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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/61184
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/61184


    Title: 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
    Authors: 何宜蓁
    Ho, Yi Chen
    Contributors: 管郁君
    林淑瓊

    Huang, Eugenia Y.
    Lin, Shu Chiung

    何宜蓁
    Ho, Yi Chen
    Keywords: 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
    Date: 2013
    Issue Date: 2013-10-01 11:59:34 (UTC+8)
    Abstract: 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。
    Reference: 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。
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    Description: 碩士
    國立政治大學
    資訊管理研究所
    100356034
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100356034
    Data Type: thesis
    Appears in Collections:[資訊管理學系] 學位論文

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