The Study of Impulse Buying of Website Base on S-O-R Theory

• Main Authors: YI JING TSAI, 蔡宜靜
• Other Authors: Pui-Lai To
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/54121801794566510023

碩士 === 國立嘉義大學 === 資訊管理學系碩士班 === 101 === As the e-commerce technology advance, people's consumption patterns have changed. The issue on buying behavior had shifted from physical stores to the online world, which impulse buying is an issue of concern. This study based on S-O-R theory uses the website atmosphere and the service quality as the environmental stimulus, to explore how the web environment affect the consumer's emotional states and then affect the consumer's impulse buying urge, and to explore the variables in different contexts and individual variables, how to affect the consumer's emoticon and the impulse buying urge. Finally, we discuss whether situational variables and personal variables have regulating relationships on the web environment, the consumer emoticon and the impulse buying urge. Through data analysis, this paper found the website ambience positively influences the consumer emotional, the website service quality positively influences the consumer's pleasure, and the pleasure emotional further positively influences the impulse buying urge. Subject's impulse buying trait positively influences the impulse buying urge, hedonic motivation not only positively influences the consumer's pleasure but also positively influences the impulse buying urge. Finally, the money available of consumer positively influences the consumer's pleasure. The result of this paper not only provides future researchers the impulse buying related studies of reference, but also provides website operators the best web design approaches. Through building the good website atmosphere and service quality to create favorable consumption situation, it promote a positive impression on online stores, thereby increasing the likelihood of their purchase.