| 摘要: | 本研究旨在了解店頭廣告對購物行為之影響，以及店頭廣告、衝動性特質與購物行為之相關性。研究個案為全聯福利中心之店頭廣告及其消費者，以Google表單系統進行網路問卷調查，一共回收340份問卷，有效問卷數324份。分析結果發現「促銷價」、「超級品牌月」、「生鮮特價」、「買一送一」、「抗漲專區」、「本檔必買」等，六種店頭廣告以「生鮮特價」廣告所引起的衝動性購物行為最佳（2.51），其次為「買一送一」（2.38）與「超級品牌月」（2.36），效果最差的是「抗漲專區」（1.99）。其次，本研究透過因素分析，建立「衝動性特質」構面，該構面經Cronbach's alpha信度分析檢驗結果為.87，透過Pearson相關分析發現，衝動性特質與衝動性購物行為呈現顯著正相關（.285**）。最後，以階層複迴歸分析發現，衝動性特質對衝動性購物行為具因果關係（.282***），證明衝動性特質對衝動性購物行為具解釋力，加入人口統計變數後，發現只有年齡變數對衝動性購物行為具有干擾情形（.131*）。本研究認為，店頭廣告與衝動性特質均對衝動性購物行為具顯著影響力。未來，在各種超市賣場所製作的店頭廣告，可針對不同的消費者個人特質進行設計，可增加消費者衝動性購物行為，提升超市賣場之業績。
This research aims to understand the influence of POP advertising on shopping behavior, and the correlation between POP advertising, impulsive traits and shopping behavior. The research case is the POP advertisement of PXmart and its consumers. A total of 340 questionnaires were collected in this study, and the number of valid questionnaires was 324. This study compares six kinds of POP advertisements: “special price”, “Super brand month”, “Fresh special price”, “Buy one get one free”, “Anti-increasing zone” and “Must buy”. The impulsive shopping behavior caused by the advertisement of “special price” was the best (2.51), followed by “buy one get one free” (2.38) and “super brand month” (2.36), and the worst effect was the “anti-increasing zone” (1.99). Secondly, this study established the “impulsive traits” dimension through factor analysis, which was tested by Cronbach's alpha reliability analysis and found to be .87. Through Pearson correlation analysis, it was found that impulsive traits and impulsive shopping behaviors were significantly positively correlated (.285**). Finally, through multiple regression analysis, it is found that impulsive traits are causally related to impulsive shopping behavior (.282***), which proves that impulsive traits have explanatory power to impulsive shopping behaviors. In addition, after adding demographic variables, it was found that only the age variable interfered with impulsive shopping behavior (.131*). This study believes that both POP advertising and impulsive traits have a significant influence on impulsive shopping behavior. In the future, supermarkets should create various POP advertisements for different consumer characteristics, which can increase consumers' impulsive shopping behavior and improve the performance of supermarket stores. |
