本校學位論文庫
CITYU Theses & Dissertations
論文詳情
胡宁
何建欣
商學院
工商管理碩士學位(MBA)課程(中文學制)
碩士
2016
店內氣氛刺激對消費者衝動性購買行為的影響研究 : 以 TASTE 超市為例
A Study of the Impact of In-Store’s Environmental Stimuli on Consumers' Impulse Purchasing Behavior : Take TASTE supermarket as an example
商店氣氛 ; 心境 ; 心境自我調控 ; 店內瀏覽 ; 衝動性購買
Store atmosphere ; Mood ; Mood regulation ; In-store browsing ; Impulsive purchase
本研究以心境調控行為(店內流覽)為聯結點，將情境(店內氣氛)和情感(心境)結合起來，以複合觀點來考察店內刺激對衝動性購買的影響機制。通過對店內氣氛（設計因數、氛圍因數、社交因數）、心境（消極、積極）、心境自我調控（維護、修復）、店內瀏覽、衝動性購買，這五個方面的文獻內容的梳理，分析了目前已有的研究中存在的不足和局限，指出了店內氣氛刺激消費者通過心境影響消費者衝動性購買的具體過程，構成了一個整合過程性模型，並就概念提出了一系列理論假設，輔以實證問卷調查，全面探討了店內氣氛刺激對衝動性購買的影響因數。
通過SPSS 22.0以及Lisrel 8.70實證研究，本文結論歸納為如下幾點：一、商店氣氛(氛圍因數、社交因數、設計因數)刺激對心境反應呈顯著正相關。不同的店內氣氛刺激對心境的影響不同，主要表現為積極心境和消極心境兩個維度。商店氣氛越好，越有利於消費者形成積極的心境。相反，商店氣氛不好，消費者更容易形成消極心理。二、心境通過心境調控動機進而影響店內瀏覽。分析結果顯示心境是店內環境刺激和衝動性購買之間關鍵的仲介變數。心境自我調控動機確實是一個可以測量的變數，並作用於本研究心境和衝動性購買中間。心境是不是可以引發心境自我調控動機是導致心境對衝動性購買影響的重要原因，只有在人們選擇店內瀏覽調控心境的情況下，才有可能產生強烈的衝動性購買慾望。第三、構建的整合模型得到了實證支援。這說明以店內氣氛刺激通過心境、心境自我調控、店內流覽這些仲介變數對衝動性購買的影響研究是科學合理的。整合模型的建立無疑促進了我們更全面地解釋商店氣氛因數如何影響衝動性購買行為。
所以，企業要想在激烈的市場競爭中佔有一席之地，僅僅靠產品品質滿足客戶群體的需求是遠遠不夠的，還要在市場的商店氛圍中下功夫。企業在行銷活動時可以借鑒本文研究的結論，做出真正適合客戶需求的決策，從而在動態的企業競爭中全面把握屬於自己企業的核心競爭力，以達到企業的較高的行銷目標。
通過SPSS 22.0以及Lisrel 8.70實證研究，本文結論歸納為如下幾點：一、商店氣氛(氛圍因數、社交因數、設計因數)刺激對心境反應呈顯著正相關。不同的店內氣氛刺激對心境的影響不同，主要表現為積極心境和消極心境兩個維度。商店氣氛越好，越有利於消費者形成積極的心境。相反，商店氣氛不好，消費者更容易形成消極心理。二、心境通過心境調控動機進而影響店內瀏覽。分析結果顯示心境是店內環境刺激和衝動性購買之間關鍵的仲介變數。心境自我調控動機確實是一個可以測量的變數，並作用於本研究心境和衝動性購買中間。心境是不是可以引發心境自我調控動機是導致心境對衝動性購買影響的重要原因，只有在人們選擇店內瀏覽調控心境的情況下，才有可能產生強烈的衝動性購買慾望。第三、構建的整合模型得到了實證支援。這說明以店內氣氛刺激通過心境、心境自我調控、店內流覽這些仲介變數對衝動性購買的影響研究是科學合理的。整合模型的建立無疑促進了我們更全面地解釋商店氣氛因數如何影響衝動性購買行為。
所以，企業要想在激烈的市場競爭中佔有一席之地，僅僅靠產品品質滿足客戶群體的需求是遠遠不夠的，還要在市場的商店氛圍中下功夫。企業在行銷活動時可以借鑒本文研究的結論，做出真正適合客戶需求的決策，從而在動態的企業競爭中全面把握屬於自己企業的核心競爭力，以達到企業的較高的行銷目標。
In this study, the mood control behavior, designed as the connection point, combined with the situation and the mood as composite view to examine the influencing mechanism of in-store stimulation on impulsive buying. Through reviewing literature about the impulsive purchase, the store atmosphere, the mood , we analyze the shortcomings and limitations of the existing research. According to the previous analyses, we point out specific process about how the atmospheres of store influence impulsive
purchase through the customers’ mood. Through questionnaire survey and empirical analysis to explore whether the store’s environment stimuli have
effect on consumers’ impulse buying behavior.
