教師資料查詢 | 類別: 期刊論文 | 教師: 牛涵錚 Han-jen Niu (瀏覽個人網頁)

標題: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
語言英文
ISSN0813-0183
期刊性質國外
收錄於
產學合作
通訊作者
審稿制度
國別英國
公開徵稿
出版型式紙本
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