學術產出-學位論文
文章檢視/開啟
書目匯出
-
題名 電商造節行銷對消費者衝動購買行為影響研究 —以蝦皮購物為例
Research on Impulse Buying Behavior during Shopping Carnival: The Case of Shopee作者 朱欣容
Jhu, Hsin-Rong貢獻者 白佩玉
朱欣容
Jhu, Hsin-Rong關鍵詞 電商造節
節慶購物
衝動購買行為
購買意願
消費者決策流程
Shopping Carnival
Holiday Shopping
Impulse Buying Behavior
Purchase Intention
Consumer Decision-Making Process日期 2021 上傳時間 2-九月-2021 18:18:53 (UTC+8) 摘要 電商造節是近幾年來十分成功、且對電商平台訂單及業績影響極大的行銷方式，消費者在此情境氛圍的塑造下，更容易產生衝動購買的行為。自 2020 年始，蝦皮購物推出「月月造節」活動，以吸引更多賣家及消費者共襄盛舉。研究者以蝦皮購物的造節行銷為研究情境，探討台灣的網購消費者於造節期間產生衝動購買行為的影響因素，例如：平台的哪些操作手法能夠促發衝動購買行為。本研究透過深度訪談及研究者個人的觀察分析發現：多數消費者皆以手機作為購物媒介，平常即非常容易接觸蝦皮的行銷手法、促銷訊息。蝦皮利用行銷刺激及大量的商品、促銷組合曝光，促成消費者產生衝動購買的慾望，若此消費者在購物時擁有相對較短的思索購買反應時間、缺少先見之明且未經深思熟慮的快速購買行動等衝動特質，便會產生衝動購買之慾望進而做出非計畫內的購物行為。然而值得注意的是，當近年來網購平台業者造節的頻率日漸增高，從過去的一年僅有一兩次的大型促銷活動（如雙 11 購物節），演變至月月造節，如此頻繁的造節行銷手法，平台在思考其未來行銷方針思量時，仍須思考：稀有感的創造、造節預算投入與節慶成效的差異及平台有限資源的分配取捨。
Shopping carnival is a saucerful marketing strategy to enhance order and GMV for E-commerce (EC) platforms. Besides, in this scenario, customers are more easily to purchase more than usual and even shop impulsively.From 2020, “Shopee” started to create its own shopping carnival monthly to raise the awareness of customers and sellers. This research is going to discuss about the marketing strategy of shopping carnival to motivate the customer behavior of impulse buying in the case of Shopee. After research by depth interviews and literature review, we discovered that most customer shopped online via mobile and they reach easily to the marketing strategies and promotion information from Shopee. In this case, Shopee takes a good use of marketing stimuli to raise the urge of impulse buying from customers, Hence, if customers have the traits of quick response and taking action without thinking while seeing promotion, they will have lots of chances to shop impulsively.However, we still discovered that if EC platforms use shopping carnival as strategies too often, customers may get used to the promotion and lower the urge to buy impulsively. As a result, for future development, EC platforms should take these into consideration: creating scarcity for customers, difference between budget andperformance and trade-off between limited resources.參考文獻 江慧琳、廖莉莎、曾平智 （2019）。 網絡購物節對消費者購買意願的影響。科教文匯 (下旬刊)（8），頁 89。行政院主計總處（2020）。108 年女性網路族曾參與網路購物比率 69.6％。國情統計通報，042。周郁芬（2021）。2021 品牌經營大解密：娛樂行銷為王 蝦皮化身接觸消費者的第一哩路。數位時代。取自：https://www.bnext.com.tw/article/61832/entertainment-marketing-shopeeecommerce-reaches-consumers-directly。林金定、嚴嘉楓、陳美花 （2005）。 質性研究方法：訪談模式與實施步驟分析。身心障礙研究季刊， 3（2），頁 122-136。徐珊、農健、阿細 （2012）。 人造購物節。21 世紀商業評論（21），頁 48-51。黃慧雯（2019）。蝦皮購物雙 11 全球售出 7 千萬件商品 活動延長至 11／14 。中時新聞網。取自：https://www.chinatimes.com/realtimenews/20191112003948-260412?chdtv。張婷 （2019）。 經濟學十大原理之激勵原理的實踐運用——從 「購物狂歡節」看人們會對激勵作出反應。廣西質量監督導報（8），頁 104。郭菁 （2013）。 光棍與電商的聯歡——網絡上的 「造節」 營銷。上海經濟，1。經濟部統計處（2020）。「宅經濟」發酵，帶動網路銷售額成長。經濟部統計處。取自：https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=7590。萬文隆 （2004）。 深度訪談在質性研究中的應用。生活科技教育月刊。葉至誠（2011）。研究方法與論文寫作 葉至誠,葉立誠著（第 3 版版）。臺北市：商鼎文化出版社。劉詩瑜 （2013）。 電子商務促銷對消費者衝動性購買行為的影響研究。市場週刊(理論研究)。蕭閔云（2018）。從一檔回購率 7 成的購物節，看 Yahoo 用數據打開電商成長突破口。數位時代。取自：https://www.bnext.com.tw/article/51680/yahoomoonlight-70-percent-repurchase-rate。MIC.產業情報研究所（2021）【網購消費者調查】52.9%消費者購物頻率虛實各半 實體零售網購崛起。MIC.產業情報研究所。取自：https://mic.iii.org.tw/news.aspx?id=597。TechNews（2019）。蝦皮購物搶占台灣零售通路網購平台首位，揭示 2019 上半年度消費趨勢。TechNews 科技新報。取自：https://technews.tw/2019/07/04/shopee-2019-1h-keyword/。MIC.產業情報研究所。【網購大調查系列一】行動下單急追 PC 呈五五波 行動商務正式成為主流. (2020)。MIC.產業情報研究所。