臺灣博碩士論文加值系統

網路的普及與資訊科技的發展，使得消費者網路購物行為愈來愈活躍，衝動性購買已不再是只有在實體購物環境才會發生的行為，因此衝動性購買也變成是電子商務領域一個重要的研究議題。本研究以網站特性以及消費者反應為主要的研究觀點，來探討影響消費者衝動性購買的因素，其中網站特性包括電子商店內容和導引，消費者反應則是包括了促銷優惠和即時滿足。
本研究採用問卷調查法，透過社群網站–Facebook和PTT論壇發放網路問卷以蒐集資料，最後回收199份有效問卷，並使用Smart PLS 2.0統計軟體進行問卷的信效度分析，再使用SPSS 20進行層級迴歸分析。
研究結果發現電子商店內容、電子商店導引、促銷優惠和即時滿足對於消費者衝動性購買都有正向的顯著影響，因此本研究建議電子商務網站須強化自身的網站特性，並且搭配促銷活動及其他娛樂性質，使消費者沉浸於購物之中，進而提升消費者衝動性購買的慾望。

The popularity of the Internet and the development of information technology have made consumers' online shopping behavior more and more active. Impulsive buying is no longer an act that only happens in a physical shopping environment, so impulsive buying has become an important research topic in the field of e-commerce. This study focuses on the characteristics of websites and consumers to explore the factors that affect consumers' impulsive buying. Website features include e-store content and navigation, while consumer reactions include sales promotions and instant gratification.

This study used questionnaire survey to distribute online questionnaires through Facebook and PTT Forums. Finally, 199 valid questionnaires were collected. The reliability and validity of the questionnaire were analyzed by using Smart PLS 2.0 statistical software, and then SPSS 20 was used for hierarchical regression analysis.

The results found that e-store content, e-shop navigation, sales promotions, and instant gratification have significant positive association on consumer impulse buying. Therefore, this study suggests that e-commerce websites should strengthen their own website features and combine promotional activities and other entertainment features to immerse consumers in shopping, thus enhancing consumers' impulse buying desire.

中文摘要 i
Abstract ii
誌 謝 iii
目 錄 iv
圖索引 v
表索引 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 網站特性 6
第二節 促銷優惠 11
第三節 即時滿足 15
第四節 衝動性購買 18
第五節 瀏覽 22
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假設 25
第三節 問項發展 28
第四章 資料分析與結果 33
第一節 敘述性統計分析 33
第二節 信度與效度分析 37
第三節 研究假設之檢定 42
第五章 結論與建議 49
第一節 研究結論 49
第二節 理論意涵與實務意涵 51
第三節 研究限制與未來研究建議 52
參考文獻 54
附錄一 66

中文部份
1.戴國良(2007)，促銷管理─實戰與本土案例。台北：五南出版社。
2.臺灣網路資訊中心(2019)，2018年臺灣網路報告。Retrieved from : https://report.twnic.tw/2018/OverallNetworkUsageStatus.html
3.李威璁(2012)，消費者多重通路購物行為研究－以內衣產業為例。逢甲大學經營管理碩士在職專班碩士論文。
4.黃俊英(2003)，行銷學的世界(第二版)。台北：天下遠見出版社。
5.黃朝盟、趙美慧(2001)，.com的策略規劃與設計。商鼎文化出版社。
6.經濟部統計處 (2018)，產業經濟統計簡訊。Retrieved from : https://www.moea.gov.tw/MNS/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=4972
7.徐達光(2004)，消費者心理學。初版，臺灣東華書局
8.許惠青(2004)，消費者知覺風險、網站特質與賣方特質對拍賣網站購物意願影響之研究。國立東華大學國際企業研究所碩士論文。
9.謝曜州 (2014)，臺灣B2C女性服飾電子商務的成功經營策略。國立臺中科技大學商業設計系研究所碩士論文。
10.張雅惠(2012)，百貨公司周年慶促銷方式對消費者衝動性購買後認知失調之影響。嶺東科技大學經營管理學系研究所碩士論文。
11.張永彤(2008)，行動通訊門市業者顧客滿意度影響因素之研究。銘傳大學國際企業學系研究所碩士論文。
12.周文賢(1999)，行銷管理：市場分析與策略規劃。智勝，台北。
13.陳飛龍(2002)，資訊品質、關係行銷與安全性對電子商務績效之影響-以企業與顧客雙觀點比較之實證研究。國立中央大學企業管理研究所碩士論文。
14.陳君豪(2015)，自然教育中心遊客愉悅感體驗模式之研究。國立彰化師範大學地理學系研究所碩士論文。
15.鄭瓊茹(2007)，大學生網路購物態度與意願之探討。工程科技與教育學刊，267-280。
16.吳肇銘(2000)，網站特性與網站使用者之網站態度、購物意願之關係研究－結構化方程式模型。企業管理學報，46，33-48。
17.魏佑寧(2009)，網站系統與資訊內容對虛擬社群意識影響之研究-以Web2.0網站為例。國立高雄大學資訊管理學系研究所碩士論文。


