臺灣博碩士論文加值系統

本研究應用衝動購買行為模型理論為基礎，瞭解消費者在可購物時間限制下的購物活動中，對易腐性網路團購商品的購買意願與意圖，並探討消費者受到網路行銷刺激下，如何影響產生消費的衝動情緒，受訪者的資料透過網路平台發放問卷進行線上的蒐集。迴歸分析結果顯示外在誘因顯著影響消費者參與團購活動的衝動購買感受，消費者自身衝動購買傾向特質也會受到行銷刺激的引發而表現出參與團購活動的慾望，其中消費者對可運用金錢的認知會正向顯著影響消費者的正向情感，折扣促銷的優惠有效提高消費者正向情緒感受，強化消費衝動的急迫。研究結果發現網路團購廠商以合理之促銷折扣價格，搭配精緻的廣告行銷策略，有效提高消費者對團購活動的正向情緒感受，可提高消費者參與限時網路團購活動的衝動急迫感受。

This study investigates consumers’ purchase intentions of impulse buying under time-limited group-buying, as well as consumers’ buying impulse triggered by internationl marketing stumuli. Respondent were draw from community Web sites. The result of regression shows external trigger cues have positive effect on consumers’ urge of buying impulse. Impulse buying tendency can be caused by marketing stumuli. Money available can also influence positive affect. Discount improves consumers’ positive affect and intensify urge of buying impulse. Internationl group-buying companies provide reasonable sale discount with sophisticated advertising can increase consumers’ positive affect and urge of buying impules.

第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 4
第三節、研究流程 4
第二章、文獻回顧 7
第一節、團購 7
第二節、易腐性商品 10
第三節、衝動性購買 11
第四節、衝動購買模型 14
壹、時間壓力 17
貳、衝動購買傾向 17
參、外在誘因 18
肆、可用金錢 20
第三章、研究方法 21
第一節、研究架構與假設 21
第二節、研究架構之實驗情境 22
第三節、問項設計 23
壹、時間壓力 23
貳、衝動性購買傾向 24
參、外在誘因 25
肆、可用金錢 26
伍、衝動購買急迫性 27
陸、人口統計變數 28
第四節、研究架構二與假設 28
第五節、研究架構二之實驗情境與問項設計 30
第六節、研究設計 31
壹、研究樣本與調查方法 31
貳、問卷前測 32
第七節、資料分析方法 32
壹、敘述性統計分析 32
貳、信度與效度分析 33
參、變異數分析 34
肆、迴歸分析 34
伍、結構方程式 34
第四章 資料分析 36
第一節 前測問卷分析 36
壹、問卷前測 36
貳、前測問卷信度分析結果 37
參、前測問卷反應與建議 39
第二節、研究架構一之樣本特性分析 40
第三節、研究架構一之數據分析 42
壹、研究架構一各構面之敘述性統計分析 42
貳、研究架構一之各構面信度分析 46
參、研究架構一之填答者屬性與各構面之分析 48
肆、研究架構一各構面對消費者產生衝動購買急迫性之顯著性檢定 52
第四節、研究架構二之樣本特性分析 54
第五節、研究架構二之數據分析 56
壹、研究架構二之各構面敘述性統計分析 56
貳、研究架構二之各構面信度分析 61
參、研究架構二之填答者屬性與各構面之分析 63
肆、研究架構二之各構面對消費者產生正向情感與衝動購買急迫性之顯著性檢定 68
伍、研究架構二之正向情感中介效果分析 71
陸、研究架構二數據於研究架構一之各構面對消費者產生衝動購買急迫性之顯著性檢定 73
第七節、研究架構一與研究架構二之總樣本特性分析 74
第八節、總樣本於研究架構一之數據分析 77
壹、總樣本之各構面敘述性統計分析 77
貳、總樣本之各構面信度分析 81
參、總樣本之填答者屬性與各構面之分析 83
肆、總樣本於研究架構一之各構面對消費者產生衝動購買急迫性之顯著性檢定 87
第九節、研究架構一與研究架構二之結構方程式 89
壹、驗證性因素分析 89
貳、結構方程模式量測系統 97
第十節 小結 101
第五章、結論與建議 102
第一節、結論 102
第二節、實務建議 104
第三節、後續研究之建議 105
中文書目參考文獻 107
網站參考文獻 108
英文參考文獻 109
附錄一 架構一正式問卷 113
附錄二 架構二正式問卷 116

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