(3.238.174.50) 您好!臺灣時間:2021/04/18 16:41
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:侯憲瑋
研究生(外文):Xian-Wei Hou
論文名稱:探討環境、產品與人格特質對網路衝動性購買行為之衝擊
論文名稱(外文):Exploring the impact of environmental, product, and personal characteristics on impulsive buying behavior
指導教授:莊煥銘莊煥銘引用關係
指導教授(外文):Huan-Ming Chuang
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:資訊管理系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:90
中文關鍵詞:社會認知理論產品特質網路衝動性購買壓力反應網站特質
外文關鍵詞:online impulsive buyingproduct characteristicsand society cognitive theorystress reactionwebsite characteristics
相關次數:
  • 被引用被引用:0
  • 點閱點閱:127
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
隨著網路的發展,了解網路使用者的消費行為以擬定行銷策略是最重要的課題。
過去很多學者從不同角度去探討產生衝動性購買行為的原因,但是他們通常都只有從一個觀點出發,例如外在刺激觀點。本研究使用社會認知理論將網路衝動性購買的兩大原因分為兩種外在刺激,也就是產品特質(產品吸引力、產品價格、產品感官屬性),網站特質(網站知覺易用、網站知覺有用、網站知覺娛樂、網站傳達風格)與消費者個人內在刺激(衝動性、壓力反應),其中又以消費者自身因素之衝動性與壓力反應做為兩個調節變數對衝動性購買驅動力所產生之影響,做出通盤的了解。
本研究結果主要有下列幾點:(1) 在產品外在刺激方面,產品吸引力與產品價格的高低對於衝動性購買驅動力沒有正向顯著的影響關係。由於網路的限制,使得消費者無法實際觸摸產品,因而降低對產品的購物體驗。另一方面,與傳統購物比起來,線上消費者對價格的敏感度低於傳統購物的消費者,因為他們追求產品是否能滿足他們所需,而不是一味地殺價。(2) 另一個外在刺激,網站特質,則只有網站傳達風格對於衝動性購買驅動力沒有正向顯著的影響關係,畢竟介面的好不好看是很主觀的事情。(3) 個人內在刺激方面,兩種人格特質(衝動性、壓力反應)做為主效果皆有顯著,也就是衝動性與壓力反應愈高,造成衝動性購買驅動力就愈高。
本研究結果發現,無論是外在刺激或是內在刺激,消費者皆會因為受到兩種刺激而產生衝動性購買驅動力,因此決策者在制定行銷決策時,不能只專注在產品刺激上,同時也必須考慮消費者人格特質,結合兩者,做出正確的行銷策略。
關鍵字:網路衝動性購買、產品特質、網站特質、壓力反應、社會認知理論
With the development of technology, it is important to understand what consumers think and their behavior so that the policymaker can make an appropriate marketing device.
In the past, many researchers looked for the reason which can make people have impulsive buying with many points of view. But they usually studied from one point of view like external stimulation. This research use social cognitive theory to combine with two factor- external stimulation including product characteristics and website characteristics and internal stimulation including personal characteristics. Besides, this research uses the personal characteristics as moderate variables. To study how this factors influence online impulsive buying.
The study shows that: (1) on the product stimulation view, product attraction and price are not influencing to online impulsive buying. Due to the internet limit, consumers can not touch the real products so that reduce the experience of products. On the other hand, compare to traditional shopping, online consumer is less sensitive than traditional consumers in price. Online consumers pursuit if the product can satisfied them or not instead of frantically bargaining. (2) Another external stimulation, website characteristics, only one factor, website communication style, is not significant for impulsive buying. After all, beautiful or not is very subjective. (3) At the internal stimulation, both the personal characteristics are significant for online impulsive buying.
External and internal stimulations lead to online impulsive buying. Therefore, decision-makers should consider the personal characteristics of consumers instead of focusing on external stimulations. Furthermore, it is necessary to consider these two characteristics to make a correct decision.
Keywords: online impulsive buying, product characteristics, website characteristics, stress reaction, and society cognitive theory.
摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
一、緒論 1
1.1 研究背景與動機 1
1.1.1 近代網路發展 1
1.1.2 近代衝動性購買發展 1
1.1.3 近代網路衝動性購買發展 2
1.1.4 網路衝動性購買影響因素 2
1.2 研究目的 3
1.3 研究流程 4
二、文獻探討 5
2.1 社會認知理論 5
2.2 衝動性購買行為 6
2.2.1 衝動性購買行為定義 6
2.2.2 衝動性購買行為之分類 10
2.2.3 網路衝動性購買 14
2.3 影響衝動購買之因素 16
2.3.1 產品特質 16
2.3.2 網站特質 18
2.3.3 人格特質 20
2.4 衝動性購買驅動力 22
三、研究方法 23
3.1 研究假說 23
3.1.1 產品特質與衝動性購買驅動力 23
3.1.2 網站特質與衝動性購買驅動力 24
3.1.3 衝動性與衝動性購買驅動力 25
3.1.4 壓力反應與衝動性購買 26
3.1.5 衝動性購買驅動力與衝動性購買行為 27
3.2 研究架構 28
3.3 研究變數之操作型定義與衡量 29
3.3.1 產品特質 29
3.3.2 網站特質 31
3.3.3 人格特質 34
3.3.4 衝動性購買驅動力 38
3.3.5 衝動性購買行為 38
3.4 研究設計 40
3.4.1 抽樣設計 40
3.4.2 問卷設計 40
3.4.3 資料分析方法 41
四、研究方法 42
4.1 樣本基本資料分析 42
4.1.1 樣本人口統計分析 43
4.1.2 網路使用行為特性 44
4.1.3 衡量問項之敘述性統計分析 46
4.2 衡量模型分析 49
4.2.1 測量模型 49
4.2.2 信度分析 49
4.2.3 效度分析 49
4.3 模式的基本適合標準 54
4.4 研究假說分析 59
4.4.1 直接效果之假說檢定 59
4.4.2 調節效果之假說檢定 62
五、結論與建議 64
5.1 研究結果與討論 64
5.2 學術意涵及實務意涵 69
5.3 研究限制 70
參考文獻 71
附錄 - 網路衝動性購買之研究 78
詹益統 (民85)。個人屬性、人格特質與內滋激勵和外附激勵關聯性之研究-以交通部數據通訊所員工為例。未出版之碩士論文,國立交通大學,新竹。
張重昭 (民87)。顧客購物衝動性與規範性評估對顧客衝動性行為之影響。行政院國家科學委員會專題研究計畫。
陳順宇 (民89)。迴歸分析。台北市:華泰書局。
林建煌 (民91)。消費者行為,智勝文化事業有限公司。
林建煌、莊世杰、賴志松 (民94)。消費者行為中衝動性購買的前因與後果之模型探討。商管科技季刊,6(1),47-68。
陳銘慧 (民91)。溝通策略、消費者衝動特質、產品特質對衝動性消費行為之影響,國立台灣大學商學研究所博士論文,台北。
陳順宇 (民96)。(初版)結構方程模式 Amos操作。台北市:心理出版社。
廖淑伶、沈永正、朱家賢 (民97)。提醒式衝動購買決策─特性及促銷、產品與人格因子的影響。交大管理學報,28(2),131-162。
陳寬裕、王正華 (民100)。(2版)論文統計分析實務: SPSS與AMOS的運用。台北市:五南圖書。
張耕綸 (民100) 電子書持續閱讀行為意圖之研究pdf。
民102年11月30日,取自:
http://lefthand1001.pixnet.net/blog/post/12144245-%E7%A4%BE%E6%9C%83%E8%AA%8D%E7%9F%A5%E7%90%86%E8%AB%96

Adelaar, T., Chang, S., Lanchndorfer, K. M., Lee B. &; Morimoto M. (2003). Effects of Media Formats on Emotion &; Impulse Buying Behavior. Journal of Information Technology. 18, 247-266.
Allport, G. W. (1961). Pattern and growth in personality. New York:Holt,Rinehart, &; Winston.
