探討業者採用廣告促銷對消費者信任與購買意願之影響－以網路購物為例

A Study on the Advertisement of Customer's Trust, Purchase Intention to Sellers-An Example of Online Shopping

梁榮輝(Jung-Hui Liang) ； 林怡芳(Yi-Fang Lin)

《全球管理與經濟》 4卷2期 (2008/12) Pp. 81-106

https://doi.org/10.6565/JGME.2008.4(2).5

摘要

網際網路風靡全球之後，網路購物已是全球消費者所熱愛的一種購物方式，網絡購物主要的特色便是籍由多媒體的方式將產品資訊透過全球資訊網呈現在消費者約面前。現今國內景氣不佳及國際問油價頻頻上漲等外在因素，使得消費者購物時變得更精打細算，而網路購物風險太過於實體店面，其主要原因是沒有實際接觸商品、不信任業者等風險，只憑藉者網路上的產品資訊，走去網絡商店有良好的聲譽，大可降低消費者的不確定性，當業者利用廣告大量的促銷產品吸引消費者購買，消費者購買當中是否會因便宜而大量購買並增加購買金額及購買頻率，而使得業者從中獲取利潤。本研究透過市場調查的驗證，總計發出350份問卷，有效問卷320份，有效回收率97.4%。研究結果發現，在一定的消費者信任的水準之下，網絡商店業者利用大量廣告促銷，來吸引消費者，顯示出消費者在無形之中，對於有興趣的商品會產生的購買意願，且因為信任網絡業者，太大的降低其不確定風險，對於消費的次數及金額在無形之中會慢慢的增加。

關鍵字

網路購物 ； 信任 ； 購買意願

並列摘要

Online shopping markets are virtual markets. Online shopping markets has different than tradition markets that online shopping markets has no time and space limit. After department stores and shopping malls, online shopping markets are a brand new market where customer can bay what they wanted.Traditional markets' product kinds are less than online shopping markets, and it need to cost more money in upholstery and payload. However, online shopping markets are totally different with traditional markets. For young groups, it is a brand new choice to start an enterprise. Finally, we send 350 copies of questionnaires, 320 copies of questionnaires (97.4%) are available, and use model to prove result.The main emphases of this research are: customers would increase their purchase unconsciously, because of the selling price had discount. In other words, sellers could increase not only their sales volume but profit. According to the substantial evidence are analytical results also shows that only if customers have some level of trust for sellers, as if seller's products had discount or promotion, they would increase their purchase ability effectively, and sellers would increase their sales volume and profit.

並列關鍵字

Online　shopping ； Trust ； Purchasing intention