| Summary: | 碩士 === 東吳大學 === 心理學系 === 107 === The flourishing of the Internet and e-commerce in recent years have led to the growing popularity of online shopping. As e-commerce platforms have taken various measures in web page planning and designing to remove obstacles that consumers encounter while shopping, it is relatively easy for consumers to place an order and hence increased the possibility of impulsive buying. In the process of online shopping, browsing modes have varying degrees of impact on consumers with different level of cognitive resources. The browsing modes of online shopping can be distinguished into goal-oriented and experience-oriented browsing. Between these two modes, the former require consumers to pay greater attention to information searching and filtration, which demands a greater input of cognitive resources; conversely, consumers have no specific goals during experience-oriented browsing, and they would devote less cognitive resources in the process. Since cognitive resources depletion is more evident in goal-oriented browsing than in experience-oriented browsing, consumers would expense a greater amount of cognitive resources after goal-oriented browsing activities and exhibit a higher tendency toward impulsive buying behaviors in their later shopping decisions. In this study, the researcher simulated the goal-oriented and experience-oriented browsing modes of online shopping, and grouped the participants according to their high and low impulsive buying tendencies. The researcher aimed to understand how the impulsive buying urges, purchase intentions, and the goods quantity in shopping cart may differ due to each individual’s personal trait. The findings revealed (1) browsing mode and impulsive buying tendency have interaction effect on buying urge: individuals with high impulsive buying tendencies showed no significant difference on buying urge after goal-oriented browsing and experience-oriented browsing; low degree of impulsive buying tendencies showed a high degree of impulsive buying urge after experience-oriented browsing than after goal-oriented browsing. (2) browsing mode and impulsive buying tendency have interaction effect on purchase intentions: individuals with high impulsive buying tendencies showed a higher degree of purchase intentions after goal-oriented browsing than experience-oriented; low degree of impulsive buying tendencies showed no significant difference on purchase intentions. (3) browsing mode and impulsive buying tendency have no interaction effect on the goods quantity in shopping cart. These revealed that participants with higher impulsive buying tendencies’ impulsive buying urge and purchase intention would affected by cognitive resources depletion according to different browsing mode , however, lower impulsive buying tendencies’ impulsive buying urge and purchase intention would not be affected no matter with which browsing mode.
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