資訊從眾程度影響衝動購買行為的前置心理歷程研究

A Study on Procedure of Antecedent Psychology for Information Conformity Impact on Impulse Purchase

先前有關衝動購買的行為研究，主要是以外在刺激因素對衝動購買意圖影響進行探討，而消費者從接觸網路口碑產生資訊從眾到衝動購買行為發生之前置心理歷程變化，與調節變數對衝動購買行為影響則較少被探究。本研究的目的為探討消費者閱讀網路口碑後的資訊從眾程度對衝動購買影響的內在心理歷程，以及商品需要認知和購買制約因素的調節效果。研究中共蒐集528份曾經閱讀網路口碑的消費者資料。結果說明，同樣的網路口碑對不同的消費者之影響不同，乃是取決於消費者之資訊從眾程度，並且資訊從眾程度影響消費者的商品慾望，再間接經由衝動購買意圖之升高，增加消費者進行衝動購買的可能性，而購買制約因素對於衝動購買行為實有抑制作用。

Previous studies on marketing have investigated the issues of consumers' impulse purchasing behavior. However, current knowledge on the procedure of consumer's antecedent psychology from reading e-WoM and producing information conformity to result in impulse purchasing behavior and the influence of moderating variables on impulse purchasing behavior remain unclear. In this context, this study proposes a conceptual model in which information conformity is regarded as a key factor determining e-WoM's effectiveness in forming the emotional states that eventually lead to impulse purchases. Meanwhile, this study also exams the moderating effects of perceived product need and purchasing constraints. A total of 528 valid responses from participants who have browsed product reviews in past are collected to test the research model. The results show that the degree of consumer's information conformity is mainly critical influencer and information conformity positively influences the desire for the product, which in turn raises the impulse purchase intention, resulting in a possible impulse purchase. Moreover, this study finds that purchasing constraints have moderating effects. This means that whether impulse purchase intention leads to an actual impulse purchase depends on the strength of the purchasing constraints. The contribution of this study is to systematically describe consumer's sequential procedure of mental development from information conformity after reading e-WoM to impulse purchasing behavior. Meanwhile, this study posits that the purchasing constraints are critical moderating factors to decline impulse purchasing behavior.