Applebaum, W. (1951). Studying customer behavior in retail stores.Journal of Marketing, 16(2), 172-178.
Bagozzi, R. P. &; Yi, Y. (1988). On the use of structural equation model in experimental framework. Psychology &; Marketing, 20, 123-138.
Bar-Tal, Y., Cohen-Mansfield, J., &; Golander, H. (1998). Which stress matters? The examination of temporal aspects of stress. The Journal of Psychology, 132(5),569-576.
Beatty, S.E. &; E.M. Ferrell (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
Becherer, R.C., &; Halstead, D. (2004). Characteristics and internet marketing strategies ofonline auction sellers.International Journal of Internet and Enterprise Management, 1(1), 24–37.
Bellenger, D. N., Robertson, D. H., &; Hirschman, E. C. (1978). Impulsebuying varies by product. Journal of Advertising Research, 18(6), 15-18.
Burroughs, J. E. (1996). Product symbolism, self meaning, and holistic matching: The role of information processing in impulsive buying. Advances in Consumer Research, 23,463-469.
Cobb, C. J. &; Hoyer, W. D. (1986). Planned versus impulse purchase behavior. Journal of Retailing, 62(4), 384-409.
Cohen, S., Kamarck, T., &; Mermelstein, R. (1983). A global measure of perceived stress. Journal of Health and Social Behavior, 24(4), 385-396.
Cox, K. (1964). The responsiveness of food sales to shelf space changes in supermarkets. Journal of Marketing Research, 1(2), 63–67.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use and user acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
Dholakia, U.M. (2000). Temptation and resistance: An integrated modelof consumption impulse formation and enactment. Psychology &; Marketing, 17(11), 955-982.
Dittmar, H., Long, K., &;Meek R. (2004). Buying on the Internet: gender differences in online and conventional buying motivations. Sex Roles, 50(5-6), 423–444.
Donthu, N., &; Garcia, A. (1999). The internet shopper. Journal of Advertising Research, 39(3), 52-58.
Eroglu, S. A., Machleit,K. A.,&; Davis, L. M. (2001). Atmospheric qualitiesof online retailing: A conceptual model and implications. Journal of Business Research, 54(5) 177–184.
Fiore, A. M., Jin, H. J., &; Kim, J. (2005). For fun and profit: hedonic value from image interactivity and responses toward an online store. Psychology &; Marketing, 22(8), 669-694.
Gallanis P. J. (2000). No thanks, just browsing—what''s an e-tailer to do? DSN Retailing Today, 39(22), 17.
Gardner, M.P.,&; RookD.W. (1988). Effects of impulse purchases on consumers’ affective states. Advances in Consumer Research, 15,127-130.
Gerbing, D. W., Ahadi, S. A., &; Patton, J. H. (1987). Toward a conceptualization ofimpulsivity: components across the behavioral and self-report domains. Multivariate Behavioral Research, 22, 357-379.
Hair, J., Anderson, R., Tatham, R., &; Black, W. (1998). Multivariate Data Analysis (Fifth Edition). NewJersey: Prentice-Hall. Inc.
Han, Y. K., Morgan, G. A., Kotsiopulos, A. &;Kang-Park, J. (1991). Impulsivebuying behavior of apparel purchasers. Clothing and Textiles Research Journal, 9(3), 15-21.
Hausman, A. (2000). A multi-method investigation of consumer motivations in impulsebuying behavior. Journal of Consumer Marketing, 17(5), 403-419.
Heijden, H. V. D.,&; Verhagen,T. (2004). Online store image: conceptual foundations andemperical measurement.Information &; Management, 41(5), 609–617.
Hoch, S. J.,&; Loewenstein, G. F. (1991). Time-inconsistent preferences and consumerself-control. Journal of Consumer Research, 17(4), 492-507.
Hoffman, D. L.,&; Novak.T. P. (1996). Marketing in hypermediacomputer-mediated environments: Conceptual foundations.Journal Marketing, 60(3), 50–68.
