臺灣博碩士論文加值系統

網路蓬勃發展，連帶影響消費模式的改變，消費行為逐漸轉移到虛擬且看似儲存空間無限的線上網路商店，帶動了線上購物的商機，也為學術界帶來了新的研究領域。
消費者行為之一的衝動性購物行為，也隨者消費模式的改變而轉移到線上，雖然購物的方式與傳統商店有所差異，但其本質上仍屬相同，不過因衝動性購物能為商店業者帶來極高的利益，因此有關線上型衝動性購物的
研究便快速的增加。
線上購物產業以約兩成的年成長率迅速發展，線上型衝動性購物也因而具有相當可觀的利潤。本研究以CDP模式將消費者的購物流程區分為購買前、中、後三階段，再由衝動性購物的三大特性：單次偶發性、未經計劃性且受到刺激性，加以商品、消費者及環境三種類別，來區分線上型衝動性購物行為的影響因素，探討消費者在購物的流程中，哪些因素會影響消費者決策，並經由線上發放問卷的方式，將影響因素分類至雙因素模式的基本保健因素及促進激勵因素之中。本研究於線上發放問卷，總共回收了247份問卷，而有線上購物經驗且為有效問卷，共有239份。
本研究總結出，大部分雙因素類別之中的因素皆會影響消費者進行決策，保健因素絕大部分以環境因素的提供較為主要，而激勵因素的部分，則是多採取促銷的優惠方案，更能促進消費者進行線上型的衝動性購物，此一原則可以作為線上商店業者的參考。最後在進行比對歸類，確認本研究蒐集的所有因素，給予商店業者不同的建議，讓商店業者能夠依據目前的情況來修改，調整本身商店的基本保健因素，或者是額外提供促進消費者的相關激勵因素，來創造出最高的商業價值。

As the Internet expand so vigorously, it’s also influence the changing of consumption pattern jointly. Consumer behavior has transfer to the virtual and the storage seem boundless of the online shop progressively. It’s not only spur the commercial opportunity to the online buying, but bring the new field of research for the academia.
One of the consumer behavior, the impulse buying, is also transferring to the online domain simultaneously. Although there were some difference between the online buying and the traditional buying, but the essence still the same. Because of impulse buying can bring high profit for the shop dealer, the research of the online impulse buying has increasing rapidly.
In recent years, the industry of online buying has grown quickly, in about twenty percent annual growth rate. So that, online impulse buying can bring substantial profits. In this article, the consumer processes will be separated to three phase: pre-buying, in-buying, and post-buying, by CDP model. Then through the three main characteristics of impulse buying: once, unplanned, stimulated; and commodity, consumer, environment three main category, to distinguish the influencing factors of the online impulse buying. Probing during the consumer processes, which factors could affect consumers making decisions. And via the survey by online, classifying the influencing factors to the hygiene factor and motivation factor of two-factor model .The totally number of survey were 247, and the number of valid questionnaires were 239.
The result of this article, most of these factors could affect consumer making decisions. The hygiene factors mostly provide by the consumption environment, and the motivation factors were effective by implementation of promotions. In the end, by confirm these factors should be classify to which category of two-factor model, these suggest can provide to shop dealer, and the shop dealer can revise or adjust the property of their owned shop based on the situation, to create the maximum commercial value.

