探討利用手機進行衝動性購買影響因素之研究

台灣民眾擁有智慧型手機的比率持續增長，消費者的消費習慣從實體店面轉變到網路購物，更逐漸轉向使用行動裝置進行購物，跟過去網購方式有很大的不同，由於消費者在進行網購時不再受到地方的限制，只要有一支智慧型手機就能馬上瀏覽、下單、購買，帶給消費者無限方便，所以容易造成消費者衝動消費的行為增加。本研究以SOR模型為基礎，進而探討哪些因素會引發消費者的情緒狀態並促使消費者利用手機進行衝動性購買。本研究有效問卷共181份，使用SPSS 22.0及SmartPLS 3軟體進行統計分析，研究結果顯示社群廣告對情緒狀態有顯著影響、社群廣告對衝動性購買行為有顯著影響、互動性對情緒狀態有顯著影響及情緒狀態對衝動性購買行為有顯著影響，此研究結果將可提供給行動購物的服務提供者，了解消費者的需求，並做為營運的參考方針。

關鍵字

手機購物；衝動性購買； SOR模型；情緒

並列摘要

The percentage of Taiwanese people owning smartphones continues to grow. Consumers’ consumption habits have changed from physical stores to online shopping, and gradually using mobile devices for shopping. Consumers aren’t restricted by places when shopping online. As long as you have a smartphone, you can browse, order and purchase immediately, bringing unlimited convenience to consumers. Therefore, it is easy to cause consumers' impulsive buying behavior to increase. The study aimed to explore, based on the theory of Stimulus-Organism-Response (SOR), what factors will cause consumer emotions and encourage consumers to make impulsive buying on mobile phones. There are 181 valid questionnaires in this study, using SPSS22.0 and Smart PLS 3 are applied to analyze the data. The analysis results show that social advertisement has a significant impacts on consumption emotions, social advertisement has a significant impacts on impulsive buying behavior, interactivity has a significant impacts on consumption emotions and emotions have a significant impact on impulsive buying behavior. The research finding of this study can be used as a reference for sellers who sell products through mobile shopping to understand the needs of consumers and serve as a reference for their operations.