南華大學機構典藏系統:Item 987654321/29733
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    題名: 年輕人線上衝動購買行為影響因素之探討：網路口碑及性別的調節作用
    其他題名: Exploring the Influential Factors of Online Impulsive Buying Behavior for Young Adults: The Moderating Roles of eWOM and Gender
    作者: 李萬成
    TRANG, LE QUANG
    貢獻者: 企業管理學系管理科學碩博士班
    吳萬益;廖英凱
    WU, WANN-YIH;LIAO, YING-KAI
    關鍵詞: 衝動購買行為;自我控制;情感激起;行銷刺激;個人衝動特徵
    impulsive buying behavior;self-control;emotional arousal;marketing stimuli;personal impulsive traits
    日期: 2022
    上傳時間: 2023-11-13 14:41:59 (UTC+8)
    摘要: 　　衝動購買行為可以為企業組織帶來諸多好處的一個因素，並能吸引行銷人員的注意，特別是在網路購物環境中。最近，在COVID-19大流行期間，很多消費者在恐慌中消費，使衝動購買行為變的更加頻繁。為了更深入的理解這種行為，本研究提出了刺激-有機體-反應（SOR）的擴展模型，以探索線上衝動購買行為的前因（衝動購買特徵、動機與行銷刺激）對中介（自我控制程度和情緒喚起程度）及購買行為的影響。此外，本研究並探討網路口碑與性別對於自我控制及情感激起與線上衝動購買行為關係的調節作用。本研究室以越南孫德勝大學18至22歲的學生做為問卷發放對象，本研究共收集436份樣本並以SmartPLS 3.0進行資料分析。研究結果顯示，衝動購買之特質前因（如感知易用型、感知享受及線上沉浸投入）均對取得享樂購物價值產生顯著影響。自我控制和情感激起對於衝動購買行為有顯著影響。此外，在針對線上購物特定市場制定衝動購買行為策略時，應仔細考慮使用適當的行銷刺激，包括產品品質、溝通有效性及價格折扣等行銷刺激因素。本研究顯示，網路口碑在降低消費者衝動購買行為的自我控制方面發揮了重要作用。除此之外，研究結果也顯示，女性的自我控制能力比男性差，女性更容易因情感激起而引發衝動購買行為。最後，本研究之結果為線上衝動購買行為的研究提供學術及管理意涵，特別是考慮到以自我控制做為中介變數之購買行為，目前研究仍不多見。
    　　Impulsive buying behavior is a factor that brings many benefits to business organizations and attracts the attention of marketers, especially in the online shopping environment. Recently, amid the COVID-19 pandemic, impulsive shopping behavior has become more frequent, with consumers spending in panic. To better understand this behavior, this study proposes an extension of the Stimulus-Organism-Response (S-O-R) model to explore the influence of antecedents (impulse buying traits, motivation, and marketing stimuli) on mediators (lack of self-control and emotional arousal) and impulsive buying behavior in the context of online shopping. In addition, this study also examines the moderating role of eWOM and gender for the influence self-control, and emotional arousal on online impulsive buying behavior. An online survey was conducted to collect the research data from students aged 18 to 22 years old at Ton Duc Thang University, Vietnam. A total of 436 samples were collected and analyzed using Smart PLS version 3.0 software. Research results indicate that the impulse buying trait antecedents (such as sensation-seeking, impulse buying tendency, and self-identity) and motivation antecedents (such as perceived ease of use, perceived enjoyment, and online flow experience) all have significant influence on acquiring hedonic shopping value, self-control and emotional arousal have a strong impact on impulsive buying behavior. In addition, the marketing stimuli antecedents such as product quality, communication effectiveness, and price discounts should be carefully considered when building a targeted strategy towards impulsive buying behavior in a shopping context online. This study also revealed that eWOM played an important role in reducing the level of consumers’ self-control in impulsive buying behavior. Besides that, the study results also indicate that females will have more lack of self-control and are more likely to arouse emotions on impulse buying behavior than males. Moreover, this study also provides some academic and managerial implications in research on online shopping impulsive behavior, which is currently very limited in recent studies, especially considering the role of self-control as a mediator.
    顯示於類別:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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