| Summary: | 碩士 === 東吳大學 === 資訊管理學系 === 101 === As the Internet expand so vigorously, it’s also influence the changing of consumption pattern jointly. Consumer behavior has transfer to the virtual and the storage seem boundless of the online shop progressively. It’s not only spur the commercial opportunity to the online buying, but bring the new field of research for the academia.
One of the consumer behavior, the impulse buying, is also transferring to the online domain simultaneously. Although there were some difference between the online buying and the traditional buying, but the essence still the same. Because of impulse buying can bring high profit for the shop dealer, the research of the online impulse buying has increasing rapidly.
In recent years, the industry of online buying has grown quickly, in about twenty percent annual growth rate. So that, online impulse buying can bring substantial profits. In this article, the consumer processes will be separated to three phase: pre-buying, in-buying, and post-buying, by CDP model. Then through the three main characteristics of impulse buying: once, unplanned, stimulated; and commodity, consumer, environment three main category, to distinguish the influencing factors of the online impulse buying. Probing during the consumer processes, which factors could affect consumers making decisions. And via the survey by online, classifying the influencing factors to the hygiene factor and motivation factor of two-factor model .The totally number of survey were 247, and the number of valid questionnaires were 239.
The result of this article, most of these factors could affect consumer making decisions. The hygiene factors mostly provide by the consumption environment, and the motivation factors were effective by implementation of promotions. In the end, by confirm these factors should be classify to which category of two-factor model, these suggest can provide to shop dealer, and the shop dealer can revise or adjust the property of their owned shop based on the situation, to create the maximum commercial value.
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