以體驗行銷觀點探討網路商店促成購買衝動之影響因素

Determinants of Promoting the Urge to Buy in Online Store Based on Perspective of Experiential Marketing

林淑瓊(Shu-Chiung Lin)；張銀益(Yin-Yih Chang)；林衛國(Wei-Kuo Lin)；王之廷(Chi-Ting Wang)

體驗行銷 ； SOR理論 ； 購買衝動 ； 網路商店 ； experience marketing ； SOR theory ； urge to buy impulsively ； online store

資訊管理學報

23卷3期（2016 / 07 / 01）

247 - 276

繁體中文

近年來體驗行銷逐漸受到了重視，網路商店也希望能藉由塑造消費者整體瀏覽的愉快體驗，促使消費者有購買的衝動。本研究結合體驗行銷觀點與Stimulus-Organism-Response（SOR）理論探討網路商店提供的整體體驗與消費者的購買衝動之影響關係，其中以體驗行銷的感官、情感、思考、行動與關聯等五種體驗模組作為環境刺激的因子。研究中針對有網路購物經驗者進行資料蒐集，共得343份有效樣本，以最小平方法（PLS）進行實證分析。研究結果說明，消費者的購買衝動主要來自於內心的感情狀態影響，而感情會受到主觀的認知作用影響，同時情感體驗是主要影響內在感情的因素，思考、行動與關聯體驗則是影響內在認知的因素，其中又以思考體驗影響最大。本研究結果可提供網路商店行銷策略之經營與學術未來的研究方向。

Purpose-Recently, experiential marketing has gained much attention in the context of online shopping. Online stores motivate consumers to buy impulsively through creating the holistic experience of enjoyable browsing. Based on the integrated perspective of experiential marketing and SOR theory, this study investigates how the impact of the holistic experience provided by e-store on consumers' impulse buying. The experiential marketing encompasses five dimensions (i.e., sense, feel, think, act, and relate) and each of them is regarded as an environmental stimulator. Design/methodology/approach-The 343 valid responds are collected through web questionnaire and analyzed by partial least squares (PLS). Findings-The findings show that the consumer's urge to buy is influenced by internal affect response which is impacted by internal cognition response. Meanwhile, the feel module of experiential marketing mainly influences on internal affect response of consumers, while well as the think, act, and relate modules of experiential marketing influence internal cognition response of consumers. Research limitations/implications-The result of this study can help online stores manage their marketing strategy and also be useful for future academic research. Practical implications-The sense module has become a ＂common sense＂ to customers. Relating feel module with internal affect response and think module with internal cognition response are first priority. Originality/value-This study embeds experiential modules in ＂Organism＂ of SOR model, which precedes internal affect/cognition responses. It explores the mediation effects in customer's mind between external experience providers and internal responses.

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