印尼生鮮農產品線上購物市場區隔分析

Market Segmentation Analysis of Indonesian Online Fresh Food Shopping

安愷棣(Kilana Putri Anindita)

指導教授 ： 雷立芬

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202100083

摘要

基於網路的科技使人們的工作負擔得以減輕。這導致印尼的網路用戶隨著時間逐漸增加。農業領域的生產者抓住了這個機會並為他們的經營發展了新的理念。網路平台為他們提供了一個空間以行銷他們的農產品。消費者不需要去商店也能夠買到他們想要的商品。這種方便的購物方式正好對應了某些消費者群體的需要。市場區隔是其中一個能夠找出最適合以及最有利可圖的消費者的市場評估方式。這項研究的目的是使用因素分析以識別針對網購食品的市場態度因素，使用聚類分析並基於態度因素以區隔網購生鮮食品以及分析每個群體的鮮明特點並提供行銷戰略。
五個用來區隔網購生鮮食品市場的態度因素是使用意圖，知覺利益，知覺風險，對於方便購物的渴望以及從方便購物中獲得的愉悅。這個市場被區隔成六個群體。 他們是方便購物者，尋求多樣化者，休閒導向購物者，均衡買家，商店導向購物者以及目標導向購物者。 零售商應該為每個群體設定相應的行銷戰略。這項研究發現潛在客戶是那些25歲及以下的消費者。大多數的他們都有網購生鮮食品的經驗以及有更高的意願在隔天再次網購生鮮食品。 他們被標籤為擁有獨特特點的年輕一代。針對那些消費者的行銷戰略是提供教育本位行銷，尤其是關於健康和環境的議題；提供高健康價值的產品，例如無農藥以及有機；使用環境友善的包裝材料包裝產品；以及提供電子錢包為其中一個付款方式以方便交易。

關鍵字

生鮮食品 ； 網購 ； 態度因素 ； 市場區隔 ； 印尼

並列摘要

Internet-based technology makes people giving less effort to do their activities. It drives internet users in Indonesia to increase over time. The agriculture sector producers caught this opportunity to develop a new idea for their business. The online platform gives them space to market their agricultural products. Consumers can get the products without going to the stores. This convenient way of shopping would match the need of several groups of the consumer. To find groups of the most suitable and profitable consumers market segmentation approach is one of the further market evaluations. The objectives of this study are to identify the market attitudinal factors toward online food shopping using factor analysis, to segment the online fresh foods shopping based on the attitudinal factors using clustering analysis, and to analyze the distinct characteristics of each segment and provide the marketing strategies.
The five attitudinal factors used to segment the market of online fresh food shopping are intention to use, perceived advantages, perceived risk, desire for convenience shopping, and enjoyment with conventional shopping. The market is divided into six segments. They are the convenience shoppers, the variety-seekers, the recreational-oriented shoppers, the balanced buyers, the store-oriented shoppers, and the goal-oriented shoppers. Retailers should develop marketing strategies suitable for each segment. This study found that consumers potentially served are people who 25 years old or less. Most of them have experienced online fresh food shopping with a high willingness to use it again in the next days. They are labeled as the young generation that has unique characteristics. Several marketing strategies developed for those consumers are giving educational-based marketing, especially on the health and environment issue; offering products with a high value on health such as pesticide-free and organic; packing the products with an environmental-friendly package; and providing such as e-wallet to ease them with the transaction.

並列關鍵字

Fresh Food ； online shopping ； attitudinal factors ； market segmentation ； Indonesia

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