新冠肺炎疫情下網路消費行為探討

COVID-19疫情對各國造成了嚴重衝擊，更導致了大量的人命傷亡，部分疫情嚴重的國家等政府機構，都繼而發出減少實體購物次數、群聚...等緊急措施來防止疫情的擴散，造就出新型態的生活模式，衍生出「無接觸外送服務」在家收貨的需求，促進「線上訂購」的消費模式。COVID-19疫情加速零售產業的整合及線上門市的應用發展，讓許多實體門市往線上平台和社群網站的經營，明顯改變消費者購物行為模式及消費型態。因此，對於疫情期間及非疫情期間之間消費行為的差異探討將成為零售業關注的議題。本研究採文獻探討及問卷調查的方式進行研究，針對不同樣本群特性的消費者探討線上消費行為及比較非疫情期間與疫情期間之對於享樂價值、服務/產品價值及服務服務流暢性三面向之顧客滿意度之影響，藉此研究結果來了解不同特性消費者之網路消費行為對於顧客滿意度之關聯性，及非疫情期間與疫情期間網路消費行為之差異，本研究結果歸納如下： 1. 性別、教育程度變項對網絡消費行為有顯著的影響。 2. 非疫情期間網絡消費行為對享樂價值、服務/產品價值及服務服務流暢性三面向顧客滿意度大部分變項有顯著的影響。 3. 疫情期間網絡消費行為對享樂價值、服務/產品價值及服務服務流暢性三面向顧客滿意度大部分變項有顯著的影響。 4. 非疫情期間與疫情期間在享樂價值、服務/產品價值及服務服務流暢性三面向顧客滿意度有顯著正相關。

關鍵字

新型冠狀病毒肺炎；線上消費者行為；顧客滿意度；電子商務；線上購物

並列摘要

With the severe impact of covid19 pandemic, not only a significant amount of casualties it caused, but also the decline of brick-and-mortar store shopping and the restriction of group gathering so as to soothe the pandemic. Under the pandemic, a new type of lifestyle is formed. The need for contactless delivery has given rise to the consumption pattern of online shopping. Moreover, the pandemic also boosted the integration of the retail industry and the app development of e-shops. Bringing brick- and-mortar stores to online platforms and engaging them on social media, the pandemic changes the shopping preference and consumption pattern of the customers in a recognizable way. This study would be conducted through the methodology of literature review and questionnaire survey. The characteristics of distinct groups of online shoppers and the comparison of the effect of utilitarian value, hedonic value and service smoothness on customer satisfaction before and under the pandemic would be mainly investigated. It is aimed to understand the correlation between online shopping behaviors of distinct groups of consumers and consumer satisfaction and the distinction of online shopping behaviors before and under the pandemic. Here are conclusions: 1. Significant impact on online shopping behaviors caused by the variables of sex and education level 2. Significant impact on consumer satisfaction caused by most of the variables of utilitarian value, hedonic value and service smoothness before the pandemic 3. Significant impact on consumer satisfaction caused by most of the variables of utilitarian value, hedonic value and service smoothness under pandemic 4. Significant positive correlation was shown between utilitarian value, hedonic value and service smoothness on customer satisfaction before and under pandemic