臺灣博碩士論文加值系統

不少消費者在線上購物是出於一時衝動，然而線上衝動性購買目前的因素仍有待探索，本研究嘗試採用產品因素和產品展示因素作為外部的誘因，企圖刺激受試者的情緒反應，觀察能否促使消費者產生衝動性購買的驅力。使用2x2x2實驗室實驗法來驗證提出的假說，區分為產品類型(享樂性/實用性)、產品展示形式(虛擬產品體驗/靜態圖片)和產品涉入(高/低)。並引用環境心理學的刺激-個體-回應架構，檢視以上述因素作為前因，對消費者的情緒反應影響，以及情緒對衝動性購買之驅力的影響，而本研究並沒有實際衡量衝動性購買行為。
本研究分別以MANOVA及PLS驗證研究模型，結果顯示產品展示只有在實用性產品的情境中，以虛擬產品體驗呈現比使用靜態圖片呈現引起較多愉悅感覺，而產品類型只有在靜態圖片情境中，享樂性產品較實用性產品引起較多的愉悅感覺。產品涉入會干擾產品類型與愉悅及激發之間的關係。研究也發現愉悅和激發對衝動性購買之驅力有正向影響。衝動性購買傾向對愉悅及激發對衝動性購買之驅力之間的關係無干擾效果。本研究延伸了線上衝動性購買至產品層面。

Currently, there are many factors need to be explored with online impulse buying. This research proposes two factors (i.e., “product type” and “product presentation format”) to affect consumer’s emotion and urge to buy impulsiveness. We conducted a 2x2x2 laboratory experiment to test our hypotheses that include product type (hedonic and utilitarian), product presentation format (virtual product experience and static image) and product involvement (high and low). Our Research Model based on the Stimulus-Organism-Response framework(S-O-R) from environmental psychology. The product types and product presentation formats as antecedents of S-O-R framework, that affect consumer’s emotional response and emotional response affect urge to buy impulsiveness. We employed MANOVA and PLS to test our model.

目錄 I
圖目錄 III
表目錄 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 衝動性購買 6
第二節 產品展示形式 5
第三節 產品類型 17
第四節 環境對情緒反應的刺激 19
第五節 衝動性購買之驅力 21
第六節 個人因素 22
第三章 研究模型與假說 24
第一節 產品展示對情緒的影響 24
第二節 產品類型－享樂性與實用性產品對情緒的影響 25
第三節 產品類型與產品展示型式的交互作用 26
第四節 產品涉入的干擾作用 26
第五節 情緒反應與衝動性購買之驅力的關係 27
第六節 衝動性購買傾向的干擾作用 28
第四章 研究方法 29
第一節 前測 29
第二節 實驗網站設計 30
第三節 前導測試 31
第四節 實驗過程 32
第五章 資料分析 33
第一節 受試者資訊 33
第二節 變數測量 33
第三節 操弄性檢驗 34
第四節 假說檢驗 34
第五節 情緒對衝動性購買之驅力的效果 38
第六章 結論與建議 42
第一節 研究結論 42
第二節 學術上之貢獻 43
第三節 實務上之建議 44
第四節 研究限制與未來研究建議 45
參考文獻 47
附錄一：操作型定義與問卷題項彙整表 54
附錄二：實驗網站設計 55
附錄三：實驗流程及注意事項 56
附錄四：參與研究同意書 61
附錄五：實驗徵人公告 62
附錄六：實驗通知 63
附錄七：實驗提醒函 64
附錄八：前測問卷 65
附錄九：研究問卷 68

1.Abratt, R., & Goodey, S. D. (1990). Unplanned buying and in-store stimuli in supermarkets. Managerial and Decision Economics, 11(2), 111-121.
2.Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., & Morimoto, M. (2003). Effects of media formats on emotions and impulse buying intent. Journal of Information Technology, 18(4), 247-266.