Through software SPSS 22.0 and Lisrel 8.70 empirical study, we get the following conclusions. Firstly, the results of this study show that the stores’ environment, including atmosphere factors, social factors and design factors was significantly and positively correlated to the customers’ mood. The better stores’ environment, the better customers’ mood will be. Secondly, via system of adjusting mood, customers’ mood will significantly influence customer browsing in the shop. From the results of analysis, we
can find that customers’ mood is an intermediary variable between the store's environmental stimuli and the impulse buying behavior. The stores’
environment has great effect on the customers’ mood. The customers’ mood has great effect on the customer browsing in the shop. The more time customer browsing in the shop, the more chance customer will buy the products. Thirdly, the results show that combining store's environmental stimuli and system of adjusting mood is reasonable and appropriate.Undoubtedly, the establishment of integrative model promotes a complete explanation of how in-store factors affect impulse buying behavior.
Therefore, if companies want to occupy a place in the fierce market competition, they just rely on product quality to meet the needs of customers is not enough, but also need to make an effort in the store atmosphere. The conclusions of this paper can assist managers to work out decisions that meet the demands of customers, so that the enterprises may grasp their core competitiveness in dynamic competitions to reach the higher marketing targets.
purchase through the customers’ mood. Through questionnaire survey and empirical analysis to explore whether the store’s environment stimuli have
effect on consumers’ impulse buying behavior.
Through software SPSS 22.0 and Lisrel 8.70 empirical study, we get the following conclusions. Firstly, the results of this study show that the stores’ environment, including atmosphere factors, social factors and design factors was significantly and positively correlated to the customers’ mood. The better stores’ environment, the better customers’ mood will be. Secondly, via system of adjusting mood, customers’ mood will significantly influence customer browsing in the shop. From the results of analysis, we
can find that customers’ mood is an intermediary variable between the store's environmental stimuli and the impulse buying behavior. The stores’
environment has great effect on the customers’ mood. The customers’ mood has great effect on the customer browsing in the shop. The more time customer browsing in the shop, the more chance customer will buy the products. Thirdly, the results show that combining store's environmental stimuli and system of adjusting mood is reasonable and appropriate.Undoubtedly, the establishment of integrative model promotes a complete explanation of how in-store factors affect impulse buying behavior.
Therefore, if companies want to occupy a place in the fierce market competition, they just rely on product quality to meet the needs of customers is not enough, but also need to make an effort in the store atmosphere. The conclusions of this paper can assist managers to work out decisions that meet the demands of customers, so that the enterprises may grasp their core competitiveness in dynamic competitions to reach the higher marketing targets.
