過去研究多針對消費者的功利性與享樂性的購物動機進行探討，近期有學者利用動機目標理論解釋消費者的購物動機來源，提出全新購物類型-戰利品購物。本研究也將探討羊群行為在線上購物狂歡節投入之影響，根據Sun (2013)之羊群效應(Herd Behavior)觀點，分別探討資訊性誘因及社會影響對戰利品購物與線上購物狂歡節投入間之中介效果。 透過以參與線上購物狂歡節之消費者為樣本，共回收有效問卷328份進行統計分析。通過實證研究發現消費者的羊群行為背後的資訊性誘因在戰利品購物與線上購物狂歡節投入間扮演著中介的角色；同時羊群行為背後的社會影響也中介戰利品購物與線上購物狂歡節投入之間的關係。最後根據研究結果提出討論、管理意涵、研究限制與未來研究建議，提供後續研究參考及方向。 ;In the past, the research focused on the utilitarian and hedonic shopping motives of consumers. Recently, some scholars use the achievement goal theory to explain the source of consumers′ shopping motivation and propose a new shopping segment - sports shopping. This study will also explore the impact of herd behavior on online shopping carnival engagement, based on Sun′s (2013) Herd Behavior perspective, exploring the mediation of informational incentives and social influence between sports shopping and online shopping carnival engagement. Through the sample of consumers participating in the online shopping carnival, a total of 328 valid questionnaires were collected for statistical analysis. The result shows that information incentives and social influence behind the consumer′s herd behavior act a mediated role between sports shopping and online shopping carnival engagement. The implications of the findings, limitations, future research directions and reference, and managerial implications are discussed.
