探討電子商務對消費者購買行為之影響

隨著資訊科技的進步與電子商務市場日趨成熟，全球使用線上購物的人口逐年增加，國內的網路購物市場亦呈可觀之成長。在行動網路和智慧型手機的蓬勃發展下，透過網路進行購物不再是少數，也因為電商平台的興起，消費者對網路購物的熟悉度增加，而改變了購買行為。本研究主要目的為探討電商平台對消費者購買行為之影響，因此，本研究之研究對象係針對會使用網路及手機上網之消費者，經由文獻回顧與假說發展，透過問卷調查的方式進行量化研究，本研究以線上問卷之方式獲得初級資料共計收回234 份問卷。經統計分析得到驗證結果，大部分的消費者會上網購物的主要因素，以方便、節省時間、平台的商品選擇多元、比價方便及價格便宜與付費機制多元及節省服務品質等，故符合假說一：電商平台之購物便利性對消費者的購物行為有正面影響和假說二：電商平台之付費機制與消費者的購買行為有正向影響以及假說三：電商平台之服務品質對消費者的購買行為有正向影響；而讓消費者有再購意願之因素裡係以售後服務及賣家的顧客滿意度之因素為多，由此也證實了假說四：電商平台之顧客滿意度對消費者的再購意願有正向影響以及假說五：電商平台之服務品質對消費者的再購意願有正向影響。整體而言，電商平台對於消費者的購物行為是具有顯著影響。

關鍵字

電子商務；服務品質；消費者購買行為；再購意願

並列摘要

With the advancement of information technology and the development of the e-commerce market, the number of consumers using e-commerce platforms to make purchases is increasing every year, and the online shopping market in Taiwan is also growing positively. With the boom in mobile internet and smartphones, shopping on the internet is no longer a rare occurrence, and due to the rise of e-commerce platforms, consumers are also becoming more willing to shop online and have changed their purchasing behavior. The purpose of this study is to examine the impact of e-commerce platforms on consumer purchasing behavior. Therefore, the target population of this study is consumers who use the Internet and who use mobile phones to access the Internet. Through the literature review and hypothesis development, the questionnaires were used to perform a quantitative investigation. This study obtained primary data via an online questionnaire, and a total of 234 questionnaires were collected. Statistical analysis yielded validated results that the main factors that most consumers would shop online are convenience, time-saving, variety of product choices on the platform, ease of comparison, low prices, variety of payment methods and service quality, etc. Therefore, it is consistent with Hypothesis 1: e-commerce platform convenience has a favorable effect on customer behavior, and Hypothesis 2: the payment mechanism used by e-commerce platforms influences customers' shopping behavior favorably, and Hypothesis 3: the quality of service provided by e-commerce platforms influences customers' shopping behavior favorably. Furthermore, the after-sales service and customer satisfaction of the seller are the most significant factors that make consumers want to buy again, this also confirms hypothesis 4: consumers' propensity to make additional purchases is positively impacted by customer satisfaction on e-commerce platforms. and Hypothesis 5: the level of customer care offered by e-commerce platforms influences customers' propensity to make more purchases. Overall, the purchasing patterns of consumers are influenced by e-commerce platforms significantly.