台湾青少年冲动性购买倾向外文翻译.docVIP

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 and 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 buying 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 purchases through product displays and store and package designs(HoyerMaclnnis,1997;Jones et al.,2003).In addition,contemporary marketing innovations, for example,24-hour convenience stores,television shopping channels,and Internet shopping,expand impulsive buying opportunities(KacenLee,2002). Research on impulsive buying has increased during the last decade(Rook Fisher, 1995; Rook Gardner, 1993).Impulsive buying is defined as?an unplanned purchase?that is characterized by?relatively rapid decision-making,and a subjective bias toward immediate possession(RockGardner,1993,p.3).It is described as more arousing,unintended,less deliberate,and more irresistible buying behavior as compared to planned buying behavior (Rook , 1987; Rook Fisher, 1995; Rook Hoch, 1985 ).Further,higher impulsive buyers are likely to be unreflective ,to be emotionally attracted to the object,and to desire immediate gratification(Hoch Loewenstein, 1991; Thompsonet al., 1990). Consistent with research on impulsiveness in the psychology literature,recent studies in marketing assert that the impulsive buyi