從消費者情感的觀點探討刺激線上衝動性購買

Stimulus on Online Impulse Purchase from Consumers’ Affect Perspective

隨著網路的普及，越來越多人開始在線上購物，而在線上購買運動用品的 比例也在急劇上升，而線上商店的大部分收入來源，是來自衝動性購買。因此， 衝動性購買對與線上的運動用品商店同樣扮演了很重要的角色。在本研究中， 我們使用消費者正向情感與衝動性作為中介變數，來探討刺激物對線上衝動性 購買的影響。本研究樣本是依據產業情報研究所所提供的人口統計比例抽樣， 共收集了 450 份的有效問卷。然後利用線性結構方程式來驗證變數之間的效果 以及因果關係。本研究結果指出，銷售促銷是對衝動性購買最有效的刺激物。 另一項重要的發現是，代言會對衝動性購買有正向影響，這在其他研究中還沒 有被證實。

The purpose of this study is to investigate the casual relationship among stimulus, organism and impulse purchase in online sporting goods store. Amongst, we employ positive affect and impulsiveness as the mediating variables, and investigate that stimulus is a useful tool to enhance impulse purchase. Four hundred and fifty valid samples in accordance with the proportion of demographic statistics offered by the Market Intelligence and Consulting Institute (MIC) are collected in our study. Empirical results show that sales promotion is the most effective stimulus to stimulate impulse purchase and endorsement has also a positive causal relationship on impulse purchase