2020
中文
101
致 謝...........................................................................................................II
摘 要......................................................................................................... III
Abstract .......................................................................................................V
圖目錄....................................................................................................... IX
表目錄.........................................................................................................X
第一章 緒論............................................................................................1
1.1 選題背景.......................................................................................1
1.2 研究目標.......................................................................................3
1.3 研究內容及流程...........................................................................3
1.4 選題意義.......................................................................................5
第二章 文獻綜述........................................................................................8
2.1 衝動性購買行為相關研究...........................................................8
2.2 店內氣氛的相關研究................................................................ 26
2.3 心境相關研究............................................................................ 29
2.4 心境自我調控............................................................................ 33
2.5 店內瀏覽相關研究.................................................................... 36
第三章 理論模型及研究假設................................................................. 41
3.1 研究框架.................................................................................... 41
3.2 研究假設.................................................................................... 42
第四章 研究方法與設計......................................................................... 48
4.1 研究對象.................................................................................... 48
4.2 研究工具.................................................................................... 48
4.3 問卷設計 ....................................................................................50
4.4 資料分析方法 ............................................................................52
第五章 資料分析 .....................................................................................54
5.1 描述性統計分析 ........................................................................54
5.2 信度分析 ....................................................................................55
5.3 效度分析 ....................................................................................57
5.4 建立結構方程 ............................................................................59
5.5 以模型路徑係數檢驗假設 ........................................................66
第六章 研究結論與建議 .........................................................................76
6.1 研究討論及結論 ........................................................................76
6.2 研究貢獻 ....................................................................................79
6.3 研究局限及研究展望 ................................................................82
參考文獻 ...................................................................................................84
作者簡歷 ...................................................................................................97
附錄............................................................................................................9
摘 要......................................................................................................... III
Abstract .......................................................................................................V
圖目錄....................................................................................................... IX
表目錄.........................................................................................................X
第一章 緒論............................................................................................1
1.1 選題背景.......................................................................................1
1.2 研究目標.......................................................................................3
1.3 研究內容及流程...........................................................................3
1.4 選題意義.......................................................................................5
第二章 文獻綜述........................................................................................8
2.1 衝動性購買行為相關研究...........................................................8
2.2 店內氣氛的相關研究................................................................ 26
2.3 心境相關研究............................................................................ 29
2.4 心境自我調控............................................................................ 33
2.5 店內瀏覽相關研究.................................................................... 36
第三章 理論模型及研究假設................................................................. 41
3.1 研究框架.................................................................................... 41
3.2 研究假設.................................................................................... 42
第四章 研究方法與設計......................................................................... 48
4.1 研究對象.................................................................................... 48
4.2 研究工具.................................................................................... 48
4.3 問卷設計 ....................................................................................50
4.4 資料分析方法 ............................................................................52
第五章 資料分析 .....................................................................................54
5.1 描述性統計分析 ........................................................................54
5.2 信度分析 ....................................................................................55
5.3 效度分析 ....................................................................................57
5.4 建立結構方程 ............................................................................59
5.5 以模型路徑係數檢驗假設 ........................................................66
第六章 研究結論與建議 .........................................................................76
6.1 研究討論及結論 ........................................................................76
6.2 研究貢獻 ....................................................................................79
6.3 研究局限及研究展望 ................................................................82
參考文獻 ...................................................................................................84
作者簡歷 ...................................................................................................97
附錄............................................................................................................9
1. 王鶴儒，1994，衝動性購買行為之研究。淡江大學，國際企業研究所，碩士論文。
2. 何晶珺，2004，大型綜合超市中擁擠度對消費者情緒與行為的形象研究。 東華大學，企業研究所，博士論文。
3. 沈鵬熠，2011，商店環境刺激對消費這信任及購買意願的影響研究。統計與資訊理論壇，26(7)：91–97。
4. 范秀成，張運來，2006，情感影響衝動性購買的機制研究。社會科學家, 31(2)：148 –151。
5. 林建煌，壯世傑，龔旭元等，2005，消費者行為中衝動性購買的前因與後果之模型探討。 商管科技季刊, 6(1)：47–68。
6. 林玉芳，2001，衝動性特質、社會能見度對規範性評估及衝動性購買行為之影響。國立中央大學，企業管理研究所，碩士論文。
7. 莊貴軍，周南，李福安，2003，情境因素對於顧客購買決策的影響(一個初步的研究)。 數理統計與管理, 23(4)：7–13。
8. 陳銘慧，2002，溝通策略、消費者衝動性特質、產品特質對消費者衝動性消費行為之影響。台灣大學，商學研究所,，博士論文。
9. 黃麗婷，2003，產品情感與自我認同對衝動性購買之影響。國立東華大學，企業管理研究所，碩士論文。
10. 張運來，李建州，2006，消極心情影響衝動性購買過程的實證研究。中國市場學會 2006 年年會暨第四次全國會員代表大會論文集，171–180。
11. 張重昭，1998，顧客購物衝動性與規範性評估對顧客衝動性行為之影響。 行政院國家科學委員會專題研究計畫。
12. Abelson, R. P ., Kinder, D. R., & Peters, M. D. (1982). Affective and semantic component in political person perception. Journal of Personality and Social Psychology, 42:619-630.
