服飾業在現今社會中，隨著越來越多國外品牌進駐或許多的自創品牌店面設立，可以看出其競爭越來越激烈，而消費者的衝動性購買現象在零售業中尤其普遍，故本研究提出可能影響消費者衝動性購買的因素，包含銷售人員的外表吸引力、說服策略及消費者本身人格特質做為影響衝動性購買的研究變數，探討消費者產生衝動性購買的影響是否存在顯著差異。
    本研究選出代表外表吸引力低/高之代表人選，做為外表吸引力的實驗操弄；說服策略方面，分類為六種模式；消費者的人格特質先經由題項設計供受測者填寫，再分類為低/高的程度，將以上變數之分類操弄，對衝動性購買做研究分析，另外更細部的探討這些變數對不同類型的衝動性購買影響程度為何，以及探討外表吸引力與說服策略的交互作用下，對衝動性購買的影響。
    經後續研究假設，發現消費者在不同程度的外表吸引力、說服策略及消費者本身的人格特質情況下，對於衝動性購買的影響均存在著顯著差異，進一步的探討，得知對於提醒式和計劃性衝動性購買也有顯著的影響差異，而對於交互作用而言，高外表吸引力的銷售人員搭配權威法則較能使消費者產生衝動性購買的效果。

Clothes industry with more and more foreign brands entered or many own brand stores set up recently. It more competitive that we can see. While consumer impulse buying phenomenon is particularly prevalent in the retail industry. In this research, we present some factors that may affect consumer impulse buying. Including the Physical Attractiveness of the sales, Persuasive Strategy and Consumer Personality. To investigate that whether there are significant differences in these variables affecting impulse buying of consumer.
    In this study, we choose representative of physical attractiveness in Low / High as the experimental manipulation of the physical attractiveness; And classifying Persuasive Strategy into six models; we also classified Consumer Personality into Low / High level. According to these classification, these variables are analysised how the effect on Impulsive Buying Behavior. Furthermore, do more detailed discussion of these variables on the influence different types of Impulse Buying Behavior, and to explore the effect on Impulsive Buying Behavior by interaction between Physical Attractiveness and Persuasion Strategy.
    After follow-up study hypothesis, we found that there are significant differences in consumers Impulsive Buying Behavior with different level of Physical Attractiveness, Persuasive Strategy and Consumers Personality. Furthermore, we are also found that there are significant differences in Reminder Impulsive Buying and Planned Impulsive Buying with different level of Physical Attractiveness, Persuasive Strategy and Consumers Personality. And about the interaction between Physical Attractiveness and Persuasion Strategy, the high physical attractiveness of the sales with the authoritative rule will affects consumers Impulsive Buying Behavior more efficiently.

目錄
第一章 緒論	1
第一節	研究背景與動機	1
第二節	研究目的	4
第三節	研究流程	5
第二章 文獻探討	8
第一節	銷售人員	8
第二節	外表吸引力	10
第三節	說服策略	14
第四節	人格特質	18
第五節	衝動性購買	22
第三章 研究方法	28
第一節	研究架構	28
第二節	研究假設	30
第三節	研究變數定義與衡量	33
第四節	前測	35
第五節	正式問卷設計	40
第六節	統計分析方法	45
第四章 研究結果	46
第一節	初步資料分析	46
第二節	假說驗證	60
第三節	附加分析I	66
第四節	附加分析II	82
第五章 研究結論與建議	87
第一節	研究結論	87
第二節	研究貢獻與管理意涵	92
第三節	研究限制與後續研究建議	96
參考文獻	98
附錄一 -前測問卷	109
附錄二 -正式問卷	114

