消費者網購美食影響因素之研究

The Factors Affecting the Consumer Behavior of Buying Food Online

柳婉郁(Wan-Yu Liu) ； 林宗麟(Chung-Ling Lin)

《真理觀光學報》 11期 (2013/09) Pp. 38-69

https://doi.org/10.6438/TOJT.201309_(11).0003

摘要

近年由於網際網路的蓬勃發展，競爭激烈的食品業也將觸角擴展至此，除了無實體店面的成本優勢外，結合網路行銷更是抵擋不住的趨勢。在網路購物市場的熱銷排行中，更是以美食類的商品掛帥，成為號召團購的主力產品。但在琳瑯滿目的美食中何者因素吸引消費者成為所有網購美食業人員須深思之課題，故本研究剖析消費者網購美食行為，並進一步瞭解影響其決策之關鍵因素。結果發現，影響消費者決策因素以「個人月收入」、「方便效益」、「品牌為評估準則」與「交易安全為評估標準」最為顯著，並根據研究成果，提供以下建議：（1）女性消費者仍是主力，著手開拓男性市場：女性在市場中仍是消費主力，開發男性市場是業者的目前需要著手進行課題之一。（2）網站品質與付費機制的多元。（3）加強品質管理，遠離客訴風險。（4）提升滿意度，增加回購率。（5）增強安全保護，防止洩漏資料。（6）提升有形服務，降低知覺風險。

關鍵字

網購美食 ； 網路行銷 ； 購買意願

並列摘要

With recent abundant development of Internet, competitive food companies have extended their battlefields to online shopping. Aside from the cost advantage due to no physical stores, the incorporation with Internet marketing must be an unavoidable trend. In the ranking of the most popular online products, delicacies are always ranked the top one, and have become the main-force products of calling group-buying. However, among a superb collection of delicacies, what factor attracts consumers becomes a topic for deep thought for all the employees in the delicacy industry. As a result, this study analyzes consumers' online delicacy shopping behavior, and further understands the key factors that affect their decision making. The analyzed results shows that ”personal monthly income”, ”convenience benefit”, ”the criteria based upon brands”, and ”the standards based upon transaction safety” are statistically remarkable among the decision factors that influence consumers' decision making. According to our analyzed results, some recommendations are provided as follows. (1) Female consumers are still the main force in the online shopping market, while the exploitation of the male market is one of the topics for future undertaken tasks. (2) Website qualities and payment mechanisms should be diversified. (3) Quality management should be enhanced, and the risk of customers' complaints should be decreased. (4) Satisfaction should be promoted, and the repurchase rate should be increased. (5) Safety protection should be strengthened, and data-leaking should be prevented. (6) Tangible services should be promoted, and consciousness risk should be lowered.

並列關鍵字

Online delicacy shopping ； Internet marketing ； Purchase intention

參考文獻

方蘭生(1988)。傳播原理。臺北市:三民出版。

王文信、何巧齡(2006)。影響網路購物行為之關鍵因素分析。經營管理論叢。2(1)，1-28。

王其琳(2010)。部落格導入商品行銷之營運現況分析研究—以部落格廣告代理公司為例(碩士論文)。臺灣師範大學圖文傳播系研究所。

王唯鳴(2000)。虛擬社群與虛擬經驗、網路練達性、產品知識與產品資訊搜尋成本對消費者認知風險影響之研究─以電腦遊戲軟體為例(碩士論文)。中央大學企業管理研究所。

王敏玲(2010)。部落格廣告對消費者的產品態度之影響(碩士論文)。高雄科技應用大學資訊管理研究所。