3.Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
4.Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., et al. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. The Journal of Marketing, 61(3), 38-53.
5.Batra, R., & Ahtola, O. (1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170.
6.Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169-191.
7.Bellenger, D. N., Robertson, D. H., & Hirschman, E. C. (1978). Impulse buying varies by product. Journal of Advertising Research, 18(6), 15-18.
8.Bezjian-Avery, A., Calder, B., & Iacobucci, D. (1998). New media interactive adverting vs. traditional advertising. Journal of Adverting Research, 38(4), 23-32.
9.Bloch, P. H., & Bruce, G. D. (1984). Product Involvement as leisure behavior. Advances in Consumer Research, 11, 197-202.
10.Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
11.Chiou, J. S., & Ting, C. C. (2011). Will you spend more money and time on internet shopping when the product and situation are right? Computers in Human Behavior, 27(1), 203-208.
12.Clover, V. T. (1950). Relative importance of impulse-buying in retail stores. Journal of Marketing, 15(1), 66-70.
13.Crawford, G., & Melewar, T. C. (2003). The Importance of impulse purchasing behavior in the international airport environment. Journal of Consumer Behavior, 3(1), 85=98.
14.Crowley, A. E., Spangenberg, E. R., & Hughes, K. R. (1992). Measuring the hedonic and utilitarian dimensions of attitudes toward product categories. Marketing Letters, 3(3), 239-249.
15.Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71.
16.Dholakia, U. M. (2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955-982.
17.Dittmar, H., Beattie, J., & Friese, S. (1996). Objects, decision considerations and self-image in men's and women's impulse purchases. Acta Psychologica, 93(1-3), 187-206.
18.Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere and purchasing behavior. 58, 1.
19.Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3).
20.Donthu, N., & Garcia, A. (1999). The internet shopper. Journal of Advertising Research, 39(3), 52-58.
21.Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1968). Consumer behavior. New York: Holt, Rinehart & Winston.
22.Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177-184.
23.Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology and Marketing, 20(2), 139-150.
24.Fiore, A. M., Jin, H., & Kim, J. (2005). For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology & Marketing, 22(8), 669-694.
25.Fiore, A. M., Kim, J., & Lee, H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19(3), 38-53.
26.Gardner, M. P., & Rook, D. W. (1988). Effects of impulse purchases on consumers' affective states. Advances in Consumer Research, 15(1), 127-130.
27.Gerbing, D. W., Ahadi, S. A., & Patton, J. H. (1987). Toward a conceptualization of impulsivity: Components across the behavioral and self-report domains. Multivariate Behavioral Research, 22(3), 357-379.
28.Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. The Journal of Marketing 46(3), 92-101.
29.Hoch, S. J., & Deighton, J. (1989). Managing what consumers learn from experience. Journal of Marketing, 53(2), 1-20.
30.Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. The Journal of Consumer Research, 9(2), 132-140.
31.Janiszewski, C. (1998). The influence of display characteristics on visual exploratory search behavior. Journal of Consumer Research, 25(3), 290-301.
32.Jeffrey, S. A., & Hodge, R. (2007). Factors influencing impulse buying during an online purchase. Electron Commerce Research, 7(3-4), 367-379.
33.Jiang, Z., & Benbasat, I. (2005). Virtual product experience: Effects of visual and functional control of products on perceived diagnosticity and flow in electronic shopping. Journal of Management Information Systems, 21(3), 111-147.
34.Jiang, Z., & Benbasat, I. (2007a). Investigating the influence of the functional mechanisms of online product presentations. Information Systems Research, 18(4), 454-470.
35.Jiang, Z., & Benbasat, I. (2007b). The effects of presentation formats and task complexity on online consumers' product understanding. MIS Quarterly, 31(3), 475-500.
36.Jiang, Z., Chan, J., Tan, B. C. Y., & Chua, W. S. (2010). Effects of interactivity on website involvement and purchase intention. journal of Association for Information Systems, 11(1), 34-59.
