電子商務多年的蓬勃發展，創造出2015年全球B2C電子商務交易額將達到1.7兆美元，較2014年成長15.6%。隨著網際網路服務愈趨成熟，2018年的交易額預估將達到2.3兆美元。亞洲消費市場一直備受全球矚目，據EIU預測，2015年亞洲零售市場預期成長4.6%，達到7.6萬億美元，穩居全球最大消費市場。台灣的電子商務市場不斷擴張，2014年民生消費品網路購物之家戶普及率高達39%，排名全球第二，數位化生活將成為家庭的新興消費趨勢。值得注意的是，女性經濟能力及消費意欲在亞洲社會不斷提升，造就女性在整個亞洲消費市場中佔有舉足輕重的地位，以女性消費為主導的「她經濟」”She” Economic時代已經來臨。因此，要探討網路購物市場的特性，發掘市場商機，則不可忽略女性網購族群的研究與分析。
購買行為依決策模式可概分為：計畫性購買(理性購買)與非計畫性購買(衝動購買)，網路中衝動購買是不可忽視的消費行為，尤其是女性網購時，往往是有購物的想法卻沒有明確的商品目標，她們在瀏覽購物網站的過程中，最初只是隨便逛逛，但最後卻總是”滿載而歸”，相對而言，男性則有明確購買目標，被激發購買欲望的可能性較低。意即女性消費者容易在瀏覽購物網站的當下才引起產品需求，屬衝動性消費，故瞭解哪些購物網站的功能與行銷刺激，影響女性消費者衝動購買是一個重要的議題。因此，本論文第一項研究以S-O-R理論發展研究模型，探討女性消費者網路衝動購買服飾產品的因素與行為。本研究共回收386份網路問卷，研究結果顯示：產品呈現、造型建議、限時促銷等網站刺激皆會影響女性衝動購買，知覺美感與知覺價格優勢對於女性消費者網路上衝動購買服飾產品亦扮演了重要的角色。意即要刺激女性網路衝動購買的要素為：價格具吸引力，提供限時促銷與清倉折扣等優惠、網站呈現需具美感，讓消費者產生我穿起來也很美的想像、提供適地適文化的時尚商品，而非一味複製歐美流行文化與商品。
除此之外，網路商店的網路廣告宣傳是消費者注意到產品的重要管道來源，女性天性喜歡分享和溝通，女性消費者網路購物時偏好看廣告或分享文了解產品，較易受代言人及部落客等社群影響購買決策。因此，本論文第二項研究用實驗設計的方式，探討購物網站行銷策略：名人代言與網路消費者評論對於女性消費者購買搜尋產品與體驗產品的影響。研究共回收176份網路問卷，結果發現，名人代言搜尋產品相較於網路消費者評論更能產生消費者更多的注意、欲望和購買行動；網路消費者評論體驗產品則相較於名人代言讓消費者更能記得、主動上網搜尋與上網分享的意願。
最後，本論文針對這兩項研究結果，提出學術與管理意涵，以協助電子商務經營者與網路行銷參與者，精準瞄準成長快速且深具開發潛力的女性網路購物市場，給予實務上之建議做為日後經營策略規劃之參考。

Women consumers are responsible a significant majority of all online retail purchases, both in terms of volume and total dollar amounts, yet little research has been devoted to provide an improved understanding of women’s e-shopping behavior and decision-making processes. We propose a theoretical model based on the Stimulus-Organism-Response (S-O-R) paradigm and heuristics theory to reveal how certain characteristics of online stores are related to online impulse buying behavior among women shoppers. The casual model was validated using structural equation modeling (SEM) techniques with a sample of 386 women with online shopping experience. The results indicate that product presentation and style advice are important factors that contribute to the shopper’s perception of esthetics and fashion trends, and time-limited sales promotions contribute greatly to perceived price advantage. Furthermore, perceived price advantage and perceived esthetics are the most significant factors in driving impulse buying, while perceived fashion trends appear to play a less direct role.
In addition, while firms have long employed celebrity endorsements as a key advertising strategy, more than 90% of online shoppers base their purchasing decisions on online reviews. For the reason, we integrated the AIDMA and AISAS models to provide further insight into how celebrity endorsements and customer recommendations influence the shopping behavior patterns of female consumers. A survey of 176 female shoppers revealed that search good (shoes) endorsed by a celebrity in an advertisement have a greater impact than online customer reviews in terms of consumer attention, desire, and action. However, online customer reviews were found to have a deeper impact than celebrity endorsements on participants’ attitudes towards memory, search and sharing toward the experience good (toner).
This is an industry who's primary customer base is female. Apparel retailers, department stores, discount stores and supermarkets all refer to their customers as “she”. This study discusses the implications of these findings and offers directions for future research. The findings can help guide the marketing decisions of B2C online marketers and retailers to maximize traffic and revenue.

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