隨著網路科技的日益發達，電商的蓬勃發展使得實體零售店逐漸被取代，而電商的崛起產生一個最大的問題即是衝動購買。美國學者Hausman在研究中提出有90%左右的人有過衝動購買行為，在所有的購物過程中，有30%-50%的行為可以被認為是衝動性購買。但根據2018年調查結果顯示，不論在國內外，實體通路仍然是消費者實際購物的主要管道，因此本研究欲針對實體零售服飾商店衝動購買行為因素之研究。利用外在因素-購物環境氛圍以及內在因素-流行涉入作為關鍵的前置因素探討，並以消費者情緒模型作為中介變項，探討以上因素對於消費者衝動購買行為之影響。最後並以消費者自戀特質作為干擾變項。本研究使用網路問卷調查方式，以台灣地區的民眾作為研究對象，共回收426份有效問卷。以結構方程模式進行假設驗證分析。研究結果顯示環境氛圍中產品吸引力對支配有正向顯著的影響，而流行涉入對支配有正向顯著的影響。情緒模型中支配對愉悅並以喚醒作為中介變項最具有正向最具有正向顯著的影響。此外，情緒愉悅對衝動購買行為有正向顯著的影響；自戀特質對衝動購買行為有正向顯著的影響。最後，自戀特質對於流行涉入與支配之間的關係有顯著的調節效果。;With the development of Internet technology, the booming e-commerce has gradually replaced physical retail stores, and the biggest problem with the rise of e-commerce is impulse buying. In the study, American scholar Hausman suggested that about 90% of people have had impulse buying. In all shopping processes, 30%-50% of behaviors can be considered impulse buying. However, according to the results of the 2018 survey, physical access is still the main channel for consumers to actually shop at home and abroad. Therefore, this study is aimed at the study of impulsive purchase behavior factors in physical retail apparel stores. Using external factors - shopping environment atmosphere and internal factors - popular involvement as a key pre-factor, and using consumer sentiment model as an intermediary variable, explore the impact of the above factors on consumer impulse buying behavior. Finally, consumer narcissism traits are used as interference variables. This study collected responses from Taiwanese respondents and received 426 effective samples through internet questionnaires. Structural Equation Modeling (SEM) is applied to test the hypotheses of this study. The results of the study show that merchandise attractiveness has a positive impact on dominance. Fashion involvement has a positive impact on dominance. In the PAD model, the arousal is dominance between pleasure as the mediating variable has the most positive impact. In addition, emotional pleasure has a positive impact on impulse buying behavior; narcissistic traits have a positive impact on impulse buying behavior. Finally, narcissism have a significant regulatory effect on the relationship between fashion involvement and domination.