37.Jones, M. A., Reynolds, K. E., Weun, S., & Beatty, S. E. (2003). The product-specific nature of impulse buying tendency. Journal of Business Research, 56(7), 505-511.
38.Kacen, J. J., & Lee, J. A. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of Consumer Psychology, 12(2), 163-176.
39.Kempf, D. S. (1999). Attitude formation from product trial: distinct roles of cognition and affect for hedonic and functional products. Psychology & Marketing, 16(1), 35-50.
40.Kempf, D. S., & Smith, R. E. (1998). Consumer processing of product trial and the influence of prior advertising: a structural modeling approach. Journal of Marketing Research, 35(3), 325-338.
41.Kim, J., & Forsythe, S. (2008). Adoption of Virtual Try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45-59.
42.Kim, M., & Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychology & Marketing, 25(2), 146-178.
43.Kollat, D. T., & Willett, R. P. (1967). Customer impulse purchasing behavior. Journal of Marketing Research, 4(1), 21-30.
44.Kollat, D. T., & Willett, R. P. (1969). Is impulse purchasing really a useful concept for marketing decisions. Journal of Marketing, 33(1), 79-83.
45.Kotler, P. (1974). Atmospherics as a Marketing Tool. Journal of Retailing, 49(4), 48-64.
46.Kotler, P. (1998). Marketing management. Englewood Clirts, NJ: Prentice Hall.
47.Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223.
48.Koufaris, M., Kambil, A., & LaBarbera, P. A. (2001). Consumer behavior in web-based commerce: An empirical study. International Journal of Electronic Commerce, 6(2), 115-138.
49.Lai, Y. L., Kuan, K. K. Y., Hui, K. L., & Liu, N. (2009). The effects of moving animation on recall, hedonic and utilitarian perceptions, and attitude. IEEE Transactions on Engineering Management, 56(3), 468-477.
50.LaRose, R. (2001). On the negative effects of e-commerce: A socio cognitive exploration of unregulated on-line buying. Journal of Computer Mediated Communication, 16(3). Retrieved from
http://unpan1.un.org/intradoc/groups/public/documents/apcity/unpan013615.pdf
51.Lee, G. Y., & Yi, Y. (2008). The effect of shopping emotions and perceived risk on impulsive buying: The moderating role of buying impulsiveness trait. Seoul Journal of Business, 14(2), 68-92.
52.Luo, X. (2005). How does shopping with others influence impulsive purchasing? Journal of Consumer Psycholofy, 15(4), 288-294.
53.Madhavaram, S. R., & Laverie, D. A. (2004). Exploring impulse purchasing on the internet. Advances in Consumer Research, 31(1), 59-66.
54.Mattilaa, A. S., & Wirtzb, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. 77(2), 273-289.
55.McGoldrick, P. J., Betts, E. J., & Keeling, K. A. (1999). Antecedents of spontaneous buying behavior during temporary markdowns. Advances in Consumer Research, 26, 26-33.
56.Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, MA: Massachusetts Institute of Technology.
57.Mummalaneni, V. (2005). An empirical investigation of Web site characteristics, consumer emotional states and on-line shopping behaviors. Journal of Business Research, 58(4), 526-532.
58.Nisbett, R., & Ross, L. (1980). Assigning weights to data: The "vividness criterion". In R. Nisbett & L. Ross (Eds.), Human Inference: Strategies and Shortcomings of Social Judgment (pp. 43-62): Prentice-Hall, Englewood Cliffs.
59.Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53.
60.Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer's urge to buy impulsively. Information Systems Research, 20(1), 60-78.
61.Park, C. W., & Moon, B. J. (2003). The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type. Psychology and Marketing, 20(11), 977-997.
62.Park, J., Lennon, S. J., & Stoel, L. (2005). On-line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing 22(9), 695-719.
