.202，p=0.091>0.05）彼此間經統計檢定無顯著差異. 東北省份(山東，河北，黑龍江等). （F=0.915，p=0.436>0.05）彼此間經統計檢定無顯著差異. ANOVA ( (. 窳. 窳. ( ( 政治大. 窳. 立. 4-30. ‧ 國. 學. 東部沿海省份. 窳. （F=1.056，p=0.370>0.05）彼此間經統計檢定無顯著差異. (浙江，江蘇，江西等). （F=5.383，p=0.002<0.05）；流行服飾皮件配件 > 化妝品香水 (p=0.022<0.05). ‧. 東北省份. (山東，河北，黑龍江等) 手錶珠寶飾品 > 化妝品香水 (p=0.000<0.05)，手錶珠寶飾品 > 本地食品紀念品 (p=0.008<0.05). y. sit. （F=2.692，p=0.049<0.05）；化妝品香水 > 手錶珠寶飾品 (p=0.010<0.05)、. al. n. (福建，兩廣，海南等). io. 南部沿海省份. （F=1.407，p=0.243>0.05）彼此間經統計檢定無顯著差異. er. (雲南，四川，陝西等). Nat. 中西部省份. Ch. ANOVA. i n U. v. 化妝品香水 > 流行服飾皮件配件 (p=0.016<0.05). engchi (. (. 窳. 窳. (. 窳绣SD. (. 窳 ANOVA. 48. F羣饋.亘9饋 p羣0.049<0.05.

(57) 49. 亘0:40 40-50 4-3覷（F=7.022，p=0.000<0.05）；手錶珠寶飾品 > 化妝品香水 (p=0.050<0.05) 大陸觀光客手錶珠寶飾品>流行服飾皮件配件(p=0.000<0.05)，手錶珠寶飾品 > 本地食品紀念品(p=0.001<0.05) 日本觀光客. （F=2.186，p=0.094>0.05）彼此間經統計檢定無顯著差異（F=14.479，p=0.000<0.05）；. 台灣本地顧客. 化妝品香水 > 本地食品紀念品 (p=0.006<0.05)，化妝品香水>手錶珠寶飾品 (p=0.000<0.05)，流行服飾皮件配件> 手錶珠寶飾品 (p=0.000<0.05)，本地食品紀念品 > 手錶珠寶飾品 (p=0.002<0.05) （F=5.408，p=0.002<0.05）；本地食品紀念品 > 手錶珠寶飾品 (p=0.002<0.05). 東南亞國家顧客. 政治大. 化妝品香水 > 手錶珠寶飾品(p=0.001<0.05)，流行服飾皮件配件 > 手錶珠寶飾品 (p=0.010<0.05) 韓國觀光客. （F=0.731，p=0.535>0.05）彼此間經統計檢定無顯著差異. ANOVA. F羣劵.0饋饋. 學. ‧ 國. 立. p羣0.000<0.05. ‧. n. al. er. io. sit. y. Nat ANOVA. Ch. engchi. ANOVA. i n U. F羣5.408. 49. v. p羣0.00饋<0.05. 绣SD.

(58) 50. 4-3饋愛殺價及索取贈品. （F=0.916，p=0.435>0.05）彼此間經統計檢定無顯著差異. 從眾行為. （F=0.799，p=0.496>0.05）彼此間經統計檢定無顯著差異 F=3.228，p=0.024<0.05；流行服飾皮件配件>手錶珠寶飾品(p=0.029<0.05)，. 聽導遊的意見與建議本地食品紀念品>手錶珠寶飾品 (p=0.005<0.05) 對品牌認識不夠. （F=0.411，p=0.745>0.05）彼此間經統計檢定無顯著差異. 喜歡炫耀（F=1.805，p=0.149>0.05）彼此間經統計檢定無顯著差異 (新商品及限量商品) 容易受行銷活動影響. （F=1.733，p=0.163>0.05）彼此間經統計檢定無顯著差異. 很在意與銷售人員. （F=2.719，p=0.047<0.05）；手錶珠寶飾品 > 化妝品香水 (p=0.012<0.05)，. 的互動. 手錶珠寶飾品 > 流行服飾皮件配件 (p=0.029<0.05). 立. p羣0.0饋4<0.05. 政(治大. ANOVA. F羣3.饋饋8. ‧ 國. 學. (. 窳. ‧ ANOVA. n. al. 绣SD. er. io. sit. y. Nat p羣0.04劵<0.05. 窳. Ch. engchi. ( 窳. 50. i n U. v. F羣饋.劵覷9.

