在消費行為的研究領域裡，消費者衝動性購買行為常被認定是較為負面的行為；即使如此，消費者從事衝動性購買行為仍日漸普遍，且隨著社會的變遷，影響因素比以往更為複雜。本研究企圖將影響衝動性購買的因素加以歸納整理，輔以實證問卷調查法，全面探討影響現今消費者衝動性購買行為的決定性因素為何。 本研究以相關分析來檢定賣場所提供的刺激與購物環境、產品本身的特質、產品廣告與宣傳活動、消費者衝動性特質、購買時的情境因素、付費方式和衝動性購買行為之間的相關性，以t檢定和ANOVA分析檢定人口統計變數於衝動性購買行為的差異性。 研究結果發現，賣場所提供的刺激與購物環境、產品本身的特質、產品廣告與宣傳活動、消費者衝動性特質、購買時的情境因素、付費方式六大構面皆會影響消費者的衝動性購買行為。而且每一構面中的因素，大部分也和衝動性購買之間呈現顯著相關。然而，人口統計變數與衝動性購買行為之間差異並不顯著。 This research seeks to discuss the influential factors on impulsive buying behavior, then identify the determinants of consumer impulsive buying behavior through a survey. Using the past literature as conceptual frames, we established a six category scale that may influence consumer impulsive buying behavior, including stimulation level offered by sellers and shopping environment, the traits of products, the advertisement and activity of product’s, consumer’s impulsivity traits, situational factors when buying, and consuming ways. Most factors are found to be significantly associated with impulsive buying behavior while demographic variables exert no significant effect.
