A Study of the Effect of Consumer's Sales Promotion, Normative Evaluation and Consuming Experience on Impulsive Purchasing：Using the CosmeticProducts as an Example
| Autor: | WEN-HUI TUNG, 董雯惠 |
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| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 As living standards in Taiwan got higher in recent years, the demand for cosmetic products also rose accordingly. Currently, the domestic market for cosmetic products is about 69 billion NTD. Sales of these products are also becoming the major revenue source for the department stores. As the society changes, consumers’ purchasing behaviors change too. As incomes and living standards rise, consumers’ decision-making in purchasing also evolves. This research studies how normative evaluation, consuming experiences in sale promotions affect the impulsive purchasing of consumers in cosmetic products in department stores. For convenience of the investigation, convenience sampling was used in the study. Questionnaires were distributed out to the consumers at the cosmetic counter in the department stores. A total of 830 questionnaires were handed out and 576 effective ones were received back, and analysis was based on those samples. To test the assumptions and the structure of the theories, regression analysis was used in the research to study the cause and result relationship among sale promotion, normative evaluation, consumer experiences and impulsive purchasing. In addition, a linear structure relation model was used to study the structural properties and the analysis of the differences among consumers was used to see if there are obvious sensitivities to various factors. According to statistical analysis, several conclusions are summarized: 1. Different types of sale promotion affect the behavior of consumers’ normative evaluation, consuming experiences and impulsive purchasing. 2. The more positive a consumer’s normative evaluation is, the higher a consumer’s impulsive purchasing will be. 3. The normative evaluation of a consumer has an effect on his/her consuming experience. 4. The feeling of consuming experience affects the impulsive purchasing of a consumer. 5. Through the feeling of consuming experience of consumers, sale promotion affects the impulsive purchasing. 6. Through the normative evaluation of a consumer, sale promotion affects a consumer’s consuming experience, and as a result, affects the behavior of impulsive purchasing. 7. Variation of different samples affects the results of the sale promotion, normative evaluation, consumer experience and impulsive purchasing statistically. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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