Conformity behavior and Impulsive Buying
D9822205 D9860831 D9860902 D9822368 D9860888 D9860800
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Abstract
Impulsive Buying is always an essential issue when people talking about purchasing behaviors of consumers. However, researchers have mostly focused on product factor, personal reasons and/or environmental problems. People seldom discuss the influence caused by Conformity Behavior on Impulsive Buying. This paperinvestigatesthe effect of conformity behavioron impulsive buying, by
usingquestionnaire from “Clothing Purchase” of university student in daily life. In addition to the variable of conformity behavior, variables of product factor, personal reasons and/or environmental problems are also used to observe their impact.
This research was processed through factor analysiswhich allows us to select variables, and reliability analysis to ensure the consistency and stability of data. In the end, regression analysis was employed to verify the three hypotheses mentioned in the essay.
Empirical results are as follows:
1、Hypothesis 1 is confirmed. Meaning that conformity factors have significant impact on conformity behavior.
2、Hypothesis 2 established. Meaning that the product factors have significant impact on conformity behavior.
3、Hypothesis 3 established. In other words,conformity behavior has significant impact on impulsive buying.
...i Abstract...ii ...iii ...iv ...1 ...1 ...1 ...2 ...3 ...3 ...7 ...12 ...14 ...14 ...17 ...24 ...24 ...25 ...27 ...28 ...34 ...36 ...39 ...39 ...39 ...41 ...45
2-1 (Impulse Mix)...3 2-2 ...5 2-3 ...9 2-4 ...12 3-1 ...14 3-2 ...16 3-3 ...17 3-4 ...18 3-5 ...18 3-6 ...19 3-7 ...19 3-8 ...19 3-9 ...20 3-10 ...20 3-11 ...21 3-12 ...21 3-13 ...21 3-14 ...22 3-15
...22 3-16 ...22 3-17 ...23 3-18 ...23 3-19 ...23 4-1Cronbach’s α ...28 4-2 ...29 4-3 ...30 4-4 ...30 4-5 ...31 4-6 ...35 4-7 ...35 4-8 ...35 4-9 ...36 4-10 ...36 4-11 ...37 4-12 ...37 4-13 ...37 1-1 ...2 2-1 ...11
(Impulsive Buying) ( ) ( )
(2012) — (2007) (2007) — : 1
2 3
。 。 。 1-1
(Impulsive Buying)
(Point-of-Purchase Advertisement Institute POPAI)
(Unplanned Purchase)
Clover (1950)
Weinberg and Gottwald
(1982) Rook and Hoch (1985) Wood (1998) 2-1 Impulse Mix Stern (1962) Stern (1962)
Buying (Reminder Impulsive Buying)
(Planned Impulsive Buying) (Suggestion Impulsive Buying)
2-1
1 (Pure Impulsive Buying)
2 (Reminder Impulsive Buying) 3 (Suggestion Impulsive Buying) 4 (Planned Impulsive Buying) Stern
Kollat and Willett (1967)
Stern Betty and
Ferrell (1998)
(Unreflectively) (Spontaneously)
(Kinetically) (Immediately) Rook (1987)
2-2
Clover (1950)
