| Summary: | 碩士 === 輔仁大學 === 織品服裝學系碩士班 === 104 === In recent years, as the global e-commerce market increasingly developed, online shopping in addition to changing the past path of shopping also affecting consumers’ shopping behaviors and emotional responses. The main purpose of this research discussed whether the three major functions of the web design (information, entertainment and transaction) have the influence on consumer emotion, and while consumers under the influences of emotions, whether will drive the impulse buying behavior.
In this research, 305 questionnaires were distributed and the main research objects are consumers who have been browsed: Lativ、Catworld、Pazzo、LULUS、H&M、Uniqlo、ZARA、Starmimi、Lovfee、貓咪曬月亮 these ten online clothing stores.
The research adopts SmartPLS model to analysis all data and empirical evidences show that the three major functions of the web design (information, entertainment and transaction) have a significant influence on emotion; emotion has a significant influence on impulse buying behavior. At the same time it also found that consumers who are under high fashion involvement will strengthen the relationship between the consumer emotion and impulse buying behavior. According to the conclusion, this research will provide management meaning to community.
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