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

The Impact of Online Purchasing Atmosphere and Consumer's Personality on Online Impulse Buying

蔡文仁(Wen-Ren Tsai)

《東方學報》 34期 (2013/12) Pp. 143-166

https://doi.org/10.29421/JTDU.201312_(34).0010

摘要

本研究基於S-O-R模型，以線上購物環境特徵及網路消費者個別特質作為刺激因素，引發網路消費者的情緒反應，促使消費者產生消費衝動欲望，進而引發衝動購買行為。在現有的網路購物研究中，認為網路購物存在很多不確定風險是導致消費者放棄網路購買的原因，因此本研究認為知覺風險在購買慾望與衝動購買行為之間具有調節作用。本研究採用實證分析探討消費者在線上購物環境、消費者個人特徵、情緒、消費衝動欲望、知覺風險與衝動購買行為等六個面向相互影響的關聯性。並以國內線上購物網站網路問卷排名第一的優仕網會員做為研究對象，總共收集有效樣本514份，以多元迴歸與階層迴歸分析方法進行分析，研究結果如下：一、線上購物環境的資訊豐富、物美價廉及視覺美感正面影響消費者的愉悅情緒；線上購物環境的資訊豐富、物美價廉及即時互動正面影響消費者的喚醒情緒。二、消費者特徵的衝動性購買傾向與購物享樂皆正面影響消費者的購買情緒。三、消費者的購買情緒對消費衝動欲望具有正向影響性。四、消費者的消費衝動欲望對衝動購買行為具有正向影響性。五、消費者對於網路交易的知覺風險程度會干擾消費衝動欲望與衝動購買行為之間的關係。

關鍵字

線上購物環境 ； 消費者特徵 ； 情緒 ； 衝動性購買 ； 知覺風險

並列摘要

In view of this, based on S-O-R model, this study uses online purchasing atmosphere characteristics and consumer's personality as motivators to induce online shoppers' emotional reaction, create consumer's impulse desire, and then produce impulse buying behaviors. The existing online purchasing researches show that the reason why shoppers give up online purchases is that there exist a lot of uncertain risks in online purchases. Thus, it is considered that perceived risk is acted as a mediator between purchasing desire and impulse buying behavior.In this study, empirical analysis was used to explore the correlation of interactions among six dimensions, online purchasing atmosphere, consumer's personality, emotion, consumer's impulse desire, perceived risk, and impulse buying behavior. The website members of Youthwant was selected as subjects, ranked number one in online survey questionnaire in Taiwan, and 514 were returned with valid response. Multiple regression and hierarchical regression were used to analyze the data. The findings are as follows:1. The abundant information, quality product with low prices, and visual aesthetics of online purchasing atmosphere have a positive impact on consumer's pleasure emotion. The abundant information, quality product with low prices, and real time interaction of online purchasing atmosphere have a positive impact on consumer's arousal emotion.2. Impulse buying tendency and shopping enjoyment of consumer's personality have a positive impact on consumer's purchasing emotion.3. Consumer's purchasing emotion has a positive impact on consumer's impulse desire.4. Consumer's impulse desire has a positive impact on impulse buying behavior.5. The extent of consumer's perceived risk toward online dealing will interfere in the relationship between consumer's impulse desire and impulse buying behavior.

並列關鍵字

Online purchasing atmosphere ； Consumer's Personality ； Emotion ； Impulse Buying ； Perceived Risk

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