衝動性購買行為之購後情緒研究

Research on Impulse Buying Behavior: Post-Purchase Emotion

衝動性購買行為一直以來是產業界、學術界關注的焦點。產業界在行銷產品時，積極地透過各種刺激購買的手法，設法讓消費者產生突然而難以抗拒的衝動進而購買，卻忽略此作法是否可能引來消費者的負面情緒，站在顧客終身價值的觀點，此做法值得業者進一步省思。然而學術界在這方面的探討卻顯不足。本研究主要在探討衝動性購買行為之購後情緒，針對外部環境刺激、內在衝動性特質、購買當時情緒此三個誘發衝動性購買行為之因素，分別探討其對購後情緒的影響及外部環境刺激所可能與內在衝動性特質、購買當時情緒此兩因素產生的交互作用。藉助實驗室實驗法，本研究結果顯示：（1）外部環境刺激的有無、內在衝動性特質的高低、購買當時所處的情緒好壞所誘發的衝動性購買行為，均會產生不同程度的購後正面情緒及低度負面情緒；（2）外部環境刺激均會與內在衝動性特質、購買當時情緒產生交互作用而對於購後情緒有不同程度的影響。

Impulse buying has been a popular issue in the industrial and academic areas. When marketers use marketing instruments to induce consumers to experience a sudden and irresistible urge to buy something immediately, they neglect whether such actions would cause consumers to experience negative emotions after their impulse buying. In the view of consumer lifetime value, it deserves to take concern about this. However, discussion about this seems insufficient in the literature.The objective of this paper is to discuss post-purchase emotion of impulse buying. The authors focus on three important variables that stimulate impulse buying: marketing stimuli, impulsivity trait, and situational factor (current emotional state). We investigate the influence of each variable on post-purchase emotion and the interactive effects between marketing stimuli and the other two factors. Through laboratory experiments, the results indicate: (1) marketing stimuli (with and without), impulsivity trait (high and low), and current emotional state (good and bad) induce different levels of positive or low negative post-purchase emotions; (2) marketing stimuli and impulsivity trait have the interactive effect on post-purchase emotion, also marketing stimuli and current emotional state on post-purchase emotion.