隨著網際網路和行動裝置的普及，近年來線上購物盛行。越來越多的消費 者選擇在網購平台上消費。網購平台的擁有者和管理階層提供營銷刺激，試圖 使消費者作出計劃之外的購買。甚至，我們也意識到一些消費者購物的出發點 並非滿足自身的任何需求，而是從當下的情緒出發。換句話說，消費者的情緒 對於購買行為至關重要。
本研究旨在探討線上購物平台的營銷刺激和情緒因素對消費者衝動購買行 為的影響。本研究採用了 Verhagen 和 Dolen 的三個測量營銷刺激的主要方 法:網站吸引力、愉悅程度和網站溝通風格。另外，本研究也採用 Watson、 Clark 和 Tellegen 的 PANAS 量表來衡量消費者在網購平台購物時的情緒。綜 上所述，本研究想探討營銷刺激與衝動購物行為之間的關係，並以消費者的情 緒作為調節變項。以營銷刺激為自變數，以消費者的衝動購買行為為因變數， 觀察期中是否存在直接的決定性關係。並以情緒影響作為調節變項，檢測正面 或負面情緒是否會加強或削弱營銷刺激與衝動購物之間的關係。
此研究採取量化問卷進行，總共搜集了 652 份的有效問卷。並採取 CFA 和 SEM 進行分析來測量題目間的整體效度和關係。研究結果表明:(1)線上網 購平台的營銷刺激可以有效預測消費者的衝動購買。 (2)消費者的正向情緒可 以有效預測消費者衝動性購買行為的增加。 (3) 消費者的負向情緒可以有效預 測消費者衝動性購買行為的減少。 (4) 消費者的正向情緒不能正向調節來自線 上購物平台的營銷刺激與消費者的衝動購買行為之間的關係。 (5) 消費者的負 面情緒不能負向調節來自網絡購物平台的營銷刺激與消費者的衝動購買行為之 間的關係。

With the popularity of the Internet and mobile devices, online shopping is prevalent in recent years. More and more customers choose to spend on online platforms. Online shop owners and management provide marketing stimuli as shopping triggers for consumers to make purchases outside of the plan. Even more, we also realized that the starting point of some consumers' shopping was not to satisfy any of their needs, but from their mentality. In other words, consumers’ emotional mood would be crucial to determine their purchase behavior.
This research aspired to investigate the influence of marketing stimuli from online shopping platforms and emotional affects on consumers’ impulsive buying behaviors. This study applied the three main aspects of Verhagen and Dolen’s research in marketing stimuli measurement: website attractiveness, enjoyment, and website communication style. In addition, this study adopted Watson, Clark, and Tellegen’s PANAS scale items to measure consumers’ emotional affects during shopping on the shopping platforms.
With the overview above, this study would like to examine the relationship between the marketing stimuli and impulsive buying behavior, and also take consumers’ emotional affects as the moderators. Marketing stimuli were taken as independent variables and consumers’ impulsive buying behaviors as dependent variables to observe whether there was a direct decisive relationship or not. Emotional affects as the moderators to unveil whether positive or negative affects will strengthen or weaken the relationship between marketing stimuli provided from the online shopping platforms and consumers’ impulsive buying behaviors.
This study was conducted using a quantitative questionnaire method. A total of 652 valid questionnaires were collected. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used for analysis to measure the relationship between items and overall validity. The research results indicated: (1) Marketing stimuli from online shopping platforms can positively predict consumers’ impulsive buying behavior. (2) Consumers’ positive affects can predict an increase in consumers’ impulsive buying behavior. (3) Consumers’ negative affects can predict a decrease in consumers’ impulsive buying behavior. (4) Consumers’ positive affects cannot moderate the relationship between marketing stimuli from online shopping platforms and consumers’ impulsive buying behavior positively. (5) Consumers’ negative affects cannot moderate the relationship between marketing stimuli from online shopping platforms and consumers’ impulsive buying behavior negatively.

Keywords: online shopping, marketing stimuli, impulsive buying behavior, consumer behavior, PANAS.

Thesis/Dissertation Validation Letter.............................................................................i
Abstract(Mandarin)........................................................................................................ii
Abstract(English)..........................................................................................................iii
Chapter 1 Introduction...................................................................................................1
1.1 Research background & motivation...........................................................1
1.2 Research purpose & questions...................................................................4
1.3 Importance of the study..............................................................................5
Chapter 2 Literature review............................................................................................7
2.1 The role of impulsive buying behavior......................................................7
2.2 The role of marketing stimuli.....................................................................9
2.1.1 Website attractiveness.....................................................................11
2.1.2 Enjoyment.......................................................................................11
2.1.3 Website communication style.........................................................12
2.3 Relationships between marketing stimuli and impulsive buying behavior...................................................................................................13
2.4 Positive & negative affects......................................................................14
Chapter 3 Research methodology................................................................................18
3.1 Procedure.................................................................................................18
3.2 Participants...............................................................................................19
3.3 Data analysis............................................................................................22
3.3.1 Measures........................................................................................24
Chapter 4 Results.........................................................................................................27
4.1 Descriptive statistics................................................................................27
4.2 Group comparisons..................................................................................28
4.2.1 T-test..............................................................................................28
4.2.2 ANOVA.........................................................................................31
4.3 Correlation report.....................................................................................32
4.4 Structural equation modeling (SEM).......................................................34
4.5 Hypothesis testing....................................................................................35
4.5.1 Relationships between marketing stimuli and consumers’ impulsive buying behavior............................................................35
4.5.2 Moderating role of consumers’ emotional affects: positive affects section............................................................................................36
4.5.3 Moderating role of consumers’ emotional affects: negative affects section............................................................................................39
4.5.4 Results of the hypotheses...............................................................42
Chapter 5 Discussion....................................................................................................43
5.1 General discussion...................................................................................43
5.1.1 The effect of the marketing stimuli on consumers’ impulsive buying behavior.............................................................................45
5.1.2 The effect of emotional affects on consumers’ impulsive buying behavior.........................................................................................46
5.1.3 Moderation of emotional affects....................................................48
5.2 Practical implication................................................................................49
5.3 Limitation and future research directions................................................51
References....................................................................................................................54
Retrieved from.............................................................................................................60
Appendix......................................................................................................................61

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