| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.advisor | Chiou, Jyh-Shen | en_US |
| dc.contributor.author (Authors) | 陳柏亘 | zh_TW |
| dc.contributor.author (Authors) | Chen, Po-Hsuan | en_US |
| dc.creator (作者) | 陳柏亘 | zh_TW |
| dc.creator (作者) | Chen, Po-Hsuan | en_US |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 18-Sep-2009 14:17:34 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 14:17:34 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 14:17:34 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0923510201 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35153 | - |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 92351020 | zh_TW |
| dc.description (描述) | 93 | zh_TW |
| dc.description.abstract (摘要) | 過去衝動性購買行為(Impulse Buying )皆以研究實體店面購買行為居多，但網路購物之興起對消費者購買行為之改變與影響甚深，故本研究將過去之衝動性購買行為轉換至網路背景進行實證，並欲建立線上購物之購買衝動模型。本研究探討「時間充裕性」、「金錢充裕性」、「享受網購樂趣」與消費者之「衝動性特質」是否會各別透過「網路商店之隨性瀏覽」與「正面心情」對「購買衝動」產生影響或是有直接之影響效果，以及 「知覺風險」對「購買衝動」之影響。實證結果顯示，時間充裕性對購買衝動產生負面顯著之影響；金錢充裕性、享受網購樂趣、衝動性特質則對購買衝動產生正面顯著之影響；而正面心情對網路商店之隨性瀏覽則有正面顯著之影響；知覺風險對購買衝動則並無顯著之影響。此外，時間之充裕性與金錢之充裕性無法透過進行網路之隨性瀏覽使消費者產生購買衝動；消費者是否享受網購樂趣與消費者之衝動性特質也無法透過產生正面的心情而感受到購買衝動。推測變數中介效果薄弱之原因為，過去文獻中對於「隨性瀏覽」之定義太過侷限，使得此變數對「購買衝動」之解釋力因此受到低估，或是網路商店跟實體店面之消費環境對於消費者當下購買之影響力的程度有所不同，因而使網路商店之隨性瀏覽對購買衝動缺乏顯著之影響力。此外，本研究亦推測「正面心情」因為直接翻譯國外之量表，而無法貼切的描繪受訪者瀏覽時之良好心情狀態，或是量表經由直接翻譯產生語意上之差異等因素，而影響了正面心情對購買衝動之解釋力。本研究亦推測知覺風險在購買衝動形成階段尚未產生負面影響，而是直接對最終之線上購買行為產生影響。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論第一節 研究背景與動機……………………………………….1第二節 研究目的……………………………………………….3第三節 研究流程……………………………………………….4第四節 內容結構……………………………………………….5第二章 文獻探討第一節 衝動性購買………………………………6 一、衝動性購買之研究發展………………………6 二、衝動性購買之定義……………………………9 三、本研究之衝動性購買定義……………………..11第二節 經歷購買衝動之行為特徵………………..13第三節 衝動性購買之影響因素…………………..16 一、 感受欲購買之衝動………………………..16 二、 外在的刺激………………………………..16 三、 店內之隨性瀏覽…………………………..17 四、 瀏覽時之心情……………………………..18 五、 個人之差異………………………………..19 六、 購買時之情境因素………………………..20 七、 認知風險…………………………………..21第四節 網路購物之購買衝動……………………...22第三章 研究方法第一節 研究架構……………………………………..23第二節 研究假說……………………………………..24第三節 研究變數之操作型定義與衡量……………..25第四節 問卷設計……………………………………..30第五節 抽樣方法……………………………………..32第六節 分析方法……………………………………..33第四章 資料分析第一節 信度檢驗……………………………………..34第二節 樣本結構……………………………………..35第三節 整體概念模型………………………………..39第四節 實證結果……………………………………..44第五節 實證結果討論………………………………..47第五章 結論與建議第一節 結論………………………………………………54第二節 研究貢獻…………………………………………55第三節 研究限制…………………………………………58第四節 研究建議…………………………………………59參考文獻………………………………………………….60 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0923510201 | en_US |
| dc.subject (關鍵詞) | 衝動性購買 | zh_TW |
| dc.subject (關鍵詞) | 購買衝動 | zh_TW |
| dc.subject (關鍵詞) | 網路購物 | zh_TW |
| dc.title (題名) | 線上購物之購買衝動研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
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