Weinberg and Gottwald (1982) Betty and Ferrel (1998)
Rook and Fisher (1995) Wood (1998)
Wood (1998)
Kollat and Willett (1967) Piron (1991) Piron (1991) Rook 1 2 3 4 5 Wood (1998)
(weakness of will (compulsive purchase)
1
2 (on the spot)
3 (compulsive)
Weinberg and Gottwald (1982)
1
2 3
2-2
Rook and Hoch (1985)
1 2 3 Rook (1987) 4 5 Stern (1962) Stern 9 Dholakia (2000)
Beatty and Ferrell (1998)
Hoch and Loewenstein (1991)
Rook and Fisher (1995)
(1982) Lascu and Zinkhan (1999)
(Facebook)
(The Effect of Sheep Flock) (Aschs’ effect) Asch 1956 Asch (1951) (conformity) Asch (majority effect) Jahoda(1959) Asch
(conformity) (compliance) (obedience)
Mowen and Minor (2000)
(Private Acceptance) (Public
Compliance)
Asch
1
Kiesler and Kiesler(1969)
Allen(1965)
Levine and Donald(1972)
2
Wilkie(1994) Macinnis(1997)
3
(2003)
4
2-3
Asch(1951) Jahoda(1959)
Kiesler and Kiesler(1969)
Allen(1965) Levine and Donald(1972)
Wilkie(1994) Macinnis(1997)
(2003)
Lascu and Zinkhan(1999)
?Deutsch and Gerard (1955)
(normative influence) (informational influence)
1
2
Lord, et al. (2001)
1999 Lascu and Zinkhan
Lascu and Zinkhan 2-1 1 / 2 Snyder(1987) (self-monitoring)
Berden and Rose(1990) (attention to social comparison information ATSCI)
ATSCI ATSCI
ATSCI Becker(1986)
Eagly and Carli (1981)
4
Lascu and Zinkhan(1999)
2-1 (Brand characteristics) (personal characteristic / (task/situation)c (Group characteristics) (Consumer Conformity) (Norm type) (Types of conformity) 規範性(Normative) (extensive) (compliance) (identification (moderate) (informational) (internalization )
Lascu and Zinkhan 2-4
2-4
/
Lascu and Zinkhan(1999)
Rosenbuam(2006)
Rook(1987)
Wilkie(1994) Macinnis(1997)
Luo(2005)
(2007) LISREL (Linear Structural
Relations)
750 678
(Linear ProbabilityModel) (Multinomial logistic regression)
(2012)
e-mail 400 354
(Principle Component) (Varimax)
(Likert) 5 4 3 2 1 3-1 1-1 1-2 1-3 1-4 1-5 1-6 1-7 1-8 1-9 1-10
1-11 1-12* 1-13 1-14 1-15 2-1 1. 2-2 2. 2-3 3. 2-4* 4. 2-5 5. 2-6 6. 3-1 1. 3-2 2. 3-3 3. 3-4 4. 3-5 5. 3-6 6. ( , ) 4-1 1. 4-2 2. 4-3 3.
4-4 4.
4-5 5.
4-6 6.
: *1-12 2-4
1 :
Luscu and Zinkhan(1999) Sias(2002)
15
6 3-1
6 3-1
Verplanken and Herabadi(2001)
6 3-1 : 3-2 (%) 210 171 161 76.7% 200 200 184 92.0% 410 371 345 84.1% : 2012 10 1 2012 10 14 mysurvey
Facebook ? 210 200 410 345 3-2 345 3-3 143 ( 41%) 202 ( 59%) 3-3 % 142 60 41.2 82 203 101 58.8 102 345 142 100 203 : 3-4 146 42.4% 94 27.2% 77 28 106 30.7% 239
69.3% 3-5 3-4 % 28 0 8.1 28 76 63 22.0 13 93 67 27.0 26 148 31 42.9 117 345 161 100 184 : 3-5 % 106 43 30.7 63 239 118 69.3 121 345 106 100 239 : 3-6 6001~9000 140 40.6% 6000 127 36.8% 9001~12000 53 15.4% 15001 13 3.7% 12001~15000 12 3.5% 3-7 1000 209 60.6% 1001~2000 98 28.4% 2001~3000 26 7.5% 3001~4000 8 2.3% 4001 4 1.2%