(59) 51. ( 窳 (opinion leader窳. !. ( 窳. 饋0-50. 立. 政治大. ‧ 國. ‧. n. al. er. io. ( 窳. /. sit. Nat. /. y. ( 窳. 學. ,. Ch. engchi. ( 窳覷0覷. 51. i n U. v.

(60) 52. 立. 政治大覷993窳. Nat. n. al. er. io. sit. y. ‧. ‧ 國. 學. (. Ch. engchi. (. i n U. v. 窳. 52.

(61) 53. (. 覷993窳. herding conformity. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. (. 53. i n U. &. v. 饋00亘窳.

(62) 54. 立. 政治大. ‧. ‧ 國. &. 學. (. n. er. io. sit. y. Nat. al. Ch. engchi. 54. i n U. v. 饋00亘窳.

(63) 55. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 55. i n U. v.

(64) 56. (. 立. 政治大. ‧. ‧ 國. 學 sit. y. Nat. n. al. er. io. (MIT窳. (I瀞ON窳. Ch. engchi. T. 56. i n U. v.

(65) 57. 立. 政治大. ‧. ‧ 國. (benefits窳. 學. (features窳. n. er. io. sit. y. Nat. al. Ch. engchi. 57. i n U. v.

(66) 58. ?. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 58. i n U. v.

(67) 59. ( 窳. (Beauty Adviser窳. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. ( 窳. Ch. engchi. 59. i n U. v.

(68) 60. 立. ‧ 國. 學 ‧. M. n. al. er. io. sit. y. 30. Nat. 覷0%. 政治大. Ch. life style. engchi. 60. i n U. v. logo 40.

(69) 61. ( 窳. (. (opinion leader窳. 立. 政治大. ‧ 國. 學 ‧. 窳. (. n. er. io. sit. y. Nat. al. Ch. engchi. (. i n U. v. 窳 (. 窳. 61.

(70) 62. 饋3% 覷8%. 立. 政治大. ‧. ‧ 國. 學 y. Nat. n. al. er. io. sit. 覷亘. Ch. engchi. 62. i n U. v.

(71) 63. 劵.. 學. 窳 (饋00覷窳. 04. ( 3 Scott M. Davis & Michael Dunn. ‧. (覷993窳 (饋004窳窳 (覷998窳. 覷4.. (覷999窳 & --(饋009窳. al. 窳. A. 绣. Weberm. Social psychology. n. 覷998. io. 覷3.. 覷5.. ---. Nat. (. 窳. 政治大. 立. (饋00亘窳 (. 9. 覷0. 覷覷. 覷饋.. EMBA. ‧ 國. 8.. -. y. 亘.. ( 窳覷5 瀞atherine Denarym ( 窳 (Social Psychology窳 E. Aronson,. sit. 5.. (饋00亘窳 (饋00饋窳 (覷994窳饋003 T. Wilson, & R. Akert (饋005窳 Robert J. Kevin (饋00覷窳 ( (饋00亘窳. er. 覷. 饋. 3. 4.. Ch. 窳 (饋00亘窳. engchi U. v ni. (. (. 窳. 覷亘. 覷劵. (饋0覷0-09-覷劵窳覷8. 覷覷93 (饋0覷0窳覷9. (饋0覷0窳饋0. (饋0覷0-覷饋窳饋覷. (饋0覷0-覷饋-饋饋窳饋饋. 亘30 饋0覷0-0劵-覷8 饋3. A瀞 Neilson 饋0覷0 饋4.. (. 饋. 63. 窳.

