[[alternative]]The Influences of Web Quality and Enjoyment on Impulse Buying

[[abstract]] 電子商務市場產業已成為台灣兆元產業，而在電子商務中，網購者首先接觸的就是網站，網站的品質會影響愉悅度與衝動購物，所以購物網站如何提升網站品質進而影響網購者的衝動購物慾望，將有利提升網站的實質獲利。 本研究以網站品質、愉悅度與衝動購物慾望為基礎建立研究模型，並採取問卷調查法，以最近三個月內曾使用過Yahoo!購物中心網站進行購物者為調查對象，蒐集270份有效問卷，以SPSS22.0版統計軟體進行敘述性統計分析及Smart PLS統計軟體進行信度分析、效度分析及假說檢定。 研究結果發現，網站品質與愉悅度對衝動購物慾望有顯著正向的影響；網站品質對愉悅度有顯著正向的影響。在網站品質的因素中，創新因素的平均得分偏低，感受到的認同度較差，但路徑係數卻最高，可見受試者認為創新對網站品質的影響力最大。 根據前述結果，本研究建議購物網站首要加強創新來提升網站品質，以提升網購者的愉悅度，進而增加衝動購物慾物。[[abstract]] According to the study of institute of information industry, e-commerce market has become the trillion-dollar industry in Taiwan. In e-commerce, online shoppers first contact the quality of websites. Studies showed that web quality affected enjoyment and impulse buying and almost 90% shoppers had experiences of impulsive shopping. Increasing the quality of websites and shopping desires of online shoppers’ will promote the benefit. In this study, web quality, enjoyment and impulse buying were selected to set the model and questionnaire survey was used as the method. Participants were those who had used the shopping center of Yahoo website during three months studied period. 270 effective questionnaires were analyzed by the SPSS22.0 statistical software to compute the descriptive and related statistics. The reliability, validity and hypothesis were calculated by Smart PLS statistic software. The results are as follows. (1)The web quality and enjoyment has noticeable positive effect on impulsive shopping. (2) The enjoyment is affected obviously by web quality. (3) The average score of innovation facet is lower but the path coefficients number is the highest. It reveals that participants consider innovation as the most effect on web quality. The suggestion for shopping websites is to promote the web quality by strengthening innovation of websites to increase the enjoyment of shoppers and desires of impulsive shopping