3-6 (NT) % 6000 127 36.8 6001~9000 140 40.6 9001~12000 53 15.4 12001~15000 12 3.5 15001 13 3.7 345 100 : 3-7 (NT) % 1000 209 60.6 1001~2000 98 28.4 2001~3000 26 7.5 3001~4000 8 2.3 4001 4 1.2 345 100 : 2 268 77.7% 3~4 72 20.9% 5~6 2 0.6% 7~8 2 0.6% 8 1 0.2% 3-8 3-8 % 2 268 77.7 3~4 72 20.9 5~6 2 0.6 7~8 2 0.6 8 1 0.2 345 100 :
3-9 1~2 136 39.4% 2~3 98 28.4% 58 16.8% 3~4 31 9.8% 4 22 5.6% 3-9 % 58 16.8 1~2 136 39.4 2~3 98 28.4 3~4 31 9.8 4 22 5.6 345 100 : 3-10 0.81 1 0.41 3-10 140 0.41 65 0.19 279 0.81 117 0.34 78 0.23 13 0.04 692 :
3-11 151 43.8% 45 13% 3-11 6 3.7 16 10.0 72 44.7 53 32.9 14 8.7 5 2.7 18 9.8 77 41.8 66 35.9 18 9.8 11 3.2 34 9.8 149 43.2 119 34.5 32 9.3 : 3-12 234 67.8% 21 6.1% 3-12 3 1.9 10 6.2 39 24.2 84 52.2 25 15.5 4 2.2 4 2.2 51 27.7 93 50.5 32 17.4 7 2.0 14 4.1 90 26.1 177 51.3 57 16.5 : 3-13 185 53.6% 37 10.7% 3-13 4 2.5 9 5.6 65 40.4 72 44.7 11 6.8 4 2.2 20 10.9 58 31.5 87 47.2 15 8.2 8 2.3 29 8.4 123 35.7 159 46.1 26 7.5 : 3-14 149 43.2% 60 17.4%
3-14 6 3.7 31 19.3 71 44.1 51 31.7 2 1.2 4 2.2 19 10.3 65 35.3 89 48.4 7 3.8 10 2.9 50 14.5 136 39.4 140 40.6 9 2.6 : 3-15 171 49.5% 53 15.4% 3-15 5 3.1 22 13.7 63 39.1 9 5.6 62 38.5 4 2.2 22 12.0 58 31.5 88 47.8 12 6.5 9 2.6 44 12.8 121 35.1 97 28.1 74 21.4 : 3-16 168 48.6% 37 6.1% 3-16 2 1.2 20 12.4 70 43.5 46 28.6 23 14.3 1 0.5 14 7.6 70 38.0 63 34.2 36 19.7 3 0.9 34 9.9 140 40.6 109 31.6 59 17.0 : 3-17 112 32.4% 149 43.2%
3-17 63 39.1 71 44.1 14 8.7 10 6.2 3 1.9 1 0.5 14 7.6 70 38.0 63 34.2 36 19.7 64 18.6 85 24.6 84 24.3 73 21.1 39 11.3 : 3-18 137 39.8% 82 23.7% 3-18 3 1.9 39 24.2 58 36.0 50 31.1 11 6.8 5 2.7 35 19.0 68 37.0 67 36.4 9 4.9 8 2.3 74 21.4 126 36.5 117 33.9 20 5.9 : 3-19 217 60% 21 6.1% 3-19 2 1.2 8 5.0 64 39.8 66 41.0 21 13.0 0 0.0 11 6.0 53 28.9 94 51.1 26 14.0 2 0.6 19 5.5 117 33.9 170 49.2 47 10.8 :
SPSS
(Statistical Package for the Social Science) 12.0
Lascu and Zinkhan(1999) Sias(1999)
? 1. 2. 3. 4. Sias H1: H1a: H1b: H1c: H1d: H1e: ?
H2 : H2a H2b : Wilkie(1994) Macinnis(1997) ? H3: H3a: H3b:
Lascu and Zinkhan 1999
2 Peer Support for Brand
3 Self-Confidence
Bearden and Rose,1990
4 Attractiveness
5 Group Pressure Situation
Deutsch and Gerard (1955)
1
2
1
2
1
Heffetz(2004) (Index of visibility of Vindex)
2
Garvin (1987)
(Performance) (Features) (Reliability) (Conformance)
(Durability) (Serviceability) (Aesthetics)
(Perceived Quality)
SPSS 12.0
:
(Reliability) (Consistency) (Stability) Cronbach’s α Cronbach’s α α 0.7 1990 4-1 4-1Cronbach’sα Cronbach’sα <0.3 0.3 ≤Cronbach’sα <0.4 0.4 ≤Cronbach’sα <0.5 0.5 ≤Cronbach’sα <0.7 0.7 ≤Cronbach’sα <0.9 0.9 ≤Cronbach’sα : 1990 (Factor Analysis) 2007 F
