根據研究與相關數據顯示，衝動性購買行為一直是不容忽視的消費者行為，同時也是行銷活動所必須注意的焦點。因此在什麼情況下能有較高的衝動性購買意圖與透過何種方式去提升衝動性購買意圖也就顯的特別重要，因此，本研究希望藉由對自我概念、廣告訴求方式與訊息處理傾向的探討，更進一步地去了解如何有效的去刺激衝動性購買意圖。本研究的研究目的為：
一、探討消費者在不同的自我概念下對於其訊息處理方式及衝動性購買意圖有何影響？
二、探討消費者在不同的廣告訴求方式下對於其訊息處理及衝動性購買意圖有何影響？
三、探討訊息處理傾向在自我概念與廣告訴求方式對衝動性購買意圖的關係上是否具有中介效果？
    另外，本研究係透過2（自我概念：相互依賴的自我概念、獨立的自我概念）Χ2（廣告訴求方式：感性廣告、理性廣告）之二因子實驗設計，分別探討自變數自我概念、廣告訴求方式及中介變數訊息處理傾向，對依變數衝動性購買意圖造成之影響及交互作用。實驗有效樣本共計249 份。
    經研究分析的結果，本研究獲得的結論文，在訊息處理傾向在自我概念與衝動性購買意圖的關係上不具有中介效果；但訊息處理傾向在廣告訴求方式與衝動性購買意圖的關係上則具有中介效果，且自我概念則是具有干擾效果。

According to related research and datum, impulsive buying is an important consumer behavior which we can not ignore and a focal point which marketing activities need to pay attention to. So it is very important to know how consumers can have higher impulsive buying intention in any situation and by what way consumers can exaggerate their impulsive buying intention. In this research, we want to understand how self-concept, advertising appeals and information processing tendency affect impulsive buying intention and stimulate impulsive buying intention effectively further.
  The main objectives are as follows: First, to understand the consumer has what influence on their information processing way and the impulsive purchase intention under the different self-concept. Second, to understand the consumer has what influence on their information processing way and the impulsive purchase intention under the different advertising appeals. Third, to understand whether information processing tendency will have mediating effect on the relation between self-concept and impulsive buying intention or the relation between advertising appeals and impulsive buying intention.
  The experiment of this research is designed as 2 ( Interdependent Self-concept and Independent  Self-concept ) X 2 ( Rational Appeal and Emotional Appeal ), T– test, cross table, regression analysis, and two-way ANOVA to testify the proposed hypotheses. The valid samples are 249.
  The research result appeals that information processing tendency dose not have mediating effect on the relation between the self-concept and impulsive buying intention but has mediating effect on the relation between the advertising appeals and impulsive buying intention and self-concept has moderate effect.

目錄
目錄......................................................I
圖目錄..................................................III
表目錄...................................................IV
第壹章 緒論...............................................1
第一節   研究背景與動機.................................. 1
第二節   研究目的.........................................3
第三節   研究流程.........................................4
第貳章 文獻探討...........................................5
第一節	自我概念.........................................5
第二節	廣告訴求方式.....................................7
第三節	衝動性購買意圖..................................12
第四節	訊息處理方式....................................17
第參章 研究方法..........................................20
第一節	研究架構........................................20
第二節	研究假設........................................21
第三節	研究變數之操作型定義............................27
第四節	實驗設計........................................29
第五節	實驗流程與問卷設計..............................33
第六節	資料分析方法....................................36
第肆章 資料分析..........................................37
第一節	敘述性統計分析..................................37
第二節	信度與效度檢驗..................................40
第三節	假說檢定........................................42
第四節	分析結果整理....................................54
第伍章 結論與建議........................................60
第一節	研究結論........................................60
第二節	管理意涵........................................62
第三節	研究限制........................................64
第四節	後續研究方向與建議..............................65
參考文獻.................................................66
附件：前測問卷與正式問卷.................................73
附件A   前測問卷.........................................73
附件B   正式問卷.........................................77
                            圖目錄
圖1-3-1	研究流程圖.......................................4
圖3-1-1	研究架構圖......................................20
圖3-5-1 	實驗流程圖......................................33
圖4-3-1 	自我概念與廣告訴求方式之交互效果圖..............43
圖5-1-1 	研究結果之模型..................................61
                            表目錄
表2 -2-1	廣告訴求方式彙整表...............................9
表2-2-2	廣告理性訴求與感性訴求的基本功能與特性的不同....11
表2-2-3	理性訴求及感性訴求比較表........................11
表3-4-1	本實驗設計組.................................29   
表3-4-2(A)  廣告(A)之前測結果............................31
表3-4-2(B)  廣告(B)之前測結果............................32
表4-1-1	實驗組別之有效樣本數............................38
表4-1-2	正式問卷之樣本結構..............................38
表4-1-3	實驗控制變項的敘述統計..........................39
表4-2-1	自我概念量表信度分析............................40
表4-2-2	自我概念構面之效度檢驗..........................41
表4-3-1	自我概念與廣告訴求方式對衝動性購買意圖之單變
         量二因子分析....................................42
表4-3-2	廣告訴求方式與自我概念之交互效果分析............43
表4-3-3	在相互依賴的自我概念下，廣告訴求方式與衝動性
         購買意圖之獨立樣本檢定..........................45
表4-3-4	在獨立的自我概念下，廣告訴求方式與衝動性購買
         意圖之獨立樣本檢定..............................45
表4-3-5	在感性的廣告訴求方式下下，自我概念與衝動性購
         買意圖之獨立樣本檢定............................47
表4-3-6	在理性的廣告訴求方式下下，自我概念與衝動性購
         買意圖之獨立樣本檢定............................47
表4-3-7	自我概念與訊息處理傾向的交叉表..................48
表4-3-8	廣告訴求方式與訊息處理傾向的交叉表..............49
表4-3-9	訊息處理傾向與衝動性購買意圖之獨立樣本檢定......50
表4-3-10	廣告訴求方式與訊息處理傾向對衝動性購買意圖的
         層級迴歸分析. ..................................52
表4-4-1	本研究之假設驗證結果整理........................54

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