13. Agee, T., & Martin, B. S. (2001). Planned or impulse purchase ? How to make effective informercials. Journal of Adverising Research, 11/12 :35-42.
14. Andrade, E. B. (1998). Behavioral consequences of affect : combining evaluative and regulatory properties : [dissertation]. New York: University of Florida.
15. Antonides, G., & Raaij, W. F. (1998). Consumer behavior : a European perspective. New York : John Wiley and Sons.
16. Applebaum, W. (1951). Studying consumer behavior in retail store. Journal of Marketing, 16 : 172-178.
17. Aspinwall, L. G. (1998). Rethinking the role of positive affect in self– regulation. Motivation and Emotion, 22 ( 1 )：1-32.
18. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun : measuring hedonic and utlitarian shopping value. Journal of Consumer Research, 20 : 644-656.
19. Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27 : 184-206.
20. Baker, J. (1986).The Role of the Environment in Marketing Services: The Consumer Perspective. The Services Challenge: Integrating for Competitive Advantage .
21. Baker, J., Parasuranan, A., Grewal, D., & Voss, G. (2002). The Influence of Multiple Store Enviroment Cues on Perceived Merchandise Value and Patronage Intention. Journal of Marketing, 66 (2):120-141
22. Baumeister, R. F. (2002). Yielding to temptation : self–control failure , impulsive purchasing , and consumer behavior. Journal of Cosumer Research, 28: 670-676.
23. Baumeister, R. F., & Heatherton, T. F. (1996). Self–regulation failure : an overviwer. Psychological Inquiry, 7 : 1-15.
24. Bayley, G., & Nancarrow, C. (1998). Impulse purchasing : a qualitative exploration of the phenomenon. Qualitative Market Research : an International Journal, 1 (2) : 99-114.
25. Bearden., & Woodside. (1978). Consumption occasion influence on consumer brand choice. Decision Sciences, 9 (2) : 273-284.
26. Beatty, E. S, & Smith, S. M. (1987). External search effort : an investigation across several product categories. Journal of Consumer Research, 14 :83-95.
27. Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying : modeling its precursors. Journal of Retailing, 74 (2) : 169-191.
28. Belk, R. W. (1975). Situational variables and consumer Behavior. Journalof Consumer Research, 2 ： 157-164.
29. Bellenger, D. N., & Korgaonkar. (1980). Profiling the recreational shopper. Journal of Retailing, 58 ： 58-81.
30. Bellenger, D. N., Robertson, D. H., & Hirschman, E. C. (1978). Impulse buying varies by product. Journal of Advertising Research, 18 ( 6) : 15-18.
31. Bloch, P. H., & Richins, M. L. (1983a). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47 : 69-83.
32. Bloch, P. H., & Richins, M. L. (1983b). Shopping without purchase : an inveatigation of consumer browsing behavior. Advances in Consumer Research, 10 : 389-393.
33. Bloch, P. H., Ridgway, N. M., & Sherrell, D. L. (1986). Consumer search : an extended framework. Journal of Consumer Research, 13 : 119-126.
34. Cialdini, R., & Kenrick, D. (1976). Altruism as hedonism : a social development perspective in the relationship of negative mood state and helping. Journal of Personality and Social Psychology, 34 ( 5 ) ：907-914.
