隨著電子商務的興起，衝動性購物相關研究的探討已經由實體零售業轉移至線上虛擬購物環境，過去研究證實衝動性購物的確存在於電子商務消費者行為當中，關於衝動性購物的生成原因及影響衝動性購物的因素已經有許多相當顯著的研究成果。然而，學者提出消費者在衝動性購物後會產生後悔心理，卻鮮少針對此結果進行深入的研究。因此本研究希望藉由探索性研究及問卷調查，除了了解消費者衝動性購物當下容易購買哪些商品、購物環境與購後行為之外，也研究消費者衝動性購物後是否會產生後悔心理、電子商務購物平台所提供的退換貨補救策略是否會降低消費者衝動性購物後的後悔程度，進而對後續的滿意度及再購意願產生影響。
　　透過435份問卷調查，結果顯示服裝為消費者最常衝動性購買的商品，促銷折扣及免運費則是最常引起消費者衝動性購物的行銷刺激。消費者也會因為衝動性購買了不需要、不適合的商品後，產金錢困難而進一步出現退換貨及轉賣的行為。此外，研究也證實大部分消費者在衝動性購物後的確都曾產生後悔情緒，且退換貨便利性會調節後悔對於滿意度及再購意願的影響。
　　本研究之研究結果可以提供電子商務平台業者做為行銷策略及服務補救之參考，以維持良好的顧客關係。

With the rise of e-commerce, the study of impulse buying began to focus on the online shopping environment. Previous studies have indicate that it does exist in consumer behavior in e-commerce. There are a number of significant research on causes and factors of impulse buying before. Scholars have proposed impulse buying will have to regret after shopping, but does not proceed to explore deeply. Thus, in this article we explore consumer’s feeling after impulse buying and examine impulsive purchasing behavior online with exploratory research and questionnaire.
Through 435 surveys showed that clothing is on the top list while consumers go for impulse buying. Moreover, promotional discounts and free shipping are the most adopted marketing stimulation that causes consumers to purchase impulsively. Consumers may return or resale because of money shortage after they buy unneeded and unsuitable goods. In addition, the study also confirms that consumer will regret after their impulse buying, and the degree of regret will be moderated by the convenience of returns & refunds. Further, the regret can affect the satisfaction and repurchase intention. The results of this study can provide industry of e-commerce platform as a reference marketing strategy and service remedy to maintain good customer relationship.

論文審定書 i
摘要 ii
Abstract iii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第二章 文獻探討 4
第一節 衝動性購物（IMPULSE BUYING） 4
第二節 衝動性購物後產生後悔的感受，並對滿意度與再購意願之影響（REGRET、SATISFACTION、REPURCHASE INTENTION） 9
第三節 服務補救（SERVICE RECOVERY） 11
第三章 研究方法 13
第一節 研究模型 13
第二節 研究設計 14
第三節 變數的操作型定義與測量方法 19
第四章 假說檢定與統計分析 23
第一節 基本資料與敘述性統計資料分析 23
第二節 信效度分析 27
第三節 研究模式與假說檢定 29
第五章 研究結果與貢獻 33
第一節 研究結果與討論 33
第二節 研究貢獻 37
第三節 研究限制與未來研究建議 39
參考文獻 40
一、 中文部分 40
二、 英文部分 40
三、 網站資料 43
附錄 44

圖目錄
圖 2. 1消費者決策之後悔模型（Michael Tsiros and Vikas Mittal, 2000） 10
圖 2. 2顧客滿意度的服務失誤及服務補救模型（Amy, Ruth & Janet, 1999） 12
圖 3. 1研究模型 13
圖 3. 2樣本年齡分佈 15
圖 3. 3問卷作答流程 19
圖 4. 1年齡分佈 23
圖 4. 2曾經產生後悔心理的人過去一個月線上購物次數統計 24
圖 4. 3顯著性及解釋力分析結果 29
圖 4. 4退換貨分組取樣 30
圖 4. 5高退換貨便利性顯著性與解釋力分析 30
圖 4. 6低退換貨便利性顯著性分析 31

表目錄
表 3. 1探索性資料整理 15
表 3. 2平均每月線上購物次數 15
表 3. 3線上購物之購買商品 16
表 3. 4變數的操作型定義、問項與測量方法 22
表 4. 1性別比例與教育程度 23
表 4. 2造成衝動性購物的刺激因素 25
表 4. 3衝動性購買的商品比例 25
表 4. 4衝動性購物後的影響 26
表 4. 5後續對產品的處理方式 26
表 4. 6退換貨機制統計 26
表 4. 7各構面信效度分析結果 28
表 4. 8區別效度分析 28
表 4. 9顯著性檢定 29
表 4. 10分群取樣資料統計 30
表 4. 11高退換貨便利性顯著性檢定 31
表 4. 12低退換貨便利性顯著性檢定 31

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三、 網站資料
中華民國電子商務年鑑：http://ecommercetaiwanapp.blogspot.tw/2013/12/2013_4184.html
經濟部統計處：
http://www.moea.gov.tw/MNS/dos/home/Home.aspx