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研究生:陳貴琬
研究生(外文):Kuei-Wan Chen
論文名稱:以理性和感性分析線上衝動型購物的前因
論文名稱(外文):Analyzing the Antecedents of Online Impulse Buying: A Consideration of Cognitive and Affective Aspects
指導教授:吳英隆吳英隆引用關係許巍嚴
指導教授(外文):Ing-Long WuWei-Yen Hsu
口試委員:方國定吳淑敏吳英隆廖則竣阮金聲
口試委員(外文):Kwo-Ting FangShwu-Ming WuIng-Long WuChe-Chen LiaoJin-Sheng Roan
口試日期:2014-07-25
學位類別:博士
校院名稱:國立中正大學
系所名稱:資訊管理學系暨研究所
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:2014
畢業學年度:102
語文別:英文
論文頁數:83
中文關鍵詞:電子商務網路購物衝動購物沈浸理論決策風格期望確認理論
外文關鍵詞:Electronic commerceOnline shoppingImpulse buyingFlow experienceDecision making styleExpectation-confirmation model
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網路的普及帶來購物便利性也改變了消費者的購物行為,亦因此引起更多的衝動型購物。現今衝動型購物的研究多著重於探討技術層面或是購物樂趣為主,然而,衝動型購物的行為看似簡單,導致衝動購物的原因卻不容易理解,因為衝動本身是快速立即決策的行為,未經過多思索。衝動型購物之所以難以了解,除了涉及心理層面,以及消費者的決策模式可大致歸類為理性跟感性兩個層面,這些因素皆會影響購物決策,是故本研究試圖透過此兩者層面了解網路衝動型購物的前因。理性層面方面,藉由以滿意度為基礎的期望確認理論說明,感性層面方向,經由沈浸理論提出的身心合一核心概念闡述,期望用簡單易懂且不同的思維角度對衝動型購物有更多了解。本研究透過網路問卷調查蒐集332份有效樣本,以結構方程模式之最小平方法檢定研究假說,研究結果發現,理性跟感性兩層面皆會影響衝動購物的決策,其中感性層面的影響不僅顯著,並且會影響理性的決策,說明衝動型購物是情感導向的消費行為模式。此外,年紀愈年輕衝動購物的比例愈高,反之則否;其中,82%的受測者自認為是衝動型購物者,與現有研究結果相符。本研究以簡單扼要的方式解釋網路衝動型購物行為,期能對學界與實務界有參考價值。

Consumer’s shopping behavior has been greatly influenced by the popularity and convenience of electronic commerce. A large part of online shopping is attributed to impulse buying. Previous researches often focus on the technical aspects or shopping enjoyment, however, impulse buying is a complex and hard to understand psychological decision-making process. Besides, the decision-making style of a consumer can be broadly categorized as cognitive and affective aspects which influence purchasing decisions. There is a particular necessity to understand the context of online impulse buying. Hence, this study proposes a model that tried to explain the antecedents of impulse buying according to the above two aspects. Expectation-confirmation paradigm predicts the consumers’ behavior based on satisfaction and perceived usefulness while flow is as optimal experience that people feel when they act with total involvement, represent the cognitive and affective respectively. This study proposes the behaviors of online impulse buying in a complete view. The study results indicate that both cognitive and affective would lead to impulse buying. Moreover, affective aspect not only brings a strong influence, but also would affect the cognitive decision-making. The description of the behavior of impulse buying is emotion-oriented. In addition, the younger consumer is the highly impulse buying group, and the 82% of the respondents think they are impulsive shoppers, thus being consistent with the existing research results. This research provides a succinct way to explain antecedents of online impulse buying, and hope to contribute to the future academic and practical development.



Acknowledges I
致 謝 II
Abstract VII
中文摘要 VIII
Table of Contents IX
1. Introduction 1
1.1 Background and motivation 1
1.2 Research purposes and questions 4
1.3 Organization of the dissertation 5
2. Literature Review 6
2.1 Website characteristics as shopping catalyst 6
2.2 Impulse purchasing phenomenon 7
2.3 The affective and cognitive of online consumer 10
2.4 Customer satisfaction and impulse purchasing 12
2.5 Technology use and consumer satisfaction 13
2.6 Expectation-confirmation model 15
2.7 Flow as optimal experience 20
2.8 Antecedents of flow 22
2.9 Mood 25
3. Research Model and Hypotheses Development 28
3.1 Consumer’s expectation-confirmation and cognitive state 28
3.2 Consumer’s satisfaction and online impulse buying 30
3.3 Antecedents of flow and mood 31
3.4 Mood and online impulse buying 32
4. Research Method 34
4.1 Instrumentation 34
4.1.1 Expectation-confirmation paradigm 35
4.1.2 Antecedents of flow 35
4.1.3 Mood 35
4.1.4 Impulse buying 35
4.2 Data collection 35
4.3 Sample design 36
4.4 Demographics 37
4.5 Common method bias 40
5. Data Analysis and Results 41
5.1 Data analysis 41
5.2 Measurement model 42
5.2.1 Reliability and convergent validity 42
5.2.2 Discriminant validity 43
5.3 Structural model 46
5.3.1 Hypotheses testing 46
5.3.2 Goodness of fit 48
6. Discussions and Implications 49
6.1 General discussions 49
6.2 Implications for research 51
6.3 Implications for practice 52
7. Limitations and Future Research 54
References 55
Appendix A: English Questionnaire 68
Appendix B: Chinese Questionnaire 70

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