(72) 64. 覷. 饋.. Asch, S. E. (覷95饋窳. Social Psychology, New York: Prentice-Hall Baron, R. A. and D. Byrne 覷99劵 Social Psychology, Englewood 瀞liffs, N.J. Prentice-Hall 3. Beatty S.E. and E.M. Ferrell (覷998窳, Impulsive Buying: Modeling its Precursors, Journal of Retailing, Vol. 劵4, No.饋, pp亘覷 4. Biel, A. 绣., "How Brand Image Drives Brand Equity", Journal of Advertising Research, Vol. 3饋(亘窳覷99饋, pp. 亘-覷饋. 5. 瀞rawford, G. and Melewar, T.瀞. 饋003 , The Importance of Impulse Purchasing Behavior in the International Airport Environment, Journal of 瀞onsumer Behavior, 3 覷 ,85-98 亘. 瀞ui, Geng and 绣iu, Qiming, Executive Insights: Emerging Market, Segments in a Transitional Economy: A Study of Urban 瀞onsumers in 瀞hina, Journal of International Marketing, 9 (覷窳, 饋00覷, pp. 84-覷0亘. 劵. Dholakia, U.M. (饋000窳, Temptation and Resistance: An Integrated Model of 瀞onsumption Impulse Formation and Enactment, Psychology & Marketing, Vol.覷劵(覷覷窳, pp.955-98饋 8. Engel, J. F. and R.D. Blackwell (覷98饋窳, 瀞onsumer Behavior, Tokyo: Holt-Saunders International Editions. 9. Gottwald, Wolfgang, and Peter Weinberg (覷98饋窳, Impulsive 瀞onsumer Buying as a Result of Emotions, Journal of Business Research, Vol.覷0, pp. 43-5劵覷0. Hausman, A.(饋000窳, A Multi-method of Investigation of 瀞onsumer Motivations In Impulse Buying Behavior, Journal of 瀞onsumer Marketing, Vol. 覷劵, No.5,403-4覷劵覷覷. Hoch, S., J. and George, F. 绣owenstein (覷99覷窳, Time-Inconsistent and Preferences and 瀞onsumer Self-瀞ontrol, Journal of 瀞onsumer Research, 覷劵 (March窳, P4饋9-50劵覷饋. Jennifer Tsai 饋008 瀞onsumer Shopping Behavior and Retail Format Development: A 瀞omparison between Taiwan and 瀞hina. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 覷3. Kotler,Philip (饋003窳, Marketing management: Analysis, Planning, Implementation and 瀞ontrol, 覷覷th Edi., New Jersey, Prentice Hall Inc. 覷4. 绣ascu, D.N. and Zinkhan, G.(覷999窳瀞onsumer conformity: Review and applications of marketing theory and practice, Journal of Marketing Theory and Practice, 劵(3窳, P覷-覷3 64.

(73) 65. 覷5. Macinnis, H. (覷99劵窳, 瀞onsumer Behavior, Boston, New York: Houghton Mifflin 瀞ompany, P393-394 覷亘. McDavid, J. W. and Sistrunk, F. (覷9亘4窳, Personality 瀞orrelates of Two Kinds of 瀞onformity Behavior, Journal of Personality, 3饋, pp4饋覷-435 覷劵. Omar, O. and A. Kent, (饋00覷窳. International Airport Influences on Impulsive Shopping Trait and Normative Approach International Journal of Retail & Distribution Management, Vol.饋9(5窳, pp.饋饋亘-饋38. 覷8. Peck, J. and 瀞hilders, T.绣. 饋00亘 , If I Touch it I Have to Have it Individual and Environmental Influence on Impulse Purchasing , Journal of Business Research, 覷-5 覷9. Phau, I. and 绣o, 瀞.瀞. 饋004 , Profiling Fashion Innovators A Study of Self-瀞oncept, Impulse Buying and Internet Purchase Intent, Journal of Fashion Marketing and Management, 8 4 , 399-4覷覷饋0. Rook , D. W. (覷98劵窳, The Buying Impulse , Journal of 瀞onsumer Research, 覷4(9窳, pp. 覷89-覷99 饋覷. Rook, D. W and Robert J Fisher (覷995窳, Normative Influences on Impulsive Buying Behavior, Journal of 瀞onsumer Research, Vol. 饋饋(3窳, pp. 305-3覷3 饋饋. Schiffman, 绣. G. and 绣 Kanuk (饋000窳, 瀞onsumer Behavior, 9th, Prentice Hall, Inc. 饋3. Solomon, Michael R.(覷99饋窳, 瀞onsumer Behavior, Boston: Allyn and Bacon. 饋4. Solomon, Michael R.(覷99亘窳, 瀞onsumer behavior: Buying, Having and Being, 3rd ed., Prentice-Hall, 覷99亘, pp. 3覷8-3覷9 饋5. Stern, H. (覷9亘饋窳 The Significance of Impulse Buying Today. Journal of Marketing, Vol.饋亘(饋窳, pp.59-亘饋饋亘. Vigneron, Franck and 绣ester W. Johnson (覷999窳, A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review 覷999(覷窳: P覷覷5 饋劵. Vigneron, Franck and 绣ester W. Johnson (饋004窳, Measuring perceptions of brand luxury. Journal of Brand Management 覷覷 (亘窳: 484-50亘饋8. Wilkie, W. 绣. (覷994窳, 瀞onsumer Behavior, 3rd ed., New York: John Wiley & Sons Inc. pp380-38覷饋9. Wood, M. 饋005 , Discretionary Unplanned Buying In 瀞onsumer Society, Journal of 瀞onsumer Behavior, 4 4 , 饋亘8-饋8覷. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 65. i n U. v.

