隨著網際網路發展及行動裝置普及使網路購物盛行。其中網路購物中就有40%的花費是屬於衝動性購買。然而早期有許多學者探討關於實體店面的衝動性購買，近年來學者開始著重於網路店面的衝動性購買做探討。
在網路購物中，因為沒有店員在現場推銷，消費者也不會接觸到現場的環境氛圍，因此購物網站本身的特性就會成為影響消費者是否繼續瀏覽網站進而購物的重要因素。因此本研究針對網站的特性歸納出「交易安全性」、「網站易用性」、「視覺吸引力」為影響衝動性購買重要的特性。因為這三個特性是一個人在網購時會碰到的購物流程，也是消費者會在意的特性。此外，本研究將「知覺愉悅性」加入研究架構中，做為影響網站特性對於衝動性購買的中介變數。而過去文獻提到在實體店，會因為每個人的衝動性特質的不同，以及業者提供促銷的情境不同，有所影響衝動性購買。因此本研究欲著重在網路上探討「網站特性」、「衝動性特質」、「促銷」是否對於衝動性購買也會有所影響。
本研究回收了639份有效樣本，進行統計資料分析，得到以下結論：
1. 交易安全性對於知覺愉悅性在每個網站上都沒有影響。
2. 衝動性特質對於衝動性購買在每個網站上皆為正向影響。
3. 網站易用性對於知覺愉悅性在總體呈現正向影響，在分群中只有博客來和品牌官方網站為正向影響。
4. 視覺吸引力對於知覺愉悅性在總體呈現正向影響，在分群中只有品牌官方網站沒有影響。
5. 促銷對於衝動性購買在總體呈現正向影響，在分群中只有品牌官方網站沒有影響。

With the development of Internet and the popularity of mobile devices, there is growing evidence that online buying is occurring. Approximately 40% of all the money spent on website is attributed to impulse buying. In the online shopping, because there is no clerk to promotion, and consumers will not be exposed to the atmosphere of the scene, so the characteristics of the website will become the impact of whether consumers continue to browse and buy. Therefore, this study summarizes the "Security", "Ease of use" and "Visual appeal" for the characteristics of the website. In addition, this study adds "Perceived enjoyment" to the research structure as an intermediary variable that affects the website characteristics of the impulsive buying. In the past, the literature mentioned that each person’s impulsiveness and promotion have affected the impulse buying. Therefore, this study will focus on the Internet to explore the "Website characteristics", "Impulsiveness", "Promotion" whether also affect the impulse buying.
And this study has five hypotheses. Confirmatory factor analysis was utilized to test adequacy of the measurement model using SPSS17.0 and LISREL8.52. A total of 639 valid samples were collected and analyzed for statistical data. The research objects of this study are popular online shopping websites in Taiwan. And there are five major conclusions between overall website and each website.

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