消費者的順眼需求：量表發展

Based on the stream of fluency research, this research used a vocabulary with more comprehensive and complete meanings, called “Shunyan” in Chinese language, to explain the inconsistent results in related fluency studies. According to the literature reviews and the initial deep interview results from 40 participants, the possible four components of Need for Shunyan included of Social influence, Culture, Cognition and Emotion. After finishing the establishment of items, this study apply Need for Shunyan scale to the related research areas in impulsive purchase behavior and hedonic/utilitarian products. The results showed the higher need for shunyan a consumer owned, the higher impulsive urge a consumer had whether s/he bought a hedonic or utilitarian product.