現代科技與網路的蓬勃發展，深深地改變了人們的消費模式，網路商店已經成為現代消費者購買商品的重要來源。許多商店也漸漸將實體店面轉型為網路商店。現今，網路商店中以網購服飾業最為盛行，其中知名網購服飾 PAZZO 受到許多消費者的喜愛。 
    本研究以網購服飾 PAZZO 為例，探討自我一致性、知覺風險以及沉浸是否對於衝動性購買行為有所影響，以問卷調查法的方式進行研究。本研究共回收有效之樣本數為 301 份，並使用 SPSS 統計軟體進行資料分析。經過研究結果發現，消費者內心之理想自我一致性與沉浸會正向影響消費者的衝動性購買行為，促使
消費者購買商品。

The rapidly development of modern technology and internet have deeply changed our consumption modes. The online stores have turned into a significant source that the modern consumers purchase goods. There’re a large number of stores that transform their physical stores into the online stores. Nowadays, the most popular stores in online shopping are clothing stores. And one of the most popular online clothing brands for consumers is PAZZO. 
The study is a case study of an online clothing brand PAZZO to explore whether the self-congruence , Perceived Risk and Flow have an effect on impulsive buying behavior. We use questionnaire survey to study. We receive 301 valid questionnaires and use SPSS statistics to analyze the data. By the result of study, we found that the idea self-congruence and the flow in the consumers’ hearts have a positive effect on consumers’ impulsive buying behavior to promote them purchase goods.

目錄

目錄    I 
表目錄	III 
圖目錄	IV 
第一章  緒論	1 
第一節  研究背景與動機	1 
第二節 研究目的	4 
第三節 研究流程	5 
第二章  文獻探討	7 
第一節 網購服飾 PAZZO 公司介紹 7 
第二節 自我一致性 12 
第三節 知覺風險	15 
第四節 沉浸	20 
第五節 衝動性購買行為	23 
第三章 研究方法	27 
第一節 研究架構	27 
第二節 研究假說	29 
第三節 研究變數與問項	31 
第四節 正式問卷設計	35 
第五節 資料分析方法	36 
第四章 資料分析	37 
第一節 敘述性統計分析	37 
第二節 信度分析	40 
第三節 迴歸分析  	41 
第五章 結論	44 
第一節 研究結論	44 
第二節 管理意涵	47 
第三節 研究限制與未來研究發展  48 
參考文獻  49 
附錄  53 
 

表目錄 
 
表 1-1 2015 年網友最愛網拍聲量排行榜2 
表 1-2 PAZZO 帄均營收9 
表 1-3 自我一致性之定義13 
表 1-4 知覺風險之定義16 
表 1-5 知覺風險之分類17 
表 1-6 沉浸之定義20 
表 1-7 沉浸之分類21 
表 1-8 衝動性購買行為之定義24 
表 1-9 研究假說29 
表 1-10 自我一致性量表31 
表 1-11 知覺風險量表32 
表 1-12 沉浸量表33 
表 1-13 純粹式衝動性購買行為量表34 
表 1-14 基本資料統計分析表39 
表 1-15 信度統計分析表40 
表 1-16 自我一致性對於純粹式衝動性購買行為之迴歸表41 
表 1-17 知覺風險對於純粹式衝動性購買行為之迴歸表42 
表 1-18 沉浸對於純粹式衝動性購買行為之迴歸表43 
表 1-19 本研究假說驗證結果表44 
 
 
圖目錄
 
圖 1-1 2016 年線上購物消費者調查1
圖 1-2 研究流程圖6 
圖 1-3 PAZZO 網購網站7 
圖 1-4 PAZZO 網購網站8 
圖 1-5 PAZZO之 Facebook粉絲網站10 
圖 1-6 PAZZO之 Instagram 粉絲網站11 
圖 1-7 研究架構圖28

中文部分 
 
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PAZZO 網站圖。取自:http://www.pazzo.com.tw/ 
 
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