Jeffrey,S.A.,&; Hodge, R. (2007). Factors influencing impulse buying during an online purchase. Electronic Commerce Research, 7(3–4), 367–379.
Jeon, J. (1990). The empirical investigation of the relationship between affective states, in-store browsing, and impulse buying," Unpublished Ph.D. dissertation.University ofAlabama, Tuscaloosa.
Kahneman, D., &; Tversky, A. (1979). Prospect theory: An analysis of decision under risk, Econometrical, 47(2), 263-292.
Karahanna, E. &; Straub, D. W. (1999). The psychological origins of perceived usefulness andperceived ease-of-use. Information Management, 35(4), 237-250
Karahanna, E., Straub, D.W.,&; Chervany, N.L. (1999). Information technology adoptionacross time: A cross-sectional comparison of pre-adoption and post-adoption beliefs.MISQuarterly, 23(2), 183-213.
Kim, E. Y. (2008). Online purchase intentions for product categories—the function of Internetmotivations and online buying tendencies. Journal of Korean Soc Clothing Textiles, 32(6), 890–901.
Kim, E. Y.,&; Knight, D. K. (2007). A path analytic exploration of consumer information search inonline clothing purchases. Journal of Korean Soc Clothing Textiles, 31(12), 1721–1732.
Kim, J., Lee, J., Han, K., &;Lee, M. (2002). Business as building: Metrics for the architectural quality of internet businesses. Information Systems Research. 13(3), 239-254.
Larcker, C. F. D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error.
LaRose, R. (2001). On the negative effects of e-commerce: A socio cognitiveexploration of unregulated on-line buying. Journal of Computer MediatedCommunication,6(3). http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2001.tb00120.x/full
LaRose, R., &; Eastin, M. S. (2002). Is online buying out of control? Electroniccommerce and consumer self-regulation. Journal of Broadcasting and ElectronicMedia, 46(4), 549-564.
Lee, M. H., Schellhase, R., Koo, D. M.,&; Lee, M. J. (2009). The impacts of need for cognitive closurepsychological well-being and social factors on impulse purchasing. Journal of Global Academy of Marketing Science, 19(4), 44-56.
Lee, M., Kim, Y.,&; Fairhurst, A. (2009). Shopping value in online auctions: their antecedents and outcomes. Journal of Retailing and Consumer Services, 16(1), 75-82.
Lepkowska-White E. (2004). Online store perceptions: how to turn browsers into buyers? Journal of Marketing Theory Practice, 12(3), 36–47.
Lichtenstein, D. R., Ridway, N.,&; Netemeyer, R. G. (1993). Price perception and consumer shoppingbehavior: a field study. Journal Marketing Research,30(2), 234–245.
Lynch Jr. J. G.,&; Ariely. D. (2000). Wine online: search cost affect competition on price quality anddistribution. Marketing Science, 19(1), 83-103.
Madhavaram, S. R., &; Laverie, D. A. (2004). Exploring impulsepurchasing on the internet. Advances in Consumer Research, 31(1),59-66.
Mccoll-Kennedy,J.R.,&;Sparks, B.A. (2003). Application of fairness theory to service failuresand service recovery. Journal of Service Research, 5(3), 251–266.
Mowen, J.C., (1995), Consumer behavior, New York: Macmillan College.Rook, D.W., (1987), The buying impulse. Journal of Consumer Research, 14(2), 189-199.
Parboteeah, D. V., Valacich, J. S.,&; Wells, J. D. (2009). The influence of website characteristics on a consumer’s urge to buy impulsively. Information System Research, 20(1), 60-78.
Park, E. J., Kim, E. Y., Funches, V. M.,&; Foxx, W. (2011). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11), 1583-1589.
Peck, J.,&; Childers, T. L. (2003). To have and to hold: the influence of haptic information on product judgments. Journal Marketing, 67(2), 35–48.
Pines, A., &; Aronsom, E. (1983). Antecedents, correlates, and consequences of sexual jealousy. Journal of Personality, 51(1), 108-136
Piron, F. (1991). Defining impulse purchasing. Advances in Consumer Research, 18, 509-514.