取自：https://mic.iii.org.tw/news.aspx?id=555。MIKAKO（2020）。Top 10 台灣十大網路購物電商平台排名。TOP10。取自：https://www.top10.com.tw/life/938/top-10-online-shopping-website/。Abdelsalam, S., Salim, N., Alias, R. A., & Husain, O. (2020). Understanding online impulse buying behavior in social commerce: a systematic literature review.IEEE Access, 8, 89041-89058.Akram, U., Hui, P., Khan, M. K., Hashim, M., Qiu, Y., & Zhang, Y. (2017). Online impulse buying on “double eleven” shopping festival: An empirical investigation of utilitarian and hedonic motivations. Paper presented at the International Conference on Management Science and Engineering Management.Badgaiyan, A. J., & Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour—Evidence from India. Journal of Retailing and Consumer Services, 21(4), 537-549.Bagozzi, R. P., & Pieters, R. (1998). Goal-directed emotions. Cognition & Emotion, 12(1), 1-26.Bakhtin, M. M., & Bakhtin, M. (1984). Rabelais and his world (Vol. 341): Indiana University Press.Baumeister, R. F. (2002). Yielding to Temptation: Self-Control Failure, Impulsive Purchasing, and Consumer Behavior. Journal of Consumer Research, 28(4), 670-676.Beatty, S. E., & Elizabeth Ferrell, M. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 161-167.Berfield, S., Einhorn, B., Larson, C., & Lulu, C. (2014). Happy singles day!(Alibaba China Company Ltd.`s online shopping festival). Bloomberg Businessweek(4403), 21.Burke, M., Marlow, C., & Lento, T. (2009). Feed me: motivating newcomer contribution in social network sites. Paper presented at the Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, Boston, MA, USA.Carroll, B. (2008). Social shopping: A new twist on E-commerce Furniture Today, 32, 81.Chan, T. K., Cheung, C. M., & Lee, Z. W. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204-217.Clover, V. T. (1950). Relative Importance of Impulse-Buying in Retail Stores. Journal of Marketing, 15(1), 66-70.Dholakia, U. M. (2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955-982.Doob, L. W. (1990). Hesitation: Impulsivity and reflection: Greenwood Press.Guo, J., Xin, L., & Wu, Y. (2017). Arousal or not? The effects of scarcity messages on online impulsive purchase. Paper presented at the International Conference on HCI in Business, Government, and Organizations.Hoch, S., & Loewenstein, G. (1991). Time-Inconsistent Preferences and Consumer Self-Control. Journal of Consumer Research, 17(4), 492.Huang, L.-T. (2015). Flow and social capital theory in online impulse buying. Journal of Business Research, 69.Jackson, W. (1999). Methods: Doing social research: Prentice Hall Allyn and Bacon Canada.Jeffrey, S. A., & Hodge, R. (2007). Factors influencing impulse buying during an online purchase. Electronic Commerce Research, 7(3-4), 367-379.Jones, M. A., Reynolds, K. E., Weun, S., & Beatty, S. E. (2003). The product-specific nature of impulse buying tendency. Journal of Business Research, 56(7), 505-511.Kumar, M., Rangachari, A., Jhingran, A., & Mohan, R. (1998). Sales promotions on the Internet. Paper presented at the 3rd USENIX Workshop on Electronic Commerce.Lee, H. (2018). Intrinsic And Extrinsic Motivations Affecting Impulse-Buying Tendency In Mobile Shopping.(Report). Social Behavior and Personality: AnInternational Journal, 46(4), 683.Lee, P.