衝動性購買行為一直以來是產界、學界關注的焦點。產界在行銷產品時，積極地透過各種刺激購買的手法，設法讓消費者產生突然而難以抗拒的衝動進而購買，卻忽略此作法是否可能引來消費者的負面觀感，值得產界進一步省思；學者對於衝動性購買行為已展開五十餘年的研究，重點在於誘發衝動性購買行為之原因探討居多，鮮少文獻針對衝動性購買行為之「購後行為」深入討論，引發本研究鎖定購後行為中的「購後情緒」探討，從學者對於衝動性購買行為之購後情緒看法分歧出發，分析在特定情境下消費者產生的購後情緒差異，彌補文獻在衝動性購買行為之「購後行為」討論的缺口，並提供產界制定行銷策略參考。
本研究主要在探討衝動性購買行為之購後情緒，並針對外部環境刺激、內在衝動性特質、購買當時情緒此三個誘發衝動性購買行為之因素，分別探討其對購後情緒的影響。藉助實驗室實驗法，樣本共259 人，被隨機分派到各實驗情境中，進行問卷填答。分析結果顯示：(1)外部環境刺激的有無、內在衝動性特質的高低、購買當時所處的情緒好壞所誘發的衝動性購買行為，均會產生不同程度的購後正面情緒及低度負面情緒；(2)內在衝動性特質、購買當時情緒對於購後情緒之影響，均會受到外部環境刺激的操控，造成干擾。

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壹、緒論........................................................................................................................... 1
一、研究背景及目的................................................................................................. 1
二、研究流程與結果................................................................................................. 2
貳、文獻探討..................................................................................................................... 3
一、衝動性購買行為文獻發展................................................................................. 3
二、研究變數探討..................................................................................................... 4
三、研究假說推論..................................................................................................... 6
参、研究方法................................................................................................................... 11
一、實驗程序及研究樣本....................................................................................... 11
二、變數衡量........................................................................................................... 11
三、問卷設計........................................................................................................... 14
肆、資料分析................................................................................................................... 17
一、樣本結構........................................................................................................... 17
二、衡量量表........................................................................................................... 18
三、假說驗證........................................................................................................... 20
伍、結論與建議............................................................................................................... 44
一、結果討論........................................................................................................... 44
二、管理意涵........................................................................................................... 45
三、研究限制及未來建議....................................................................................... 46
參考文獻........................................................................................................................... 48
附錄一、問卷及投影片(有接受外部環境刺激)........................................................... 50
附錄二、問卷及投影片(無接受外部環境刺激)........................................................... 59

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