探討消費者情緒對於網路購物意願影響之研究

隨著資訊科技日新月異的進步，行動裝置的使用更加普及，人手一支手機，民眾隨時隨地皆可進行購物，加上近兩年 Covid-19 疫情衝擊，大家待在家的時間更多了，網路購物逐漸變成消費主流，網路購物的盛行，為台灣的零售產業帶來嶄新的商機，本研究以發放網路問卷的方式收集樣本資料，主要探討消費者進行線上購物時，自身的情緒變化是否對於購買意願有所影響，研究方法採實驗法，在實驗過程中隨機發放問卷，研究對象則是以使用過線上購物之消費者為主，問卷收集完畢後，主要是探討消費者購物時的正向情緒「興奮」、正向情緒「滿足」、負向情緒「懼怕」、負向情緒「失落」與購買意圖之間的關係，本研究使用統計分析軟體 SPSS 及 SmartPLS 進行數據分析處理，依據研究結果，本研究提出研究結論與建議，作為日後網路購物平台業者參考之依據。關鍵字：線上購物、情緒、購買意願

關鍵字

線上購物；情緒；購買意願

並列摘要

With the rapid progress of information technology, the use of mobile devices has become more and more popular. With a mobile phone in hand, people can shopping anytime, anywhere. Coupled with the impact of covid-19 pandemic in recent years, people spend more time at home. The prevalence of online shopping has brought new business opportunities to Taiwan's retail industry. This study collected sample material by issuing an online questionnaire, and discussed whether consumers' emotional changes affect their purchase intention when shopping online. The research method was experimental, and randomly distributed questionnaires during the experiment. The research object is mainly focused on consumers who have used online shopping. After the questionnaire collection, it mainly discusses the relationship between consumers' positive emotion "excitement", positive emotion "satisfaction", negative emotion "fear", negative emotion "loss" and purchase intention. This study used statistical analysis software SPSS and SmartPLS to analyze and process the data. Based on the research results, this study puts forward research conclusions and suggestions as a reference for future online shopping platform operators.