台湾青少年冲动性购买倾向【外文翻译】.doc

1、1 外文翻译 原文 AN EXPLORATION OF TAIWANESE ADOLESCENTS IMPULSIVE BUYING TENDENCY Material Source： Adolescence Adolescence 2005 Spring; Vol. 40 (157), pp. 215-23. Author： Chien-Huang Lin and Hung-Ming Lin ABSTRACT The purpose of this study was to examine via a questionnaire the personal characteristics an

2、d impulsive buying tendencies of 15-to 19-year-old Taiwan-ese adolescents.Results indicated that the impulsive buying was significantly associated with gender,age,and amount of pocket money available.Females indicated more impulsive buying than did males,and gradually increased with age.Impulsive bu

3、ying significantly increased with the increase in the amount of pocket money available.Possible extensions of the research in this area are offered. INTRODUCTION Marketers have recognized the significance of impulsive buying.Retailers are continually trying to increase the number of impulsive purcha

4、ses through product displays and store and package designs(HoyerJones et al.,2003).In addition,contemporary marketing innovations, for example,24-hour convenience stores,television shopping channels,and Internet shopping,expand impulsive buying opportunities(Kacen Rook Rook Rook Thompsonet al., 1990

5、). Consistent with research on impulsiveness in the psychology literature,recent studies in marketing assert that the impulsive buying tendency is a distinctive personal trait( Beatty Puri, 1996; Rook Puri,1996; Rook Rook Rook Rook Weun et al.,1998). For adolescents, impulsive behavior has generally

6、 been viewed as counterproductive,and individual differences in impulsiveness were found to be related to a number of socially relevant behaviors,including aggression(Stanford et al.,1995),drug use(Stanford et al.,1996),pregnancy(Jones Rook Wood,1998).Wood(1998)found a non-linear relationship betwee

7、n age and impulsive buying in his United States adult sample.The relationship suggested that impulsive buying should increase slightly from ages 18 to 39,and decline thereafter.This is somewhat consistent with the finding of Bellenger et al.(1978)who noted that shoppers under age 35 were more prone

8、to impulsive buying than those who are older.Also,studies on impulsiveness indicate that young persons score higher on measures of impulsiveness than do older people(Eysenck et al.,1985;Helmers et al.,1995;Rawlings et al.,1995).However,most of those studies were conducted with adult samples.For adol

9、escents,variation in impulsiveness by age may be larger than for adults,since the adolescent development 3 stage is noted for impulsivity(Kahn et al.,2002).However,investigation of impulsive buying by adolescents of different ages would be a valuable contribution to the literature. In addition,impul

10、sive buying is also related to gender(Dittmar et al.,1995),and income(Wood,1998).Similarly,previous studies also were conducted mostly with adult samples;few of them included adolescents.Thus the present studys focus on adolescents should be a valuable addition to the literature. METHOD Samples Usin

11、g a convenient sampling method,514 Taiwan adolescents,ages 15 to 19,participated in this study.All of them were high school or college students in Taiwan. Data Collection A questionnaire containing fourteen items was developed as the survey instrument;it consisted of two sections.The first section c

12、ontained five items to assess personal characteristics of subjects.The second section contained nine items to measure on a five-point Likert scale,the degree of Impulsive buying tendency;these were based orv the work of Rook and Fisher(1995).The Cronbachs alpha coefficient in the present study was 0

13、.85,a satisfactory level of reliability. RESULTS AND DISCUSSIONS Personal Characteristics The five questions in the first section of the questionnaire provided the personal characteristics of the subjects:gender,age,pocket money,part-time job,and sources of family income.Table 1 indicates that the n

14、umber of females was almost equal to that of males.Regarding pocket money available per week(in U.S.dollars),39.5%of the adolescents had less than$13,23.9%had about$13-26,26.5%had about$26-39),and 10.1%has more than$39).Although 16.6%of respondents had a part-time job,the others did not.In addition,

15、58.6%of the adolescents indicated that their man source of pocket money was from both father and mother. Impulsive Buying Tendency Findings from the second section of the questionnaire are listed in Table 2. To explore the differences based on adolescents age in impulsive buying 4 tendency,one-way A

16、NOVA was used(see Table 4.The results revealed a significant effect among 15-19-year-olds(F(4,509)=2.776,p0.05).A post hoc test,LSD test,was used to determine the differences;19-year-olds(Af=26.39)had the highest score on impulsive buying,which was significantly higher than that of the 15-year-olds

17、(M =23.89) and that of the 17-year-olds(M=23.84). These results suggested that impulsive buying,in many cases,gradually increase with age.This indicated that adolescents impulsive buying significantly increased as their pocket money per week increased. CONCLUSIONS The results of the present study in

18、dicate that personal characteristics such as gender,age,and pocket money,were associated with adolescents impulsive buying tendency among Taiwanese adolescents.It is interesting to note that female adolescents engage in more impulsive buying than do males,and the tendency gradually increases between

19、 ages 15 to 19.In addition,when adolescents had more pocket money,impulsive buying significantly increased. Adolescents impulsive buying is particularly important since they are increasingly exposed to innovative marketing strategies.It is recommended that educators pay greater attention to this tre

20、nd and develop guidelines to help adolescents spend money more effectively.Future research needs to explore the causes of impulsive buying and its related behaviors for adolescents. 译文 台湾青少年冲动性购买倾向 资料来源 : Adolescence Adolescence 2005 Spring; Vol. 40 (157), pp. 215-23. 作者 ： Chien-Huang Lin and Hung-M

