過去研究衝動性購買較多著重於實體商店購買，而隨著網路購物的普及，衝動性購買逐漸轉為發生在網路購物。加上社交網站的興起，人們可以輕鬆地傳播信息，因此具有良好網路口碑的產品變得更重要。為了了解年輕一代是否會因為網路口碑而產生衝動性購買行為，本研究透過分析不同的資訊內容，來調查消費者的衝動性購買行為，同時也探討從眾行為是否會影響衝動性購買行為。
本研究採用實驗法，根據訊息品質、專業性、網路討論度、關係強度進行12種情境設計，問卷主要發放給校園和網路社群中的社群媒體用戶，共收集了1806份有效問卷。本研究採用SPSS分析數據並驗證本研究的假設。研究發現從眾行為對衝動購物的影響是顯著的，愈具有從眾行為特徵的消費者，其衝動性購買越強。資訊深度會對從眾行為和衝動購買造成干擾，而網路討論度只會在資訊性從眾上加強了對衝動購買的行為，表示消費者可能透過網路討論或是高資訊品質的內容，加深對產品的了解及資訊的建構，進而產生認同感及歸屬感，這些情緒隨後會導致衝動性購買。

Most of the previous studies on impulsive buying focused on the context of physical store. With the popularity of online shopping, impulsive buying may happen in the context of online shopping. Coupled with the emerging of social media, people can spread information easily. A product with positive electronic word-of-mouth (e-WOM) becomes important. To understand younger generation whether generate impulsive buying behavior because of e-WOM, the study investigates consumer’s impulsive buying behavior through an analysis of different types of information. This study also discusses whether conformity behavior influences the impulsive buying behavior. This study adopts an experimental method to design 12 scenarios based on the information quality, prior knowledge and expertise, online discussion, and relationship strength. A questionnaire distributes to social media users on campus and in online communities. There are 1806 valid questionnaires collected. This study adopts SPSS to analyze data and to test the hypotheses of this study. This study finds that the influence of conformity behavior on impulsive buying is significant. The more consumers with conformity characteristics, the stronger their impulsive buying. The depth of information will moderate with conformity behavior and impulsive buying, and online discussion will only enhance the impulsive buying on informative conformity. It indicates that consumers may deepen their understanding of the product and the construction of information through online discussions or high-information quality content, and then generate a sense of identity and belonging. These emotions will subsequently lead to impulsive buying.

誌　　謝 1
摘　　要 2
Abstract ………………………………………………………………………………3
List of Figure 6
List of Table 7
I. Introduction 8
1.1 Research Background and Motivation 8
1.2 Research Purpose 9
II. Literature Review 10
2.1 Impulsive Buying 10
2.2 Conformity Behavior 11
2.2.1 Normative conformity 11
2.2.2 Informative conformity 12
2.3 Electronic Word-of-Mouth (e-WOM) 13
2.3.1 Quality of e-WOM information 14
2.3.1.1 The credibility of e-WOM information 14
2.3.1.2 Depth of e-WOM information 15
2.3.2 Prior knowledge and expertise 17
2.3.3 Online discussion 19
2.3.3.1 High online discussion 19
2.3.3.2 Positive online discussion 20
2.3.4 Relationship strength 21
III. Methodology 23
3.1 Research Design 23
3.2. Pre-tests: Scenarios 27
3.3. Variable Definition and Measurement 29
3.3.1. Conformity behavior measurement 29
3.3.2. Impulsive buying measurement 29
3.4. Subjects/ Participants 29
3.4.1. Demographic profile (Experiment 1) 30
3.4.2. Demographic profile (Experiment 2) 31
3.4.3. Demographic profile (Experiment 3) 32
3.4.4. Demographic profile (Experiment 4) 34
3.4.5. Demographic profile (Experiment 5) 35
3.4.6. Demographic profile (Experiment 6) 36
3.5. Data analysis 37
IV. Research Result 38
4.1 Reliability 38
4.2 Validity 39
4.3 Regression 40
4.4 Moderating Analysis 41
4.4.1　　　The credibility of information, conformity behavior moderating analysis of impulsive buying 41
4.4.2　　　The depth of information, conformity behavior moderating analysis of impulsive buying 43
4.4.3　　　The prior knowledge and expertise, conformity behavior moderating analysis of impulsive buying 46
4.4.4　　　Online discussion, conformity behavior moderating analysis of impulsive buying 48
4.4.5　　　Positive online discussion, conformity behavior moderating analysis of impulsive buying 51
4.4.6. Relationship strength, conformity behavior moderating analysis of impulsive buying 51
V. Conclusion 55
5.1 Discussion and Conclusion 55
5.2 Managerial Implication 58
5.3 Research Limitation and Future Research 59
Reference 60
Appendix 68

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