消費者認知電商平台之精準行銷評選研究

隨著互聯網應用的不斷普及，AI與大數據的發展，新時代的行銷體系也有著顯著的發展与改变。與傳統行銷方式相比，精準行銷能降低企業的成本、提高效率，同時還有減少錯誤、增強控制性分析以及度量等優勢和特徵。對電子商務而言，精準行銷是非常重要的。本文以兩岸消費者為分析對象，研究不同消費環境下消費者所在意的精準行銷關鍵成功因素，首先梳理了精準行銷的相關理論，然後總結了國內外精準行銷的研究現狀。本研究使用感知風險理論、整合科技接受模型2作為研究之架構，以探討消費者在電商平臺運用精準行銷時主要考慮之因素為何，並通過基於類別的評估技術衡量吸引力分析法和複雜比例評價作為本研究之分析方法，進行資料分析。本研究結果供未來業者推動精準行銷技術運用於電商平臺或是其他產業運用精準行銷作為參考。

關鍵字

消費者認知；精準行銷；延伸整合型科技接受模型2(UTAUT2) ；基於類別的評估技術衡量吸引力分析法(MACBETH) ；複雜比例評價(COPRAS)

並列摘要

With the growing use of the Internet, AI and big data, the new age of marketing has evolved and changed significantly. Compared to traditional marketing methods, precision marketing can reduce costs and improve efficiency, while also offering advantages and features such as reduced errors, increased control over analytics and metrics. For e-commerce, precision marketing is essential.This paper takes consumers from both sides of the Taiwan Strait as the target of analysis, and examines the key success factors of precision marketing that consumers prefer in different consumer environments.This study uses perceived risk theory and the Integrated Technology Acceptance Model2 as the framework of the study to investigate the main factors that consumers consider when using precision marketing on e-commerce platforms. The results of this study will be used as a reference for future industry players to promote the use of precision marketing on e-commerce platforms or in other industries.