Investigate the Influences of Product Characteristics Purchase Decision Involvement and Consumer Impulsive Trait on Impulse Buying Behavior: A Perspective of Consumers’ Heuristics

[[abstract]]衝動性購買的現象在一般消費者的日常生活中非常普遍，衝動性購買行為一直是行銷領域所關切的議題，也是企業不容忽視的消費行為。以往的研究多探討該行為的前因與後果，本篇研究以捷思的觀點探討在購買情境中，產品特性、購買決策涉入及消費者衝動性特質對衝動性購買行為之影響，為一「2(產品特性：功能性、享樂性)×2(購買決策涉入：高、低) ×2(消費者衝動性特質：高、低)」之三因子混合實驗設計。其中，消費者衝動性特質為干擾變數，目的係希望能更進一步瞭解對其衝動性購買行為之影響。 研究結果發現，產品特性與購買決策涉入對衝動性購買行為具有交互作用。在享樂性產品的情況下，消費者具有較高的衝動性行為，而在購買決策涉入高的情況下，較容易產生衝動性購買行為；亦即，消費者處於產品特性為享樂性以及購買決策涉入程度高的時候，對衝動性購買行為具有顯著差異性。最後本研究進行管理意涵之討論，並提出未來研究方向的建議。[[abstract]]The phenomenon of impulsive purchasing is very common in daily life for consumers it is also an importance issue in marketing area and enterprise shouldn’t neglect this kind of consumer behavior Most of previous studies had focused on the antecedents and consequences of impulsive purchasing behavior This study examines the influence of product characteristics and purchase decisions involvement and consumer impulsivity trait on impulse buying in purchasing environment from the view of heuristics We use a 2 (product characteristics: functional versus hedonic) × 2 (purchase decision involvement: high versus low) × 2 (consumer impulsivity trait: high versus low) between-subjects design Among them consumer impulsivity trait as the moderating variable the aim is to better understand their impact on impulse buying behavior The result reveals that the product characteristics and purchase decision involvement have a significant interaction on impulse buying behavior Conditions for hedonic products consumers with higher impulse buying behavior in the case of purchase decision involvement is high easier to impulse buying behavior; in other words the consumers for hedonic products and in the purchase decision high involvement impulse buying behavior has a significant difference Finally this study proposed some managerial implications and suggestions for future researche