你（妳）衝動了嗎？網購平台特性與衝動性購買之研究

Are You Impulsive? Study on Characteristics of Shopping Platform and Impulsive Purchase

隨著全球網路購物人口逐年增長，網購平台經營者愈發重視如何促進網購族之衝動性購買行為，綜觀衝動性購買實證研究，過去文獻多著重於人格特質、促銷活動與購物環境等因素之探討，針對網購平台特性影響衝動性購買的相關研究仍相當有限。本研究延續Mikalef, Giannakos, and Pappas（2017）的理論概念，將平台特性分成社交性、個人推薦性、產品選擇性、資訊可用性等四個構面，探討不同平台特性對購買欲望及衝動性購買之影響，並比較不同平台類型（電子商務平台vs.社交商務平台）之差異。本研究以曾使用臉書與蝦皮平台網購族為抽樣對象，透過調查法蒐集資料，使用紙本與網路問卷回收有效樣本444份（有效樣本回收率94.27％），經由結構方程模式分析發現，平台的社交性愈好、個人推薦性愈高，以及產品選擇性愈多時，能有效刺激消費者購買欲望，進而提升其衝動性購買行為；再者，相較於社交商務平台，資訊有用性影響電子商務平台網購族購買欲望之效果較大。本研究於文末提供電子商務平台經營者重要實務建議。

As the online shopping population grows year by year around the world, online shopping operators pay more attention to the ways to promote the impulsive purchase behaviors of online shoppers. Given that previous literature focuses on the influences of the factors including personality traits, promotion activities and shopping environment on online shoppers' impulsive purchase, research examining how the characteristics of online shopping platform impact impulsive purchase is still limited. Based on Mikalef, Giannakos, and Pappas (2017), this study divided the platform characteristics into four dimensions: socialising, personal recommendation agents, product selection, and information availability and investigates the influences of platform characteristics on purchasing desire and impulsive buying. In addition, the moderating role of platform type (e-commerce platform vs. social commerce platform) was further examined. Data was collected from the online shoppers of Facebook and Shopee through the the paper and online questionnaire. 444 samples were received with effective rate of 94.27%. By using Structural Equation Modeling, this study found that socialising, personal recommendation agents, and product selection would enhance online shoppers' desire to purchase, and in turn increase their impulsive buying behavior. This study also observed that the effect of information availability on purchasing desire was greater for the participants of e-commerce platform (Shopee) compared with that of social commerce platform (Facebook). Several implications were discussed for online shopping operators.