臺灣博碩士論文加值系統

網路購物平台的普及，造成網路購物成為大多消費者採買之途徑；商家的行銷手段及促銷方式多元化，使消費者出現購物上的不當行為。傳統的經濟學中，消費者建立在「完全理性」的基礎上，並認為消費者追求最大利益，美國經濟學家Richard H. Thaler對「完全理性」的假設產生質疑，並將心理學、社會學等研究方法導入經濟學中，將「非理性行為」設為研究對象，故本研究以消費者的角度去探討消費者在網路購物的不當行為。
本文目的為探討網路購物影響消費者之不當行為的變量。消費者不當行為是描述消費者在購物前沒有任何意圖或計劃會購買，而消費者受到商家所傳達的資訊影響，導致消費者的購物衝動或不當行為。本研究試圖分析從人格因素的內部影響、商家環境的外部刺激、人口統計學及自我控制理論，並提取出各種變量對消費者不當行為的影響；定量問卷用於衡量參與者的回答，本研究採用的統計分析方法是SPSS軟件中的因子分析。
研究結果發現定價策略、商店特徵、情景因素及促銷活動等因素，促使消費者的不當行為正在大幅上升；本研究針對影響衝動性消費的因素，並結合自我控制理論中的慾望及意志間的拉扯，進而探討消費者不當行為的產生，以期能作為未來國內商家規劃行銷策略及促銷手段之參考。

The online trading platform is quite popular, consumers get products through the platform. Consumers make misbehaving consumption due to sales methods and promotion methods. In traditional economics, consumers are considered completely rational, and think that consumers like to pursue the greatest benefit of the individual. American economist Richard H. Thaler questions the hypothesis of "complete rationality", he considers psychological and social factors as factors cause consumer misbehaving, and set "irrational behavior" as the research object. Therefore, this study explores consumer’s misbehaving in online shopping through the perspective of consumers.
Consumer misbehaving describe of consumer’s behavior no intention to purchase. The message conveyed by the merchant affects consumers and leads to improper consumer behavior. This study attempts to analyze the internal influences of personality factors, external stimuli of business environment, demographics, and self-control theory. The statistical analysis method used in this study is the factor analysis in SPSS software, extracting the effects of various variables on consumer misbehaving in the results.
The results of the study found that pricing strategies, store characteristics, contextual factors, and promotional activities have contributed to the dramatic increase in consumer misbehaving. This study focuses on the factors that influence impulse consumption, and combines the desire and determination in self-control theory, then the result explores the generation of consumer misbehaving. It can be used as a reference for future domestic business planning marketing strategies and promotion methods.

第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 4
1.4 研究流程 5
第二章 文獻探討 6
2.1 不當行為 6
2.1.1 現狀偏見 9
2.1.2 損失厭惡 11
2.1.3 不符經濟行為之原理 14
2.2 衝動性消費 17
2.2.1 衝動性消費定義 18
2.2.2 影響衝動購買的因素 24
2.2.2.1 外部刺激和及影響 24
2.2.2.2 內部刺激 39
2.2.2.3 人口統計學和社會文化因素 46
2.3 自我控制 48
2.3.1 時間不一致性 50
2.3.2 慾望 56
2.3.3 意志 58
第三章 研究方法 64
3.1研究架構及變量定義 64
3.2 問卷設計 67
3.3 研究假說 68
3.4樣品和樣品量 69
3.5 統計分析方法 70
3.6 問卷前測 71
第四章 資料分析與研究結果 73
4.1 問卷回收與基本資料之分析 73
4.2. 各構面之均質 75
4.3 問卷信、效度分析 76
4.3.1 信度分析 76
4.3.2 效度分析 77
4.4 迴歸分析 80
4.5 假說檢定結果 82
4.6 研究分析與結果 83
第五章 結論與建議 85
5.1 結論 85
5.3 管理意涵 89
5.4 未來研究建議 89
參考文獻 90

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中文部分
王鶴儒 (1994)，衝動性購買行為之研究。出版之碩士論文，淡江大學國際企業研究所碩士論文，新北市。
李志鴻 (1997)，規範性評估，價格水準對衝動購買行為之影響。出版之碩士論文，台灣大學商學研究所碩士論文，台北市。
陳銘慧 (2002)，溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響。出版之博士論文，台灣大學商學研究所博士論文，台北市。
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