63.Park, J., Stoel, L., & Lennon, S. J. (2008). Cognitive, affective and conative responses to visual simulation: The effects of rotation in online product presentation. Journal of Consumer Behaviour, 7(1), 72-87.
64.Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 114-143.
65.Piron, F. (1991). Defining impulse purchasing. Advances in Consumer Research, 18(1), 509-514.
66.Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199.
67.Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying. Journal of Consumer Research, 22(3), 305-313.
68.Rook, D. W., & Gardner, M. P. (1993). In the mood: Impulse buyings' affective antecedents. In Arnold-Costa & R. W. Belk (Eds.), Research in Consumer Behavior (pp. 1-28). Greenwich, CT: JAI Press.
69.Rook, D. W., & Hoch, S. J. (1985). Consuming impulses. Advances in Consumer Research, 12(1), 23-27.
70.Russell, J. A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38(2), 311-322.
71.Sautter, P., Hyman, M. R., & Lukošius, V. (2004). E-tail atmospherics: a critique of the literature and model extension. Journal of Electronic Commerce Research, 5(1), 14-24.
72.Schlosser, A. E. (2003). Experiencing products in the virtual world: The role of goal and imagery in influencing attitudes versus purchase intentions. Journal of Consumer Research, 30(2), 184-198.
73.Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Impulse buying and variety seeking: A trait-correlates perspective. Journal of Business Research, 63(3), 276-283.
74.Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. Journal of Consumer Research, 26(3), 278-292.
75.Sloot, L. M., Verhoef, P. C., & Franses, P. H. (2005). The impact of brand equity and the hedonic level of products on consumer stock-out reactions. Journal of Retailing, 81(1), 15-34.
76.Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59-62.
77.Steuer, J. (1992). Defining virtual reality: dimensions determining telepresence. Journal of Communication, 42(4), 73-93.
78.Stone, R. N. (1984). The marketing characteristics of involvement. Advances in Consumer Research, 11(1), 210-215.
79.Strahilevitz, M. (1999). The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand. Journal of Consumer Psychology, 8(3), 215-241.
80.Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: how well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434-446.
81.Suh, J. C., & Yi, Y. (2006). When Brand Attitudes Affectthe Customer Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement. Journal of Consumer Psycholofy, 16(2), 145-155.
82.User Interface Engineering. (2001). What causes customers to buy on impulse? Retrieved May 28, 2011, from
http://www.uie.com/publications/whitepapers/ImpulseBuying.pdf
83.Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarianDimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.
84.Wells, J. D., Parboteeah , D. V., & Valacich, J. S. (2011). Online impulse buying understanding the interplay between consumer impulsivenessand website quality. journal of Association for Information Systems, 12(1), 32-56.
85.West, J. (1951). Results of two years of study into impulse buying. Journal of Marketing, 15(3), 362-363.
86.Wu, C. S., Cheng, F. F., & Yen, D. C. (2008). The atmospheric factors of online storefront environment design: An empirical experiment in Taiwan. Information & Management, 45(7), 493-498.
87.Zaichkowsky, J. L. (1986). Conceptualizing Involvement. Journal of Advertising Research, 15(2), 4-14.
88.Zaichkowsky, J. L. (1987). The emotional affect of product involvement. Advances in Consumer Research Volume, 14, 32-35.
89.Zaichkowsky, J. L. (1995). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
90.Zhang, X., Prybutok, V. R., & Koh, C. E. (2006). The role of impulsiveness in a TAM-based online purchasing behavior model. Information Resources Management Journal, 19(2), 54-68.
91.Zhang, X., Prybutok, V. R., & Strutton, D. (2007). Modeling influences on impulse purchasing behaviors during online marketing transactions. Journal of Marketing Theory and Practice, 15(1), 79-89.
92.Zhou, L., & Wong, A. (2003). Consumer impulse buying and in-store stimuli in chinese supermarkets. Journal of International Consumer Marketing, 16(2), 37-53.