從過去至今，網路購物對於企業、產業甚至國家整體經濟所帶來的產值是有目共 睹的，因此各個企業一直積極地發展其線上通路的業務。而對於消費者而言，網路購 物的接受度也越來越高，從過去大家習慣去實體商店做消費，到現在消費者願意在線 上購買許多的商品及服務，包含生鮮食品、家庭用品、書籍、衣服以及各項雜務。2020 年 COVID-19 疫情的出現，使得網路購物更加受到重視，企業自覺不能再像過去一樣 只依賴實體通路的營收，線上通路的佈局不但能幫助企業接觸到更多不同的客群，也 能幫助企業趨避風險。而消費者的衝動購物行為，被企業視為一個重要的課題，企業 極盡所能地思考如何刺激消費者有衝動購物的行為，這也是本研究欲探討之主旨，從 文獻探討、問卷調查、資料分析去釐清何為造成消費者網路衝動購物的關鍵因素。
本研究由內部因素、外部因素以及情境因素 3 種不同的構面，而在各構面之下又 有不同的解釋變數，透過不同的解釋變數去探討造成消費者的網路衝動購物的原因。 本研究受測者為台灣地區的網路購物消費者，並且利用便利抽樣法的方式在網路上發 放問卷，最後則利用 IBM SPSS v.23 進行敘述性統計、因素分析以及信效度之分析的 統計工具，再利用 EViews 7.2 進行迴歸分析。最後，共蒐集到有效問卷 412 份，並且
最終迴歸模型的修正後判定係數(R2)為 0.813959，D-W 值為 1.930690，由以上結
果數據可知本研究的迴歸模型解釋力佳，並且題項之間沒有自我相關之問題。綜觀以 上分析結果，我們可以得知:(1)消費者的個人購物習慣對於其網路衝動購物有正向 顯著影響、(2)網路購物所提供服務的品質對衝動購物有負向顯著影響、(3)促銷活 動對衝動購物有正向顯著影響、(4)影響力行銷對衝動購物有正向顯著影響、(5)可 使用金錢對衝動購物有正向顯著影響、(6)可使用時間對衝動購物有正向顯著影響。

Due to the popularity of online shopping in recent years, more and more consumers can accept this shopping model. In 2020, the emergence of the COVID-19 has not only changed people’s life patterns, but also increased the frequency of online shopping. Therefore, this study attempts to explore the key factors that cause consumers’ online impulse buying.
There are three different dimensions, including internal factors, external factors and situational factors. Under each dimension, there are different explanatory variables. Through different variables, we will explore the reasons for consumers’ online impulse buying. The subjects are online shopping consumers in Taiwan, and the convenience sampling method is used to distribute questionnaires online.
Finally, collecting a total of 412 valid questionnaires in this study and the result of
analyzing all valid samples is that the adjusted coefficient of determination (R2) of the final regression model is 0.813959, and the D-W value is 1.930690. From the above, we can see that the regression model has good explanatory power, and there is no self- correlation between all the factors. In addition, the final regression analysis showed that (1) Consumers’ personal shopping habits have a significant impact on their online impulse shopping (2) The quality of services provided by online shop has a significant impact on impulse shopping (3) Promotional activities have a significant impact on impulse shopping (4) Influencer marketing has a significant impact on impulse shopping (5) Money availability has a significant impact on impulse shopping (6) Time availability has a significant impact on impulse shopping.

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