誌謝-----------------------------------------------------------------------i
中文摘要-------------------------------------------------------------------ii
英文摘要------------------------------------------------------------------iii
目錄----------------------------------------------------------------------iv
表目錄---------------------------------------------------------------------vi
圖目錄--------------------------------------------------------------------vii
1.緒論---------------------------------------------------------------------1
1.1 研究背景---------------------------------------------------------------1
1.2 研究動機---------------------------------------------------------------2
1.3 研究目的---------------------------------------------------------------5
1.4 研究流程---------------------------------------------------------------5
2.文獻探討------------------------------------------------------------------7
2.1 消費者決策程序模式-----------------------------------------------7
2.1.1 EKB模式-------------------------------------------------------------7
2.1.2 EMB模式-------------------------------------------------------------9
2.2 線上衝動性購物探討-----------------------------------------------9
2.2.1 衝動性購物的定義與類別--------------------------------------------------9
2.2.2 線上型與傳統型衝動性購物的差異-------------------------------------------11
2.3 雙因素模式理論探討-----------------------------------------------12
2.3.1 保健因素-------------------------------------------------------------12
2.3.2 激勵因素-------------------------------------------------------------12
2.3.3 雙因素理論的應用------------------------------------------------------13
2.4 影響線上衝動性購物的因素------------------------------------------13
2.5 消費決策程序之三階段因素歸類---------------------------------------17
3.研究方法------------------------------------------------------------------19
3.1 研究設計---------------------------------------------------------------19
3.1.1 研究對象-------------------------------------------------------------19
3.1.2 資料分析方法----------------------------------------------------------19
3.1.3 研究架構圖------------------------------------------------------------19
3.2 前測-------------------------------------------------------------------20
3.3 正式施測問卷發放---------------------------------------------------------20
3.3.1 正式施測問卷流程設計----------------------------------------------------20
4.資料分析-------------------------------------------------------------------22
4.1 前測資料分析結果---------------------------------------------------------22
4.1.1 前測樣本基本統計資料----------------------------------------------------22
4.1.2 前測問卷填答結果-------------------------------------------------------22
4.2 正式施測問卷資料分析結果---------------------------------------------------24
4.2.1 正式施測問卷樣本基本統計資料----------------------------------------------24
4.2.2 正式施測問卷統計資料分析-------------------------------------------------27
4.2.3 正式施測問卷填答結果分析-------------------------------------------------31
4.3 CDP模式的影響因素排名-----------------------------------------------------36
5.結論----------------------------------------------------------------------38
5.1 管理學術的意涵-----------------------------------------------------------38
5.2 對於實務的建議-----------------------------------------------------------39
5.3 研究貢獻----------------------------------------------------------------39
5.4 研究限制與未來研究建議-----------------------------------------------------40
參考文獻---------------------------------------------------------------------42
附錄一 正式施測問卷------------------------------------------------------------46

[1]楊璧瑜. “線上購物之現況與未來趨勢,”商業發展研究院 2012, Available: http://ciis.cdri.org.tw/files/attachment/0C194614908977601850/%E7%B7%9A%E4%B8%8A%E8%B3%BC%E7%89%A9%E4%B9%8B%E7%8F%BE%E6%B3%81%E8%88%87%E6%9C%AA%E4%BE%86%E8%B6%A8%E5%8B%A2.pdf.
[2]“台灣網路購物規模持續成長,” 經建會 2009, Available: http://www.cepd.gov.tw/m1.aspx?sNo=0012144.
[3]“2010台灣線上購物市場規模3,583億元,” 資策會 2010, Available online at http://www.iii.org.tw/service/3_1_4_c.aspx?id=127).
[4]“推動電子商務產業,” 資策會 2011, Available online at http://www.iii.org.tw/business/2_5_7.asp).
[5]“台灣電子商務發展現況與趨勢,” 資策會 2010 (available online at http://www.mgt.ncu.edu.tw/~ckfarn/doc/20100414_B2C_EC_Taiwan_MIC.pd).
[6]Allport, G. W. Pattern and growth in personality, Holt, Rinehart and Winston, New York, 1961.
[7]Applebaum, W. “Studying Consumer Behavior in Retail Stores,” Journal of Marketing, 16, 10, pp. 172-178, 1951.
[8]Baumeister R. F. “Yielding to temptation: Self-Control Failure, Impulse Purchasing, and Consumer Behavior,” Journal of Consumer Research, 28, 4, pp. 670-676, 2002.
[9]Chung, Y. L. & Wu L. L. “Motivation for Using Search Engines: A Two-Factor Model,” Journal of the American society for information science and technology, 59, 118, pp. 1829-1840, 2008.
[10]Clark, M. S. & Isen A. M. “Toward Understanding the Relationship Between Feeling States and Social Behavior, ” 73–108 in Albert Hastrof and Alice Isen (Ed.), Cognitive Social Psychology , Elsevier / North Holland, New York, 1982.
[11]Cobb, C. J. & Hoyer W. D. “Planned Versus Impulse Purchase Behavior,” Journal of Retailing, 62, 4, pp. 67-81, 1986.
[12]Davis, L. M., Eroglu S. A., & Machleit K. A. “Atmospheric qualities of online retailing A conceptual model and implications,” Journal of Business Research, 54, pp. 177-184, 2001.
[13]Donthu, N. & Garcia A. “The Internet Shopper,” Journal of Advertising Research, pp. 52-58, 1999.
[14]Engel, J. F., Kollat D. T., & Blackwell R. D. Consumer Behavior(4th ed), Holt, Rinehart and Winston, New York, 1982.
[15]Engel, J. F., Miniard P. W., & Blackwell R. D. Consumer Behavior, Cengage Learning, Singapre, 2012.
[16]Gardner, M. P., & Rook D. W. “In the mood: Impulse buyings’ affective antecedents,” In Janeen Arnold-Costa and Russell W. Belk (Eds.), Research in Consumer Behavior 6, Greenwich, CT: JAI press, pp. 1–28, 1993.
