以往在衝動性購買因素的文獻中，學者們對於實體通路與虛擬通路等不同的情境及因素所造成的衝動性購買做了不少的研究。在參閱該些文獻後，本研究發現大部份的文獻僅著重於實體產品的衝動性購買行為，未有學者去探究有哪些因素會造成虛擬產品的衝動性購買，故本研究欲藉由此機會去一窺虛擬產品的世界，進而找出影響虛擬產品衝動性購買之因素。
本研究以線上遊戲虛擬寶物為例，來找出虛擬產品的特性，與影響衝動性購買意圖之因素。根據先前學者對衝動性購買所提出之觀點，加上虛擬產品的產品特性，本研究主要以虛擬產品特性、購買時情境因素與消費者個人因素等三個構面來進行探討。藉由此研究找出影響虛擬產品衝動性購買的因素，是否有別於實體產品，對於消費者來說，虛擬產品是否也會讓消費者有衝動性購買意圖。
根據本研究結果顯示，在虛擬產品特性之構面假設皆不成立，表示虛擬產品特性對消費者衝動性購買意圖影響關係不顯著；在購買時的情境因素的假設部分成立，降價促銷及網站設計對消費者衝動性購買意圖有所影響，而時間限制、經濟限制與付款方式對於消費者衝動性購買意圖無顯著關係；在消費者個人因素的假設皆成立，代表消費者個人因素對衝動性購買意圖有著正向的顯著關係。

Many scholars researched impulse buying under different situations and factors. But these researches only focus on the physical products, never have any scholars to study influential factors for impulse buying of virtual products. It’s the reason why the study wants to explore the world of virtual product, to find the influential factors for impulse buying of virtual products.

　This research uses the virtual goods of online game to explore the influential factors for impulse buying of virtual products. According the scholars’ concepts and the characters of virtual products, this study proposed to integrate the characters of virtual products, situations of buying and traits of consumer to explore the impulse buying intention of virtual products.

　The empirical findings of this research suggest that the characters of virtual products, time limit, economy limit and payment can’t influence impulse buying intention. Moreover, on sale and web design from situations of buying construct, and traits of consumer construct have significant effects on impulse buying intention.

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