電子商務蓬勃發展促使購物網站日益重視網絡使用者購物價值與動機、行銷策略偏好及其對購物行爲之影響。本研究經由網絡問卷調查收集486份樣本,實證結果將網絡消費群區分成驚喜、挑剔、網上互動、隱私以及便利等動機類型,而且享樂價值與網絡購物動機有密切關聯性。不同消費群對於網站強大服務能、低價、良好形象以及通路搭配策略之偏好有明顯差異,消費者同時經由網絡進行搜尋資訊與購買活動之購物滿意度較高,因此,管理者必須因應特定網絡使用者購物價值與動機特性來擬定專屬行銷策略組合,以滿足不同購物動機需求。最後,當網絡使用者不再滿足於網絡購物便利性服務,管理者必須創造更豐富之娛樂與新奇性價值,以強化本身獨特吸引力與競爭力。
This research intends to examine the consumer's shopping values, motivation for on-line shopping, and responses to E-commerce marketing strategies. A web-based survey was conducted, 486 effective responses were obtained, and results were obtained through factor analysis, discriminant analysis, cluster analysis, and Manova analysis, The major research findings are: (1) the on-line shoppers could be categorized into five types, thus we expand the previous categorizations based on objective-orientation and experience-orientation scheme; (2) The discriminating factor for different types of on-line shopping motivations is fun/pleasure shopping values rather than utilitarian shopping values; (3) Different on-line shopping motivation would result in different degree of preferences for various E-commerce strategies; and (4) Different on-line shopping motivation is associated with different on-line purchase behavior, including impulse purchasing, purchasing frequency, purchasing satisfaction, Based on research findings, we offer some suggestions for practicing managers and future research.