-M. (2002). Behavioral model of online purchasers in e-commerce environment. Electronic Commerce Research, 2(1-2), 75-85.Lensmire, T. J. (1994). Writing workshop as carnival: Reflections on an alternative learning environment.Lincoln, N. K. D. a. Y. S. (1998). Collecting and interpreting qualitative materials : edited by Norman K. Denzin and Yvonna S. Lincoln. Thousand Oaks, Calif:Sage Publications.Loewenstein, G. F. (1988). Frames of mind in intertemporal choice. Management Science, 34(2), 200-214.Minichiello, V., Aroni, R., & Hays, T. N. (2008). In-depth interviewing: Principles, techniques, analysis: Pearson Education Australia.Michael Tegos (2015, Nov. 24). Garena’s Shopee could be on its way to beating Carousell in Asia. TechinAsia. Retrieved from https://www.techinasia.com/shopeep2p-marketplace-southeast-asia.Palmer, J. W. (2002). Web site usability, design, and performance metrics. Information systems research, 13(2), 151-167.Parmar, G., & Chauhan, J. (2018). Factors affecting online impulse buying behaviour. International Journal of Education and Management Studies, 8(2), 328-331.Punj, G. (2011). Effect of consumer beliefs on online purchase behavior: The influence of demographic characteristics and consumption values. Journal ofInteractive Marketing, 25(3), 134-144.Rook, D. W. (1987). The buying impulse. Journal of consumer research : JCR ; an interdisciplinary bimonthly, 14(2), 189-199.Rook, D. W., & Hoch, S. J. (1985). Consuming impulses. ACR North American Advances.Shapiro, J. M. (1992). Impulse buying: A new framework. Paper presented at the Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference.Song, B., & Zhao, Z.-h. (2019). Online Holiday Marketing’s Impact on Purchase Intention: China’s Double-11 Shopping Carnival.Stern, H. (1962). The Significance of Impulse Buying Today. Journal of Marketing, 26(2), 59-62. doi:10.2307/1248439Swilley, E., & Goldsmith, R. E. (2013). Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days. Journal of Retailing and Consumer Services, 20(1), 43-50.Weinberg, P., & Gottwald, W. (1982). Impulsive consumer buying as a result of emotions. Journal of Business Research, 10(1), 43-57.Wu, K., Vassileva, J., Noorian, Z., & Zhao, Y. (2015). How do you feel when you see a list of prices? the interplay among price dispersion, perceived risk and initial trust in Chinese C2C market. Journal of Retailing and Consumer Services, 25, 36-46. Retrieved fromhttps://www.sciencedirect.com/science/article/pii/S096969891500034XXu, X., Li, Q., Peng, L., Hsia, T.-L., Huang, C.-J., & Wu, J.-H. (2017). The impact of informational incentives and social influence on consumer behavior during Alibaba`s online shopping carnival. Computers in Human Behavior, 76, 245-254.Zhao, Z., Chen, M., & Zhang, W. (2019). Social Community, Personal Involvement and Psychological Processes: A Study of Impulse Buying in the Online Shopping Carnival. Journal of Electronic Commerce Research, 20(4), 255. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363086資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107363086 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.author (作者) 朱欣容 zh_TW dc.contributor.author (作者) Jhu, Hsin-Rong en_US dc.creator (作者) 朱欣容 zh_TW dc.creator (作者) Jhu, Hsin-Rong en_US dc.date (日期) 2021 en_US dc.date.accessioned 2-九月-2021 18:18:53 (UTC+8) - dc.date.available 2-九月-2021 18:18:53 (UTC+8) - dc.date.issued (上傳時間) 2-九月-2021 18:18:53 (UTC+8) - dc.identifier (其他 識別碼) G0107363086 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/137171 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 107363086 zh_TW dc.description.abstract (摘要) 電商造節是近幾年來十分成功、且對電商平台訂單及業績影響極大的行銷方式，消費者在此情境氛圍的塑造下，更容易產生衝動購買的行為。自 2020 年始，蝦皮購物推出「月月造節」活動，以吸引更多賣家及消費者共襄盛舉。