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研究生:古仁伯
研究生(外文):Jen-Po Ku
論文名稱:影響消費者線上衝動性購買行為因素之研究
論文名稱(外文):A Study of Influential Factors for Customer Impulse Buying Behavior Online
指導教授:黃慶源黃慶源引用關係
指導教授(外文):Ching-Yuan Huang
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:82
中文關鍵詞:網際網路線上購買衝動性購買行為
外文關鍵詞:InternetOnline shoppingImpulse buying behavior
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台灣網際網路發展相當熱烈,政府鼓勵、企業投入,人民也樂於享受網際網路帶來的便利。根據財團法人資訊工程策進會工程處(2006)調查顯示,台灣上網人口為940萬人,上網普及率為41%;相較於1996年上網人口為44萬人,上網普及率為2%,10年的時間,使用網路的人口成長了20倍,且至2007年線上購物市場規模將突破新台幣千億元。且根據財團法人資訊工程策進會工程處(2005)調查顯示,台灣線上購物市場中以旅遊產品在網路購物市場中佔有率最高達62%。由於網際網路的普及與發達,網際網路改變消費者購物行為,也改變了網路商店的經營型態;消費者有了另一種全新的網路購物方式可以選擇,消費者在其購買決策過程中,「網站特性」、「行銷因素」、「線上購買情境」、「衝動性特質」等因素所影響,而做出衝動性購買行為(Impulse buying behavior)(Iyer, 1989;Steenkamp & Baumgartner, 1992;Puri, 1996;Beatty & Ferrell, 1998;Dholakia, 2000;陳銘慧,2002)。本研究結合Beatty and Ferrell(1998)、陳銘慧(2001)、莊世杰(2002)模型架構圖來探討影響消費者線上衝動性購買因素,且推導出本研究架構以「網站特性」、「行銷因素」、「線上購買情境」三變項為研究主軸,並加上干擾變數「衝動性特質」來探討影響消費者線上衝動性購買。本研究研究方法採問卷調查法,以台灣旅遊網站討論區使用者為研究對象,抽樣方式乃採用非隨機抽樣中的立意抽樣,透過旅遊網站討論區進行問卷訊息發送,一共發放500份問卷,回收之有效問卷為285份,有效回收率為57%。經Pearson相關分析、變異數分析、層級分析、迴歸分析後,發現(1)網站特性、行銷因素、線上購物情境、與衝動性特質彼此間對消費者線上衝動性購買行為有顯著正向影響;(2)網站特性對消費者線上衝動性購買行為無顯著正向影響;(3)行銷因素對消費者線上衝動性購買行為無顯著正向影響;(4)線上購物情境對消費者線上衝動性購買行為有顯著正向影響;(5)網站特性、行銷因素、線上購物情境、與衝動性特質彼此交互作用對消費者線上衝動性購買行為無顯著正向影響。

關鍵字:網際網路、線上購買、衝動性購買行為
The development of the internet is very popular in Taiwan, the government's encouragement, enterprises investment, and people enjoy the convenient of the internet brings. According to the institute for information industry in 2006. The investigation shows, the population to use the internet are thousands of ninety-four hundred people in Taiwan, the popularity is forty-one percent to use the internet; Relatively the population to use the internet were thousands of forty-four people in 1996 , using the internet the popularity was two percent. Over ten years, the internet user grew up ten double, and online shopping will break through hundred of billion in 2007. According to the institute for information industry in 2005.The investigation shows, traveling products online shopping market in Taiwan occupied with sixty-two percent. Because of the internet popularization and development , the internet changes consumer's behavior and has changed the attitude of the internet store, too. Consumers have another kind of way internet shopping can be chosen. Consumers in the course of purchase decision, internet characteristic、marketing factors、online shopping situation, etc factors influence to impulse buying(Iyer, 1989;Steenkamp & Baumgartner, 1992;Puri, 1996;Beatty & Ferrell, 1998;Dholakia, 2000;Ming- Hui Chen,2002). This research combines Beatty and Ferrell(1998)、Ming- Hui Chen(2001)、Shi-Jie Zhuang(2002).The model structure chart discuss the influence consumer's impulse buying factors online , and it derive the structure chart by internet characteristic、marketing factors、online shopping situation, and add the interfere parameter to discuss the influence consumer's impulse buying factors online. This research adopted the investigation method of the questionnaire, regard user of discussion in Taiwan travel website as the research object, the way was adopted the Non-probability Sampling of Purposive Sample, based on the discussion travel internet to send information .The research mailed 500 questionnaires, the 285 valid questionnaires were returned, the rate of valid response was 57 percent. By Pearson correlation analysis、Analysis of Variation、Analysis of Regression、Analysis of Level. The results found:(1)Internet characteristic、marketing factors、online shopping situation, and impulse characteristic have significantly positive influence to consumer's impulse buying behavior online;(2)Internet characteristic do not have significantly positive influence to consumer's impulse buying behavior online;(3)Marketing factors do not have significantly positive influence to consumer's impulse buying behavior online;(4)Online shopping situation has significantly positive influence to consumer's impulse buying behavior online;(5)Internet characteristic、marketing factors、online shopping situation, and impulse characteristic interaction with each other do not have significantly positive influence to consumer's impulse buying behavior online.

Key words:Internet, Online shopping, Impulse buying behavior
第一章、緒論
1.1 研究背景.........................................................1
1.2 研究動機.........................................................3
1.3 研究目的.........................................................3
第二章、文獻探討
2.1 衝動性購買行為定義................................................4
2.2 衝動性購買行為分類................................................6
2.3 衝動性購買行為特質................................................9
2.4 影響衝動性購買行為之因素..........................................11
2.5 衝動性購買行為之相關研究..........................................13
2.6 線上購買行為.....................................................18
2.7 小結............................................................27
第三章、研究方法
3.1 變數選取及研究架構................................................29
3.2 研究假設........................................................31
3.3 研究變數與操作性定義..............................................32
3.4 問卷設計........................................................33
3.5 研究對象與樣本選取...............................................36
3.6 資料分析方法.....................................................37
第四章、實證資料分析
4.1 問卷回收與樣本...................................................38
4.2 敘述統計與信度分析................................................41
4.3 變異數分析.......................................................43
4.4 研究變項之相關分析................................................60
4.5 研究模式之複迴歸分析..............................................61
4.6 研究模式之層級分析................................................63
4.7 小結............................................................67
第五章、結論與建議
5.1 研究發現與行銷意涵................................................69
5.2 實務上建議.......................................................71
5.3 研究限制與後續研究建議............................................72
參考文獻............................................................73
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