35. Clover, V. T. (1950). Relative importance of impulse buying in retail stores. Journal of Marketing, 25 : 66-77.
36. Cunningham, M. (1979). Weather , mood , and helping behavior : quasi experiments with sunshine samaritan. Journal of Personality and
37. Social Psychology, 37 ( 11 ) : 1947-1956.
38. D'astous, A., Maltais, J., & Roberge, C. (1973). Compulsive buying revisited : a behavioral typology. Journal of Retailing, 49 (1) : 63-76.
39. Dholakia, U. M. (2000). Temptation and resistance : an integrated model of consumption impulse formation and enactment. Psychology and Marketing, 17 ( 11 ) : 955-982
40. Dittmar, H., Beattie, J., & Friese, S. (1995). Gender identity and material symbols : objects and decision considerations in impulse purchases. Journal of Economic Psychology, 16 : 491-511.
41. Donovan, R. J., & Rossiter, J. R. (1982). Store atmophere : an environmental psychology perspective. Journal of Retailing, 58 : 34-37.
42. Engel, J. F, & Blachwell, R. D. (2001). Consumer behavior. New York: Dryden Press.
43. Hair, J., Anderson, R., & Tatham, R. (1992), Multivariate Data Analysis with Readings (2nd ed.), NY: Macmillan.
44. Gardner, M. P. (1985). Mood states in consumer behavior : a critical review. Journal of Consumer Research, 12 : 281-300.
45. Gardner, M. P, & Scott, J. (1990). Product type : a neglected moderator of mood. Advances in Consumer Research, 17 : 585-589.
46. Goldberg, M., & Gorn, G. (1987). Happy and sad TV programs : how they affect reactions to commercial. Journal of Consumer Research, 14 ( 3 ) : 387-403.
47. Goodstein, R. C. (1994). Mood effects in consumer behavior : a unifying theme. Advances in Consumer Research, 21 : 526-529.
48. Gross, J.J. (1998). The emerging field of emotion regulation : an integrative rebehaviour for self–regulation emotions. Review of General Psycholgoy, 2 : 271-299.
49. Grunert, S. C. (1995). A schema–theoretical approach to explain consumption behaviour for self–regulating emotions. Denmark : Odense University: Unpublished draft Odense.
50. Handley, I. M., Lassiter, G. D., Nickell, E. F., & Herchenroder. (2004). Affect and automatic mood maintenance. Journal of Experimental Social Psychology, 40 : 106-112.
51. Han, Y. K., Morgan, G. A., Kotsiopulos. (1991). Impulsive buying behavior of apparel purchasers . Clothing and Textiles Research Journal, 9 (3) :
52. 15-21.
53. Heeler, R. M., & Berneman, C. (1986). Shopper's mood and purchases. Proceedsings of the 15th EMAC–Conference, 595-601.
54. Hill, R. P, & Gardner, M. P. (1987). The buying process : effects of / and on consumer mood states. Advances in Consumer Research, 14 (1) : 408-410.
55. Hoch, S.J, & Loewenstein, G. F. (1991). Time–inconsistent preferences and consumer self–control. Journal of Consumer Research, 17 : 492-506.
56. Holbrook, M. B., & Batra, R. (1987). Assessing the rolr of emotion as mediators of consumer respones to advertising. Journal of Consumer Research, 14 : 404-420.
57. Holman, R. H., & Wilson, R. D. (1982). Temporal equilibrium as a basis for retail shopping behavior. Journal of Retailing, 58 ( 1 ) : 58-81.
58. Hong, E., O'neil. J., & Harold, F. (2001). Construct validation of a trait self–regulation model. International Journal of Psychology, 36 ( 3 ) : 186-194.
59. Howells, K., Day, A., & Wright, S. (2004). Affect , emotions and sex offending psychology. Crime and Law, 10 ( 2 ) :179-195.
60. Isen, A. M., & Shalker, T. (1982). The effect of feeling state in evaluation of positive , neutral , and negative stumuli : when you " accentuate the positive " do you " eliminate the negative ?". Social Psychology Quartely, 45 ( 1 ) : 58-63.