研究者以蝦皮購物的造節行銷為研究情境，探討台灣的網購消費者於造節期間產生衝動購買行為的影響因素，例如：平台的哪些操作手法能夠促發衝動購買行為。本研究透過深度訪談及研究者個人的觀察分析發現：多數消費者皆以手機作為購物媒介，平常即非常容易接觸蝦皮的行銷手法、促銷訊息。蝦皮利用行銷刺激及大量的商品、促銷組合曝光，促成消費者產生衝動購買的慾望，若此消費者在購物時擁有相對較短的思索購買反應時間、缺少先見之明且未經深思熟慮的快速購買行動等衝動特質，便會產生衝動購買之慾望進而做出非計畫內的購物行為。然而值得注意的是，當近年來網購平台業者造節的頻率日漸增高，從過去的一年僅有一兩次的大型促銷活動（如雙 11 購物節），演變至月月造節，如此頻繁的造節行銷手法，平台在思考其未來行銷方針思量時，仍須思考：稀有感的創造、造節預算投入與節慶成效的差異及平台有限資源的分配取捨。 zh_TW dc.description.abstract (摘要) Shopping carnival is a saucerful marketing strategy to enhance order and GMV for E-commerce (EC) platforms. Besides, in this scenario, customers are more easily to purchase more than usual and even shop impulsively.From 2020, “Shopee” started to create its own shopping carnival monthly to raise the awareness of customers and sellers. This research is going to discuss about the marketing strategy of shopping carnival to motivate the customer behavior of impulse buying in the case of Shopee. After research by depth interviews and literature review, we discovered that most customer shopped online via mobile and they reach easily to the marketing strategies and promotion information from Shopee. In this case, Shopee takes a good use of marketing stimuli to raise the urge of impulse buying from customers, Hence, if customers have the traits of quick response and taking action without thinking while seeing promotion, they will have lots of chances to shop impulsively.However, we still discovered that if EC platforms use shopping carnival as strategies too often, customers may get used to the promotion and lower the urge to buy impulsively. As a result, for future development, EC platforms should take these into consideration: creating scarcity for customers, difference between budget andperformance and trade-off between limited resources. en_US dc.description.tableofcontents 摘要 IAbstract II目次 III圖次 VI表次 VII第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 5第三節 研究流程 6第二章 文獻探討 8第一節 衝動購買 8第二節 網路購物之衝動購買研究 15第三節 造節行銷 18第四節 台灣電商平台市場概況 21第五節 蝦皮購物 23第六節 蝦皮購物「造節行銷」 25第三章 研究方法 29第一節 深度訪談法 29第二節 訪談內容 31第三節 受訪對象 33第四節 訪談分析架構 36第四章 訪談結果 39第一節 行銷刺激 (Marketing Stimuli) 39第二節 衝動特質 (Impulsivity Trait) 41第三節 情境要素 (Situational Factors) 44第四節 消費衝動 (Consumption Impulse) 45第五章 結論與建議 47第一節 研究結論 47第二節 實務意涵 49第三節 研究限制 51參考文獻 53 zh_TW dc.format.extent 2606227 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363086 en_US dc.subject (關鍵詞) 電商造節 zh_TW dc.subject (關鍵詞) 節慶購物 zh_TW dc.subject (關鍵詞) 衝動購買行為 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) 消費者決策流程 zh_TW dc.subject (關鍵詞) Shopping Carnival en_US dc.subject (關鍵詞) Holiday Shopping en_US dc.subject (關鍵詞) Impulse Buying Behavior en_US dc.subject (關鍵詞) Purchase Intention en_US dc.subject (關鍵詞) Consumer Decision-Making Process en_US dc.title (題名) 電商造節行銷對消費者衝動購買行為影響研究 —以蝦皮購物為例 zh_TW dc.title (題名) Research on Impulse Buying Behavior during Shopping Carnival: The Case of Shopee en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 江慧琳、廖莉莎、曾平智 （2019）。 網絡購物節對消費者購買意願的影響。科教文匯 (下旬刊)（8），頁 89。行政院主計總處（2020）。108 年女性網路族曾參與網路購物比率 69.6％。國情統計通報，042。周郁芬（2021）。2021 品牌經營大解密：娛樂行銷為王 蝦皮化身接觸消費者的第一哩路。數位時代。取自：https://www.bnext.com.tw/article/61832/entertainment-marketing-shopeeecommerce-reaches-consumers-directly。林金定、嚴嘉楓、陳美花 （2005）。 質性研究方法：訪談模式與實施步驟分析。身心障礙研究季刊， 3（2），頁 122-136。徐珊、農健、阿細 （2012）。 人造購物節。21 世紀商業評論（21），頁 48-51。黃慧雯（2019）。蝦皮購物雙 11 全球售出 7 千萬件商品 活動延長至 11／14 。中時新聞網。取自：https://www.chinatimes.com/realtimenews/20191112003948-260412?chdtv。張婷 （2019）。 經濟學十大原理之激勵原理的實踐運用——從 「購物狂歡節」看人們會對激勵作出反應。廣西質量監督導報（8），頁 104。郭菁 （2013）。 