臺灣博碩士論文加值系統

衝動性購買是現今消費者普遍具有的一種消費行為模式，而現代人容易喜新厭舊的個性，了解消費者發生衝動性購買行為後會再次進行購買的意願程度是很重要的。而影響消費者的衝動性購買行為有外在行銷刺激、情境因素與內在的衝動性購買傾向，本研究將以資訊性口碑關聯影響、產品的稀少性、消費者的獨特性需求、知覺價值、確認程度、滿意度來了解引發消費者衝動性購買後的再次購買意願。本研究認為決定消費者的內在需求之動機也是需要受到關注的，因此也納入自我決定理論中的基本心理需求(自主性、勝任感和關聯性)一併探討，也加入衝動性購買傾向作為分組依據，了解到消費者自身的衝動性購買傾向是否會影響到消費者再購的意願。
由於消費者都曾有過衝動性購買經驗且購買的產品品項、種類過多，因此請受測者回想最近一次或是印象最深刻的衝動性購買經驗來試圖了解消費者的內心感受。本研究使用問卷調查法來進行研究，總共回收有效問卷719份，有效回收率為98.9%，資料分析方法採用因素分析法、因果關係檢定、多群組分析和重要性與績效的矩陣分析，藉此說明變數之間的關係。
研究結果證實產品的稀少性會正向地顯著影響消費者的獨特性需求，但獨特性需求卻不會正向地顯著影響到知覺價值；知覺價值會受到確認程度、產品稀少性的正向顯著影響，且正向地顯著影響到滿意度與再購意願；確認程度與知覺價值會正向地影響到滿意度；資訊性口碑關聯影響和勝任感會正向地影響到再購意願。而本研究也使用多群組分析來檢驗高衝動性購買傾向與低衝動性購買傾向在本研究模型中是有呈現顯著地差異，結果顯示出並無顯著差異。在重要性與績效分析矩陣分析中，也可得知滿意度、確認程度、勝任感需求與知覺價值皆對再購意願有顯著的重要性存在。最後，本研究將針對其研究分析結果與結論提出管理意涵與未來研究建議，以期望後續研究者可以作為參考。

Impulse purchase is a common consumer behavior phenomenon nowadays. However, impulse purchase cannot guarantee the further repurchase. It is important to understand whether consumers are willing to make repurchases after an impulse purchase. External marketing incentives, situational factors and consumer’s impulse purchase tendency can affect consumers impulse purchase behavior. This study uses Informational Word of mouth Relatedness Influence, Product Scarcity, Consumer’s Need for Uniqueness, Perceived Value, Confirmation, Satisfaction to understand the factors that trigger the repurchase intention after the consumers impulse purchase. This study considers that it is also important to understand the motivation affecting consumers internal needs. Therefore, this study decided to incorporate the basic psychological needs (Autonomy, Competence and Relatedness) in Self-Determination Theory. Additionally, this study added impulse purchase tendency as a basis for grouping, in order to understand whether the consumers impulse purchase tendency will affect the consumers repurchase intention. In this study, questionnaire survey was performed to collect data, a total of 719 samples, and analyze data through Factor Analysis, Causality Test, PLS Multi-Group Analysis (PLS-MGA), and Importance-Performance Matrix Analysis.
The research results show that the Product Scarcity can positively affect consumer’s needs for uniqueness. However, consumer’s needs for uniqueness can’t significantly affect perceived value positively. Perceived value is positively affected by confirmation and product scarcity, and positively affects satisfaction and repurchase intentions. Confirmation and Perceived Value positively affect satisfaction. Informational word of mouth relatedness influence and competence positively affect repurchase intention.
The study also test the difference between high impulse purchase tendency and low impulse purchase tendency, but the analytical results showed no significant difference between the aforementioned two groups through PLS-MGA. Through the Importance-Performance Matrix Analysis, satisfaction, confirmation, competence and perceived value have significant importance for repurchase intention. Finally, this study propose management implications and future research directions based on analytical results.

中文摘要...i
英文摘要...iii
誌謝...v
目錄...vi
表目錄...viii
圖目錄...x
第一章 緒論...1
1.1 研究背景與動機...1
1.2 研究目的...4
1.3 研究流程圖...4
第二章 文獻探討...6
2.1電子口碑(Electronic Word-of-Mouth)...6
2.2 社會影響(Social Influence)...12
2.3 稀少性(Scarcity)...16
2.4 消費者獨特需求(Consumer’s Need For Uniqueness, CNFU)...18
2.5 知覺價值(Perceived Value)...21
2.6 衝動性購買(Impulse Purchase)...26
2.7 期望確認理論(Expectation-Confirmation Theory, ECT)...34
2.8 自我決定理論(Self-Determination Theory, SDT)...40
第三章 研究方法...53
3.1 研究架構...53
3.2 資料收集方法...54
3.3 研究對象...55
3.4 問卷設計...55
3.4.1研究變數之操作性定義與問卷衡量題項...55
3.4.2開放式問題...65
3.5資料分析方法與工具...65
3.5.1 因素分析(Factor Analysis)...65
3.5.2 因果關係檢定...67
3.5.3 多群組分析(Multi-Group Analysis, MGA)...70
3.5.4 重要性與績效的矩陣分析(Importance-Performance Matrix Analysis, IPMA)...71
第四章 研究結果與分析...73
4.1 前測問卷結果分析...73
4.1.1 樣本人口統計分析...73
4.1.2 因素分析...74
4.1.3 相關資料調查...85
4.2 正式問卷結果分析...88
4.2.1 樣本人口統計分析...88
4.2.2 因果關係檢定...89
4.2.3 多群組分析...94
4.2.4 重要性與績效的矩陣分析...98
4.2.5 相關資料調查...99
第五章 結論與建議...101
5.1 研究結論與討論...101
5.2 研究貢獻...104
5.2.1 實務意涵...104
5.2.2 管理意涵...105
5.3 研究限制與建議...106
參考文獻...108
中文文獻...108
英文文獻...110
附錄一：前測問卷與正式問卷...125
附錄二：未經刪題各潛在變數之因素負荷量表...130
附錄三：未經刪題各潛在變數之因果關係圖...131
Extended Abstract...132

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