線上社交購物導向網站對網路衝動性購買行為之影響：虛擬社群感和負面情緒之干擾效果

The Effects of Online Social Shopping Orientation toward Customers’ Online Impulse Buying: The Moderating Effects of Sense of Virtual Community and Negative Emotion

消費者在其日常生活及行為中，非計劃性的衝動購買行為佔了很大比例，電子商務和網路使用的增加，也增加了衝動購買的機會，過去學者探討的範圍大多是產品因素、個人因素或環境因素，鮮少著重於線上社交購物導向對衝動型購買行為的影響。研究設計透過網路問卷蒐集資料，採用2ｘ2ｘ2實驗設計，探討可產生較佳衝動型購買行為的最適組合。研究結果顯示消費者觀看高線上社交購物導向將容易產生購買行為。虛擬社群感和負面情緒兩個干擾變數間接影響衝動型購買行為，當消費者負面情緒較強，越能強化高線上社交購物導向對消費者衝動型購買行為之正向影響。當負面情緒較弱、虛擬社群感偏低時，觀看高線上社交購物導向或低線上社交購物導當負面情緒較弱、虛擬社群感偏低時，觀看高線上社交購物導向或低線上社交購物導。

In the consumer's daily life, unplanned impulse buying behavior accounted for a large proportion, especially has gradually influenced consumer shopping behavior and e-commerce patterns. The present study investigates the impact of different types of online social shopping orientation on impulse buying behavior, using sense of virtual community and negative emotion as moderators. We adopt a 2×2×2 factorial design to discuss the optimum combination of impulse buying behavior. Our results indicate that online social shopping orientation (OSSO) has a significant direct effect on impulse buying behavior. Besides, sense of virtual community and negative emotion both have indirect effect on the relationship between high online social shopping orientation and impulse buying behavior. There is no differences for the impact of different types of online social shopping orientation on impulse buying behavior when customers with lower level of sense of virtual community and lower level of negative emotion.