光棍與電商的聯歡——網絡上的 「造節」 營銷。上海經濟，1。經濟部統計處（2020）。「宅經濟」發酵，帶動網路銷售額成長。經濟部統計處。取自：https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=7590。萬文隆 （2004）。 深度訪談在質性研究中的應用。生活科技教育月刊。葉至誠（2011）。研究方法與論文寫作 葉至誠,葉立誠著（第 3 版版）。臺北市：商鼎文化出版社。劉詩瑜 （2013）。 電子商務促銷對消費者衝動性購買行為的影響研究。市場週刊(理論研究)。蕭閔云（2018）。從一檔回購率 7 成的購物節，看 Yahoo 用數據打開電商成長突破口。數位時代。取自：https://www.bnext.com.tw/article/51680/yahoomoonlight-70-percent-repurchase-rate。MIC.產業情報研究所（2021）【網購消費者調查】52.9%消費者購物頻率虛實各半 實體零售網購崛起。MIC.產業情報研究所。取自：https://mic.iii.org.tw/news.aspx?id=597。TechNews（2019）。蝦皮購物搶占台灣零售通路網購平台首位，揭示 2019 上半年度消費趨勢。TechNews 科技新報。取自：https://technews.tw/2019/07/04/shopee-2019-1h-keyword/。MIC.產業情報研究所。【網購大調查系列一】行動下單急追 PC 呈五五波 行動商務正式成為主流. (2020)。MIC.產業情報研究所。取自：https://mic.iii.org.tw/news.aspx?id=555。MIKAKO（2020）。Top 10 台灣十大網路購物電商平台排名。TOP10。取自：https://www.top10.com.tw/life/938/top-10-online-shopping-website/。Abdelsalam, S., Salim, N., Alias, R. A., & Husain, O. (2020). Understanding online impulse buying behavior in social commerce: a systematic literature review.IEEE Access, 8, 89041-89058.Akram, U., Hui, P., Khan, M. K., Hashim, M., Qiu, Y., & Zhang, Y. (2017). Online impulse buying on “double eleven” shopping festival: An empirical investigation of utilitarian and hedonic motivations. Paper presented at the International Conference on Management Science and Engineering Management.Badgaiyan, A. J., & Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour—Evidence from India. Journal of Retailing and Consumer Services, 21(4), 537-549.Bagozzi, R. P., & Pieters, R. (1998). Goal-directed emotions. Cognition & Emotion, 12(1), 1-26.Bakhtin, M. M., & Bakhtin, M. (1984). Rabelais and his world (Vol. 341): Indiana University Press.Baumeister, R. F. (2002). Yielding to Temptation: Self-Control Failure, Impulsive Purchasing, and Consumer Behavior. Journal of Consumer Research, 28(4), 670-676.Beatty, S. E., & Elizabeth Ferrell, M. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 161-167.Berfield, S., Einhorn, B., Larson, C., & Lulu, C. (2014). Happy singles day!(Alibaba China Company Ltd.`s online shopping festival). Bloomberg Businessweek(4403), 21.Burke, M., Marlow, C., & Lento, T. (2009). Feed me: motivating newcomer contribution in social network sites. Paper presented at the Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, Boston, MA, USA.Carroll, B. (2008). Social shopping: A new twist on E-commerce Furniture Today, 32, 81.Chan, T. K., Cheung, C. M., & Lee, Z. W. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204-217.Clover, V. T. (1950). Relative Importance of Impulse-Buying in Retail Stores. Journal of Marketing, 15(1), 66-70.Dholakia, U. M. (2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955-982.Doob, L. W. (1990). Hesitation: Impulsivity and reflection: Greenwood Press.Guo, J., Xin, L., & Wu, Y. (2017). Arousal or not? The effects of scarcity messages on online impulsive purchase. Paper presented at the International Conference on HCI in Business, Government, and Organizations.Hoch, S., & Loewenstein, G. (1991). Time-Inconsistent Preferences and Consumer Self-Control. Journal of Consumer Research, 17(4), 492.Huang, L.