這篇論文主要在探討在享樂購物動機與衝動購買，特別是購後後悔與因應行為之間的關係。共發出274份問卷，211份有效問卷。透過結構方程模型分析，初始模型驗證了享樂購物動機與衝動購買、衝動購買與購後後悔、購後後悔與因應行為，以及衝動購買與因應行為的直接關係。調整後的模型則增加了未預期的路徑，關於享樂購物動機與因應行為之間的關係。;In this study we investigate how hedonic shopping motivation is related to impulsive buying, in particular how consumers deal with post-purchase regret, and coping behavior. A total of 274 respondents participated in the study, and resulted in 211 valid questionnaires. Using SEM analysis, the initial model showed positive relationships between hedonic shopping motivation to impulsive buying, impulsive buying to post-purchase regret, post-purchase regret to coping behavior, and direct path from impulsive buying to coping behavior. The modified model suggested an unexpected path from hedonic shopping motivation to coping behavior.
