行動環境下衝動性購買行為之研究

Impulsive Buying Behavior in Mobile Commerce Context

張媛婷(Yuan-Ting Chang)

指導教授 ： 薛義誠

國立中央大學/管理學院/資訊管理學系/碩士(2012年)

摘要

過去無論是實體店面或線上購物網站，衝動性購買的行為相當普遍，相關議題也被廣泛研究；近年來行動商務伴隨行動裝置的快速發展，國際調查機構Forrester Research曾在2010年進行研究調查發現有高達48%網路服務業者已經投入行動化服務，但行動商務與衝動性購買行為間關係的研究較少。
本研究探討行動商務環境與消費者衝動性購買行為間的關係，主要目的為以行動商務的特性和行動商務的社群性探討是否影響消費者衝動性購買行為。以行動商務的無所不在特性為前提，透過行動商務的適地性與個人化特性和行動環境的社群人際互動與資料交換特性，經歷消費者的正面與負面情緒影響，與衝動性購買慾望之間的關係，探討行動環境衝動性購買的行為。
經問卷調查後，發現行動商務的適地性、人際互動與資訊交換特性皆對消費者的正面情緒有顯著影響，消費者利用行動裝置接收愈多適地性、人際互動、資訊交換的訊息，會有較高的正面情緒。至於情緒對於衝動性購買行為相關構念間關係的驗證，正面情緒會提升衝動購買的慾望。
研究結果建議商家除維護電子商務的專屬網站外，也應推出行動版的網站，使消費者透過行動裝置連結網頁時更加便利與快速。此外，設計個人化行動廣告或服務時，應以獲得消費者允許為前題，避免消費者產生個人資料來源的疑慮與反感。商家應利用各大熱門的社群網站或社群應用程式，例如：Facebook, Twiiter等，建立專屬的專頁或頻道，甚至專屬的應用程式，使消費者可快速搜尋，在平台上進行意見交流與分享，並瞭解商家的各種詳細資訊。

關鍵字

衝動性購買 ； 行動商務 ； 無所不在 ； 行動社群

並列摘要

In the past, either physical store or online shopping site, the impulse buying is a quite common behavior, and related issues has also been extensively studied; accompanied by the rapid development of mobile devices in recent years, mobile commerce international surveyed by Forrester Research found that in 2010 up to 48% of internet services has been put into mobile services. However, the research of the relationship between mobile commerce and impulse buying behavior is less.
In this research, the main purpose is to explore whether the characteristics of mobile commerce and mobile commerce community impact impulse buying behavior. Our study provides insight into the relationships between mobile commerce and consumer impulse buying behavior. A model is developed and showed how the characteristics of mobile commerce (Local-based servise and personalization) and the application of mobile commerce community (interpersonal interaction and information exchange) related to impulse buying in mobile context.
By using questionnaire, the result found that Local-based servise, interpersonal interaction and information exchange all have significant impact on consumers'' positive emotions. Consumers receive the information more appropriate for no matter the location, interaction or information exchanging by using mobile devices will increase higher degree of positive emotions. For the impulse buying behavior, positive emotions will enhance the desire to impulse buying.
The findings suggest businesses not only to maintain e-commerce website, but also develop a mobile version of the site, enable consumers to link to pages from a mobile device more convenient and fast. In addition, the design of personal mobile advertisements or services should be allowed from consumer. Businesses should take advantage of the major popular social networking site or community applications, such as: Facebook, Twiiter etc., establishing special page or channel, or even create an unique application, and enable consumers to find what he/she need quickly.

並列關鍵字

impulse buying ； mobile commerce ； ubiquitous ； mobile community

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