探討制定商品照規範之購物平台對消費者行為之影響－以Pinkoi為例

The influence of shopping platforms that formulate product specification on consumer behavior: Taking Pinkoi as an example

楊筑雅 ； 唐翊軒 ； 蔡宜臻

《圖文傳播藝術學報》 2022 (2022/04) Pp. 68-79

摘要

Pinkoi為2011年成立的電商平台，以買賣亞洲具有原創性的設計商品為其主要特色。是少數注重網站整體外觀與制定嚴格規範限制賣家上架素材的平台，所以選擇其為本次研究對象。本研究以問卷調查方式進行，據AIDEES模式編寫之問卷。研究結果顯示，有商品照制定規範之購物平台對消費者後續決策皆有顯著影響，顯示消費者對於有商品照制定規範：無文字、清晰度高、無濾鏡、實際拍攝的照片，在購買後會更想立即使用、更喜歡，且更會將此商品分享給他人，具有更大的口碑行銷。

關鍵字

AIDEES ； 電商平臺 ； 消費者後續決策

並列摘要

Pinkoi is an online shopping platform created in 2011, and its main specialty is trading products with original designs from artists based in Asia. It is one the the few platforms that emphasizes its overall appearance and sets strict restrictions regarding the materials uploaded by the vendors, which is the reason why we choose this platform as our research target. This research is conducted using questionnaires created by the AIDEES model. The result of our research shows that there is a significant effect from the platforms regulating the product pictures on the final purchasing decisions of customers. If the product picture has no words, high resolution, no filters, and it is taken realistically based on the platform regulation, the customers are more likely to use the products immediately and enjoy the purchase. Moreover, the customers will share this product to others, increasing its marketing reputation.

並列關鍵字

AIDEES ； shopping platform ； final purchasing decisions