行動商務在行動裝置與行動技術服務的成熟發展之下，逐漸影響消費者的購物行為，亦改變了舊有的電子商務型態。過去學者於行動商務研究中大多探討行動技術與消費者購買行為，鮮少以行動媒體應用觀點來探討行動裝置、行動服務內容及行動通訊基礎建設對消費者衝動購買意圖之影響。因此，本研究目的是要透過行動媒體科技融合的角度，並結合消費者心流經驗與衝動性特質，以了解消費者在行動商務平台上的衝動購買意圖。針對iTunes (App Store)的消費者為研究對象，透過問卷調查蒐集到408份有效問卷作研究模型與假說的檢定；研究結果顯示行動媒體科技融合能促使消費者對行動平台產生心流經驗，進而影響其衝動購買意圖；再者，情緒性衝動構面(包含不可抗拒的情緒、正面的購買情緒、和情緒管理)之二階因素與認知性衝動構面皆對衝動購買意圖產生重要影響力。本研究結果期能讓服務提供者根據本研究結果設計出能誘發消費者衝動性購買的應用程式亦能作為企業電子商務轉型且擴展至行動商務的參考依據。

Mobile commerce, under the mature development of mobile devices and mobile technology services, has gradually influenced consumer shopping behavior and e-commerce patterns. The majority of past research of mobile commerce has concentrated on mobile technology and consumer shopping behavior. Fewer works took a mobile media application and consumer impulsive personality points of view to discuss the effects of mobile devices, mobile service performance and content on consumers' impulse buying intent. Therefore, the aim of this study is to take the perspective of mobile media technology convergence on combination with the impulsive personality of consumer and flow experience to understand the impulsive purchase intention of consumers on mobile commerce platforms. Data collected from 408 customers of the iTunes (App Store) provide strong support for the research model. The results indicate that Convergence in Mobile Media Technology enable flow experience to enhance the impulsive buying intention. The data also show that affective impulsivity, which is formative second-order constructs driven by irresistible urge to buy, positive buying emotion, and mood management, as well as cognitive impulsivity have mediating effects on the relationship between flow experience and impulsive buying intention. The survey results provide service providers to design applications that attract consumers to make impulse purchases.

目錄
圖目錄　　　　　　　　　　　　　　　　 　　　v
表目錄　　　　　　　　　　　　　　　　　　　 vi
壹、 研究計畫之背景及目的　　　　　　　　　　1
　　一、 研究動機與背景　　　　　　　　　　　1
　　二、 研究目的與重要性　　　　　　　　　　4
貳、 文獻探討與研究模型建立　　　　　　　　　5
　　一、 行動商務　　　　　　　　　　　　　　5
　　二、 行動媒體科技融合　　　　　　　　　　6
　　三、 沉浸理論－專注投入度與愉悅感　　　　7
　　四、 消費者衝動特質　　　　　　　　　　　8
　　五、 衝動購買意圖　　　　　　　　　　　　10
參、 研究方法　　　　　　　　　　　　　　　　12
　　一、 研究模型　　　　　　　　　　　　　　12
　　二、 研究假說　　　　　　　　　　　　　　13
　　三、 研究設計　　　　　　　　　　　　　　17
　　四、 構面操作型定義　　　　　　　　　　　23
肆、 研究結果　　　　　　　　　　　　　　　　24
　　一、 資料分析　　　　　　　　　　　　　　24
　　二、 樣本基本資料分析　　　　　　　　　　25
　　三、 模型及假說驗證　　　　　　　　　　　26
伍、 結論與建議　　　　　　　　　　　　　　　33
　　一、 研究結果與討論　　　　　　　　　　　33
　　二、 研究貢獻　　　　　　　　　　　　　　38
　　三、 研究限制與未來發展　　　　　　　　　40
參考文獻　　　　　　　　　　　　　　　　　　 42
附錄研究問卷　　　　　　　　　　　　　　　　 50

圖目錄

圖1　研究模型　　　　　　　　　　　　　　　　12
圖2　本研究模型假說　　　　　　　　　　　　　16
圖3　SEM研究模型　　　　　　　　　　　　  　31
圖4　情感性衝動對衝動購買意圖之中介效果　　　37

表目錄

表1　行動媒體科技融合之衡量問項　　　　　　　19
表2　心流經驗之衡量問項　　　　　　　　　　　20
表3　情感性衝動之衡量問項　　　　　　　　　　21
表4　認知性衝動之衡量問項　　　　　　　　　　22
表5　衝動購買意圖之衡量問項　　　　　　　　　22
表6　各研究構面操作型定義　　　　　　　　　　23
表7　受測者資料統計分析(N=408)　　　　　　 25
表8　信效度評估：各項構面敘述性統計　　　　　28
表9　PLS驗證性因素分析法(CONFIRMATORY FACTOR ANALYSIS)和各指標交叉負荷　　　29
表10　區別效度評估：各構面相關係數矩陣與AVE之平方根　　　　30
表11　本研究結果假說驗證( P < 0.05)      32

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