隨著電子商務的快速發展，網路購物成為生活中日常，消費者衝動購買行為發生頻率越趨頻繁。本研究運用「刺激-機制-反應」模型 (Stimulus-Organism-Response model, S-O-R model)，探討網路消費的四個因子（資訊品質、線上評論、促銷活動和品牌形象）如何透過消費者的感知價值，進而影響線上消費者衝動的購買行為。
本研究採用 Surveycake.com 執行線上調查，運用結構方程模型（SEM）方法來檢測假設模型。研究結果說明，資訊品質和品牌形象對衝動性購買有顯著影響，而線上評論和促銷活動對網路購物行為的衝動性購買沒有顯著影響，此研究中探討可能導致此結果的原因，亦提供管理實務建議事項，線上銷售商家可進行創新並滿足消費者的購物期望，進而提高營業收入。內文也討論了實務意涵及未來研究延伸方向。

With the increasing of online users and the rapidly growing of e-commerce for the last decade, showing the great impact on online consumer behavior, bring out the evidence that online impulsive buying is occurring. The Stimulus-Organism-Response (S-O-R) framwork is applied to this study to explore how the four characteristics (information quality, online comments, sales promotion and brand image) of the online purchasing which influenced consumers’ perceived value which, in turn, affected impulsive buying behavior.
The respondents in this research are Taiwanese and were collected from online website Surveycake.com. We used structure equation modeling (SEM) method to test the model. The result of this study reveal that information quality and brand image have significant effects on impulsive buying while online comments and sales promotion do not significantly affect impulsive buying through online shopping behavior.
Furthermore, this study discovered the factors which affect online customer’s online impulsive buying and provide managerial implications for retailers. Through the analysis the online retailers are possible to innovate and meet their customer’s expectations, and thus increase their profitability.

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