本研究旨在探討：「衝動性」、「五大人格」與「核心自我評估」是否會影響「衝動購買」，並探討「資訊性從眾」及「規範性從眾」是否會有調節其效果。自變項「衝動性」又分為三個子構面：「注意力衝動」、「行動性衝動」及「非計劃性衝動」。本研究使用問卷調查法，以便利抽樣方式針對國內有飲用提神飲料的消費者進行問卷調查與資料蒐集，經實體發放260份問卷後，有效問卷共238份，並經SPSS統計軟體，以迴歸分析來進行統計分析。研究結果顯示，消費者衝動性的三個子購面「注意力衝動」、「行動性衝動」及「非計劃性衝動」對衝動購買均存有正向關係；調節效果方面，資訊性從眾可有效調節非計劃性衝動對於衝動購買的影響。;Impulse buying of energy drinks was explored using factors of impulsivity, five-factor model of personality, and core self-evaluations, as well as the moderation effect of conformity. Impulsivity was examined on attentional impulsiveness, motor impulsiveness and non-planning impulsiveness. Self-administered questionnaires were distributed to 260 respondents who have purchased energy drinks, and 38 valid questionnaires were analyzed. Using hierarchical regression analysis, the results revealed that there are significant positive relationships between impulsivity and impulse buying, including attentional impulsiveness, motor impulsiveness and non-planning impulsiveness. Findings also suggest that information influence moderates the effects of non-planning impulsiveness on impulse buying.
