衝動購物 (Impulsive Purchase) 是消費者面對壓力及情緒變化的因應行為之一。情緒左右著消費者的購買行為，也影響著消費者的思考過程。過去多項研究將消費者的心理因素及個人特質納入消費者行為的考量架構之中，且本研究發現到消費者在不同情緒時面對廣告刺激會產生不同的消費行為，廣告刺激的理性及感性訊息訴求 (Message Appeal) 可發展不同的影響效果。因此本研究試圖了解訊息訴求與衝動購物特性在情緒與衝動購物之間的影響性。試圖以產品角度切入探討情緒與衝動購物之間的關係，以提供企業此角度撰寫企業生成內容提供給目標客群。此外，企業可以透過情緒營造激發消費者的衝動購物性。

而本研究透過操弄受測者情緒及兩種訊息訴求廣告以測驗不同情緒與訊息訴求對於衝動購物決定的影響效果。研究結果發現正向及負向情緒皆會提升衝動購物發生的機率，而高衝動購物性在正向情緒時的影響效果高於負向情緒。此外，無論是在正向或負向情緒中，消費者接收到理性訴求皆會產生衝動購物決定，然而在正向情緒中，感性訴求的效果更為突出。因此本研究建議企業在分析目標客群時，在正負向情緒下廣告以理性訴求為主皆具有一定效果，而在如特定節日等正向情緒下則建議以感性訴求的角度推廣產品及服務的效果較好。

Impulsive purchase is one of coping strategies that consumers react while facing stress and feeling emotions. Psychological emotion could influence consumer behaviors and even play a role in purchase process. Many research has indicated that consumers’ psychological factors and characteristics have influence on consumer behavior. This study found that consumers in positive or negative emotions would have diverse reactions toward different commercial stimulus, which can be classified as rational and emotional message appeal. Therefore, this study aims to understand how would message appeal and consumer characteristics of buying impulsiveness affect the relationship between emotion and impulsive purchase. Attempting to provide different perspectives of products to form firm generated contents to target market. Moreover, this study also focuses on how people with buying impulsiveness would moderate the relationship between emotion and impulsive purchase.

Through manipulating subjects’ emotions and providing commercials with different message appeals, this study found that both positive and negative emotions would enhance consumers to make impulsive purchase decisions. Moreover, people have higher buying impulsiveness would be more intention to impulsive purchase under positive emotion than negative one. On the other hands, group of rational message appeal show higher impulsive purchase point under negative emotions, whereas, emotional message appeal has stronger influence to impulsive purchase decision in positive emotion. Based on these study results, this study suggests that enterprises can provide rational message appeals in both emotions, which can trigger level of impulsive purchase. Moreover, increase percentages of emotional message appeal in commercial when consumers are under positive emotions, for instance, specific holidays or space atmosphere to change their emotions, which would be more efficient to promote products or services.

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