21、ing Lin 1 摘要 本研究的目的是审查通过问卷调查的个人特质与冲动性购买的 15至 19岁的台湾青少年的倾向。结果表明，冲动性购物显着的与性别，年龄，以及提供相关的可用的零用钱金额有关。更多的女性表示，比起男性冲动性购买，并逐步随着年龄增加。冲动性购买显着增加，在现有 的数量增加零用钱。该研究的可能是在这一领域的扩展提供。 5 2 简介 营销人员已经认识到冲动性购买的重要性。零售商们不断努力，通过产品展示和储存数量和包装设计来增加购买冲动 (HoyerJones et al.,2003)。此外，现代市场营销创新，例如， 24小时便利店，电视购物频道，网上购物，冲动性购买的机会扩大 (Ka

22、cen Rook Rook Rook Thompsonet al., 1990)。 在心理学与文学的研究结果一致，浮躁情绪，市场营销最近的研究断言，冲动性购买倾向是鲜明的个人特质 (Beatty Puri,1996; Rook Puri,1996;RookRook Rook Rook Weun et al.,1998)。 对青少年 ,一时冲动行为普遍被视为适得其反 ,在冲动的个体差异被认为是与社会相关的行为，包括侵略 (Stanford et al.,1995)，药物使用 (Stanford et al.,1996），怀孕 (Jones Rook Wood,1998)。伍德（ 1998）发现在

23、他的美国成人样本年龄与冲动性购买的非线性关系。这种关系表明，冲动性购买应略有增加 18至 39岁，不再推展。这是有点符合 Bellenger et al.(1978)的观点，他们指出 35岁的购物者比那些年长的更容易冲动购买。此外，在冲动的研究表明，青少年的冲动措施得分高于年长者所做的 (Eysenck et 6 al.,1985;Helmers et al.,1995;Rawlings et al.,1995)。但在多数情况下 ,那些研究采用成人样品对青少年因年龄的冲动 ,变化要比成人的青少年发展阶段 ,因为是注意冲动 (Kahn et al.,2002)。而按不同年龄段青少年的冲动性购买的

24、调查，将会是对文献的一个宝贵的贡献。 此外 ,冲动性购买也关系到性别 (Dittmar et al.,1995)和收入(Wood,1998)。同样，过去的研究也进行了大部分的成人样本，其中包括一些青少年。因此 ,本研究将专注于青少年应是很有价值 的文献。 3 方法 3.1 样本 使用方便取样的方法，年龄在 15到 19岁间的台湾青少年 ,参与了本研究。他们均是台湾的高中或大学的学生。 3.2 数据采集 一个调查问卷包含 14个项目将要被用为调查工具 ;它主要包括两个部分。第一部分包含五个项目，以评估对象的个人特征。第二部分包含九个项目来衡量一个五点李克特量表，冲动性购买倾向的程度，这些是对 R

25、ook a 和 Fisher (1995)的工作的基础。量表的阿尔法系数在目前的研究中为 0.85,令人满意的业务水平的可靠性。 4 结果与讨论 4.1 个人特性 在问卷的 第一部分中的五个问题提供了主体的个人特征：性别，年龄，口袋里的钱，兼职工作，家庭收入来源。表 1表明 ,女性的数量几乎等同于男性。至于每周零用钱可用（美元） 39.5的青少年有少于 $ 13,23.9的约13-26,26.5了约 26-39）， 10.1，已超过 39美元）。尽管 16.6的受访者有兼职工作，其他人则没有兼职工作。此外， 58.6的青少年表示，他们的零用钱人源来自父亲和母亲。 4.2 冲动的购买倾向 从调查

26、问卷的第二部分结果如所列“我买东西，如何根据我在此刻的心情”达到了最高的平均得分（平均 3.85，标准差 = 0.92），该项目“现在购买，想想以后“有购买倾向的冲动平均得分最低（平均 2.20，标准差 = l.Ol）。 4.3 个人之间的关联特性与冲动性购买倾向 分析结果显示，不同性别消费者购买冲动显着性差异（ t = 2.13， p值小于 0.05）。 为了探讨青少年在冲动性购买倾向基于年龄的差异，单向方差分析，用（见7 表 4的结果显示在 15-19岁间 (F(4,509)=2.776,p0.05 重大影响）。一个事后检验， LSD检验，被用来确定差异 ; 19岁（ Af= 26.39）

27、有冲动购买的最高得分，显着高于 15岁高（ M= 23.89 ）和 17岁的（ M = 23.84）。 这些结果表明，冲动性购买，在许多情况下，随着年龄的逐渐增加。这表明，青少年的冲动性购买明显增高，其每周的零用钱增加。 5 结论 本研究结果表明，如性别，年龄，和零用钱个人特征，均与青少年之间的台湾青少年的冲动性购买倾向有关。有趣的是注意到，女性青少年从事更比男性冲动性购买，并逐渐增加的趋势， 15至 19岁之间。此外，当青少年有更多的零用钱，冲动性购买明显增加。 青少年的冲动性购买特别重要，因为它们正日益受到创新的营销策略。建议教育工作者 更加重视这一趋势，并制定准则，以帮助青少年更有效地花钱。未来的研究需要探索的冲动性购买和青少年及其相关行为的原因。