衝動性購買是一種心理變數，被認為是充滿享樂主義的，但過去探討心理傾向對衝動性購買的研究較少，而偶像崇拜便是一種心理傾向，消費者會對其崇拜的偶像有情感上的連結，進而產生實質上的支持行動。因此，本研究之目的為探討偶像崇拜對衝動性購買之影響，以及真實與虛擬兩種偶像類型對偶像崇拜與衝動性購買關係的干擾效果。
本研究以大學生為主要抽樣對象，採用結構式網路問卷收集資料，共收集378份有效樣本。研究結果發現，偶像崇拜與衝動性購買呈顯著正相關，符合研究假說；而對真實偶像之偶像崇拜比對虛擬偶像之偶像崇拜更容易讓消費者產生衝動性購買，與假說不符。本研究根據研究結果提出管理意涵及未來之研究建議。
Impulsive buying is considered to be full of hedonism. However, previous research is conducted to investigate behavioral tendency of impulsive buying rather than psychological tendency of it, while idol worship is a kind of psychological variable. When consumers have emotional connections with idols, they may take supporting action. Therefore, the purpose of this study is to investigate the relationship between idol worship and impulsive buying, and the moderating effect of two types of idols of the relationship.
In this study, 378 valid samples were collected by using structured online questionnaires. The results show that idol worship is positively correlated with impulsive buying, which is consistent with the research hypothesis. However, the effect of real idol’s worship is more likely to drive consumers to purchase impulsively than virtual idol’s worship does, which is inconsistent with the hypothesis. The article concludes with management implications of the study and recommendations for future research based on the results.
