| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === In light of the internet development, many people search information of product on webs. The information of product show some words and pictures on web pages. Un-der this situation, consumers always can’t actually touch the product, so the advertise-ment and the content which sellers provided become more important. By this way, these companies offer information of product, reduce the uncertainty in mind and reduce the decision time for customers. It also increases opportunities for purchase and transaction.
This study discussed the influence of information presentation on impulse pur-chasing behavior. Besides, the research discussed the moderating effect of product at-tributes between information presentation and impulse purchasing behavior. The par-ticipants of this research were 326 school teachers of Taoyuan County. Questionnaire survey and purposive sampling were used to collect the data. Descriptive statistics, re-liability analysis, factor analysis, Pearson correlation analysis, and hierarchical regres-sion analysis were applied to analyze the data..
The findings of this results are that：(1) The influence of information presentation affects impulse purchasing behavior. (2) Product attributes has moderating effect be-tween the information presentation and impulse purchasing behavior, and the informa-tion presentation are more effective for hedonic product. Finally, some suggestions ac-cording to the empirical result of this study were discussed.
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