網路購物消費者購買動機與消費行為之探討

A Study of Customer Purchase Marketing and Purchase Behavior in Internet Shopping

林茹慧(lin ju hui)

指導教授 ： 李俊鴻

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

網路商店購物活動已逐漸形成一種消費者購買產品的新通路。而參與購買活動的消費者並非同質，透過購買動機因素來區隔市場並瞭解區隔特性將是一個很有用的行銷工具。本研究應用因素分析來瞭解網路購物消費者在網路商店購物的主要購買動機，並根據所描述的動機使用集群分析來區隔消費行為，而購動機集群與消費者類型是否有影響滿意度及忠誠度的潛在重要因素亦為本研究欲探討之重點。其研究結果顯示：（1）因素分析萃取出五個動機構面購買服務為購買活動中最大的核心所在；（2）而集群分析區隔的三個集群之中多元動機型為最重要的區隔；（3）卡方檢定顯示出購買動機集群在購買動機因素有顯著差異；（4）雙因子變異數分析指出網路購買動機集群與消費行為在滿意度上並無顯著差異；在忠誠度上呈現顯著差異。

關鍵字

網路購物、購買動機、消費行為、因素分析、集群分析、卡方檢定、雙因子變異數分析

並列摘要

Internet shopping stores have gradually formed a consumer to buy a new access products. Participate in the purchase of the consumer is not homogeneous, through the purchase of motivating factors to understand the market segments and separate characteristics will be a useful marketing tool. In this study, factor analysis to understand the Internet to consumers in the Internet shops to buy the main motivation, and based on the description of the use of cluster analysis motivation to separate the consumption behavior, Cluster purchases with the motive of the type of consumers affect satisfaction and loyalty of potentially important factors of this study is to investigate's focus.
Results of this study shows：(1) Factors extracted five-action agencies to purchase services for the purchase of the largest core. (2) Cluster analysis of three separate clusters among multiple motives-for the most important segment. (3) Chi-square test shows that the purchases of motivation in buying motivation cluster a significant difference. (4) Two-Way ANOVA that Internet purchases motive Cluster and consumer behavior in satisfaction there was no significant difference; loyalty shows a difference.

並列關鍵字

Internet shopping,Buying motives, Consumer behavior, Factor analysis, Cluster analysis, The Chi-square test, Two-Way ANOVA

參考文獻

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