| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 98 === Impulse buying, which is happened naturally and commonly by consumers in their daily life also faced with academia and practicality, appears its value of research. From some relevant literature reviews, the research of previous factors of the impulse buying illustrates that physical surrounding, temporal perspective, budget limitation and personal trait are the main reasons causing impulse buying. Nevertheless, because of booming internet and common e-commerce, consumers are easily stimulated by electronic word-of-mouth which are spread on internet bringing about impulse buying. In addition, these e- WOM present characteristic of internet media and exist a number of incentives of impulse buying through vivid descriptions, pictures or stories. This research plans to use three main characteristics involving “vividness”, “storytelling”, and “visual prompt” to confer the influence of impulse buying regarding e- WOM and redeem insufficient literature resources. Moreover, this research could clarify the difference of consuming style which is caused by internet platform and is different from the past one, which only emphasizes volume and valence. Furthermore, the research discusses the effect of the variable “ emotion” on e- WOM with impulse buying.
This research uses experimentation. Adopting convenient method for sampling, participants browse the suppositional e- WOM, and then answer the scale by whose consciousness. From the 768 effective questionnaires, the statistics shows that both “e- WOM” and “emotion” are positive effects on impulse buying, and also “Emotion” has the mediator effect on the behavior of impulse buying. This result could be the reference material of practicality and future relevant research.
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