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題名 網路口碑資訊從眾對衝動購買之影響
The Effect of Electronic Word-of-Mouth Informational Conformity on Impulse Purchasing
作者 何宜蓁
Ho, Yi Chen
貢獻者 管郁君<br>林淑瓊
Huang, Eugenia Y.<br>Lin, Shu Chiung
何宜蓁
Ho, Yi Chen
關鍵詞 衝動購買
網路口碑
資訊從眾
商品慾望
Impulse Purchasing
Electronic Word-of-Mouth
Informational Conformity
desire for product
日期 2013
上傳時間 1-Oct-2013 11:59:34 (UTC+8)
摘要 根據美國National Endowment for Financial Education 2010年的調查，過去一年內80%的受訪者從事過衝動購買，可以認為衝動購買的發生十分普遍。衝動購買行為在過去數年已經受到多方領域的探討與研究，產出了豐富且重要的研究成果；隨著網際網路的出現，許多學者開始注意到網路對於線上或離線衝動購買的影響，但網路口碑對於衝動購買行為的影響尚有許多探討之空間，因此本研究的目的為探討網路口碑的資訊從眾對於消費者衝動購買之影響，以及商品需要和購買制約因素構成的干擾效果。本研究透過網路問卷進行研究資料的蒐集，調查對象為過去半年內曾經閱讀過某一商品網路口碑的網路使用者，共得有效樣本528份。研究結論為：
1. 消費者的網路口碑資訊從眾程度對於其閱讀商品網路口碑之後所產生的商品慾望具有正向影響，當網路口碑資訊從眾程度越高時，消費者閱讀口碑後的商品慾望程度也越高。此外，消費者受口碑影響後所產生的商品需要認知並不會干擾資訊從眾程度對於商品慾望的影響。
2. 消費者對於商品的慾望越高、衝動購買的意圖也越高。衝動購買意圖越高時，消費者衝動購買行為從事衝動購買的可能性也越高，並且只要稍加提高消費者的衝動購買意圖，衝動購買的可能性將大幅上升。
3. 衝動購買制約因素對於消費者的衝動購買意圖發展為衝動購買存在阻止效果，當消費者感受到制約因素時，衝動購買的發生可能性將降低。而主要會阻止消費者衝動購買的因素為「可運用購買預算的限制」。

本研究能提供給學術界與實務界進行衝動購買的研究參考與購物網站經營管理的規劃運用。
參考文獻 李美慧(2007)。探究從眾性購買和衝動性購買之關係。經營管理論叢，3，2，117-127。
鄭雅嵐(2012)。2012台灣網友線上購物行為調查。資策會產業情報研究所。
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckman (Eds.), Action-control: From cognition to behavior (pp. 11-39). Heidelberg, Germany: Springer.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
Allen, V. L. (1965). Situational factors in conformity. Advances in Experimental Social Psychology, 2, 133-175.
Applebaum, W. (1951). Studying Consumer Behavior in Retail Stores. Journal of Marketing, 16, 172-178.
Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3), 291-295.
Banerjee, A. V. (1992). A Simple Model of Herd Behavior. Quarterly Journal of Economics, 108(3), 797-817.
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Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194.
Bearden, W. O., Netemeyer, R. G. & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473-481.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse Buying: Modeling Its Precursors. Journal of Retailing, 74(2), 169-191.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40.
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Brown, J. J., & Reingen P. H. (1987). Social Ties and Word-of-Mouth Referral Behavior. Journal of Consumer Research, 14(3), 350-362.
Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 2(3), 206-215.
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Cox, K. (1970). The effect of shelf space on sales of branded products. Journal of Marketing Research, 7(1),55–58.
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. Journal of Abnormal Social Psychology, 51, 629-636.
Dholakia, U. M. (2000) . Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955-982.
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Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
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Festinger L. (1953). An Analysis of Compliant Behavior. In M. Sherif & M. O. Wilson (Eds.), Group Relations at the Crossroads (pp. 232-256). New York, NY: Harper & Brothers.
Fishbein, M.(1967). Attitude and the prediction of behavior. In M. Fishbein (Eds.), Readings in attitude theory and measurement (pp. 477-492). New York, NY: Wiley.
