The Influences of Different Sales

Promotion Methods on Impulsive

Purchase Behavior

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253

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Abstract
Recentlydue to the consuming market competition intensively, retailers often provide
various sales promotion to affect consumers buying more or faster. Besides, when economic
condition achieve a stage of mature, consumers will emphasize the value of sense perception
when they buy goods. In this research, we want to understand sales promotion and product
information affect consumer buying behavior.
The main objectives are as follows: First, to understand the influences of product
information on impulse buying behavior. Second, to understand the influences of different
sales promotion on impulse buying behavior. Third, to understand the influences of impulsive
trait on impulse buying behavior. Finally, to understand if the pattern of impulsive trait will
interfere with product information and sales promotion on impulse buying behavior.
The experiment of this research is designed as 2symbolical and functional product
informationX 2price discount and non-price discountX 2high and low impulsive trait,
the 3-Way ANOVA to testify the proposed hypotheses. The valid samples are 253.
In this research, we have some findings as follows: First, product information symbolizes
status will cause consumers to buy goods impulsively. Second, price discount will cause
consumers more easily to buy goods more impulsively than non-price promotion. Finally,
product information interacts with impulsive trait, high impulsive trait consumers will buy
goods more impulsive and product information that symbolizes functionalism will cause
consumers to buy goods impulsively.

Key Words: product information, sales promotion, impulsive trait, impulsive

buying behavior

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1 .............................. 42

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4- 2 ................................................ 35
4- 3 ............................................ 36
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4- 7 X ................................ 43
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IV

Rook1987

1
2
3
4

1-1

1- 1

Walters, 1978

Mitchell & Boustani, 1994Kotler, 1996

McGuire1976
McGuire
StimulateExposureAttentionComprehension
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1

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threshold level

the lowest threshold

the highest threshold
3
, 1993

Kotler2000
Kotler2000Appeal

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AppealRational appeals
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appeaslMoral appeals1990

1995

Swan Combs1976

1instrumental performance

2expressive performance

Hirschman Holbrook1982
1functional goods
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McGuire1976
cognitive

affective

Kotler2000

1
2
3
McCarthy Perreault1984

Kotler2000

1
2
3

Hartley James1988

Moore Olshavskv1989

Kolter2000

2
3

Kotler2000 12
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4
5
6
7
8
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Champbell Diamond
1990
1

Priya Kim1999

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Stern1962
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, 2001

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Dholakia2000

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1980; Abratt & Goodey, 1990; Steenkamp & Baumgarner, 1992; Baumgartner
& Steenkamp, 1996; Steenkamp, Baumgartner & Wulp, 1996; Shiv &
Fedorikhin, 1999
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, 1993; Dholakia, 2000

Dholakia, 2000
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Beatty & Ferrell 1998
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Hoch & Loewenstein 1991

Rook
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Westbrook & Black 1985, Beatty & Ferrell 1998

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2

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57

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1995Philip Kotler

2. 2003SPSS -

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