從跨境電商發展趨勢探討消費變動之研究

隨著時代演進透過數位轉型的發展，虛實整合的創新服務模式，我們重塑了經濟價值。數位經濟（Digital Economy）的發展促使消費者、供應者、政府之間更加多元化的互動模式，包含人工智慧（AI）、物聯網（ Internet of Things, IoT）與大數據（Big data）等技術逐漸成熟，也帶動產業跨世代、跨境、跨領域等發展趨勢，以各種嶄新型態的商業模式襲捲全球，改變著人民的消費習慣與企業的經營模式。數位經濟已經是不可逆的進程，其中跨境電子商務為數位經濟之下不可撼動的重要角色，2011 年全球電商銷售額占整體零售市場的比重僅 3.5%，2019年為 12.6%，2020 年在新冠肺炎疫情肆虐下，消費型態有了重大改變促使引爆全球電商快速發展，比重激增至 16.4%，獲得歷史性的重大趨勢。根據美國管顧公司Accenture預估，2015年全球每四個網購人口當中，會有一人進行海外跨境購物，B2C跨境電商市場規模約3,040億美元，占全球B2C電商市場規模之16.3%；2020年全球跨境購物人口比例將從四分之一成長至二分之一，整體B2C跨境市場規模預估將成長至9,940億美元，而占比也將成長至29.3%。本研究透過臺灣六都居民跨境消費樣態及十六縣市居民跨境消費樣態深入了解消費者的結構、消費趨勢以及消費型態，運用實證方法針對所建構的相對因素進行探討，據此分析在如此成長態勢背後，跨境電商之主要驅力原因，因為消費者不僅在國內進行網路購物，也開始從國外網站進行購物。研究結果顯示，「信用卡跨境電商交易次數」及「家庭支出」是影響跨境電子商務成長關鍵的重要因素，有助行業新進入者或跨境電子商務經營者作為未來調整營運策略之參考。

關鍵字

數位經濟；跨境電子商務；消費變動

並列摘要

With the development of digital transformation and the integration of virtual and real innovation service models, we have reshaped economic value. The development of the digital economy has led to more diversified interaction modes among consumers, suppliers, and governments, including technologies such as artificial intelligence (AI), the Internet of Things (IoT), and big data. This has also driven cross-generational, cross-border, and cross-sectoral development trends in the industry, with various new forms of business models sweeping the world and changing people's consumption habits and corporate operating models. The digital economy is an irreversible process, and cross-border e-commerce is an indispensable and important role under the digital economy. In 2011, global e-commerce sales accounted for only 3.5% of the overall retail market. By 2019, it had grown to 12.6%, and in 2020, under the COVID-19 pandemic, changes in consumer patterns led to a significant increase in e-commerce, with the proportion skyrocketing to 16.4%, marking a historic trend. According to Accenture, a US management consulting company, in 2015, one out of every four online shoppers worldwide engaged in cross-border shopping. The B2C cross-border e-commerce market size was approximately US$304 billion, accounting for 16.3% of the global B2C e-commerce market size. By 2020, the proportion of cross-border shoppers worldwide is expected to grow from one in four to one in two, with the overall B2C cross-border market size estimated to grow to US$994 billion, and the proportion is expected to grow to 29.3%. This study explores the consumption patterns, trends, and types of consumers in the six major cities and sixteen counties in Taiwan for cross-border consumption, and uses empirical methods to investigate the relative factors constructed for analysis to identify the main driving forces behind cross-border e-commerce growth. The research results indicate that "the frequency of cross-border e-commerce transactions using credit cards" and "household expenditure " are important factors affecting the growth of cross-border e-commerce. This finding could provide valuable insights for new entrants or existing operators in the cross-border e-commerce industry to adjust their business strategies in the future.