The Effects of Idolatry and Personality Traits on Impulse Buying: An Empirical Study
學年 97
學期 1
出版（發表）日期 2008-12-01
作品名稱 The Effects of Idolatry and Personality Traits on Impulse Buying: An Empirical Study
作品名稱（其他語言）
著者 Yang, Chyan; Wang, Yau-de; Niu, Han-jen
單位 淡江大學經營決策學系
出版者 Dorset, United Kingdom: International Journal of Management
著錄名稱、卷期、頁數 International Journal of Management 25(4), pp.633-640+778
摘要 Marketers have long recognized the significance of impulse buying, but most studies focus on adult consumers. Idolatry means the extent to which people have and are influenced by idols in their behavior. The purpose of this study is to examine the relationship between idolatry and impulsive buying tendency in the case of Taiwan's 13 to 20 years old adolescents. We conducted a survey of 337 high school and college students. The research employed the nine-item scale of Rook and Fisher (1995) to measure impulse buying behavior and the self-assessment question "Do you have an idol?" to distinguished idolatrous and nonadolartous. The results indicate that impulsive buying is significantly associated with idolatry. In addition, the factors of economic independence (e.g. pocket money available and part-time job) are also significantly correlated with adolescents' impulsive buying tendency. Marketers should utilize the influences of idols as a strategic attempt to strengthen adolescents' brand image.
關鍵字
語言 en
ISSN 0813-0183
期刊性質 國外
收錄於
產學合作
通訊作者
審稿制度
國別 GBR
公開徵稿
出版型式 紙本
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機構典藏連結
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