An Exploratory Investigation into Impulse Buying Behavior in a Transitional Economy - A Study of Urban Consumers in Czech Republic
| Autor: | Ying-Wei Lu, 呂盈葦 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 Most of the previous researches about impulse buying behavior were conducted in the developed western countries. There were seldom ones tried to explore consumer behavior in the transitional economy. Thus, this study applies Mehrabian-Russell theory to set consumers shopping through the hypermarket to investigate if the stimuli in store affect individual''s emotional states, thereby creating impulse buying. Consumer factors were put in for a more complete model explaining the relations of factors affecting impulse buying. In addition, demographic variables, shopping habits and shopping goals were used as controlled variables. Result reveals that: (1) when consumer experience good environment and reasonable price in the store, they will feel more positive emotions, and when they experience bad environment, they have more negative emotion. However, merchandise and service factors have no significant influence on positive and negative emotion. Merchandise, service and price were also shown no significant influence on negative emotions. (2) Shopping enjoyment has a significant positive influence on positive emotion and time available has a significant negative influence on negative emotion. However, money availability and time availability have no significant influence on negative emotion. (3) When a consumer has either higher positive emotion or negative emotion, it will induce impulse buying behavior. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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