-T. (2015). Flow and social capital theory in online impulse buying. Journal of Business Research, 69.Jackson, W. (1999). Methods: Doing social research: Prentice Hall Allyn and Bacon Canada.Jeffrey, S. A., & Hodge, R. (2007). Factors influencing impulse buying during an online purchase. Electronic Commerce Research, 7(3-4), 367-379.Jones, M. A., Reynolds, K. E., Weun, S., & Beatty, S. E. (2003). The product-specific nature of impulse buying tendency. Journal of Business Research, 56(7), 505-511.Kumar, M., Rangachari, A., Jhingran, A., & Mohan, R. (1998). Sales promotions on the Internet. Paper presented at the 3rd USENIX Workshop on Electronic Commerce.Lee, H. (2018). Intrinsic And Extrinsic Motivations Affecting Impulse-Buying Tendency In Mobile Shopping.(Report). Social Behavior and Personality: AnInternational Journal, 46(4), 683.Lee, P.-M. (2002). Behavioral model of online purchasers in e-commerce environment. Electronic Commerce Research, 2(1-2), 75-85.Lensmire, T. J. (1994). Writing workshop as carnival: Reflections on an alternative learning environment.Lincoln, N. K. D. a. Y. S. (1998). Collecting and interpreting qualitative materials : edited by Norman K. Denzin and Yvonna S. Lincoln. Thousand Oaks, Calif:Sage Publications.Loewenstein, G. F. (1988). Frames of mind in intertemporal choice. Management Science, 34(2), 200-214.Minichiello, V., Aroni, R., & Hays, T. N. (2008). In-depth interviewing: Principles, techniques, analysis: Pearson Education Australia.Michael Tegos (2015, Nov. 24). Garena’s Shopee could be on its way to beating Carousell in Asia. TechinAsia. Retrieved from https://www.techinasia.com/shopeep2p-marketplace-southeast-asia.Palmer, J. W. (2002). Web site usability, design, and performance metrics. Information systems research, 13(2), 151-167.Parmar, G., & Chauhan, J. (2018). Factors affecting online impulse buying behaviour. International Journal of Education and Management Studies, 8(2), 328-331.Punj, G. (2011). Effect of consumer beliefs on online purchase behavior: The influence of demographic characteristics and consumption values. Journal ofInteractive Marketing, 25(3), 134-144.Rook, D. W. (1987). The buying impulse. Journal of consumer research : JCR ; an interdisciplinary bimonthly, 14(2), 189-199.Rook, D. W., & Hoch, S. J. (1985). Consuming impulses. ACR North American Advances.Shapiro, J. M. (1992). Impulse buying: A new framework. Paper presented at the Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference.Song, B., & Zhao, Z.-h. (2019). Online Holiday Marketing’s Impact on Purchase Intention: China’s Double-11 Shopping Carnival.Stern, H. (1962). The Significance of Impulse Buying Today. Journal of Marketing, 26(2), 59-62. doi:10.2307/1248439Swilley, E., & Goldsmith, R. E. (2013). Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days. Journal of Retailing and Consumer Services, 20(1), 43-50.Weinberg, P., & Gottwald, W. (1982). Impulsive consumer buying as a result of emotions. Journal of Business Research, 10(1), 43-57.Wu, K., Vassileva, J., Noorian, Z., & Zhao, Y. (2015). How do you feel when you see a list of prices? the interplay among price dispersion, perceived risk and initial trust in Chinese C2C market. Journal of Retailing and Consumer Services, 25, 36-46. Retrieved fromhttps://www.sciencedirect.com/science/article/pii/S096969891500034XXu, X., Li, Q., Peng, L., Hsia, T.-L., Huang, C.-J., & Wu, J.-H. (2017). The impact of informational incentives and social influence on consumer behavior during Alibaba`s online shopping carnival. Computers in Human Behavior, 76, 245-254.Zhao, Z., Chen, M., & Zhang, W. (2019). Social Community, Personal Involvement and Psychological Processes: A Study of Impulse Buying in the Online Shopping Carnival. Journal of Electronic Commerce Research, 20(4), 255. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202101422 en_US