Puri, R. (1996). Measuring and modifying consumer impulsiveness: acost-benefit accessibility framework. Journal of Consumer Psychology, 5(2), 87-113.
Rook, D. W.,&; Hoch, S. J. (1985). Consuming Impulses. Advances in Consumer Research, 12, 23-27.
Rook, D.W., &; Fisher, R.J.(1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305-313.
Rook, D.W.,&; Gardner, M.P. (1993). In the mood: Impulse buyings’ affective antecedents,” in Costa &; Belk (Eds.), Research in Consumer Behavior. Greenwich, CT: JAI Press. 1-28.
Rowley, J. (2001). Window shopping and browsing opportunities in cyberspace. Journal of Consumer’s Behavior, 1(4), 369–378.
Schumacher, P., &; Morahan-MartinJ. (2001). Gender, internet,and computer attitudes and experiences. Computers in Human Behavior, 17(11), 95–110.
Seounmi, Y., &; Faber, R. J. (2000). Impulse buying: its relation to personality traits and cues. Advances in Consumer Research, 27(1),179-185.
Shang, R., Chen, Y.,Shen, L.(2005). Extrinsic and intrinsic motivations for consumers to shop on-line. Information &; Management, 42(3), 401-413
Sharma, P., Sivakumaran, B., Marshall, R. (2010) Impulse buying and variety seeking: a trait correlates perspective. Journal of Business Research, 63(3), 276–283.
Smith, D. N., Sivakumar, K. (2004). Flow and Internet shopping behavior: a conceptual model and research propositions. Journal of Business Research, 57(10), 1199–1208.
Spool, Jared (1999), Web Site Usability, San Diego: Harcourt.
Steenkamp, J. E. M. (1990). Conceptual model of the quality perception process. Journal of Business Research, 21(4), 309-333.
Stern, H., (1962), The significance of impulse buying today. Journal of marketing, 26(2), 59-62.
Sun, H., &; Zhang P. (2006). The role of affect in information system research: A critical survey and a research model. P. Zhang, D. Galleta, eds. Human-Computer Interaction and Management Information System─Foundation (I). M. E. Sharpe, Inc., Armonk, NY, 295-329.
Swaminathan, V., Lepkowska-White, E.,&; Rao, B. P. (2003). The Internet and consumer buying behavior: a research framework and analysis. In: Steinfield C, editor. Current topicsin e-commerce. Lafayette, IN: Purdue University, 64–84.
Tellegen, A. (1982). Brief manual for the multidimensional personality questionnaire.University of Minnesota,Unpublished Manuscripts.Youn S., &; Faber R. J. (2000). Impulse buying: Its relation to personality trait and cues. Advances in Consumer Research, 27, 179-185.
Van DolenW.M., RijterK. de.,&; StreukensS. (2008). The impact of humor in electronic service encounters. Journal of Economic Psychology, 29(2), 160–179.
Verhagen, T.,&; Dolen, W. V. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Journal of Information &; Management, 48(8), 320-327.
Weinberg, P., &; Gottwald, W. (1982). Impulsive consumer buying as aresult of emotions. Journal of Business Research, 10(1), 43-57.
Wolman, B. (1973), Dictionary of behavioral science. NewYork: Van NostrandReinhold.
Wood, M. (1998). Socio-economic status, delay of gratification, and impulse buying. Journal of Economic Psychology, 19(3), 295-320.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(2), 22.
Zhang, X., Prybutok, V. R.,&; Strutton, D. (2007). Modeling influences on impulse purchasing behaviors during online marketing transactions. Journal of Marketing Theory and Practice, 15(1), 79-89
Zhang, X., V. R. Prybutok, C. E. Koh. 2006. The role of impulsiveness in a TAM-based online purchasing behavior model. Information Resource Management Journal, 19(2) 54–68.
Zhang, Y., &; Shrum, L.J., (2008), The influence of self-construal on impulsive consumption. Journal of Consumer Research,35(5), 838-850.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