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研究生： 邱倬彬
論文名稱： 負面銷售互動行為對衝動購買之影響：以高級精品銷售為例
指導教授： 邱志聖
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營與貿易學系
Department of International Business
論文出版年： 2007
畢業學年度： 95
語文別： 中文
論文頁數： 90
中文關鍵詞： 衝動性購買 、購買衝動 、負面銷售互動 、高級精品銷售
相關次數： 點閱：271  下載：0 
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    • 銷售人員透過良好的銷售互動，搭配合適的銷售影響策略，將能有效地影響消費者的購物目標。Hoch & Loewenstein (1991)的研究中發現，在購物過程中，當消費者對於渴望獲得的商品產生情感上的吸引時，若再經由與銷售人員的互動，能夠刺激買者接受突然或未預期的購物計畫，產生衝動消費。
    然逛街購物時，遭遇到銷售人員態度不佳的銷售服務態度時有所聞，本研究探討於高級精品門市進行購物時，相較於一般正常的服務態度，銷售人員的負面銷售態度是否能夠激起消費者的購買衝動，後續則進一步探討「社會影響」、「衝動性購買傾向」的人格特質以及「成就虛榮」與「自尊」的心理特性是否對消費者在負面銷售互動的購買衝動有所影響。結果發現：
    1. 消費者可能因基於「教訓店員」的報復念頭，或是「為維護自我形象」之目的，對於銷售人員不友善的服務態度，激起其產生購買衝動。
    2. 衝動性購買傾向越強烈，消費者感受負面銷售互動之購買衝動也越強烈；其次，在單獨購物時，消費者的成就虛榮程度越高，相對也越容易產生購買衝動；最後，與同儕購物時，自尊程度較低者，為避免自我評價的下降甚至提升其自尊，容易因負面銷售互動而產生購買衝動。
    3. 當消費者與同儕逛街購物而遭遇負面的銷售態度時，其產生的購買衝動並不會顯著高於單獨購物，可能因為負面銷售互動使同儕鼓勵自發性、及享樂目標追求之影響力無法發揮。除此之外，規範性評估使消費者可能為符合社會規範而使降低社會影響之作用。

    第一章 緒論................................................1
    第一節 研究背景與動機.......................................1
    第二節 研究目的.............................................3
    第三節 研究流程.............................................4
    第四節 內容結構.............................................5
    第二章 文獻探討.............................................6
    第一節 衝動性購買...........................................6
    第二節 銷售人員互動行為與影響策略............................15
    第三節 社會影響對衝動性購買之影響............................22
    第四節 衝動性購買傾向......................................23
    第五節 虛榮特性............................................25
    第六節 自尊...............................................27
    第三章 研究方法............................................29
    第一節 研究架構............................................29
    第二節 研究假說............................................30
    第三節 前測...............................................31
    第四節 研究變數之操作型定義與衡量方式........................35
    第五節 問卷設計、研究資料蒐集與分析方法.......................41
    第四章 資料分析............................................44
    第一節 信度檢驗............................................44
    第二節 樣本結構分析........................................45
    第三節 單因子變異數分析.....................................47
    第四節 單因子共變數分析.....................................51
    第五節 分析結果整理........................................56
    第五章 研究建議............................................61
    第一節 研究結論............................................61
    第二節 研究貢獻............................................63
    第三節 研究限制............................................64
    第四節 未來研究方向........................................65
    參考文獻...................................................67
    問卷資料...................................................71

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