原文部份
1.American Marketing Association Committee on Terms, (1960). Marketing definations:A glossary of marketing terms. Chicago, IL: American Marketing Association, 27-46.
2.Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
3.Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86-97.
4.Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. The Journal of Consumer Research, 20(4), 644-656.
5.Badgaiyan, A. J., & Verma, A. (2015). Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors. Journal of Retailing and Consumer Services,22 ,145-157.
6.Baty II, J.B. & Lee, R.M, (1995). Inter Shop: Enhancing the vendor/customer dialectic in electronic shopping. Journal of Management Information Systems, 9-31.
7.Baumeister, R. F., (2002), Yielding to Temptation: Self-control Failure, Impulsive Purchasing, and Consumer Behavior, Journal of Con-summer Research, 28(4), 670-671.
8.Beatty, S. E., & Elizabeth Ferrell, M. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169-191.
9.Blattberg R.C. and Neslin S. (1990), Sales Promotion, Concepts, Methods and Strategies. Prentice Hall, Englewood Cliffs, NJ.
10.Bloch, P. H., & Marsha, L. R. (1983). A Theoretical Model for the Study of Product Importance Perceptions., Journal of Marketing, 47, 69-81.
11.Bloch, P.H., Ridqway, N.M., Sherrel, D.L., (1989). Extending the concept of shopping: an investigation of browsing activity. Journal of the Academy of Marketing Science 17, 13–21.
12.Bonsón-Ponte, E., Escobar-Rodríguez, T., & Flores-Munoz, F. (2008). Navigation quality as a key value for the webpage of a financial entity. Online Information Review, 32(5), 623-634.
13.Campbell, M.C. & Keller, K.L. (2003). Brand Familiarity and Advertising Repetition Effects. Journal of Consumer Research,30(2),292-304.
14.Cao, M., Zhang, Q., & Seydel, J., (2005). B2C e-commerce web site quality: an empirical examination. IndustrialManagement & Data Systems,105(5), 645-661.
15.Chaudhuri, A., & Holbrook, M. B. (1996). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
16.Childers, T.L., Carr, C.L., Peck, J., Carson, S., (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing 77, 511-535.
17.Coley, B. Burgess, (2003). Gender differences in cognitive and affective impulse buying, Journal of Fashion Marketing and Management 7 (3), 282-295.
18.Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-334.
19.Custers, R., and Aarts, H. (2010). The unconscious will: How the pursuit of goals operates outside of conscious awareness. Science 329,47-50.
20.Dawson, S., & Kim, M.,(2010) ”Cues on apparel web sites that trigger impulse purchases, ” Journal of Fashion Marketing and Management, 14(2),230-246.
21.DeSarbo, W.S. and Edwards, E.A. (1996). Typologies of compulsive buying behavior: A Constrained Clusterwise Regression Approach. Journal of Consumer Psychology, 5(3),231-262
22.Dickersbach, J.T. (2009). Supply Chain Management Based on SAP Systems: Architecture and Planning Processes, Springer, Berlin.
23.Dholakia, U. M.,(2000) ”Temptation and resistance: An integrated model of consumption impulse formation and enactment, ” Psychology & Marketing,17(11),955-982.
24.Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of retailing, 70(3), 283-294.
25.D.W. Rook, M.P. Gardner, (1993). In the mood: impulse buying's affective antecedents, Research in Consumer Behavior 6 (7), 1–28.
26.Ellahi, A., & Bokhari, R. H. (2012). Key quality factors affecting users' perception of social networking websites. Journal of Retailing and Consumer Services.
27.Engel, J. F., Blackwell R. D., & Miniard P. W. (2001). Consumer behavior( 9th ed.). Harcourt College Publishers.
28.Éthier, J., Hadayaa, P., Talbotb, J., & Cadieuxa, J.(2006). B2C web site quality and emotions during online shopping episodes: An empirical study. Information Management, 43(5), 627-639.
29.Floh, A and Madlberger, M, (2013) The Role of Atmospheric Cues in Online Impulse-Buying Behavior Electronic Commerce Research and Applications,12, 425-439.
30.Fornell, C., and Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research 18(1), 39-50.
31.Guilford, J. P. (1965). Fundamental statistics in psychology and education. New-York McGraw-Hill.
32.Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1992). Multivariate data analysis (3rd ed.). New York: Macmillan.
33.Hartley, S. W., & J. Cross, (1988). How Sales Promotion Can Work for and Against You, Journal of Consumer Marketing, 5(3), 35-42.
