| Summary: | 碩士 === 元智大學 === 企業管理學系 === 95 === Past studies indicate that consumer’s purchase behavior can be divided into habitual buying, compulsive buying and impulse buying among these purchase behavior impulse buying has been investigated extensively. However, this study focuses on unplanned purchase which hasn’t made clear distinction between unplanned purchase and impulse buying in the early period. Besides, many studies consider that unplanned purchase and impulse buying are the same behavior. Although there are still some studies devoted to investigate unplanned purchase but haven’t develop theoretical framework completely; moreover, haven’t develop the applicable scale of unplanned purchase. Therefore the purposes of this study are first, conduct the scale of internet unplanned purchase. Second, investigate the effect of situational factors and personal characteristics to internet unplanned purchase.
But why we try to figure out unplanned purchase in internet environment? The reason is Koufaris (2002) think the unplanned purchase in internet environment is interesting and complicated. In general channel, consumers are usually restricted in time, space and locations when they do shopping. However, in internet environment consumers can do shopping in anytime. They can easily do shopping by clicking their favorite web site, and the privacy of web site let consumers search or purchase their favorite products enjoyably. They don’t have to consider the embarrassment in general stores; besides, It can enhance the times for unplanned purchase and the quantity of their shopping efficaciously.
This study’s major framework is based on the attitude model of social psychology and use situational factors and personal characteristics to be the latent variables to examine the effects of internet unplanned purchase. According to the analytic result of structure equation model shows that shopping enjoyment, browsing activity, impulse buying tendency, and perceived stress will influence internet unplanned purchase directly and product aesthetic, price promotion, and experiential search tendency will through shopping enjoyment or browsing activity influence internet unplanned purchase indirectly.
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