由於網際網路的發達，消費者不只能在實體商店購物，更在購物網站上的消費機會大幅提升，導致各大業者或賣家紛紛推出不同的促銷方式和銷售策略來吸引消費者購物，使得消費者產生「衝動」的慾望而有購買意圖，進而發生衝動性購買行為，而衝動性購買行為在經濟學上，認為這是經由消費者的理智分析之下所做出的決策，但由過去學者的研究卻發現，這是一種消費者的不理性購買過程所導致而成的，而至今尚未有一致的說法和定義，所以為了理解是什麼樣的因素會去引發衝動購買，即是本研究要探討的原因之一。因此，本研究將整理過去文獻來做為理論基礎，一併來探討衝動性特質、人格特質、產品資訊特性、限時、限量以及付款方式對於衝動性購買意圖之影響。 本研究主旨在於研究影響衝動性購買意圖的因素，同時了解這些因素與衝動性購買行為之間的相關性。最後，本研究根據研究結果提出討論和建議。本研究結果：（一） 高衝動特質的人會比低衝動特質的人更容易有衝動性購買意圖。（二） 享樂主義者會比深思熟慮者更容易有衝動性購買意圖。（三） 產品資訊象徵型會比產品資訊功能型更容易有衝動性購買意圖。（四） 在有限時促銷方式下會比無限時更容易有衝動性購買意圖。（五） 在有限量促銷方式下會比無限量更容易有衝動性購買意圖。（六） 不同的付款方式下，對於消費者衝動性購買意圖有顯著差異。 Due to the development of internet, consumers have more opportunities to purchase through various websites with easier access. It encourages retailers to create different kinds of sale promotions and strategies to attract consumers to spend more money and to make consumers have impulsive buying behavior via online shopping. In the previous study of Economic Science, Impulsive Buying Behavior to be considered as a result of rational analysis of consumers. However, it is discovered in the past scholars’ study that it is consumers’ irrational action. There is no consistent definition regarding Impulsive Buying Behavior. Therefore, to understand the factors of causing Impulsive Buying Behavior is one of the reasons of this research. Based on the previous studies, this research will discuss the affects of impulsiveness trait, personality, product information, limited time, limited edition and payment types on impulsive buying intention. This research is to understand what factors have influences on impulsive buying intention and the connection between factors and impulsive buying behavior. This research provides some result as follows:1. It is easier for consumers of high impulsive trait type than low impulsive trait type to have impulsive buying intention.2. It is easier for Hedonics than Prudents to have impulsive buying intention.3. Symbolic goods to cause more impulsive buying intention than functional goods4. “Limited time edition” encourages consumers to have more impulsive buying intention than “unlimited edition”.5.“Limited quantity edition” encourages consumers to have more impulsive buying intention than “unlimited edition” 6. Different ways of payment have influences on consumers’ impulsive buying intention.