61. Isen, A. M., & Clark, M. S. (1978). Affect , accessibility of material in memory , and behavior : a cognitive loop? Journal of Personality and Social Psychology, 36 : 1-12.
62. Iyer, E. S. (1989). Unplanneds purchasing : knowlege of shopping environment and time pressure. Journal of Retailing, 65 ( 1 ) : 40-57.
63. Jeon, J. (1990). An empiriacal investigation of relationgship between affective states , in–store browsing , and impulse buuying . USA: The University of Alabama.
64. Kacen, P., & Tversky, A. (1981). Prospect theory : an analysis of decision under risk . Perspective in Consumer Behavior ( 3rd ), 204-214.
65. Kaiser, H. F. (1970).A second generation little jiffy . Psychometrika ,2: 263
66. Kaiser, H. F., & Rice, J. (1974). Little Jiffy, Mark IV. Educational and PsychologicalMeasurement, 34 (1), 111-117.
67. Kanfer, F. H., & Grimm, L. G. (1978). Freedom of choice and behavioral change. Journal of Consulting and Clinical Psychology, 46 : 873-878.
68. Klintberg, B., Magnusson, D., & Shalling, D. (1989). Hyperactive behavior in childhood and adult impulsivity : a longitudinal study of male subjects. Personality and Individual Differences, 10 : 43-50.
69. Kollat & Willett, R. P. (1967). Is impulse purchasing behavior. Journal of Marketing Research, 4 : 21-31.
2. 何晶珺，2004，大型綜合超市中擁擠度對消費者情緒與行為的形象研究。 東華大學，企業研究所，博士論文。
3. 沈鵬熠，2011，商店環境刺激對消費這信任及購買意願的影響研究。統計與資訊理論壇，26(7)：91–97。
4. 范秀成，張運來，2006，情感影響衝動性購買的機制研究。社會科學家, 31(2)：148 –151。
5. 林建煌，壯世傑，龔旭元等，2005，消費者行為中衝動性購買的前因與後果之模型探討。 商管科技季刊, 6(1)：47–68。
6. 林玉芳，2001，衝動性特質、社會能見度對規範性評估及衝動性購買行為之影響。國立中央大學，企業管理研究所，碩士論文。
7. 莊貴軍，周南，李福安，2003，情境因素對於顧客購買決策的影響(一個初步的研究)。 數理統計與管理, 23(4)：7–13。
8. 陳銘慧，2002，溝通策略、消費者衝動性特質、產品特質對消費者衝動性消費行為之影響。台灣大學，商學研究所,，博士論文。
9. 黃麗婷，2003，產品情感與自我認同對衝動性購買之影響。國立東華大學，企業管理研究所，碩士論文。
10. 張運來，李建州，2006，消極心情影響衝動性購買過程的實證研究。中國市場學會 2006 年年會暨第四次全國會員代表大會論文集，171–180。
11. 張重昭，1998，顧客購物衝動性與規範性評估對顧客衝動性行為之影響。 行政院國家科學委員會專題研究計畫。
12. Abelson, R. P ., Kinder, D. R., & Peters, M. D. (1982). Affective and semantic component in political person perception. Journal of Personality and Social Psychology, 42:619-630.
13. Agee, T., & Martin, B. S. (2001). Planned or impulse purchase ? How to make effective informercials. Journal of Adverising Research, 11/12 :35-42.
14. Andrade, E. B. (1998). Behavioral consequences of affect : combining evaluative and regulatory properties : [dissertation]. New York: University of Florida.
15. Antonides, G., & Raaij, W. F. (1998). Consumer behavior : a European perspective. New York : John Wiley and Sons.
16. Applebaum, W. (1951). Studying consumer behavior in retail store. Journal of Marketing, 16 : 172-178.
17. Aspinwall, L. G. (1998). Rethinking the role of positive affect in self– regulation. Motivation and Emotion, 22 ( 1 )：1-32.
18. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun : measuring hedonic and utlitarian shopping value. Journal of Consumer Research, 20 : 644-656.
19. Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27 : 184-206.
20. Baker, J. (1986).The Role of the Environment in Marketing Services: The Consumer Perspective. The Services Challenge: Integrating for Competitive Advantage .
21. Baker, J., Parasuranan, A., Grewal, D., & Voss, G. (2002). The Influence of Multiple Store Enviroment Cues on Perceived Merchandise Value and Patronage Intention. Journal of Marketing, 66 (2):120-141
22. Baumeister, R. F. (2002). Yielding to temptation : self–control failure , impulsive purchasing , and consumer behavior. Journal of Cosumer Research, 28: 670-676.
23. Baumeister, R. F., & Heatherton, T. F. (1996). Self–regulation failure : an overviwer. Psychological Inquiry, 7 : 1-15.
24. Bayley, G., & Nancarrow, C. (1998). Impulse purchasing : a qualitative exploration of the phenomenon. Qualitative Market Research : an International Journal, 1 (2) : 99-114.
25. Bearden., & Woodside. (1978). Consumption occasion influence on consumer brand choice. Decision Sciences, 9 (2) : 273-284.
26. Beatty, E. S, & Smith, S. M. (1987). External search effort : an investigation across several product categories. Journal of Consumer Research, 14 :83-95.
27. Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying : modeling its precursors. Journal of Retailing, 74 (2) : 169-191.
28. Belk, R. W. (1975). Situational variables and consumer Behavior. Journalof Consumer Research, 2 ： 157-164.
29. Bellenger, D. N., & Korgaonkar. (1980). Profiling the recreational shopper. Journal of Retailing, 58 ： 58-81.
30. Bellenger, D. N., Robertson, D. H., & Hirschman, E. C. (1978). Impulse buying varies by product. Journal of Advertising Research, 18 ( 6) : 15-18.
31. Bloch, P. H., & Richins, M. L. (1983a). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47 : 69-83.
32. Bloch, P. H., & Richins, M. L. (1983b). Shopping without purchase : an inveatigation of consumer browsing behavior. Advances in Consumer Research, 10 : 389-393.
33. Bloch, P. H., Ridgway, N. M., & Sherrell, D. L. (1986). Consumer search : an extended framework. Journal of Consumer Research, 13 : 119-126.
34. Cialdini, R., & Kenrick, D. (1976). Altruism as hedonism : a social development perspective in the relationship of negative mood state and helping. Journal of Personality and Social Psychology, 34 ( 5 ) ：907-914.
35. Clover, V. T. (1950). Relative importance of impulse buying in retail stores. Journal of Marketing, 25 : 66-77.
36. Cunningham, M. (1979). Weather , mood , and helping behavior : quasi experiments with sunshine samaritan. Journal of Personality and
37. Social Psychology, 37 ( 11 ) : 1947-1956.
38. D'astous, A., Maltais, J., & Roberge, C. (1973). Compulsive buying revisited : a behavioral typology. Journal of Retailing, 49 (1) : 63-76.
39. Dholakia, U. M. (2000). Temptation and resistance : an integrated model of consumption impulse formation and enactment. Psychology and Marketing, 17 ( 11 ) : 955-982
40. Dittmar, H., Beattie, J., & Friese, S. (1995). Gender identity and material symbols : objects and decision considerations in impulse purchases. Journal of Economic Psychology, 16 : 491-511.
41. Donovan, R. J., & Rossiter, J. R. (1982). Store atmophere : an environmental psychology perspective. Journal of Retailing, 58 : 34-37.
42. Engel, J. F, & Blachwell, R. D. (2001). Consumer behavior. New York: Dryden Press.
43. Hair, J., Anderson, R., & Tatham, R. (1992), Multivariate Data Analysis with Readings (2nd ed.), NY: Macmillan.
44. Gardner, M. P. (1985). Mood states in consumer behavior : a critical review. Journal of Consumer Research, 12 : 281-300.
45. Gardner, M. P, & Scott, J. (1990). Product type : a neglected moderator of mood. Advances in Consumer Research, 17 : 585-589.
