衝動性購買是品牌成功關鍵因素，已被企業視為重要的議題。衝動性購買被定義為受外部線索刺激而進行購買的結果，而衝動性購買者在購買商品時會受到產品效用、品質、個人認同等因素影響。而品牌形象被定義為消費者心中對品牌的認知，是消費者於進行購買決策時所需要的外部線索之一。因此本研究欲探討美妝品產業中品牌形象是否能導致衝動性購買行為，並以品牌形象為自變數，動性購買行為為依變數，價值觀及自我監控作為控制變數。此外，本研究採用便利抽樣法，並用網路結構式問卷蒐集樣本，以美妝品的使用者為研究對象。實證結果顯示，在控制消費者價值觀的情況下，品牌形象與衝動性購買呈顯著正相關。
Impulsive buying is a key factor of brand success and has been regarded as an important issue by enterprises. Impulsive buying is defined as the result of purchase stimulated by external factors, while impulsive buyers are influenced by factors such as product utility, quality and personal identity. The brand image is defined as the brand cognition, which is one of the external factors that consumers need when making purchasing decisions. Therefore, the purpose of this study is to explore whether brand image can lead to impulsive buying behavior in the beauty cosmetics industry. In addition, convenience sampling method and network structured questionnaires were used to collect samples in this study. The empirical results show that under the control of consumer values, brand image is significantly positively correlated with impulsive buying.
