根據過去學者研究指出會因不同影響因素來影響衝動性購買，包括了價值觀、自我控制，而幾乎90%的消費者都會衝動性購買；消費者藉著品牌形象提供的態度及品質對商品進行喜好推論，影響消費者的購買行為、意願以及滿意度。現在的生活型態與價值觀漸漸轉變，消費者的購物訴求可能以追求享樂、自我形象為主。而品牌它代表可靠的服務品質與兼具形象的價值，是一種消費者選擇購買決策過程的重要的影響因素。本研究以便利抽樣的方式取得樣本，調查對象為國內近期有在商場消費的族群，問卷回收率佔89%。以複迴歸模型分析結果顯示，形象將影響消費者的購買決策，促使消費者產生衝動性購買的發生，因此，品牌形象與衝動性購買呈現正相關，得以獲得理論支持。
In our empirical study pointed out different influencing factors to affect impulse buying behavior, including the values, self-control, and almost 90% of consumers will impulse buying; consumers through brand image, attitude and quality of good preference inferences affect consumer buying behavior, willingness, and satisfaction. Lifestyle and values gradually changing shopping demands of consumers may be the pursuit of pleasure, the main self-image. And brand it represents the value of reliable service quality and image, the important factor is a consumer purchase decision-making process. In this study, convenience sampling to obtain a sample survey for the domestic consumer population at the mall, response rate 89%. The analysis results show that the multiple regression model, the image will affect the purchasing decisions of consumers, prompting consumers occurrence of impulse buying, brand image and impulse buying is a positive correlation be theoretical support.
