近年來電子商務科技蓬勃發展，購物便利性增加，透過網路就能輕鬆下單，使得消費者的消費模式逐漸由實體商店轉移到虛擬商店來進行購物。而各大網路購物平台為了能提升營業額並增加在同業間的競爭力，進而衍生出許多行銷手法來吸引消費者，如限時特賣、網路評論等，讓消費者在時間的壓力下，會因為其促銷方式等限制性手段，而產生衝動性購買的心理，這種行銷手法也成為網路業者的行銷趨勢，因此，本研究摸擬網路購物平台，欲探討在時間壓力的限制下，不同的促銷手段是否會對消費者產生衝動性購買行為的影響。根據過往研究提出影響衝動性購買之因子，結合計畫行為理論(TPB)並利用問卷調查進行資料收集。本研究亦採用腦波及膚電等儀器來觀察受試者的生理訊號在面對時間壓力與促銷方式等變項操弄時的變化。而根據本研究結果顯示，時間壓力、網路評論及不同的促銷手段對衝動性購買具有顯著影響，而促銷手段中非金錢性對於衝動性購買並無顯著影響力，其原因可能為每位受訪者定義非金錢性之價值不同而導致不顯著的情況發生。另外根據實驗結果驗證促銷刺激會改變消費者之情緒，使具有衝動性購買特質之受試者產生愉悅的心情進而產生衝動性購買，反之，非衝動性購買特質之受試者並未對促銷手段產生愉悅心情而有衝動性購買行為。最後，本研究將針對研究結果與發現提出討論與管理意涵，並幫助業者了解其行銷的可靠性。

E-commerce is thriving because the convenience of an online purchase helps consumers buy goods without visiting physical stores. Consumers can buy their needed goods in a virtual shop. However, an on-line shop must provide marketing strategies to increase revenue under a high-pressure business environment. Examples include limited time discounts and limited quantity of goods. However, these strategies can cause psychological pressure on the consumer mind. Such a pressure makes the more chances on impulsive purchase. This study discusses online promotion methods and impulsive purchase behavior, and summarizes three promotion types: monetary promotion, non-monetary promotion and limitation promotion. Survey results show that non-monetary promotion has no significant impact on purchase attitude, but the other two have. Analytical results also reveal the impact of online review on subjective norms and further on impulsive purchase behavior. Time pressure influences the perceived behavioral control and further the impulsive purchase behavior. Experimental results also show the physiological signals along with the marketing events. GSR and brainwave signals have also indicated participant physical response to the promotions. However, this study still has limitations. Finally, this research will propose discussion and management implications for the research results and findings, and help the industry understand the reliability of its marketing.

中文摘要 ..............i
英文摘要 ..............ii
誌謝 ..............iii
目錄 ..............iv
表目錄 ..............vi
圖目錄 ..............viii
第一章 緒論 ..............1
1.1 研究背景與動機 ..............1
1.2 研究目的 ..............3
1.3 研究流程 ..............4
第二章 文獻探討 ..............6
2.1 衝動性購買 ..............6
2.2 促銷手段 ..............8
2.3 網路評論 ..............11
2.4 時間與生理訊號變化之研究 ..............12
2.4.1 膚電反應 ..............12
2.4.1 腦波 ..............15
第三章 研究方法 ..............17
3.1 研究架構 ..............17
3.1.1 計劃行為理論 (TPB) ..............17
3.1.2 時間壓力與知覺行為控制 ..............18
3.1.3 促銷手段與購買態度 ..............18
3.1.4 網路評論與主觀規範 ..............18
3.1.5 研究架構 ..............18
3.2 研究變數 ..............19
3.2.1 問卷構面之操作型定義與問卷設計 ..............19
3.2.2 前測問卷 .............. 22
3.2.3 正式問卷之問卷設計 .............. 23
3.3 實驗設計 .............. 23
3.3.1 研究對象 .............. 24
3.3.2 實驗環境與設備 ..............25
第四章 資料分析 ..............27
4.1 前測問卷分析 ..............27
4.2 正式問卷分析 ..............29
4.2.1 敘述性統計 ..............30
4.2.2 驗證性因素分析 ..............32
4.4.3 結構方程模式分析 ..............36
4.4.4 干擾效果分析 ..............38
4.3 生理訊號實驗分析 ..............39
4.3.1 膚電實驗分析 ..............40
4.3.2 腦波實驗分析 ..............50
4.3.3 腦波與膚電之相關分析 .............. 65
4.4 促銷手段分析 ..............66
第五章 結論與討論 ..............69
5.1 研究討論與結論 ..............69
5.2 管理意涵 ..............70
5.3 研究限制與建議 ..............71
參考文獻 ..............72
附錄一 前測問卷 ..............81
附錄二 正式問卷 ..............85
附錄三 實驗受試者篩選用問卷－女性 ..............88
附錄四 實驗受試者篩選用問卷－男性 ..............90
附錄五 實驗畫面 ..............92
附錄六 實驗研究參與同意書 ..............105
附錄七 國立成功大學人類研究倫理審查通過證明 ..............108
附錄八 全體受試者腦波及膚電相關分析結果表 ..............109
Extended Abstract ..............111

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