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描述 碩士
國立政治大學
資訊管理研究所
100356034
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100356034
資料類型 thesis
dc.contributor.advisor 管郁君<br>林淑瓊zh_TW
dc.contributor.advisor Huang, Eugenia Y.<br>Lin, Shu Chiungen_US
dc.contributor.author (Authors) 何宜蓁zh_TW
dc.contributor.author (Authors) Ho, Yi Chenen_US
dc.creator (作者) 何宜蓁zh_TW
dc.creator (作者) Ho, Yi Chenen_US
dc.date (日期) 2013en_US
dc.date.accessioned 1-Oct-2013 11:59:34 (UTC+8)-
dc.date.available 1-Oct-2013 11:59:34 (UTC+8)-
dc.date.issued (上傳時間) 1-Oct-2013 11:59:34 (UTC+8)-
dc.identifier (Other Identifiers) G0100356034en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/61184-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 100356034zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 根據美國National Endowment for Financial Education 2010年的調查，過去一年內80%的受訪者從事過衝動購買，可以認為衝動購買的發生十分普遍。衝動購買行為在過去數年已經受到多方領域的探討與研究，產出了豐富且重要的研究成果；隨著網際網路的出現，許多學者開始注意到網路對於線上或離線衝動購買的影響，但網路口碑對於衝動購買行為的影響尚有許多探討之空間，因此本研究的目的為探討網路口碑的資訊從眾對於消費者衝動購買之影響，以及商品需要和購買制約因素構成的干擾效果。本研究透過網路問卷進行研究資料的蒐集，調查對象為過去半年內曾經閱讀過某一商品網路口碑的網路使用者，共得有效樣本528份。研究結論為：
1. 消費者的網路口碑資訊從眾程度對於其閱讀商品網路口碑之後所產生的商品慾望具有正向影響，當網路口碑資訊從眾程度越高時，消費者閱讀口碑後的商品慾望程度也越高。此外，消費者受口碑影響後所產生的商品需要認知並不會干擾資訊從眾程度對於商品慾望的影響。
2. 消費者對於商品的慾望越高、衝動購買的意圖也越高。衝動購買意圖越高時，消費者衝動購買行為從事衝動購買的可能性也越高，並且只要稍加提高消費者的衝動購買意圖，衝動購買的可能性將大幅上升。
3. 衝動購買制約因素對於消費者的衝動購買意圖發展為衝動購買存在阻止效果，當消費者感受到制約因素時，衝動購買的發生可能性將降低。而主要會阻止消費者衝動購買的因素為「可運用購買預算的限制」。

本研究能提供給學術界與實務界進行衝動購買的研究參考與購物網站經營管理的規劃運用。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 衝動購買行為 4
第二節 從眾 15
第三節 網路口碑傳播 19
第四節 行為理論 22
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假說 30
第三節 變數衡量與操作性定義 33
第四節 研究設計 40
第四章 統計分析與假設檢定 50
第一節 人口統計資料 52
第二節 研究架構之模型指標 55
第三節 信度與效度檢測 56
第四節 結構模式分析 60
第五節 假設驗證結果 68
第五章 結論與建議 71
第一節 研究結論 71
第二節 研究建議 72
第三節 研究限制 73
第四節 後續研究方向 74
參考文獻 75
附錄一 研究問卷 81		zh_TW
dc.format.extent 1097016 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100356034en_US
dc.subject (關鍵詞) 衝動購買zh_TW
dc.subject (關鍵詞) 網路口碑zh_TW
dc.subject (關鍵詞) 資訊從眾zh_TW
dc.subject (關鍵詞) 商品慾望zh_TW
dc.subject (關鍵詞) Impulse Purchasingen_US
dc.subject (關鍵詞) Electronic Word-of-Mouthen_US
dc.subject (關鍵詞) Informational Conformityen_US
dc.subject (關鍵詞) desire for producten_US
dc.title (題名) 網路口碑資訊從眾對衝動購買之影響zh_TW
dc.title (題名) The Effect of Electronic Word-of-Mouth Informational Conformity on Impulse Purchasingen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 李美慧(2007)。探究從眾性購買和衝動性購買之關係。經營管理論叢，3，2，117-127。
鄭雅嵐(2012)。2012台灣網友線上購物行為調查。資策會產業情報研究所。
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckman (Eds.), Action-control: From cognition to behavior (pp. 11-39). Heidelberg, Germany: Springer.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
Allen, V. L. (1965). Situational factors in conformity. Advances in Experimental Social Psychology, 2, 133-175.
Applebaum, W. (1951). Studying Consumer Behavior in Retail Stores. Journal of Marketing, 16, 172-178.
Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3), 291-295.
Banerjee, A. V. (1992). A Simple Model of Herd Behavior. Quarterly Journal of Economics, 108(3), 797-817.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-Mouth Processes Within a Services Purchase Decision Context. Journal of Service Research, 3(2), 166-177.
Baumeister, R. F. (2002).Yielding to temptation: Self-control failure, impulsive purchasing, and consumer behavior. Journal of Consumer Research, 28, 670–676.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194.
Bearden, W. O., Netemeyer, R. G. & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473-481.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse Buying: Modeling Its Precursors. Journal of Retailing, 74(2), 169-191.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40.
Boone, L. E., & Kurtz D. L. (1998). Contemporary marketing : wired. New York, NY: The Dryden Press.
Brown, J. J., & Reingen P. H. (1987). Social Ties and Word-of-Mouth Referral Behavior. Journal of Consumer Research, 14(3), 350-362.
Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 2(3), 206-215.
Cooper, D. R., & Schindler, P. S. (2008). Business Research Methods 10th ed. New York, NY: McGraw-Hill.
Cox, K. (1970). The effect of shelf space on sales of branded products. Journal of Marketing Research, 7(1),55–58.
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. Journal of Abnormal Social Psychology, 51, 629-636.
Dholakia, U. M. (2000) . Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955-982.
Dittmar, H., Beattie, J., & Friese, S. (1995). Gender identity and material symbols: Objects and decision considerations in impulse purchases. Journal of Economic Psychology, 16(3), 491-511.
Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
Donthu, N., & Garcia, A. (1999). The Internet shopper. Journal of Advertising Research, 39(3), 52-58.
Du Pont de Nemours and Company(1950), “Consumer Buying Habits Studies, Wilmington,” DE: Du Pont de Nemours and Co.
Duhan, D. F., Johnson, S. D., Wilcox, J. B. & Harrell, G. D.（1997). Influences on Consumer Use of Word-of-Mouth Recommendation Sources. Journal of the Academy of Marketing Science, 25(4), 283-295.
Eagly, A. H. , Wood, W., & Chaiken, S. (1978). Causal inferences about communicators and their effects on opinion change. Journal of Personality and Social Psychology, 36(4), 424-435.
Evenden, J. L. (1999). Varieties of impulsivity. Psychopharmacology, 146, 348-361.
Festinger L. (1953). An Analysis of Compliant Behavior. In M. Sherif & M. O. Wilson (Eds.), Group Relations at the Crossroads (pp. 232-256). New York, NY: Harper & Brothers.
Fishbein, M.(1967). Attitude and the prediction of behavior. In M. Fishbein (Eds.), Readings in attitude theory and measurement (pp. 477-492). New York, NY: Wiley.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
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