[17]Hausman, A. “A multi-method investigation of consumer motivations in impulse buying behavior,” Journal of Consumer Marketing, 17, 5, pp. 403-417, 2000.
[18]Herzberg, F. Work and the nature of man, New York: World Publishing. Chapter 6, pp. 71-91, 1966.
[19]Herzberg, F. “One more time: How do you motivate employees? ,” Havard Bussuness Review, pp. 53-62, 1968.
[20]Herzberg, F. “One more time: How do you motivate employees? ,” Havard Bussuness Review, pp. 109-120, 1987.
[21]Herzberg, F. “One more time: How do you motivate employees?,” Harvard Business Review, pp. 87-96, 2003.
[22]Herzberg, F., Bernard, M.,& Snyderman, B. The motivation towork, Snyderman, New York, 1959.
[23]Hirschman, E.C.,& Holbrook, M.B. “Hedonic consumption: emerging concepts, methods and propositions,” Journal of Marketing, 46, 2, pp. 92-101, 1982.
[24]Hoch, S. J., & Loewenstein G. F. “Time-inconsistent preferences and consumer self-control,” Journal of consumer research, 17, 4, pp. 492-507, 1991.
[25]Kotler, P. “Atmospherics as a Marketing Tool,” Journal of retailing, 49, 4, pp. 48-64, 1974.
[26]Laros, F. J. M., & Steenkamp J. B. E. M. “Emotions in consumer behavior: a hierarchical approach,” Journal of Business Research, 58, 10, pp. 1437-1445, 2005.
[27]Liang, T. P. & Lai, H. J. “Effect of store design on consumer purchase: van empirical study of on-line bookstores,” Information & Management, 39, 4, pp. 431-444, 2002.
[28]Loiacono, E. T., Watson R. T., & Goodhue D. L. “Webqual:A Measure of Website Quality,” American marketing association, 13, 4, pp. 432-438, 2002.
[29]Maddox R. N. “Two-factor Theory and Consumer Satisfaction: Replication and Extension,” Journal of Consumer Research, 8, 1, pp. 97-102, 2013.
[30]Madhavaram, S. R., & Laverie D. A. “Exploring Impulse Purchasing on the Internet,” Advances in Consumer Research, 31, pp. 59-66, 2004.
[31]Martin, D. C. “Performance Appraisals: Demotivation vs. Motivation,” Journal of Leadership and Organizational Effectiveness, 1, 1, pp. 17-30, 2013.
[32]Parboteeah, D. V., Wells J. D., & Valacich J. S. “The Influence of Website Characteristics on a Consumer’s Urge to Buy Impulsively Information Systems Research,” Information Systems Research, 20, 1, pp. 60-78, 2009.
[33]Pashler, H. The psychology of attention, MA: The MIT Press, Cambridge, 1998.
[34]Peck, J., & Childers, T. L. “If I touch it I have to have it: Individual and environmental influenceson impulse purchasing,” Journal of Business Research, 59, pp. 765-769, 2006.
[35]Piron, F. “Defining Impulse Purchasing,” Advances in Consumer Research, 18, pp. 509-514, 1991.
[36]Preece, J., Rogers Y., Sharp, H., Benyon D., Holland S., & Carey T. Human-computer interaction, Reading, MA: Addison-Wesley, 1994.
[37]Rook, D. W. “The buying impulse,” Journal of consumer research, 14, 2, pp. 189-199, 1987.
[38]Stern, H. “he Significance of Impulse Buying Today,” Journal of Marketing, 26, 4, pp. 59-63, 1987.
[39]Timothy, R. H. “A brief tutorial on the development of measures for use in survey questionnaires,” Organizational Research Methods January, 1, 1, pp. 104-121, 1998.
[40]Verhagen, T., & Dolen W. V. “The influence of online store beliefs on consumer online impulse buying: A model and empirical application,” Information & Management, 48, pp. 320-327, 2011.
[41]Vohs, K. D., & Faber R. J. “Spent resources: self-regulatory resource availability affects impulse buying,” Journal of Consumer Research, 33, 4, pp. 537-547, 2009.
[42]Weinburg, P., & Gottwald W. “Impulsive consumer buying as a result of emotions,” Journal of Business Research, 10, pp. 43-57, 1982.
[43]Welles, G. We’re in the habit of impulsive buying, USA Today (May 21), 1986.
[44]Wolman, B. Dictionary of Behavioral Science, Van Nostrand Reinhold, New York, 1973.