KMO Kaiser-Meyer-OlKin Bartlett Kaiser(1974)
1
Exploratory Factor Analysis, EFA Orthogonal Rotation
Comery and Lee 1992 Factor Loadings
4-2 4-2
>0.71
50%
(Excellent)
>0.63
40%
(VeryGood)
>0.55
30%
(Good)
>0.45
20%
(Fair)
>0.32
10%
(Poor)
Comery and Lee 1992
3.700 1.677 1.456 1.097 52.862 50% 0.629~0.774 0.553~0.792 0.428~0.704 0.447~0.691 0.45 4-3 2.263 1.492 62.589%( 50% ) 0.661~0.798 0.791~0.864 0.55 4-4 1.734 1.401 52.255%( 50% ) 0.566~0.734 0.782~0.843 0.55 4-5 4-3
1 2 3 4 Q3 .774 .217 .041 .044 Q2 .744 .030 .177 .039 Q1 .722 .286 .111 -.035 Q4 .629 -.038 .019 .295 Q11 .243 .792 -.063 .246 Q10 .359 .690 -.019 .259 Q9 .022 .569 .433 -.100 Q7 -.044 .553 .447 -.171 Q8 .035 .154 .704 -.094 Q12 .136 -.068 .587 .115 Q15 .137 .189 .428 .248 Q5 -.039 .122 .045 .691 Q6 .265 .003 -.081 .671 Q13 .020 -.083 .483 .512 Q14 .095 .151 .378 .447 3.700 1.677 1.456 1.097 (%) 24.665 11.180 9.704 7.313 (%) 24.665 35.845 45.549 52.862 * 4-4 1 2 Q4 .798 .161 Q3 .766 .302
Q2 .728 .056 Q1 .661 .060 Q5 -.008 .864 Q6 ( .268 .791 ) 2.263 1.492 (%) 37.714 24.875 (%) 37.714 62.589 * 4-5 1 2 Q6 .734 .126 Q5 .659 .059 Q4 .643 .246 Q3 .566 -.008 Q2 .055 .843 Q1 .151 .782 1.734 1.401 (%) 28.904 23.351 (%) 28.904 52.255 * Varimax 0.5 4-2 4-3 4-4 1 Q11 (0.792 Q10 (0.690) Q4 (0.629) Q12 (0.587)
Q15 0.428 2 Q8 0.704 Q9 0.569 Q7 0.553 3 Q3 0.774 Q2 0.744 Q1 0.722 4 Q13 0.691 Q5. 0.512 5 Q4 0.798 Q3 0.766 Q2 0.728 Q1 0.661 6 Q5
0.864 Q6 ( ) 0.791 7 Q6 0.734 Q5 0.659 Q4 0.643 Q3 0.566 8 Q2 0.843 Q1 0.782 ( ) 4-1
( ) 1. H1 H1a H1b H1c H1d 2. H2 : H2a H2b 3. H3 H3a H3b Cronbach’s α 0.736 0.674 0.415 .538 α 0.45 4-6 Cronbach’s α 0.577 4-7
4-6 Cronbach’s α 0.736 0.674 0.415 0.538 0.773 (N of Item=15 N of Case=345 ) 4-7 Cronbach’s α 0.642 0.642 (N of Item=6 N of Case=345 ) Cronbach’s α 0.588 0.416 α 0.4 4-8 4-8 Cronbach’s α 0.745 0.592 0.726 (N of Item=6 N of Case=345 ) Cronbach’s α 0.767 0.544 α 0.5 4-9 4-9
Cronbach’s α 0.531 0.573 0.610 (N of Item=6 N of Case=345 ) Cronbach’s α 0.400~0.779 Cronbach’s α 0.415~0.745 1990 Cronbach’sα H1 4-10 (F = 62.960, p<0.001) 4-10 * : ** =95% H2 4-11 (F =23.030, p<0.001) t .626 .206 .860 .100 .348 5.645** 6.164** 2.468** 2.764** 8.487** .000 .000 .014 .006 .000 F :62.690 R :0.426
H3 4-12 (F = 55.528, p<0.001) H3 4-12 t 1.297 13.427 ** .000 0.245 5.992 ** .000 0.214 6.635** .000 F :55.528 R :0.245 * : ** =95% 4-13 4-13 H1 H1a H1b H1c t 1.727 21.077** .000 0.162 4.577** .000 0.111 3.307** .001 F :23.030 R :0.119 4-11 * : ** =95%
H1d H2 : H2a H2b H3 H3a H3a
2 :
3 :
1 :
2 :
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