| 摘要: | 在電子商務研究中，有越來越多的證據顯示衝動購物是一個普遍的現象，且網路購物中有40%的營業額來自衝動購物。根據資策會產支處的調查，2015年台灣電子商務市場產值約1兆零69億元，並估計至2016年時，台灣電子商務市場規模可達到1兆1,277億元。在進行網路購物時，消費者必定是透過購物網站，因此網站本身的品質將會直接影響消費者的評價，可能會直接或間接地刺激消費者產生衝動購物的慾望。 本研究透過以往的相關研究，探討網站品質與衝動購物間的關係，選定網站品質、滿意度、再使用意圖及衝動購物慾望建立研究模型，以網站品質為研究中心，從資訊品質、介面品質、信任及服務品質四方面來探討構成網站品質的要素。研究目的在於探討是否可經由提升網站品質而提高衝動購物慾望。本研究以Yahoo!購物中心網站及其使用者為研究對象，採問卷調查方式，共回收305份有效問卷，並以敘述性統計及PLS分析等方法驗證假說。 研究結果發現：網站品質對衝動購物慾望有正向且顯著的影響，滿意度及再使用意圖對衝動購物慾望具有間接影響，且以滿意度對衝動購物慾望影響最大。根據前述結果，本研究建議購物網站應加強網站品質以提升滿意度，進而刺激衝動購物慾望以增加商品的銷售。
In the study of e-commerce, more and more evidences show that impulse buying is a common phenomenon. In addition, 40% of the turnover from online shopping comes from impulse purchases. According to a survey from Institute for Information Industry in Taiwan, the e-commerce market value in Taiwan is about 1 trillion and 6.9 billion in 2015, and it is estimated up to 1 trillion and 1,277 billion in 2016. During online shopping, consumers must go to shopping websites, so the quality of the site itself will directly affect consumers' evaluation, and it may be directly or indirectly stimulate consumers’ urge to buy impulsively. According to prior research, this study explores the relationship between the web qualities and impulse buying. It establishes a research model by the selected site quality, satisfaction, reusing intention and the impulse buying desire. This study focuses on the web quality, and discusses the elements that constitute the web quality from four following areas- the information quality, interface quality, trust, and service quality. Also, it verifies whether the satisfaction and the reusing intention are intermediary variables between the web quality and the urge to buy impulsively. The goal of this study is to investigate if it is possible to increase the urge to buy impulsively by promoting the web quality. The research targets Yahoo Shopping Center website and its users. We used questionnaire survey. There were 305 valid questionnaires collected. The study used descriptive statistical methods and PLS analysis to test the hypothesis. The results found that: the site quality has a positive and significant impact on the urge to buy impulsively. Also, satisfaction and reuse intention have indirect effects on the urge to buy impulsively, and satisfaction has the most effect on the urge to buy impulsively. According to the above results, this study suggests that shopping sites should be strengthened to improve site quality satisfaction, and then stimulating the urge to buy impulsively increase sales of products as well. |