34.Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior , Journal of Consumer Marketing, 17(5), 403-426.
35.Hoch, S.J., Loewenstein, G.F., (1991). Time-inconsistent preferences and consumer self-control. Journal of Consumer Research 17, 492-507.
36.Hoffman, D.L. and Novak, T.P. (1996). Marketing in Hypermedia Computer-Mediated Environments Conceptual Foundations. Journal of Marketing,50-68.
37.Holmqvist, K, Holsanova, J, Barthelson, M & Lundqvist, D, (2003). Reading or scanning? A study of newspaper and net paper reading. in JR In Hyönä & H Deubel (eds), The mind's eye: cognitive and applied aspects of eye movement research. Elsevier, pp. 657-670.
38.Hsu, T.H., Y. S. Wang, & S. C. Wen, (2006), Using the Decomposed Theory of Planned Behavior to Analyze Consumer Behavioral Intention to Wards Mobile Text Message Coupons, Journal of Targeting, 14(4), 309-326.
39.Huizingh, E. K. R. E, (2000). The Content and Design of Web Sites: An Empirical Study, Information & Management, 37(3), 123-134.
40.Inman, J. J., & McAlister, L. (1993). A retailer promotion policy model considering promotion signal sensitivity. Marketing Science, 12(4), 339-356.
41.Jarvenpaa, S.L. and P.A. Todd, (1997). Consumer Reactions to Electronic Shopping on the World Wide Web. Journal of Electronic Commerce, 1(2), 59-88.
42.Jeffrey, S. A., & Hodge, R. (2007). Factors influencing impulse buying during an online purchase. Electronic Commerce Research, 7(3), 367-379.
43.Kacen, J.J. and Lee, J.A. (2002) The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of Consumer Psychology, 12, 163-176.
44.Kim, D.J., Ferrin, D.L. and Rao, H.R., (2008). A Trust-Based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents. Decision Support Systems, 44, 544-564.
45.Kim, J. W. (1997). Toward the Construction of Customer Interfaceds for Cyber Shopping Mall—HCI Research for Electronic Commerence., Electronics Markets, 7(2), 12-15.
46.Kotler, P., & Hornik, J. (2000). Marketing Management.
47.Kotler, P, (2000). Marketing Management: Analysis, Planning, Implementation, and Control(10th ed.). NJ: Prentice-Hall.
48.Kotler, P. (2003). A framework for marketing management (6th ed.). New Jersey, NJ: Prentice Hall Inc.
49.Liang, T. P., and Lai, H. J. (2002). Effect of store design on consumer purchases: An empirical study of on-line bookstores. Information and management, 39(6), 431-444.
50.Liu, C. and Arnett, K, (2000). Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce. Information & Management, 38, 23-33.
51.Liu, Y., Li, H., and Hu, F. (2013). Website Attributes in Urging Online Impulse Purchase: An Empirical. Investigation on Consumer Perceptions. Decision Support Systems,55 ,829-837.
52.Lo, Louis Yi-Shih, Sheng-Wei Lin, & Li-Yi Hsu.(2016). Motivation for online impulse buying: A two-factor theory perspective. International Journal of Information Management, 36(5), 759-772.
53.Lovelock, C., & Wirtz, J. (2010). Services marketing: People, technology, strategy (7th ed.). Upper Saddle River, NJ: Prentice-Hall.
54.Lynch, J. and D. Ariely, (2000). Wine Online: Search Costs Affect Competition on Price, Quality and Distribution, Marketing Science, 19(1), 83-103.
55.Madhavaram, S. R., & Laverie, D. A. (2004). Exploring impulse purchasing on the internet. Advances in Consumer Research, 31(1), 59-66.
56.Mehrabian, A. and Russell, J. A. (1974) .The basic emotional impact of environments. Perceptual and motor skills, 38, 283-301.
57.Moe , W. W. (2003). Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream. Journal of Consumer Psychology, 13(1–2),29-39.
58.Montoya-Weiss, M., Voss, G.B., Grewal, D., (2003). Determinants of online channel use and overall satisfaction with a relational, multichannel service provider. Journal of the Academy of Marketing Science 31, 448–458.
59.Newman, M. W. and Landay, J. A., (2000). Sitemaps, Storyboards, and Specification: A Sketch of Web Site Design Practice, ACM Proceedings of the 3rd Conference on Designing Interactive Systems: Processes, Practices, Methods, and Techniques, 263-274, San Francisco, CA.
60.Novak, T. P. , D. L. Hoffman and Y. F. Yung, (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science.,19(1), 22-42.
61.Parboteeah, D. V., Valacich, J. S. and J. D. Wells, (2009). The Influence of website characteristics on a consumer’s urge to buy impulsively. Information systems research, 20(1), 60-78.