46. Goldberg, M., & Gorn, G. (1987). Happy and sad TV programs : how they affect reactions to commercial. Journal of Consumer Research, 14 ( 3 ) : 387-403.
47. Goodstein, R. C. (1994). Mood effects in consumer behavior : a unifying theme. Advances in Consumer Research, 21 : 526-529.
48. Gross, J.J. (1998). The emerging field of emotion regulation : an integrative rebehaviour for self–regulation emotions. Review of General Psycholgoy, 2 : 271-299.
49. Grunert, S. C. (1995). A schema–theoretical approach to explain consumption behaviour for self–regulating emotions. Denmark : Odense University: Unpublished draft Odense.
50. Handley, I. M., Lassiter, G. D., Nickell, E. F., & Herchenroder. (2004). Affect and automatic mood maintenance. Journal of Experimental Social Psychology, 40 : 106-112.
51. Han, Y. K., Morgan, G. A., Kotsiopulos. (1991). Impulsive buying behavior of apparel purchasers . Clothing and Textiles Research Journal, 9 (3) :
52. 15-21.
53. Heeler, R. M., & Berneman, C. (1986). Shopper's mood and purchases. Proceedsings of the 15th EMAC–Conference, 595-601.
54. Hill, R. P, & Gardner, M. P. (1987). The buying process : effects of / and on consumer mood states. Advances in Consumer Research, 14 (1) : 408-410.
55. Hoch, S.J, & Loewenstein, G. F. (1991). Time–inconsistent preferences and consumer self–control. Journal of Consumer Research, 17 : 492-506.
56. Holbrook, M. B., & Batra, R. (1987). Assessing the rolr of emotion as mediators of consumer respones to advertising. Journal of Consumer Research, 14 : 404-420.
57. Holman, R. H., & Wilson, R. D. (1982). Temporal equilibrium as a basis for retail shopping behavior. Journal of Retailing, 58 ( 1 ) : 58-81.
58. Hong, E., O'neil. J., & Harold, F. (2001). Construct validation of a trait self–regulation model. International Journal of Psychology, 36 ( 3 ) : 186-194.
59. Howells, K., Day, A., & Wright, S. (2004). Affect , emotions and sex offending psychology. Crime and Law, 10 ( 2 ) :179-195.
60. Isen, A. M., & Shalker, T. (1982). The effect of feeling state in evaluation of positive , neutral , and negative stumuli : when you " accentuate the positive " do you " eliminate the negative ?". Social Psychology Quartely, 45 ( 1 ) : 58-63.
61. Isen, A. M., & Clark, M. S. (1978). Affect , accessibility of material in memory , and behavior : a cognitive loop? Journal of Personality and Social Psychology, 36 : 1-12.
62. Iyer, E. S. (1989). Unplanneds purchasing : knowlege of shopping environment and time pressure. Journal of Retailing, 65 ( 1 ) : 40-57.
63. Jeon, J. (1990). An empiriacal investigation of relationgship between affective states , in–store browsing , and impulse buuying . USA: The University of Alabama.
64. Kacen, P., & Tversky, A. (1981). Prospect theory : an analysis of decision under risk . Perspective in Consumer Behavior ( 3rd ), 204-214.
65. Kaiser, H. F. (1970).A second generation little jiffy . Psychometrika ,2: 263
66. Kaiser, H. F., & Rice, J. (1974). Little Jiffy, Mark IV. Educational and PsychologicalMeasurement, 34 (1), 111-117.
67. Kanfer, F. H., & Grimm, L. G. (1978). Freedom of choice and behavioral change. Journal of Consulting and Clinical Psychology, 46 : 873-878.
68. Klintberg, B., Magnusson, D., & Shalling, D. (1989). Hyperactive behavior in childhood and adult impulsivity : a longitudinal study of male subjects. Personality and Individual Differences, 10 : 43-50.
69. Kollat & Willett, R. P. (1967). Is impulse purchasing behavior. Journal of Marketing Research, 4 : 21-31.
