- 期刊
消費者的購後後悔強化或是抑制了未來的衝動購買行為傾向
Do Consumers' Post-purchase Regrets Reinforce or Inhibit Future Impulse Buying Behavior Propensity
摘要
本研究以SOR為基底理論，旨在探討正面情緒與負面情緒對線上衝動購物的影響，以及消費者是否傾向於受到情緒主導而重複該行為，特別關注購後後悔是否能促使消費者反思之前的衝動購物行為，在未來做出較佳的購物決策，或傾向於陷入重複衝動購買的循環之中。本研究使用google問卷收集實證資料，總計回收363份問卷，剔除三個月內在網路沒有購物行為者，取得280份有效問卷。結果分析使用SPSS 21與AMOS 20統計分析軟體驗證，有效樣本率為77.13%。有效樣本中，女性共215份（76.8%）、男性共65份（23.2%）。研究結果發現，正面情緒與負面情緒正向顯著影響衝動購物，負面情緒導致衝動購買的動機比正面情緒更強,有衝動購物經驗的消費者容易在未來重複該行為。不同於以往的研究，我們發現消費者購後後悔的程度越高，其正向干擾衝動購買與未來衝動購買傾向的關係越高。此結果說明購後後悔不只是一種負面情緒的反應，而是驅動未來衝動購物行為傾向的動機。
並列摘要
Based on SOR theory, this study aims to explore the impact of positive emotions and negative emotions on online impulse shopping, and whether consumers with impulse shopping experience tend to be dominated by emotions and repeat such behavior in the future. In addition, this study pays special attention to whether consumers' post-purchase regret plays a reflective role in future shopping decisions, or whether consumers tend to be dominated by emotions and fall into the cycle of impulse purchases. This study used Google questionnaires to collect empirical data, and a total of 363 questionnaires were collected. After excluding those who had not shopped online within three months, 280 valid questionnaires were obtained. SPSS 21 and AMOS 20 statistical analysis software were used to analyze the data, and the valid sample rate was 77.13%. Among the valid samples, 215 were female (76.8%) and 65 were male (23.2%). The research results confirm that positive emotions and negative emotions have a positive and significant impact on impulsive shopping behavior. Negative emotions lead to stronger motivation for impulse buying than positive emotions. Consumers with impulse shopping experiences are more likely to repeat the behavior in the future. Different from the past, we found that the higher the degree of post-purchase regret of consumers, the higher the relationship between its positive moderation with impulse buying and future impulse buying behavior propensity. Post-purchase regret is not just a negative emotional response, but a motivation that drives future impulsive purchasing behavior.