62.Nunnally, J. C. (1978), Psychometric Theory, New York: McGraw Hill.
63.Parboteeah, D. V., Taylor, D. C., & Barber, N. A. (2016). Exploring impulse purchasing of wine in the online environment. Journal of Wine Research,27(4),322-339.
64.Pavlou, P. A., & Fygenson, M. (2006). Understanding and Prediction Electronic Commerce Adoption: An Extension of the Theory of Planned Behaviour., MIS Quarterly, 30(1), 115-143.
65.Peck,J.,& Childers,T.L.(2006). If I touch it I have to have it: Individual and environmental influences on impulse purchasing. Journal of Business Research 59(6),765-769.
66.Petrick, J.F. (2002). Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service. Journal of Leisure Research, 34, 119-134.
67.Raghubir, P., & Corfman, K. (1999). When Do Price Promotions Affect Pretrial Br& Evaluations. Journal of Marketing Research, 36, 211-222.
68.Reynolds, K. E., Beatty, S. E. (1999) . A relationship customer typology. Journal of retailing 75 (4) , 509-523.
69.Robbins, S. S., & Stylianou, A. C., (2003). Global corporate Web sites: an empirical investigation of content and design. Information & Management, 40(3), 205-212.
70.Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189.
71.Rosen, D. E., & Purinton, E, (2004). Website design: Viewing the web as a cognitive landscape. Journal of Business Research, 57(7), 787-794.
72.Rowley, J. (2002) Using Case Studies in Research. Management Research News, 25, 16-27.
73.Saeed, K. A., Grover, V., & Yujong, H., (2003). Creating Synergy with a Clicks and Mortar Approach. Communications of the ACM, 46(12), 206-211.
74.Shen, K. N., & Khalifa, M. (2012). System design effects on online impulse buying. Internet Research, 22(4), 396–425.
75.Shen, Y. C., Chu, C. H., Chiang, C. C., & Huang, H. M. (2010). Exploring the personal and situational antecedents of the Internet unplanned purchase behavior. Journal of EBusiness, 12(3), 457–482.
76.Sheng, H.C., Kun, S.S., Wen, H.H., & Zhen, Y.S. (2017). The Study on the Differences in the Impact of Quantity Discount and Promotion Framing on Impulsive Buying. Management Information Computing.6(2),171-188.
77.Shimp, T. A., (1997). Advertising Promotion, and Supplemental Aspects Integrated Marketing Communications, 4th ed, Harcourt Brace Chicago, Dryden Press.
78.Strack, F., Werth, L., & Deutsch, R. (2006). Reflective and Impulsive Determinants of Consumer Behavior. Journal of Consumer Psychology, 16(3), 205-216.
79.Swinder Janda, Philip J. Trocchia, Kevin P. Gwinner, (2002). Consumer perceptions of Internet retail service quality. International Journal of Service Industry Management, 13(5), 412-431.
80.Szymanski, D. M., & Hise, R. T., (2000) . E-satisfaction: an initial examination. Journal of retailing, 76(3), 309-322.
81.Verhagen, T., & van Dolen, W., (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information Management, 48(8), 320-327.
82.Vijayasarathy, L. R.(2004). Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model. Information and management, 41(6), 747-762.
83.V. Mummalaneni, (2005). An empirical investigation of web site characteristics, consumer emotional states and on-line shopping behaviors. Journal of Business Research, 58, 526-532.
84.Vohs, K. D., & Faber, R. J. (2007). Spent Resources: Self-Regulatory Resource Availability Affects Impulse Buying. Journal of Consumer Research.
85.Wan, C. S., Su, A. Y. & Shih, C. C. (2000). A Study of Web Site Content Analysis of International Tourist Hotels and TourWholesalers in Taiwan, Proceedings of the fifth annual graduate education students research conference in hospitality & tourism, USA: Houston, 132-137.
86.Warren (1992).American Law Institute, Federal Income Tax Project. Reporter’s Study Draft, Integration of the Individual and Corporate Income Taxes.
87.Weinberg P. and Gottwald W. (1982). Impulsive consumer buying as a result of emotions. Journal of business research, 10 , 43-57.
88.Wells, J. D., Parboteeah, V., & Valacich, J. S. (2011). Online impulse buying: understanding the interplay between consumer impulsiveness and website quality. Journal of the Association for Information Systems, 12(1), 32-56.
89.Youn, S., & Faber, R. J.,(2000) ”Impulse buying: its relation to personality traits and cues, ” NA-Advances in Consumer Research, 27, 179-185.
90.Zhou, Z., (2009). Evaluating Websites Using a Practical Quality Model. De Montfort University, Software Technology Research Laboratory.