資訊科技之發展，使網路購物日趨興盛，成為未來重要的行銷管道。消費者無計畫性的突發性購買行為，據統計至少占消費者購買的39%以上，尤其網路廣告之琳瑯滿目，更引起消費者衝動的購買，因此探討消費者在網路衝動購買行為，甚具意義，可為行銷之參考。本研究以消費者類型與產品類型作為自變數，以消費者衝動特質作為干擾變數，以消費者衝動購買行為作為依變數，進行研究；實證資料的分析，呈現的結果：1.消費者類型（早期採用者、主流消費者、猶疑排斥者）的不同，對消費者的衝動性購買行為有影響；2.產品類型（搜尋品、經驗品），受到消費者衝動特質（高衝動特質、低衝動特質）的影響，無法單獨顯現其對消費者衝動性購買行為的影響；3.消費者衝動特質的干擾效應，僅在產品類型上產生作用。
Following the information techniques increasingly developing, internet became more and more popular and being welcome and an important selling channel. According the investigation, over 39% consumers conduct unplanned and suddenly buying. Moreover, on the internet, there have bountiful pictures, photos, and attractively advertisement words that may make internet browsers taking an impulsive buying. Therefore, to study consumers impulsive buying behavior on internet is meaningful. It is using consumer-type and product-type as independent variables, consumer impulsive trait as moderating variable and consumer impulsive buying behavior as dependent variable to address the present study. The result showed that different type consumer different their impulsive buying behaviors, and consumer impulsive trait had a moderating effect while they brought different kind products. The results of the study were been discussed on the present study also.
