虛擬社群成員信任感和衝動購買特質對購買衝動感及衝動購買行為影響之研究

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Title:	虛擬社群成員信任感和衝動購買特質對購買衝動感及衝動購買行為影響之研究
Other Titles:	Research on the Impact of Felt Urge to Buy Impulsively and Impulsive Buying Behavior of the Virtual Community Members' Trust and Impulse Buying Trait
Authors:	簡妙珈 CHIEN, MIAO-CHIA
Contributors:	資訊管理學系蔡德謙 TSAIH, DER-CHIAN
Keywords:	虛擬社群;社群信任感;衝動購買特質;購買衝動感;產品涉入度;衝動購買行為 Virtual Community;Community Trust;Impulsive Buying Traits;Buying Impulses;Product Involvement;Impulse Purchase Behave
Date:	2019
Issue Date:	2019-03-19 15:21:32 (UTC+8)
Abstract:	本研究對象以曾在網路上購買商品、商品使用經驗分享之互動以及有網路購物經驗者為主。研究方法以回收之網路問卷調查經SPSS統計軟體進行實證分析。　　透過敘述性統計、信度分析、獨立樣本T檢定、單因子變異數分析、相關分析等統計方法，研究結果如下：壹、大部分網路消費族群習慣在各大購物平台購物。貳、不同的人口統計特徵對網路虛擬社群成員的信任感部分有顯著差異。參、不同的人口統計特徵對網路虛擬社群成員的衝動購買特質部分有顯著差異。肆、網路虛擬社群成員對產品的涉入度與衝動購買特質有部分關連性。伍、網路虛擬社群成員的信任感與其衝動購買特質有部分關連性。陸、網路虛擬社群成員的信任感與購買衝動感的產生無關連性。柒、網路虛擬社群成員的衝動購買特質與購買衝動感的產生有高度正向關連性。捌、產生購買衝動感對發生衝動性購買行為有顯著影響。　　了解衝動購買行為發生的影響因子能提供賣家制訂行銷策略的參考，亦能幫助消費者視自己情況是否需克制或接受此衝動購買行為。附帶盼政府能藉此針對社會大眾某些消費族群其龐大經濟壓力，提供較完善的社會福利政策，以提高其消費能力，對經濟面而言絕對有益。　　The study is based on interactions with other people who have purchased products, experienced sharing of products online shopping. The research method collects data through network questionnaires. The using SPSS-software analysis the data.　　Through statistical methods such as narrative statistics, reliability analysis, independent sample T verification, single factor analysis, correlation analysis, etc., the results are as follows: 1.Most online consumer groups are used to shopping on major shopping platforms.2.Different demographic characteristics have significant differences in the trust of members of the online virtual community.3.Different demographic characteristics have significant differences in the impulse purchasing characteristics of members of the online virtual community.4.Members of the online virtual community have some relevance to the product's involvement and impulsive buying traits.5.The trust of members of the online virtual community is partially related to their impulse buying traits.6.The trust of members in online virtual communities is irrelevant to the impulsive purchasing.7.The impulsive buying traits of members of the online virtual community have highly positive correlation to the purchase of impulses.8.The purchase of impulses has evident relevance to the occurrence of impulsive purchasing.　　Understanding the impact factors of impulsive buying behavior can provide a reference for sellers to formulate marketing strategies, and can also help consumers to see whether they need to restrain or accept this impulse buying behavior. It is hoped that the government can provide a complete social welfare policy to meet the huge economic pressure of certain consumer groups of the public, so as to improve its consuming ability, which is absolutely beneficial to the economy.
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