外在刺激、消費認知、情感評估與電子商務平台消費者衝動購物行為之研究

先前對於衝動購買的行為研究多為單一外在刺激因子對於行為的影響進行探討，而將外在刺激因子結合進行討論，並且探討個別與衝動購物意圖和行為的研究是較少的。本研究目的為透過相比刺激因子的影響程度，以SOR理論解釋當消費者受到外在環境刺激後，經歷認知與情感評估的階段，進而產生行為與反應。本研究蒐集217份來自蝦皮賣場的顧客填答資料，以李克特五點量表供消費者填答。研究結果顯示，商品慾望、促銷訊息及KOL及網紅推薦對於消費者衝動購物意圖有正向顯著影響；而商品需要認知及資訊搜尋則沒有顯著關係。本研究結果也顯現消費者之衝動購物意圖提升時，將增加其衝動購買的行為產生，而金錢制約因素對於消費者的衝動購物行為確實有負向顯著關係。

Previous studies on impulse behavior, most discuss one of external stimuluses’impact on impulse behavior. However, there are few studies to combine external stimulus and discuss how each stimulus influence on impulse intention or behavior. In this content, this study combines five external stimuluses to know the extent of influence on impulse purchase behavior and utilizes SOR theory to interpret it. A total of 217 valid responses from customers of one Shopee shop are collected to test the research model, which uses Likert scale for them to answer. The results show that commodity desire, promotional messages and recommendations from KOL and internet celebrities have significant positive influence on customers’impulse purchase intention, but commodity need awareness and information search don’t have significant influence on it. Moreover, this result finds that once impulse purchase intention is higher, it can increase the possibility of impulse purchase behavior. Also, this study shows that money constraints have significant negative influence on impulse purchase behavior.