網路購物對消費者決策旅程之影響─以服飾品購買為例

The Impacts of Internet Purchasing on Consumer Decision Journey- Using the Apparel Buying as an Example

黃馨儀(Hsin-Yi Huang)

指導教授 ： 周素娥

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2012年)

https://doi.org/10.6826/NUTC.2012.00013

摘要

消費者在進行購買前，面對各式媒體資訊的衝擊，總認為在網路進行資訊搜尋是理性行為，其實不然。本研究目的為探討消費者選擇實體或網路通路購買服飾，決策過程有何不同，嘗試瞭解於購買評估過程中，如何受網路業者所提供訊息、情境、及其他網站評論者影響與購買後於網路分享之行為，供網路業者在行銷策略參考。本研究針對曾在網路購買過服飾產品之消費者，以紙本或網路問卷方式進行調查，共回收1178份有效問卷；並利用SPSS統計軟體驗證假說，並以因素分析、迴歸與單變量變異量進行分析。
研究結果顯示：(1)網路購物對消費者購買決策的評估過程有顯著影響，尤其在消費者評估中的動機、情境與評論者構面。(2)網購族群的購後滿意，對評估階段中購買動機、情境、與評論者等構面有顯著正向影響。(3)增加購後體驗滿意程度，可顯著提高消費者的分享行為、往後購買評估過程與通路選擇。(4)購後的經驗分享行為，對評估過程中的社群評論者，亦有顯著正向影響。

關鍵字

網路商店 ； 消費者購買決策 ； 服飾產品

並列摘要

Consumers are impacted by a variety of media when they are making decisions to purchase. They believe that it is rational behavior to have some information by searching on the Internet. But it’s not truth. The main purpose of this research is to discover what differences between choosing to purchase on real shops and on internet channels are. The research targeted o consumers who have shopped on the internet for apparel. Both qualitative and quantitative methods were used. There are 1,178 observations with a valid response rate of 100%. Factor analysis, regression analysis and MANOVA were employed for hypothesis verifications.
The results are as following. First, virtual consumers have significantly showed positive effect upon their evaluating processes of making decision, especially on the aspects of motivation, situation and reviewers on consumer evaluating processes. Second, people who shop online will post the satisfaction of purchasing, influential aspects, such as the motivation, the situation and the reviewers of online shop which have significantly showed positive effect on the evaluating stage. Third, post-purchased satisfaction has significantly showed positive effect on sharing behavior, evaluating stage and channel selection. Finally, sharing behavior of the post-purchased has positive impacted on next evaluating process. And significantly affects the reviewers in the evaluating process.

並列關鍵字

Internet purchasing ； Consumer purchase decisions ； Apparel product

參考文獻

10.李大有(2011)。網路造訪行為與瀏覽行為對購買決策影響之研究(博士論文)。國立台灣大學，台北市。

13.沈永正、朱家賢、姜哲祺、黃河明(2010)。影響網路非計畫性購買之個人與情境的前置因素探討。電子商務學報。12(3)。p.457-482。

6.何雍慶、林美珠(2007)。電子商務顧客網路購物知覺價值因果關係之研究─以國內大專生為例。顧客滿意學刊，3(1)，p.61-96。

1.丁國章、曾相榮、潘昭儀(2010)。網路購物型為之消費者知覺風險研究。行銷評論，7(3)，p.381-412。

18.張銀益、戴自強(2008)。Internet線上Shopping享樂模型相關因素之研究。電子商務研究，6(3)，p.257-254