本研究以曾在網路購買服飾的消費者為研究對象，探討促銷方式和衝動購買特質對購買衝動感及衝動購買行為之影響。本研究採網路問卷調查之方式，回收219份有效問卷，以SPSS統計軟體進行實證分析，透過描述性統計、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，驗證本研究假說，研究結果如下：壹、不同的人口統計變數對促銷方式有部分顯著差異。貳、不同的人口統計變數對衝動購買特質有部分顯著差異。參、不同的人口統計變數對衝動購買行為有部分顯著差異。肆、促銷方式與購買衝動感的產生有正向關連性。伍、衝動購買特質與購買衝動感的產生有部分正向關連性。陸、購買衝動感產生後對發生衝動購買行為有顯著影響。 根據前述研究結果，本研究建議網購服飾業者針對不同之人口統計特徵採取不同之促銷方式，有效推出行銷策略，誘發消費者之衝動購買行為，以期提高商品銷售量。另，本研究建議亦提供影響網購服飾消費者之衝動購買行為的因素及可採取的應變方法，以避免不必要之衝動購買行為。 The subjects of this study are consumers who have had online clothing shopping experiences. This study explores the influences of sales promotion method and impulse buying tendency on felt urge to buy impulsively and impulse buying behavior. Through a web survey, this study collected 219 valid questionnaires, using the SPSS statistical software package to analyze the data. The data analysis methods used to verify the research hypotheses of this study include descriptive statistical analysis, reliability analysis, independent sample T-test, one-way ANOVA, correlation analysis, etc. The results of this study are as follows: 1. Different demographic characteristics have some significant differences in sales promotion methods.2. Different demographic characteristics have some significant differences in impulse buying tendency. 3. Different demographic characteristics have some significant differences in impulse buying behavior.4. The sales promotion method has a positive correlation with the occurrence of felt urge to buy impulsively.5. Impulse buying tendency has a partial positive correlation with the occurrence of felt urge to buy impulsively.6. The occurrence of felt urge to buy impulsively has a significant effect on the occurrence of impulse buying behavior. According to the results of this study, the suggestion for the online clothing sellers is to provide different sales promotion methods to different demographic characteristics, making effective marketing strategies to trigger impulse buying behaviors of online clothing consumers to help increase sales of products. Also, the suggestion for the online clothing consumers is to address the contributing factors that trigger impulse buying behaviors, giving approaches to avoid unnecessary expenses due to impulse buying behaviors.