表目錄
表2-1 外表吸引力之定義	12
表2-2 說服之定義	15
表2-3 Smith定義說服之六大類型	15
表2-4 Robert B.Cialdini之六種說服法則及其定義與應用方法	16
表2-5 Dan O’Hair & Michael J. Cody說服策略的內容	17
表2-6  吉川英夫的說服策略內容	17
表2-7 人格特質定義	19
表2-8 Costa & McCrae提出之五大人格特質	20
表2-9衝動性購買定義	23
表3-1 假說彙整	32
表3-2 外表吸引力前測問卷	35
表3-3外表吸引力前測問卷分析-敘述統計	36
表3-4外表吸引力代表人物挑選結果	38
表3-5外表吸引力前測問卷分析-成對T檢定(男模)	38
表3-6外表吸引力前測問卷分析-成對T檢定(女模)	39
表3-7 神經質衡量問項	43
表3-8 衝動性購買相關衡量問項	44
表4-1本研究各組有效樣本結構彙整表	46
表4-2樣本統計結果	48
表4-3 KMO和Bartlett檢定-人格特質-神經質	50
表4-4 因素分析-人格特質-神經質	51
表4-5 KMO和Bartlett檢定-純粹性衝動性購買	53
表4-6 因素分析-純粹性衝動性購買	53
表4-7 KMO和Bartlett檢定-提醒式衝動性購買	54
表4-8因素分析-提醒式衝動性購買	54
表4-9 KMO和Bartlett檢定-建議式衝動性購買	55
表4-10 因素分析-建議式衝動性購買	55
表4-11 KMO和Bartlett檢定-計劃性衝動性購買	56
表4-12因素分析-計劃性衝動性購買	56
表4-13 信度分析結果	57
表4-14 次數分配表-人格特質-神經質	58
表4-15 銷售人員外表吸引力、說服策略與消費者人格特質-神經質對衝動性購買之影響(一般線性模型-單變量變異數分析ANOVA)	61
表4-16 銷售人員外表吸引力、說服策略與消費者人格特質-神經質對衝動性購買之平均數及標準差	62
表4-17 多重比較-說服策略對衝動性購買之影響	63
表4-18 檢定結果彙整	65
表4-19銷售人員外表吸引力、說服策略與消費者人格特質-神經質對純粹性衝動性購買之影響(一般線性模型-單變量變異數分析ANOVA)	68
表4-20銷售人員外表吸引力、說服策略與消費者人格特質-神經質對純粹性衝動性購買之平均數及標準差	68
表4-21銷售人員外表吸引力、說服策略與消費者人格特質-神經質對提醒式衝動性購買之影響(一般線性模型-單變量變異數分析ANOVA)	70
表4-22銷售人員外表吸引力、說服策略與消費者人格特質-神經質對提醒式衝動性購買之平均數及標準差	70
表4-23 多重比較-說服策略對提醒式衝動性購買之影響	71
表4-24銷售人員外表吸引力、說服策略與消費者人格特質-神經質對建議式衝動性購買之影響(一般線性模型-單變量變異數分析ANOVA)	74
表4-25銷售人員外表吸引力、說服策略與消費者人格特質-神經質對建議式衝動性購買之平均數及標準差	74
表4-26銷售人員外表吸引力、說服策略與消費者人格特質-神經質對計劃性衝動性購買之影響(一般線性模型-單變量變異數分析ANOVA)	76
表4-27銷售人員外表吸引力、說服策略與消費者人格特質-神經質對計劃性衝動性購買之平均數及標準差	77
表4-28多重比較-說服策略對計劃性衝動性購買之影響	78
表4-29 分析結果彙整	80
表4-30 銷售人員外表吸引力與說服策略之交互作用對「衝動性購買」之平均數與標準差	83
表4-31銷售人員外表吸引力與說服策略之交互作用對「提醒式衝動性購買」之平均數與標準差	84
表4-32銷售人員外表吸引力與說服策略之交互作用對「計劃性衝動性購買」之平均數與標準差	85

圖目錄

圖1-1 研究流程	7
圖 3-1 本研究之研究架構	29
圖4-1 附加分析之架構圖	66
圖4-2 架構圖	67
圖4-3架構圖	69
圖4-4架構圖	73
圖4-5架構圖	75

 

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