隨著近年來全球化商務的興起與網路電子商務的快速發展，尤其在2008金融風暴後，因為失業率的影響，讓一般消費者開始縮衣節食，努力尋求更低廉及價格優惠的產品。因此愈來愈多的企業透過網際網路尋找商機，並將原先的經營模式由實體通路移轉至網路線上購物。許多企業開始了解到電子商務要成功，必須了解消費者所重視的是哪些因素，讓顧客自傳統購物轉向網路購物，並在眾多的購物網站中脫穎而出。因此網站經營業者在擬定提升消費者網路消費意願的策略上，須思考如何透過網站特性、產品特性、及促銷方案等方式來提升網路購買的意願並增加消費者衝動性購買的企圖。
本研究採用問卷調查，調查的母體為國內曾經透過購物網站購買服飾的族群，計發出400 份問卷，回收之有效樣本有356份。對於理論架構與假設之驗證，本研究利用迴歸分析來驗證產品特性、促銷方式、網站特性與衝動性購買之因果關係，另採用線性結構模式來檢視架構之配適度，再者利用差異性分析來探討消費者的內外控人格特質與不同的消費者特性在不同構面間之表現是否有顯著的差異存在。
根據本研究統計分析之驗證結果，歸納下列結論：
1. 產品特性對消費者網路購物的衝動性購買有顯著的影響。
2. 促銷方式對消費者網路購物的衝動性購買有顯著的影響。
3. 網站特性對消費者網路購物的衝動性購買有顯著的影響。
4. 內外控人格特質在消費者的衝動性購買構面上沒有顯著差異存在。
5. 不同之人口統計變數在衝動性購買構面上有顯著差異存在。

Globalization and E-Commerce are now connected with our daily life more than ever in the history. Since year 2008 global financial crisis, high unemployment rate becomes a new normal in most countries. Because average consumers start saving cost and not spending as they used to, more and more companies seek for new business via online & internet. They are changing the business model from the traditional in-store to online store shopping. Many of the companies also understand how essential it is to know the behavior of online shoppers in order to succeed in E-Commerce business. To attract customers from traditional in-store shopping online business owners have to make certain efforts like improving website, increasing product quality, and promoting with special price frequently.
This study is done by random sampling method. Study group is people who have bought clothes via online stores. Total of 400 questionnaires were sent and 356 pieces were valid and used in this study. Regression analysis is conducted to understand the cause of effect among product quality, price promotion, website functionality, and impulsive buying. Line structure is adopted to check the validity of this study. Difference analysis is used to understand the differences between different people’s personality and shopping behavior.
Based on this study’s result, we can conclude as points below:
1.Product characteristic is significant to impulsive buying.
2.Sales promotion is significant to impulsive buying.
3.Website characteristic is significant to impulsive buying.
4.Different personalities are not significant to impulsive buying.
5.Different population statistics variables are significant to impulsive buying.

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