影響網路非計畫性購買之個人與情境因素探討

USING PERSONAL AND SITUATIONAL FACTORS EXPLORE THE INFLUENCE ON INTERNET UNPLANNED PURCHASE

姜哲祺(Che-Chi-Chiang)

指導教授 ： 沈永正

元智大學/管理學院/企業管理學系/碩士(2007年)

摘要

過去研究消費者購買行為之類型可分為習慣性購買(Habitual Buying)、強迫性購買(Compulsive Buying)、以及衝動性購買(Impulse Buying)，其中又以衝動性購買受到廣泛的探討，而本研究所欲探究的非計畫性購買在早期並未與衝動性購買作出明顯區隔，甚至將非計畫性購買視為與衝動性購買相同的行為，然而即使在現在已有部分學者認為非計畫性購買與衝動性購買是兩種不同的消費行為，卻也鮮少在非計畫性購買上發展出完整的理論架構，同時也未發展出符合一般情況之非計畫性購買衡量量尺，因此本研究目的主要為(1)建構出網路購物之非計畫性購買衡量題項，(2)探討情境因素以及個人特質對網路購物之非計畫性購買的影響。
然而為何選擇在網路環境中探討非計畫性購買行為，主要是因為Koufaris (2002) 認為網路環境中的非計畫性購買行為是有趣且複雜的，因為在實體通路的環境中，消費者在購物時經常會受限於時間、空間、以及地點的限制，然而在網路環境裡消費者可以隨時隨地進行購買，只要使用滑鼠點選所喜愛的網站就能輕鬆進入該網站進行選購，而網站所提供的隱私性使得消費者能盡情的搜尋選購所喜好之商品，無須考慮在實體店面可能發生的尷尬情形，也因此大大的提高了非計畫性購買的次數，以及所購買產品的數量。
本研究主要的理論架構是根據過去社會心理學所提出的態度模型來做延伸，並且加入個人與情境因素作為潛在變數探討對網路非計畫性購買之影響，經過結構方程式的分析結果顯示購物樂趣、瀏覽活動、衝動性購買傾向、以及知覺壓力會直接影響網路非計畫性購買，而產品美學、價格促銷、以及來自經驗的搜尋傾向則是會透過購物樂趣、瀏覽活動間接影響網路非計畫性購買的發生。

關鍵字

非計畫性購買 ； 態度 ； 購物樂趣 ； 瀏覽活動

並列摘要

Past studies indicate that consumer’s purchase behavior can be divided into habitual buying, compulsive buying and impulse buying among these purchase behavior impulse buying has been investigated extensively. However, this study focuses on unplanned purchase which hasn’t made clear distinction between unplanned purchase and impulse buying in the early period. Besides, many studies consider that unplanned purchase and impulse buying are the same behavior. Although there are still some studies devoted to investigate unplanned purchase but haven’t develop theoretical framework completely; moreover, haven’t develop the applicable scale of unplanned purchase. Therefore the purposes of this study are first, conduct the scale of internet unplanned purchase. Second, investigate the effect of situational factors and personal characteristics to internet unplanned purchase.
But why we try to figure out unplanned purchase in internet environment? The reason is Koufaris (2002) think the unplanned purchase in internet environment is interesting and complicated. In general channel, consumers are usually restricted in time, space and locations when they do shopping. However, in internet environment consumers can do shopping in anytime. They can easily do shopping by clicking their favorite web site, and the privacy of web site let consumers search or purchase their favorite products enjoyably. They don’t have to consider the embarrassment in general stores; besides, It can enhance the times for unplanned purchase and the quantity of their shopping efficaciously.
This study’s major framework is based on the attitude model of social psychology and use situational factors and personal characteristics to be the latent variables to examine the effects of internet unplanned purchase. According to the analytic result of structure equation model shows that shopping enjoyment, browsing activity, impulse buying tendency, and perceived stress will influence internet unplanned purchase directly and product aesthetic, price promotion, and experiential search tendency will through shopping enjoyment or browsing activity influence internet unplanned purchase indirectly.

並列關鍵字

Unplanned purchase ； Attitude ； shopping enjoyment ； browsing activity

參考文獻

葉乃綺(2002)。滿額現金回饋促銷型態對非計劃性購買行為之影響。國立成功大學國際企業研究所碩士論文。

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