網際網路環境下消費者決策過程之修正模式

A Modified Model of Consumer Decision Process under the Internet Environment

陳俊安(Chun-An Chen) ； 江瑞清(Jui-Ching Jiang)

《南亞學報》 26期 (2006/12) Pp. 135-146

https://doi.org/10.6989/JN.200612.0135

摘要

由於網際網路的迅速普及，全球各地上網人口快速成長，也正式宣告電子商務時代的來臨。由於網際網路垂手可及，消費者透過購物前網上資訊搜尋的過程，逐漸由過去買賣關係中資訊弱勢的角色轉型為強勢的一方。仔細檢視網路普遍公開的商品資訊中，價格尤其是其中影響消費者購買決策與行為最鉅的關鍵因素，一旦過去經營B2C市場之廠商用以作為策略競爭中重要手段的價格資訊廣泛被公開於網際網路上，消費者對價格的敏感度以及消費者購買決策是否將產生重大的改變？廠商又應該特別關注哪些因價格揭露所引發的市場變化？本探索性研究針對現今網際網路上商品資訊垂手可得之現象，探討消費者購物前廣泛進行資訊蒐集之行為對消費者購物決策過程可能產生之影響，同時亦期望透過本研究，歸納出廠商在網際網路時代應該具備之新的認知與態度，以利今後決策制定之參考。研究由相關文獻之蒐集與整理開始進行，並藉由焦點群體訪談之方式，設法初步釐清網路使用族群現今之購物行為，據以建立適合現今網路環境之消費者決策模式，並就此提出管理上的建議。

關鍵字

網際網路 ； 電子商務 ； 消費者決策程序 ； 資訊蒐尋

並列摘要

Evidences from real world reveal that most buyers extensively search information online after recognizing their need and tend to select channel at the last moment before purchase. Under the internet-enabled evolution, this study attempts to clarify the consumer decision process that affected by online information disclosure, and consequently to contribute valuable managerial implications to practitioners and academics engaged in marketing and e-commerce fields.Based on indication from our focus groups, results of this exploratory study support the consumers' increasing tendency to perform search online before purchase. Also, we show a two-phased information search and evaluation model to characterize the behavior in up-to-date consumers' decision process, each phase has its focus and concerns on corresponding marketing mix elements. While channel decision was frequently postponed to the last moment before purchase action by our respondents, both traditional and electronic alternatives tends to be jointly evaluated. In addition, we examine the effect of several marketing concerns in this new era including price sensitivity, level of involvement, loyalty to brand and channel, information asymmetry, and marketing mix strategies. Suggestions from this article should be contribute to comprehension about consumers and retailing markets nowadays.

並列關鍵字

Internet ； Electronic Commerce ； Consumer Decision Process ； Information Search