從行動媒體科技融合觀點探討行動平台衝動購買行為之研究

淡江大學機構典藏 > 商管學院 > 資訊管理學系暨研究所 > 學位論文 > Item 987654321/94272

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题名:	從行動媒體科技融合觀點探討行動平台衝動購買行為之研究
其它题名:	Exploring impulsive buying behavior in mobile commerce : from the convergence in mobile media technology perspective
作者:	葉盈秀;Ye, Ying-Siou
贡献者:	淡江大學資訊管理學系碩士班吳雅鈴;Wu, Ya-Ling
关键词:	行動商務;數位媒體融合;心流經驗;消費者衝動特質;Mobile Commerce;Digital Media Convergence;Flow Experience;Impulsive Personality of Consumer
日期:	2013
上传时间:	2014-01-23 14:14:40 (UTC+8)
摘要:	行動商務在行動裝置與行動技術服務的成熟發展之下，逐漸影響消費者的購物行為，亦改變了舊有的電子商務型態。過去學者於行動商務研究中大多探討行動技術與消費者購買行為，鮮少以行動媒體應用觀點來探討行動裝置、行動服務內容及行動通訊基礎建設對消費者衝動購買意圖之影響。因此，本研究目的是要透過行動媒體科技融合的角度，並結合消費者心流經驗與衝動性特質，以了解消費者在行動商務平台上的衝動購買意圖。針對iTunes (App Store)的消費者為研究對象，透過問卷調查蒐集到408份有效問卷作研究模型與假說的檢定；研究結果顯示行動媒體科技融合能促使消費者對行動平台產生心流經驗，進而影響其衝動購買意圖；再者，情緒性衝動構面(包含不可抗拒的情緒、正面的購買情緒、和情緒管理)之二階因素與認知性衝動構面皆對衝動購買意圖產生重要影響力。本研究結果期能讓服務提供者根據本研究結果設計出能誘發消費者衝動性購買的應用程式亦能作為企業電子商務轉型且擴展至行動商務的參考依據。 Mobile commerce, under the mature development of mobile devices and mobile technology services, has gradually influenced consumer shopping behavior and e-commerce patterns. The majority of past research of mobile commerce has concentrated on mobile technology and consumer shopping behavior. Fewer works took a mobile media application and consumer impulsive personality points of view to discuss the effects of mobile devices, mobile service performance and content on consumers'' impulse buying intent. Therefore, the aim of this study is to take the perspective of mobile media technology convergence on combination with the impulsive personality of consumer and flow experience to understand the impulsive purchase intention of consumers on mobile commerce platforms. Data collected from 408 customers of the iTunes (App Store) provide strong support for the research model. The results indicate that Convergence in Mobile Media Technology enable flow experience to enhance the impulsive buying intention. The data also show that affective impulsivity, which is formative second-order constructs driven by irresistible urge to buy, positive buying emotion, and mood management, as well as cognitive impulsivity have mediating effects on the relationship between flow experience and impulsive buying intention. The survey results provide service providers to design applications that attract consumers to make impulse purchases.
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