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研究生:陳珮華
研究生(外文):Pei-Hua Chen
論文名稱:網路衝動性購買前因及後果之探討-以結構方程式為例
論文名稱(外文):The Antecedents and Consequence of online impulse buying-A Structural Equation Modeling Approach
指導教授:廖淑伶廖淑伶引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:國際企業學系
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:英文
論文頁數:110
中文關鍵詞:電子商務衝動性購買後悔網路拍賣
外文關鍵詞:e-commerceimpulse buyingregretonline auction
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消費者行為模式,長久以來ㄧ直是許多學者研究的方向。衝動性購買,此ㄧ議題早於50年代時便描繪出了衝動性購買的輪廓,此後衝動性購買之相關研究便如雨後春筍般廣泛的被眾多學者所探討。隨著社會的變遷,網際網路的蓬勃發展,一般的傳統通路不再只是消費者唯一的購物管道,尤其是在90年代電子商務開始發展之際,要如何引發消費者從事網路衝動性購買是網路零售業者所必須了解的重要課題。在消費者行為領域中,過去的研究中幾乎都是針對ㄧ般傳統通路鮮少研究探討網路衝動性購買行為。隨著消費者購物方式的改變及電子商務無論在國內或國外之銷售額均有顯著成長,讓我們實在無法忽略該領域,因此引發研究網路衝動性購買之動機。本研究之目的在於找出網路衝動性購買形成之前因及後果,並以網路拍賣經驗作為干擾變數,本研究係以結構方程式檢定假說之因果關係。
本研究之研究架構在於建立一個「影響消費者網路衝動性購買之前因及後果」之完整模式。其中前置因素可以分為四部份,第一部份為網路特性包含知覺網路便利性及知覺網路易用性,第二部份為產品特性:第三部份為消費者特性包括享樂購物價值、過去網路購物經驗、知覺網路技能及個人衝動性特質,第四部份為促銷活動;而在網路衝動性購買之後所產生的反應,則以購後後悔行為加以說明。本研究是採用問卷發放,有效樣本一共為381份,66.9%受測者為女性,70.1%受測者為21~30歲。
本研究之結果指出,在造成網路衝動性購買之前置因素中,一共有四個前置因素會影響網路衝動性購買,其中知覺網路方便性、享樂購物價值、個人衝動性特質及產品特性會正向地影響消費者之網路衝動性購買,而在消費者衝動性購買之後往往會伴隨著後悔行為。本研究以過去是否有網路拍賣經驗為干擾變數,此兩群體(過去曾有網路拍賣經驗、過去未曾有網路拍賣經驗)在個人衝動性特質有顯著差異,在消費者具有個人衝動性特質時,相較於過去未曾有網路拍賣經驗,過去曾有網路拍賣經驗更容易造成網路衝動性購買。
雖然在過去有兩篇國內碩士論文探討網路衝動性購買,但此兩篇論文均未將網路特性納入變數之中,因此本研究貢獻在於全面性探討造成網路衝動性購買之前置因素,不僅僅產品特性及消費者特性會影響網路衝動性購買,本研究證實網路便利性亦會影響衝動性購買。同時在過去的研究中尚未探討網路衝動性購買之後果,本研究也證實消費者對於自己衝動性購買會感到後悔。同時,本研究也是第一篇使用結構方程式檢定假說之因果關係。
因此本研究建議,第一,消費者個人衝動性特質是影響網路衝動性購買最主要的原因,但是個人衝動性特質屬於個人內生變數,網路零售業者很難改變ㄧ個人的衝動性特質,因此網路零售業者針對具有高衝動性特質的消費者做出市場區隔,將該群體設定為主要銷售對象。第二,產品特性同時會影響消費者網路衝動性購買,享樂性產品是造成衝動性購買的因素之ㄧ,網路零售業者可以多選擇享樂性產品加以銷售。第三,促銷活動並不是影響網路衝動性購買的因素,相對於一般傳統通路,網路購物讓消費者可以更輕易做價格的比較,也可以更輕易的回到該網站,因此在電子商務中促銷活動並非是ㄧ個好的銷售策略。最後,在網路衝動性購買之後往往伴隨著後悔的行為模式,因為消費者無法真實的看到產品及感受產品的品質,因此常常買到自己不喜歡或不適用的東西而覺得後悔,網路零售業者可以提供更多有關產品的訊息及照片以降低造成消費者購後後悔此ㄧ現象。
對於研究限制及未來研究建議,第一,由於「過去網路購物經驗」該前置因素信度未達到0.6,因此將該變數刪除,但在前人的研究中指出過去的購物經驗好壞會影響網路衝動性購買,因此在未來研究中可以發展更好的量表,將此因素納入研究範圍之中。第二,從過去的研究中可以得知性別及年齡也是影響衝動性購買的主要因素,因此在未來研究中,亦可以將此兩因素當成干擾變數加以研究。最後,本研究只探討ㄧ個網路衝動性購買後果,然而網路衝動性購買除了和購後後悔有正向相關之外,學者亦指出衝動性購買和滿意度有負向相關,因此未來研究可以將該因素納入研究範圍之中。
Impulse purchase has been studied over fifty years. Impulse purchasing in retail stores was first identified in the marketing literature in 1950. It is an important aspect in consumer shopping behavior. As the development of World Wide Web, the Internet has become an important part of people’s daily lives. People can search information, chat with friends and purchase products by using the Internet. However, consumer impulse purchase behavior on the Internet is still not well understood. In this study, we try to find out the factors influence consumers impulse purchase behaviors in the online retail environment. We hope to develop a more comprehensive research framework to encompass relevant theories and research variables for online impulse buying.
The major results as follows: the factors of convenience, hedonic shopping value, individual impulsivity traits, and product characteristics can positive effect on consumers’ online impulse buying. After an online impulsive purchase, the consumer may experience regret for their behaviors. The moderation effect of the online auction experience has a significant relationship between an individual’s impulsivity traits and online impulse buying. An individual’s impulsivity traits would influence online shopping impulse more than when he or she has already had an online auction experience.
Title Page i
Abstract in Chinese ii
Abstract in English v
Acknowledgements vi
Table of Contents vii
List of Tables ix
List of Figures x
Chapter 1 INTRODUCTION 1
Research Background 1
Research Motives 4
Research Questions 5
Research Objectives 6
Research Procedure 7
Chapter 2 LITERATURE REVIEW 8
Impulse Purchase 8
Antecedents and Consequences of Impulse Purchase 13
Online consumer purchase behavior 17
Online Impulse Purchase 24
Online Auction 27
Hypothesis Inference 29
Chapter 3 METHODOLOGY 35
Research Framework 35
Research hypotheses 37
Pilot Study 40
Questionnaire Design 44
Chapter 4 DATA ANALYSIS AND RESEARCH RESULTS 56
Sample Information 56
Structural Equation Modeling Analysis 61
Results of Hypotheses Testing 78
Chapter 5 CONCLUSIONS AND SUGGESTIONS 84
Research Conclusions 84
Research Contributions and Managerial Implications 88
Research Limitation and Future Research 91
REFERENCE 93
Chinese Reference 93
English Reference 94
APPENDIX 98
Appendix 1 99
Appendix 2 104
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