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研究生:林家弘
研究生(外文):Lin, Jia-Hong
論文名稱:網路促銷廣告、知覺風險及限制性因素對促成消費者衝動性購買之影響
論文名稱(外文):The Influence of Online Promotional Advertisement,Perceived Risk and Restrictive Factors on the Promoting of Consumers\' Impulsive Buying
指導教授:樊台聖
指導教授(外文):Fan, Tai- Sheng
口試委員:蔡玉娟樊台聖陳灯能林杏子
口試委員(外文):Tsay, Yuh-JiuanFan, Tai- ShengChen, Deng-NengLin, Shing-Tz
口試日期:2017-12-27
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:資訊管理系所
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:2018
畢業學年度:106
語文別:中文
論文頁數:127
中文關鍵詞:SOR理論網路促銷廣告知覺風險限制性因素衝動性購買
外文關鍵詞:SOR theoryonline promotional advertisementperceived riskrestrictive factorsimpulsive buying
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本研究以Stimulus-Organism-Response(SOR)理論為基礎,運用網路廣告作為刺激因子,並加入知覺風險和限制性因素來探討促成消費者衝動性購買的影響因素。研究結果發現,「降價」類型的網路促銷廣告最能引發消費者衝動性購買。知覺享樂是消費者衝動性購買重要的前置影響因素,在購物過程中,網路商店提供的愉悅感越多,越能促成消費者衝動性購買。而知覺風險越高、限制性的因素越多,則越難以促成消費者的衝動性購買。
本研究的結果有助於了解促成網路消費者衝動性購買的重要影響因素。本研究也針對網路商家可以如何運用適當的促銷類型來提高消費者的享樂感受,並且如何排除其他限制性因素的障礙以促成消費者衝動性購買提出適當的建議。
Based on the theory of Stimulus-Organism-Response (SOR), this study explores factors that contribute to consumers’ impulsive buying, by using online promotional advertisement as a stimulus and by adding some perceived risks and restrictive factors. The study found that "price reduction" type advertisements can trigger consumers’ impulsive buying the most. Perceived enjoyment is an important antecedent for consumers' impulsive buying to happen. In the shopping process, more pleasurable feelings can lead to more impulsive buying. However, the higher the risk is perceived and more restrictive factors is presented, the more difficult to promote consumers' impulsive buying.
The results of this study help to understand the key contributing factors that drive the impulsive buying of online consumers. This study also addresses how online merchants can use the right types of promotions to enhance the enjoyment of consumers. Appropriate recommendations are given to avoid obstacles of impulsive buying caused by the presenting of restrictive factors.
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究流程 6
第二章 文獻探討 7
2.1 網路廣告與促銷方式 7
2.1.1網路廣告 7
2.1.2 促銷方式 8
2.2 SOR模型 9
2.3 衝動性購買 12
2.4 知覺風險 17
2.5 限制性因素 21
2.6 相關研究 22
2.6.1網路促銷廣告對知覺享樂之影響 22
資料來源:本研究整理 23
2.6.2網路促銷廣告對知覺有用之影響 23
資料來源:本研究整理 24
2.6.3知覺有用對知覺享樂之影響 24
資料來源:本研究整理 25
2.6.4 感情(知覺享樂)對衝動性購買之影響 25
資料來源:本研究整理 26
2.6.5 限制性因素對衝動性購買之影響 26
資料來源:本研究整理 27
2.6.6知覺風險對衝動性購買之影響 27
資料來源:本研究整理 28
2.7 小結 29
第三章 研究方法 30
3.1研究架構與假說 30
3.1.1研究架構 30
3.1.2研究假說 31
3.2 研究構面之操作型定義與衡量 35
3.3 問卷設計與計分衡量 37
3.4 研究對象與資料蒐集方法 38
3.5 分析方法及說明 39
3.5.1 敘述性統計 39
3.5.2 信度分析 40
3.5.3 效度分析 40
3.5.4 結構方程模式 41
第四章 資料分析 42
4.1 預試分析 42
4.1.1 項目分析 42
4.1.2探索性因素分析 46
4.1.3 各構面之因素分析 47
4.1.4信度分析與預試結果 52
4.2 正式問卷與基本資料分析 53
4.2.1 問卷回收結果 53
4.2.2 人口統計資料 53
4.2.3 變異數分析 56
4.2.4 構面問項之平均值與標準差 62
4.3 信度分析 70
4.4 驗證性因素分析 75
4.4.1 模型適配度分析 75
4.4.2 收斂效度檢定 82
4.4.3 區別效度檢定 84
4.5 結構模型分析 85
4.5.1 因果關係與假說驗證 86
第五章 結論與建議 91
5.1 研究結果 91
5.2 研究貢獻 101
5.3 研究限制與未來建議 102
參考文獻 103
中文文獻 103
英文文獻 105
網路資源 111
附錄 113
附錄A專家意見計分表 113
附錄B預試問卷 118
附錄C預試題項代碼對照表 120
附錄D構面之探索性因素分析 122
附錄E各構面之因素分析 124
附錄F正式問卷 126
中文文獻
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2. 沈永正、朱家賢、姜哲祺、黃河明 (2010). 影響網路非計畫性購買之個人與情境的前置因素探討. 電子商務學報, 12(3), 457-482.
3. 邱皓政(2011),當PLS遇上SEM:議題與對話,量化研究學刊,3(1),20-53。
4. 林佩儀(2000),網站設計與使用者滿意度之關聯-以網路使用與購物經驗進行集群之研究,國立政治大學資訊管理研究所碩士論文,未出版,台北市。
5. 林淑瓊、張銀益、林衛國、王之廷(2016),以體驗行銷觀點探討網路商店促成購買衝動之影響因素,中華民國資訊管理學報,第二十三卷第三期,247-276。
6. 姜禮榮. (2004). 線上購物動機與知覺風險對網路拍賣購物意願之影響 (未出版碩士論文). 國立中山大學, 高雄市.
7. 陳碧珍(1996),科技風險知覺之資訊整合實驗-以石化業為例,國立中山大學公共事管理研究所碩士論文,未出版,高雄市。

8. 陳旭,周梅華(2010),電子商務環境下消費者衝動性購買形成機理研究,經濟與管理,24(12),19-22。
9. 陳寬裕、王正華(2011),論文統計分析實務:SPSS與AMOS的運用,第二版,台北市:五南圖書。
10. 廖淑伶、沈永正、朱家賢(2008),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.
11. 蔡文仁(2013),線上購物環境與消費者特徵對網路衝動性購買影響之研究,東方學報第34 期, 143-166
12. 龔昶元、黃偉哲(2008),網路廣告促銷方式、衝動性特質對網路衝動性購買行為之影響』,行銷評論,第五卷第2 期,249-274



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