過度消費的研究以往聚焦於實體產品，主要探討何種因素影響消費者消耗更多，且以實驗設計進行研究。本研究將此議題應用在網路購物，探討網路消費者過度消費的影響因素，並進行兩岸網路消費之比較。本研究採用深度訪談法，以滾雪球抽樣訪談具有豐富網路購物經驗者，共42名，其中台灣23名、中國大陸19名。針對訪談資料進行內容分析，結果發現，台灣與中國大陸的共同因素包括「有條件的免運費機制」、「人際關係的維繫」、「賣家的系統提醒」、「議價促銷」及「部落客與消費者的評價」。台灣網路消費者特有的因素包括「工作壓力」與「喜歡就買」；中國大陸網路消費者特有的因素則包括「購物網站的設計品質」、「購物網站的信用消費」與「知名品牌的直接降價促銷」。最後，針對網路消費者、網路銷售業者與部落客提出實務意涵，研究結果可做爲後續量化研究之基礎。

The past research of overconsumption focused on physical products to explore what factors influence the consumer to consume more. Most of the research methods are experimental designs. This study applies this issue in online shopping to explore the influence factors of overconsumption and compares the behaviors of cross-strait online shoppers. This study adopts in-depth interviews and snowball sampling to interview with online shoppers with rich experience, a total of 42 online shoppers, 23 of whom in Taiwan and 19 in Mainland China. Based on the content analysis of verbatim scripts, the results reveal that the common factors include: (1) conditional free shipping mechanisms; (2) maintenance of interpersonal relationship; (3) reminders of the seller system; (4) bargaining of sales promotion; and (5) reviews by bloggers and consumers. The specific factors in Taiwan are working pressure and shopping when-ever you like. The specific factors in Mainland China are design quality of shopping websites, credit consumption of shopping websites, and price-off promotions of well-known brands. Finally, this research proposes managerial implications for online shoppers, sellers, and bloggers. The results can be used as a foundation for future quantitative research.