隨著線上購物風潮持續，線上零售業仍然吸引眾人的目光。Baker等學者 1994提出網頁氣氛相較於其他因素對於線上消費者的購買意圖有更大的影響。Luna 等學者則建議應該研究線上購物網頁的氣氛。所以逐漸有關於線上購物網頁氣氛探討的文獻出現。本研究採取 S-O-R 模式建立架構，探討網頁的設計如何影響消費者情感激起，而產生衝動購買意圖。此外，由於過去的文獻建議消費者的衝動性特質是影響衝動購買行為最主要原因之一，因此將衝動性特質放在干擾，了解會不會影響消費者情感，對衝動購買意圖有產生影響。
本研究結果指出網站品質、情感激起對消費者之衝動購買意圖有正面的影響。而對於衝動性特質在情緒和衝動購買意圖中沒有干擾現象。

Online retailing has attracted a lot of attention in recent years due to its potential and implication for buyers and sellers. Baker et al. (1994)stated that atmospheric may be more influential than other marketing inputs at the point of purchase. As a result, this study
adopts the S-O-R framework to illustrate how website quality influence consumers impulse buying intention on the website. Beside, consumer’s impulse buying tendency are
suggested to moderate the relationship between emotional arousal and shoppers’ impulse buying intent .
The results of this study indicate that website quality toward the emotional arousal has positively influence impulse buying intention. Moreover, impulse buying tendency is not positively moderate the relationship between emotional arousal and impulse buying tendency.。

吳萬益（2000)，企業研究方法，華泰文化，台北。
黃芳銘(2002)，結構方程模式理論與應用，五南圖書出版公司。
林建煌等(2005) ，消費者行為中衝動性購買的前因與後果支模型探討，商管科技季刊，第六卷，第一期，頁47-68。
盧殿華(2008)，電視購物誘發消費者衝動性購買行為之探討，國立東華大學企業管理學系碩士論文。
韓佩珊(2006)，促銷及背景音樂對網路衝動性購買意圖之影響。東吳大學商學院企業管理學系碩士班碩士論文。
Adelaar,T., Chang, S., Lancendorfer, K.M., Lee, B., & Morimoto, M. (2003). Effects of media formats on emotions and impulse buying intent. Journal of Information Technology, 18(4), 247-266.
Adel, M. A., &Prashant C. P.(2002). Developing and validating an instrument for measuring user-perceived web quality. Information & Management,467-476
Amberg, M., Fischer, S., & Schröder, M. (2005). An evaluation frame work for the acceptance of web-based aptitude tests. The Electronic Journal of Information Systems Evaluation, 8(3), 151-158.
Angelo D., & Little S.K. (1998). Successful web pages: what are they and do they exist? Information Technology and Libraries , 17 (2), 71–81.
Arnett K.P , &Liu C.. (2000). Exploring the factors associated with web site success in the context of electronic commerce. Information and Management, 38 (1), 23–33.
Baker, J., Grewal, D., & Levy, M. (1992). An experimental approach to making retail store
decisions. Journal of Retailing, 68(4), 445-460.
Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on
quality inferences and store image. Journal of the Academy of Marketing Science,
22(4),328-339.
Beatty, S. E, & Ferrell, M. E. (1998). Impulse buying: modeling its precursors. Journal of Retailing,74(2), 169-191.
Bell H. , & Tang N. (1998). The effectiveness of commercial Internet web sites: a user’s perspective. Internet Research ,8 (3), 219–228.
Berke R , Kessler G.R. , & Rowell J.P.. (1999). Five keys to a web site that’s more than just a pretty face, Medical Marketing and Media, 34 (5), 80–84.
Davis, L.M , Eroglu, S.A. , & Machleit, K.A.. (2001). Atmospheric qualities of online retailing: a conceptual model and implications. Journal of Business Research, 54(5), 177-184.
Davis, L.M , Eroglu, S.A. , & Machleit, K.A.. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139-150.
De Juan, M. D ,Luna, D. , & Peracchio, L. A.. (2002). Cross-cultural and cognitive aspects
of web site navigation. Journal of the Academy of Marketing Science, 30(4),
397-410.
Dempsey G. , & Sussman R. (1999). A hands-on guide for multilingual web sites, Communication World , 16 (6), 45–47.
Dholakia, U. M. (2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11), 955-982.
Donovan, R.J, & Rossiter, J.R. (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Dysart J. (1998). Interactivity makes for wonderful web sites. Frozen Food Age, 47 (3), 62–63.
Hager D., Kibler C. , & Zack L. (1999). The basics of user-friendly web design. Journal for Quality and Participation , 22 (3), 58–61.
Heath R.P. (1997). Design a killer web site. American Demo- graphics, 50–55.
Huizingh E.K. (2000). The content and design of web sites: an empirical study. Information and Management, 37 (3),123–134.
Levine G. (1999). Ten steps to building a successful web site. Bobbin ,40 (8), 61–63.
Longwell F. (1999). Effective web sites can facilitate work site sales. National Underwriter, 103 (49), 27.
Luo, X. (2005). How do shopping with others influence impulsive purchasing ? Journal of Consumer Psychology, 15(4), 288-294
Misic M.M. , &Johnson K. (1999). Benchmarking: a tool for web site evaluation and improvement. Internet Research, 9 (5), 383–392.
Monti R. (2000). Better web design boosts sub stales. The Magazine for Magazine Management ,29 (2), 54.
Piron, F. (1991). Defining impulse purchasing . Advances in Consumer Research ,18, 509-514
Rook, D.W. , & Hoch, S. J. (1985). Consuming impulses. Advances in Consumer Research, 12(1), 23-27.
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(Sep.), 189-199.
Rook, D. W. & Gardner, M. P. (1993). In the mood: impulse buyings' affective antecedents. in costa and belk , Research in Consumer Behavior. Greenwich,1-28.
Rook, D. W., & Jisher, R. J. (1995). Normative influences on impulsive buying behavior.
Journal of Consumer Research, 22(Dec.), 305-313.
Russell, J.A. , & G. Pratt(1980)，A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38(August), 311-322.
Schmeiser L. (1999). Dress it up. Macworld, 16 (11), 100– 103.
Schacklett M. (2000). Nine ways to create a retail environment on your web site. Credit Union Magazine,12-13.
Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59-62.
Wan H.A. (1999). Opportunities to enhance a commercial web site. Information and Management, 38 (1),15–21.
Wood, M. (1998). Social-economic status, delay of gratification, and impulse buying. Journal of Economic Psychology ,19, 295-320.