研究結果顯示，網路成癮現象會對消費者購買行為呈現正向影響，成癮的程度越強，消費者每月在網路購物之時間、金額也越高。而在加入沉浸體驗為干擾變數後，研究結果顯示，沉浸體驗會對網路成癮及消費者購買行為造成影響，且沉浸程度越高，影響的效果越大。在消費者行為面，沉浸程度對計畫性購買行為的影響較弱，而對非計畫性購買行為之影響較強。故本研究建議電子商務供應商可以沉浸理論為基礎，並善加利用網路環境之優勢，加深網路使用者之沉浸體驗。以及正式台灣地區網路成癮之現象，避免重度網路成癮者花費自身無法負荷之金額，並建議瞄準女性網路使用者為潛在顧客，做出市場區隔與精緻化的服務，增加其購買意願。 The study wants to research the impact of Internet addiction on consumer purchase behavior. The object of this research is who is used to internet shopping in Taiwan and the age is between 16 and 30.
The result indicates that internet addiction has positive effect on consumer purchase behavior. And flow experience has positive moderating effect among the relationship between internet addiction and consumer purchase behavior. Moreover, the level of flow experience has more effect on unplanned buying than planned buying.
Thus, supplier can use flow theory and internet to strengthen internet users’ flow experience. We should take the phenomenon of internet addiction seriously in Taiwan. Avoiding people who involve internet addiction cost too much. We can take female internet users as potential consumer to be market Segmentation and increasing the willing to pay.
