臺灣博碩士論文加值系統

衝動購買是近年來學術界關注的一種現象，與計劃購買相比，它為公司提供了傳統行銷之外的意外收入。在機場，由於許多主客觀因素，如：機場安全、通關、附掛行李等，乘客往往需要提早許多到達機場等候。但當客戶通關後進入候機空間等候班機起飛，往往還有一個不算長的等候時間。因此，各機場通常會建置候機室商城，讓乘客減少等待不耐。但這時間不會太長，導致顧客必須要在兼顧登機時間下進行衝動購物。本研究採用刺激 - 反應（SOR）模型，針對乘客機場衝動購買行為進行探究。本研究據此設計問卷並針對594個不同國籍的有過候機經驗之旅客進行施測。其中，有538人的回卷為合格樣本。本研究結果顯示時間壓力因素和樂趣動機因素會影響到衝動購物行為。據此，本研究提出行銷建議營銷人員應利用機場乘客的樂趣動機，制定營銷策略以增加他們的衝動購物行為。此外如果不是為了安全原因，政府及機場運營商應考慮減少處理時間以減輕乘客時間的壓力。

An impulse purchase is a phenomenon of interest in academia in recent years which provides a high revenue stream for companies compared to a planned purchase. The airport is considered as one of the special shopping environments. Due to many objective and subjective factors, passengers tend to arrive at the airport a long time earlier than other vehicles. Therefore, this is the appropriate environment for impulse shopping behavior to take place for passengers to reduce waiting time. This study applies the stimulus-organism-response (SOR) model to find results which factors affecting the impulse purchase behaviors of passengers within a limited time as waiting time. The questionnaire is designed with more than 39 questions used by the author to test through 594 different nationalities people in the pretest in which most of them are Vietnamese. Among them, 538 people were consistent with the criteria of the study, data were used to analyze through IBM SPSS statistics 21 to find out all of the items which fit for the official survey. Thence, this study gives suggestions to improve marketing campaigns in duty-free shops of companies, contributing to increase the profitability of their businesses.

摘要....................i
Abstract....................ii
Acknowledgements....................iii
Table of Contents....................iv
List of Tables....................vi
List of Figures....................vii
Symbols....................viii
CHAPTER 1 INTRODUCTION....................1
1.1. Research Background....................1
1.2. Research Purpose and Subject....................4
1.2.1. Research Purpose....................4
1.2.2. Research Subject....................4
1.3. Research Process....................5
1.4. Structure of the thesis....................6
CHAPTER 2 LITERATURE REVIEW....................8
2.1. Impulse purchase behavior....................8
2.2. Classification of Impulse Purchase....................9
2.3. The shopping environment factors....................10
2.3.1. Ambient characteristics....................10
2.3.2. Design characteristics....................11
2.3.3. Social characteristics....................12
2.4. Time pressure....................13
2.5. Hedonic shopping motivation....................14
2.6. Positive emotions....................15
CHAPTER 3 RESEARCH METHODOLOGY....................17
3.1. Research framework....................17
3.2. Questionnaire Design....................17
3.2. Data collection....................21
3.3. Research method....................22
3.4. Statistical Analysis....................23
3.4.1. Reliability and Validity of Measurement....................23
3.4.2. Exploratory factor analysis (EFA)....................25
3.4.4. PLS-SEM....................25
3.4.5. Bootstrapping....................26
CHAPTER 4 DATA ANALYSIS AND RESULTS....................27
4.1. Pilot study....................27
4.2. Data examination and screening....................29
4.2.1. Demographic characteristic....................29
4.2.2. Reliability....................32
4.2.3. Discriminant validity....................33
4.2.4. Structural Model....................38
CHAPTER 5 CONCLUSION....................40
5.1. Discussion....................40
5.2. Limitation and Future research....................42
5.3. Managerial Implications and Suggestions....................43
5.4. Conclusion....................45
References....................47
Appendix I – English Questionnaire....................60
Appendix II – Chinese Questionnaire....................65
Appendix III – Vietnamese Questionnaire....................70
Extended Abstract....................75
CHAPTER 1 INTRODUCTION....................76
CHAPTER 2 LITERATURE REVIEW....................77
CHAPTER 3 RESEARCH METHODOLOGY....................77
CHAPTER 4 DATA ANALYSIS AND RESULTS....................78
CHAPTER 5 CONCLUSION....................80

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