隨著網際網路的發展，線上購物已是現代人消費的地方之一。根據此狀況，廠商該如何在網路上行銷也是重點之一。在行銷產品時，積極地刺激消費者，讓消費者產生突然且難以抗拒的衝動進而購買。
本研究主要探討社群平台上的業配文是如何吸引消費者進行衝動購買行為，針對外部環境刺激、內在心理因素及實際購買行為作為主軸。外在環境因素包括：業配文的視覺吸引力、網紅的真實性與業配文的評論數、按讚數與分享數;內在心理為衝動購買感與對於產品的立即滿足感，實際行為是衝動購買之行動，並以SOR(Stimulus-Organism-Response)理論建構本篇研究之模型。
本研究回收之有效樣本數共263份，並以PLS (Partial Least Squares Regression) 3.2.8作為資料分析工具，針對本研究之研究模型與假說進行分析與驗證。經分析後，本研究發現：(1)對觀看業配文的消費者而言，視覺吸引力對消費者的想要立刻獲得產品的立即滿足感具有顯著正向影響 ；(2)消費者的觀察學習與網紅的真實性對於消費者的衝動購買感具有顯著正向影響；(3)立即滿足感與衝動購買感對於消費者的衝動購買行為具有顯著正向的影響。

The main objective of this study is to discuss the influence of the sponsored posts lead the consumers to buy the product impulsively, and to verify the stimulate from the external environment will affect consumer’s internal organism, then influence their finally behavior. This study uses the first impression of the sponsored posts as the factors of the external stimulation, for instance, visual appeal, observational learning and influencers’ authenticity. The factors of internal organism such as instant gratification and felt urge to buy impulsively. Final reaction of the internal organism is impulsive buying. According the results to this study, the factors of the first impression to the sponsored posts have a positive effect on impulsive buying behavior.

Key words: Sponsored posts, Impulsive buying, SOR theory, Influencers

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