探討社群媒體使用者衝動購物行為的前置因素與結果

Exploring the Antecedents and Consequences of Impulse Buying Behavior in Social Media

羅婕瑀(Chieh-Yu Lo)

指導教授 ： 許秋萍

國立暨南國際大學/管理學院/國際企業學系/碩士(2021年)

https://doi.org/10.6837/ncnu202100246

摘要

網路世代的盛行，資訊傳播的速度也隨之增長，隨著使用社群媒體的使用者增 加，社群媒體已被視為促使人們消費的平台。消費者在社群媒體上瀏覽來的產品推 薦文，進而做出不在原計畫內的購物行為。本研究主要探討何種因素會導致消費者 衝動購物之行為，以及購物後所產生的情緒狀態為何。
本研究共回收 445 份有效問卷，主要對象為在社群媒體有過衝動購物經驗的 使用者。經實證分析結果顯示:對於推薦人的相似度、好感度與美學對瀏覽行為皆 為顯著影響，瀏覽行為和觀察學習對衝動購物有顯著影響，而衝動購物對立即的滿 足和後悔皆有顯著的影響。此外，個人涉入會減弱瀏覽行為對衝動購物行為的關係， 最後，以本研究的結果，對廠商和推薦人提出實務建議，亦提供未來研究限制與建 議，作為學術上相關研究參考。

關鍵字

衝動購物 ； 推薦人 ； 觀察學習 ； 美學 ； 購後情緒

並列摘要

In the information explosion era, information and messages spread rapidly. Consumers browse product recommendations on social media and make purchases that they don’t have pre-purchase intention. This research mainly explores the antecedents and consequences of impulse buying on social media.
A total of 445 valid questionnaires were collected in this study, mainly for users who have experience in impulse buying on social media. The empirical analysis results show that the similarity and likeability of recommenders and aesthetic appeal of the post have a significant influence on browsing activities. Browsing activities and observational learning have a significant influence on impulse buying. Impulse buying has a significant impact on instant satisfaction and regret. Additionally, product involvement weakens the relationship between browsing activities and impulse buying. Finally, based on the results of this research, practical implications are provided to the marketing manager, recommenders and social media platform. Future research limitations and suggestions are also provided as references for academic related research.

並列關鍵字

Impulse buying ； Recommender ； Observational learning ； Aesthetic appeal ； Post-purchase emotion

參考文獻

English references

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