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    Title: 負面銷售互動行為對衝動購買之影響:以高級精品銷售為例
    Authors: 邱倬彬
    Contributors: 邱志聖
    邱倬彬
    Keywords: 衝動性購買
    購買衝動
    負面銷售互動
    高級精品銷售
    Date: 2006
    Issue Date: 2009-09-11 17:10:11 (UTC+8)
    Abstract: 銷售人員透過良好的銷售互動,搭配合適的銷售影響策略,將能有效地影響消費者的購物目標。Hoch & Loewenstein (1991)的研究中發現,在購物過程中,當消費者對於渴望獲得的商品產生情感上的吸引時,若再經由與銷售人員的互動,能夠刺激買者接受突然或未預期的購物計畫,產生衝動消費。
    然逛街購物時,遭遇到銷售人員態度不佳的銷售服務態度時有所聞,本研究探討於高級精品門市進行購物時,相較於一般正常的服務態度,銷售人員的負面銷售態度是否能夠激起消費者的購買衝動,後續則進一步探討「社會影響」、「衝動性購買傾向」的人格特質以及「成就虛榮」與「自尊」的心理特性是否對消費者在負面銷售互動的購買衝動有所影響。結果發現:
    1. 消費者可能因基於「教訓店員」的報復念頭,或是「為維護自我形象」之目的,對於銷售人員不友善的服務態度,激起其產生購買衝動。
    2. 衝動性購買傾向越強烈,消費者感受負面銷售互動之購買衝動也越強烈;其次,在單獨購物時,消費者的成就虛榮程度越高,相對也越容易產生購買衝動;最後,與同儕購物時,自尊程度較低者,為避免自我評價的下降甚至提升其自尊,容易因負面銷售互動而產生購買衝動。
    3. 當消費者與同儕逛街購物而遭遇負面的銷售態度時,其產生的購買衝動並不會顯著高於單獨購物,可能因為負面銷售互動使同儕鼓勵自發性、及享樂目標追求之影響力無法發揮。除此之外,規範性評估使消費者可能為符合社會規範而使降低社會影響之作用。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    92351001
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923510012
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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