消費者的衝動性購買行為在現代生活已被視為生活形態的一種，且在賣場上也成為主要收入來源，因此探討消費者的衝動性購買行為、並瞭解居中影響之因子，將有助於商業上的獲利及經濟的發展。在衝動性購買行為的研究中，規範性評估是近年來學者提出認為影響消費者衝動性購買行為之重要因素，本研究納入此因子以擴展學者過去之研究，並進一步探討此因素與其他外生變數所帶來對衝動性購買之影響。
本研究自文獻中歸納出影響消費者衝動性購買行為的賣場刺激因子－銷售人員互動行為及產品特性，探討其與規範性評估三者對衝動性購買行為之影響。參照消費者研究程序，本研究共進行三階段實驗前測，以萃取量表，使信度與效度之檢驗俱佳。
為驗證理論架構，本研究採2×2×4實驗設計法，分別為兩種產品特性、兩種銷售人員互動行為及四種不同的衝動性購買類型，測試產品在分別為功能性產品－文具用品及享樂性產品－音樂影片CD/VCD；本研究以台灣地區之消費者為受測對象，對各地的樣本採地區分層抽樣，共計回收有效樣本為558份。
本研究以統計軟體SPSS進行資料之整理與分析，實證結果顯示，賣場之刺激因子－銷售人員互動行為及產品特性對於消費者規範性評估及衝動性購買行為皆會產生顯著的影響效果。在因子交互後之影響探討方面，除了銷售人員互動行為與衝動性購買類型有顯著差異外，銷售人員互動行為、產品特性與規範性評估之交互以及產品特性與衝動性購買類型皆無顯著差異。

In the modern life, consumers’ impulsive buying behavior has been regarded as a kind of life style, and it also has provided the main revenue for stores. In recent years, the study of consumers’ impulsive buying behavior has gotten more important. Studying in consumers’ impulsive buying behavior and knowing the factors affecting this behavior will not only help the business gain more profit from customers but also help economic development. Recently, normative evaluation has been seen as a significant factor that influences consumers’ impulsive behavior. In order to follows this idea and try to extend it, we take normative evaluation as one of the factors that will be discussed in our model and further study how the factors influence consumers’ impulsive buying behavior.
Through the literature review, we find out two kinds of in-store stimuli factors and they are salesperson interaction and product characteristic. By studying these three factors, we try to find out their effect on impulsive buying behavior. According to the consumer research process, this study performs a three-step pretest. With the reference of purified quantification table, the result of pretest has better validity and reliability.
To verify the frame of this study, we adopt a 2×2×4 experimental design, including two kinds of product characteristics, two levels of salesperson interaction, and four kinds of different impulsive buying types. Stationery has been taken as the utilitarian product and music CD or film VCD as the hedonic product in our research in product characteristics. In this study, we target on Taiwan consumer as our respondents. By conducting a sampling survey among different areas, a total of 558 valid samples are collected.
In this study, we use statistic software SPSS to analyze the data. The results of this experiment show that salesperson interaction and product characteristics have significant effect on both normative evaluation and consumers’ impulsive buying behavior. But, the interaction effects only exist between salesperson interaction and impulsive buying types; other interaction effects are not significant.

一、 中文部分
王玫茵（2004），組合價格促銷、產品訊息內容對衝動性購買行為之影響，國立高雄第一科技大學，行銷與流通管理系碩士論文
石芳珊（2004），消費者衝動性購買行為之決定性因素探討，南華大學傳播管理研究所碩士論文
吳韋緻（2005），不同類型消費性產品之價格促銷透過知覺價值對購買意願影響之研究，南台科技大學行銷與流通管理研究所碩士論文
林建煌、莊世杰、龔昶元、賴志松（2005），消費者行為中衝動性購買的前因與後果之模型探討，商管科技季刊，6（1），頁47-68
張秀琪（2004），紀念品購買情境對衝動性購買行為之影響，靜宜大學觀光事業學系碩士論文
黃麗婷（2003），產品情感及自我認同對衝動性購買之影響，國立東華大學企業管理研究所碩士論文
郭美瑜（2004），服務接觸的印象與購買意願之探討，國立中央大學企業管理研究所碩士論文
陳雅如（2005），產品屬性與生活形態影響消費者購買決策之研究－以寢具用品為例，大葉大學事業經營研究所碩士論文
陳銘慧（2002），溝通策略、消費者衝動特質、產品特質對衝動性消費行為之影響，國立台灣大學商學研究所博士論文
游家淦（2004），觀光購物動機、銷售人員銷售行為與購物滿意度關係之研究-以國人前往大陸地區旅遊為例，中國文化大學觀光事業研究所碩士論文

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