行動電子商務促銷策略研究－以富邦MOMO購物平台APP為例

A Study on Marketing Strategy of Mobile-commerce App-A Case of MOMO Company

莊哲仁(Che-Jen Chuang) ； 賴宜萱(Yi-Syuan Lai) ； 黃柏叡(Bo-Ruei Huang) ； 李育忠(Yu-Jhong Li)

《休閒事業研究》 19卷3期 (2021/09) Pp. 49-59

https://doi.org/10.6746/LIR.202109_19(3).0004

摘要

智慧型手機應用程式的演進推動了經濟成長的巨輪，輔助人們生活的電子通訊設備發展迅速拓展且改變，本研究將由文獻探討富邦MOMO電視購物頻道市場競爭介紹與富邦MOMO購物APP演變，進而了解行動購物平台發展概況的演變。為調查智慧型手機使用者對於富邦MOMO網路購物平台APP的使用現況，將消費者知覺品質滿意度分成有形性、可靠性、同理心、回應性、確實性等五個衡量構面，了解消費者對於富邦MOMO網路購物平台APP的商品評估決策因素。探討以促銷性活動為調節變項時，「消費者知覺品質滿意度」認知對於「APP商品購買意願」的影響程度是否會受到「促銷活動」的調節／干擾。所得問卷資料經由描述性統計分析、變項之差異性分析、相關分析及迴歸分析等統計方法，最後得出結論，「同理心」越高時，「適當的」促銷行為，會「提高」APP商品購買意願，具有較高度的調節效果；但對於「過度的」促銷行為，則會「降低」對於APP商品購買意願。也意味著對於過度的宣傳和過度誇張的廣告則會讓消費者產生懷疑和不信任而造成反效果。適當的推薦行為才能增加消費者對於該產品的選擇。

關鍵字

行動電子商務 ； 促銷策略 ； 購物平台

並列摘要

The evolution of smartphone applications has promoted a giant wheel of economic growth, and the development of electronic communication equipment that assists people's lives has rapidly expanded and changed. This research will discuss the introduction of Fubon's MOMO TV shopping channel market competition and the evolution of Fubon's MOMO shopping APP from the literature. Understand the evolution of the development profile of mobile shopping platforms. In order to investigate the current status of smartphone users' use of Fubon's MOMO online shopping platform APP, the consumer’s perceived quality satisfaction is divided into five measurement dimensions: tangibility, reliability, empathy, responsiveness, and certainty. Understand consumers' decision-making factors for product evaluation of Fubon's MOMO online shopping platform APP. To explore whether the influence of ＂consumer's perceived quality satisfaction＂ on ＂app product purchase intention＂ will be adjusted/interrupted by ＂promotional activities＂ when using promotional activities as the adjustment variable. The data obtained from the questionnaire was analyzed by descriptive statistical analysis, variance analysis of variables, correlation analysis, regression analysis, and other statistical methods. Finally, it was concluded that the higher the ＂empathy＂, the ＂appropriate＂ promotion behavior will ＂improve＂ The purchase intention of APP products has a relatively high degree of adjustment effect; but for ＂excessive＂ promotion behavior, it will ＂reduce＂ the willingness to purchase APP products. It also means that excessive publicity and excessively exaggerated advertisements will cause consumers to have doubts and distrust, which will cause counter-effects. Appropriate recommendation behavior can increase consumers' choices for the product.

並列關鍵字

Mobile-Commerce ； Promotional Strategy ； Shopping Platform