消費者衝動性購買現象日漸普及，且隨者社會的變遷，影響因素 會比以往更加複雜。而文獻當中，會影響衝動性購買的因素為「外 在環境的刺激」或「情境因素」 ，欠缺探討品牌形象是否會影響 衝動性購買，而品牌形象是影響消費者品牌決策的重要影響因素， 因此本研究探討運動品牌之品牌形象對衝動性購買間影響程度。 本研究以結構式問卷，以中國文化大學商學院學生為抽樣來源， 採自我管理方式便利抽樣收集資料。本研究共發出 500 份問卷， 61 份為無效問卷，回收有效問卷為 439，問卷有效回收比率為 87.8%。本研究以 SPSS19.0 版，分析品牌形象與衝動性購買間的 關係。分析內容包括敘述性統計、信度分析、相關分析、複迴歸 分析等方法。 本研究的研究結果發現，品牌形象對衝動性購買具有正向的影響 關係。根據研究結果，本研究提出管理意涵與未來研究建議。
Consumer impulse buying is becoming popular, and with the social changes, the antecedents of impulse buying have been more complicated and diverse than ever. In the extant literature, the antecedents have been focused on external environment factors or situational factors. The purpose of this study is to investigate the relationship between brand image and impulse buying. Brand image has been shown to be an important product attributes affecting consumer brand decision making. Using the students of College of Business at Chinese Culture University as data source, 500 structured questionnaires were distributed with a convenient sampling method and conducted in a self-administered manner. Four hundred and thirty-nine valid questionnaires were returned. The response rate is 87.8%. Statistical analytical software SPSS V19.0 were used for statistical analysis, including descriptive statistics, reliability analysis, correlation analysis, and multiple regression analysis.
The results show that brand image has a positive effect on impulse buying, therefore this study puts forward relevant managerial and theoretical implications.
