| Abstract: | 隨著網路與電商使用的普及，帶動了消費者使用網路購物，在網購過程中，消費者瀏覽網站提供商品具有愉悅感，也能促進消費者衝動購買。然而，在電子商務購物的環境下，大部分學者討論再次購買，卻較少研究探討瀏覽網站產生衝動購買。因此，本研究探討消費者瀏覽網站特性、廣告促銷活動因素、產品美感、以及產品涉入對衝動性夠。具體而言，本研究以衝動性購買為主要觀點，探討其主要影響因素。以曾使用電子商務購買消費者為研究對象，經問卷調查共回收90份有效問卷，並使用SPSS統計軟體進行迴歸分析。資料分析結果顯示，廣告促銷活動的價格促銷與限量促銷會影響消費者衝動性購買。瀏覽網站特性的網站生動性、網站互動性、瀏覽活動三種特性都會影響消費者衝動購買。同時，研究也發現主要討論的因素產品美感、產品涉入、廣告促銷活動、以及瀏覽網站特性等四個變數有顯著影響消費者衝動性購買。
With the widespread use of the internet and e-commerce, consumers are increasingly engaged in online shopping. During the online shopping process, consumers derive pleasure from browsing websites and this, in turn, promotes impulse buying. However, in the context of e-commerce, most studies focus on repeat purchases, while research exploring the generation of impulse buying through website browsing remains limited. Therefore, this study investigates the impact of website browsing characteristics, advertising and promotional factors, product aesthetics, and product involvement on impulse buying. Specifically, this research examines the main influencing factors from the perspective of impulse buying. The study targets consumers who have made purchases through e-commerce and collects 90 valid questionnaires through a survey. Regression analysis is conducted using the SPSS statistical software. The data analysis results demonstrate that price promotions and limited promotions in advertising and promotional activities influence consumers' impulse buying. The website's vividness, interactivity, and browsing activities, which are characteristics of website browsing, also have an impact on consumers' impulse purchases. Furthermore, the study found significant effects of the main factors discussed: product aesthetics, product involvement, advertising and promotional activities, and website browsing characteristics on consumers' impulse buying. |
