隨著網際網路的普及，網路超越了空間以及時間的限制，於此同時，電子商務也隨之崛起，消費者網路購物的習慣也逐漸加深。電商業者抓準此一趨勢，如中國電商阿里巴巴結合中國光棍節舉辦大型促銷節慶—雙十一，吸引亞洲市場的消費者衝動購物。然而，依勤業眾信《2020零售力量與趨勢展望》報告指出，線上購買商品的退貨率是線下店內購買的3倍，在天貓雙十一輝煌的銷售數據的背後，伴隨著規模化的退貨風波。故此，本研究希望探討在退貨危機的背後，消費者衝動購買後的心路歷程。
過往眾學者們專注於衝動購物此主題進行研究，但所探討的「衝動購物」，其定義主要還是圍繞在「純粹式衝動購物」（偏感性的購物決策、事前對商品並無先備知識）為主，故此，筆者選定與純粹式衝動購物定義有明顯區隔的「計畫式衝動購物」（偏理性的購物決策、事前對商品已有先備知識），希望透過比較兩種衝動購物情境進行研究。
此外，先前探討衝動購物多以三種視角切入，一為以「消費者觀點」討論造成純粹式衝動購物的行為特質；二為以「產品觀點」探討哪種產品容易刺激消費者；三為「購買情境觀點」的層面去探討。上述三種視角主要針對消費者購買當下接收到的刺激以及當下的反應，但較少針對購買後消費者心理層面的運作，故此，本篇研究深入探討兩種衝動購物情境下，消費者購後認知失調、心理契約與顧客滿意度間的關係。
本篇研究鎖定曾在電商購物節時有網路購物經驗的人作為研究對象，無限制特定性別與年齡，並以網路問卷的形式透過Facebook等社群媒體發放。本研究問卷回收期間為12月1日至12月14日，共回收643份問卷，其中有效問卷為604份，有效問卷填答率達93.9%。
本研究以迴歸分析來驗證假說，經分析結果發現：
1. 純粹式衝動購物情境下，衝動購物對購後認知失調沒有顯著正向影響。
2. 計畫式衝動購物情境下，衝動購物對購後認知失調有顯著正向影響。
3. 兩種購物情境下，購後認知失調之情緒反應對關係型心理契約皆有負向的顯著影響。
4. 兩種購物情境下，購後認知失調之選購智慧、交易疑慮對關係型心理契約沒有負向的顯著影響。
5. 兩種購物情境下，購後認知失調之情緒反應對交易型心理契約皆有負向的顯著影響。
6. 兩種購物情境下，購後認知失調之選購智慧、交易疑慮對交易型心理契約沒有負向的顯著影響。
7. 兩種購物情境下，關係型心理契約與對顧客滿意度皆有顯著正向影響。
8. 兩種購物情境下，交易型心理契約對顧客滿意度皆有顯著正向影響。

最終，透過研究結果驗證，整理數項學術貢獻與實務上應用，本研究期望以不同衝動購物情境，提供企業未來在行銷策略上的參考。

Double Eleven has been the biggest e-commerce shopping festival in Asia since 2009. However, according to Deloitte's report of Retailing Trends in 2020, the return rate from online purchase is three times higher than offline purchase. Therefore, we aim to examine the psychological aspects of consumers' impulse buying in the return crisis.
In this study, we compare the difference between pure and planned impulse buying situations.
Besides, we examine the relationship between impulse buying and post-purchase cognitive dissonance, post-purchase cognitive dissonance and psychological contract, and psychological contract and customer satisfaction.
There were total 604 participants who had experience in using shopping websites in shopping festivals. The results of this research show that (1) pure impulsive buying does not have positive influences on post-purchase cognitive dissonance. (2) planned impulsive buying has a positive influence on post-purchase cognitive dissonance. (3) relational psychological contract has a positive influence on consumer satisfaction. (4) transactional psychological contract has a positive influence on consumer satisfaction.

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