真是「購」了！－探討女性海外自助旅行者衝動性購買之情緒及行為研究

近年來自助旅行以女性為主要群體，驚人的消費力對於旅遊市場來說相當重要。在旅遊過程中，女性將購物排在最重要的地位，大多數海外購物屬於衝動性購買行為。本研究主要探討女性海外自助旅行者衝動性購買的因素及類型並了解購後情緒及行為。以問卷調查2019年間有海外自助旅遊的女性，結果發現，內在、情境因素及從眾行為對衝動性購買具有正向顯著影響；外在因素對衝動性購買則無影響；性價比不會干擾內在、外在、情境因素與衝動性購買之間的關係。本研究建議女性海外自助旅行者在海外購物時，需謹慎思考，當商品性價比高、受從眾影響，更會促成衝動性購買，因此在做購買決策時別太受到旅伴或當時流行所影響，需考慮真正喜歡或實用性再決定是否購買。

關鍵字

女性自助旅行者；海外自助旅行；衝動性購買；購後情緒與行為

並列摘要

Female travelers are the main group dominating self-guided travel in recent years, and their high consumption power is very important for the tourism market. During the travel, female travelers rank shopping as the most important activity, and most overseas shopping is impulsive purchase behavior. This study thus explores the factors and types of impulsive purchases by female overseas self-guided travelers and to understand their post-purchase emotions and behaviors. A questionnaire survey was conducted on women who engaged in self-guided overseas travel in 2019. The results showed that intrinsic factor, situational factor, and conformity have a significantly positive impact on impulsive purchases, while extrinsic factors have no effect. Cost performance does not interfere with the relationships among intrinsic factors, extrinsic factors, situational factors, and impulsive purchases. This study suggests that females who travel overseas in self-guided tours should think carefully when shopping. When products are cost-effective, they are influenced by conformity, which promotes an impulsive purchase. Therefore, when making purchasing decisions, they should not be easily influenced by traveling companions or fashion, but rather also consider whether they really like a product or whether a product is really practical before deciding to buy it.