本研究以行動商務為研究背景,分別對時間壓力認知、價格認知、從眾性、情緒進行探討,進而瞭解是否會影響到使用者的衝動性購買之意願。本實驗採用2X2實驗法,將價格認知分為價格促銷、非價格促銷,將時間壓力認知分為時間壓力大和時間壓力小,排列成價格促銷且時間壓力大、價格促銷且時間壓力小、非價格促銷且時間壓力大、非價格促銷且時間壓力小四組問卷,讓消費者觀察過後填寫問卷,最後分析問卷結果,並提出行動商務行銷上的建議。 研究結論得知,消費者在行動商務環境中,觀看購物訊息時,價格認知、時間壓力認知會影響情緒,且情緒會影響衝動性購買意願。而在從眾性高和從眾性低的情況下,價格認知不會影響情緒,時間壓力認知會影響情緒,而情緒會影響衝動性購買意願。
This study used mobile commerce as the background for a discussion on perceptions of time pressure, prices, conformity, and emotions and their influence on impulse purchase behavior. We conducted an experiment using a 2x2 factorial design, in which perception of prices was divided into promotion and non-promotion prices, and perceptions of time pressure were divided into high low pressure. We then applied these factors to the design of four types of questionnaires for distribution to consumers. Finally, analysis of the questionnaire results led to the formulation of suggestions regarding marketing in a mobile commerce environment. When consumers view shopping messages in a mobile commerce environment, perceptions of price and time constraints influence their emotions, which influence their impulse purchase behavior. However, when conformity is taken into account, perceptions of price do not influence emotions, in cases where time constraints influence emotions, which subsequently influence impulse purchase behavior.