許秋萍;羅婕瑀;
頁: 221-254
日期: 2023/07
摘要: 本研究欲探討消費者在社群媒體上衝動購買的前置因素與結果，並提出概念性模型說明推薦人、產品相關信號與人際關係如何影響消費者在社群媒體上的瀏覽行為和衝動購買。此外，本研究亦同時探討衝動購買後消費者可能產生正向即時滿足以及負面後悔的感受。本研究利用Smart PLS 3 進行實證分析，研究對象為曾經在社群媒體上進行衝動購物的消費者，共有445位受測者完成問卷調查。實證結果顯示，推薦人的相似度、喜愛度，以及推薦產品貼文的美學吸引力對消費者的瀏覽行為具有正向顯著的影響，並進而正向影響衝動購買。觀察學習對衝動購買也有正向顯著的影響。此外，衝動購買對即時滿足感受有正向顯著的影響，而對後悔感受有負向顯著的影響。
關鍵字: 衝動購買;推薦人特質;觀察學習;即時滿足;後悔;

Instant Gratification or Regret? Exploring Antecedents of Impulse Buying on Social Media and Post Purchase Feelings

Abstract: This study explored the antecedents and consequences of impulse buying on social media and proposed a conceptual model of how recommender-related and product-related signals and interpersonal influence affect the browsing activities and impulse buying of consumers on social media. Furthermore, this study analyzed the positive feeling of instant gratification and the negative feeling of regret after impulse buying. Smart PLS 3 software was used to estimate the conceptual model. A total of 445 consumers who made impulsive purchases through social media completed a questionnaire survey. The empirical results indicated that the similarity and likeability of recommenders and the aesthetic appeal of recommended product posts positively and significantly influence the browsing activities of consumers; this in turn promotes impulse buying. Observational learning also has a significant positive influence on impulse buying. Further, impulse buying is positively correlated with instant gratification and negatively correlated with regret.
Keywords: Impulse buying, Recommenders’ characteristics, Observational learning, Instant gratification, Regret ;

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