(74) 66. : , ,. ,. ,. ,. , !! EMBA Ellen. 1 .. 立. 覷-覷 ?. 政治大. 5.. 4. 5. 3. 4. 5. y. al. n. 4.. 3. sit. io. 3.. 2. er. 饋.. ‧. ‧ 國. 學 1. Nat. 覷.. 5. 亘.. Ch. engchi. i n U. v. 劵. 覷-饋 ?. 1 覷.. /. 饋. 3.. (. 4.. /. 窳. 5. 66. 2.

(75) 67. 覷-3 ?. 1 覷.. (. 饋.. 2. 3. 4. 5. 3. 4. 5. 3. 4. 5. 窳. (. 窳. 3. 4.. (. 5.. 窳 (. 窳. 亘.. 政治大. 覷-4 ?. 立. ‧ 國. 學. VIP. io. 5. ( . 饋-覷. al. n. 亘.. sit. 4.. y. Nat. 3.. er. 饋.. 2. ‧. 覷.. 1. 窳. Ch. engchi. i n U. v. 1 覷. 饋. 3. 4. 5.. 67. 2.

(76) 68. 饋-饋. 1. 2. 3. 4. 5. 3. 4. 5. 3. 4. 5. 覷. 饋. 3. 4. 5.. 政治大. 饋-3. 立. ‧ 國. y. sit. /. n. al. er. 窳. io. 4.. 窳. Nat. (. III. III. 2. ‧. (. 饋. 3.. 學. 覷.. 1. Ch. 3-覷. engchi. i n U. v. ?. 1 覷. 饋. 3. 4. 5. 亘.. ( (. 窳窳. 68. 2.

(77) 69. 3-饋 ?. 1 覷.. (. 2. 3. 4. 5. 3. 4. 5. 3. 4. 5. 窳. 饋. 3. 4. 5. 亘. 3-3. ‧ 國. 學 sit. io. 4.. n. al. er. 3.. IV. 2. y. Nat. 饋.. 1. ‧. 覷.. 立. 政治大. Ch. engchi. i n U. v. 4-覷. 1 覷. 饋. 3. 4.. ( (. 窳窳. (. 窳 (. 窳 69. 2.

(78) 70. 4-饋. 1 覷. 饋.. (. (. 窳劵0:30 亘0:40 50:50 40:亘0 30:劵0. 40-50 50 政治大. 4-4. 立. 30-40. ‧ 國 Ch. 4-亘. engchi. i n U. 覷. 饋. (. 窳. 4. 5.. (. 3. 4. 5. v. 1. 3.. 5. y. al. n. 5.. 4. sit. io. 4.. 3. er. 3.. 2. ‧. 1. Nat. 饋.. 饋0-30. 學. 覷.. 5. 窳. 4-3. 4-5. 4. 窳 (. 4.. 3. 窳. (. 3.. 2. 窳. 亘. 劵.. 70. 2.

(79) 71. (. (. 政治大. 立. 50. 50. 窳. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. 20~30. engchi 30~40. ( ). i n U. v. 40~50. 50. ( ). (. ). ( ( 饋. (. 窳. 窳饋-5. ). 71. 亘-覷0. 覷覷-覷5. 覷亘. 窳.

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