愛評網經營模式與消費者行為關係之研究

The Relationship Research among iPeen Website Management and Consumer Behaviors

曾淑惠(Shu-Hui Tseng) ； 廖月秀(Yueh-Hsiu Liao) ； 林雅莉(Ya-Li Lin) ； 楊庭毓(Ting-Yu Yang)

《致理學報》 34期 (2014/07) Pp. 79-119

摘要

本研究以愛評網、加入愛評網的店家與一般消費者作為研究對象，其目的在了解愛評網與加入愛評網店家的合作方式，以及消費者對這美食網路平台的了解和使用情形、平常使用網路搜尋美食的習慣、在實體商店上的消費行為和消費後的反應。本研究獲得下列四點結論：1.受訪的店家主要以回饋金方式與愛評網合作，透過該方式明顯提升店家知名度及收益，故店家皆有繼續與愛評網合作的意願；2.消費者對愛評網的使用上來看，聽過愛評網的比例為72%、瀏覽過愛評網的比例為68%，惟加入愛評網的比例為22%；3.消費者對愛評網文章之反應以18歲以下及26～35歲的人口差異性最大，不同職業的消費者皆無顯著差異；4.消費者實際使用愛評網後對愛評網認同度以18歲以下及26～35歲的消費者差異性為最大、學生最重視愛評網所提供美食資訊、月收入30,001元以上消費者對愛評網的認同度為最高。最後，本研究分別以店家及一般消費者的角度對愛評網提供多項具體的建議。

關鍵字

愛評網 ； 消費行為 ； 回饋金

並列摘要

The study investigated the relationships among iPeen website management, iPeen stores, and consumers. The results found that 1. These iPeen stores were generally satisfied with the services provided by iPeen website. Through the major method of cooperation- ＂cash back＂, the store reputation was promoted and the sales were increased; 2. For consumers, 72% of the consumers had heard of iPeen website, 68% of the consumers had visited iPeen website, but only 22% of them had joined the membership; 3. The consumers under the age of 18 and between age 26 to 35 reacted significantly differently to reading iPeen articles; 4. The recognition after using the iPeen website appeared significantly differently among the consumers under the age of 18 and the consumers aged between age 26 to 35. The study also provided suggestions to iPeen management from the perspectives of iPeen stores and consumers respectively.

並列關鍵字

iPeen website ； cash back ； consumer behavior