| dc.description.abstract | 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. | en_US |