時尚購物網站之消費者接受度研究

Online Fashion Store:A Survey of Consumer Acceptance

施佳余(Jia-Yu Shih)

指導教授 ： 陳文華

國立臺灣大學/管理學院/商學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.02299

摘要

時尚購物網站在國外已經風行多年，也衍生出許多不同經營模式的平台特色。近年來台灣設計師在時尚產業的重要性也漸漸嶄露頭角，許多知名品牌也逐漸重視台灣市場，除此之外，消費者在購買產品時也越來越重視流行、潮流等因素。本研究目的在探討台灣消費者在進行時尚購物網站時所考量的因素，而聯合分析法可分析使用者偏好並進行預測，為最適合之研究方法。本研究以聯合分析為研究方法，彙整出目前國外成功的時尚購物網站之創新活動，找出未來最適合台灣消費者的時尚購物網站的服務模式。研究結果如下：
1. 就消費者在時尚網路購物流程所重視的因素而言，總體受測者偏好順序如下：基本流程服務、附加抽象價值與新服務、資訊提供、購物機制、資訊安全性。
2. 最受總體受測者偏好的各服務屬性組合：受測者對各服務屬性的相對重要性依序為與消費者的互動、產品面的具體服務、產品資訊的提供、退貨機制的選擇、流行資訊的提供、運費抵免有無、會員制度、搜尋引擎。
3. 本研究根據受測者對於時尚購物網站之屬性重要性與成分效用值，建立兩組預測消費者偏好的評估公式
本研究利用潛在消費者的偏好進行評估預測，以對未來欲在台灣或亞洲提供此服務的企業參考。

關鍵字

時尚購物網站 ； 聯合分析法 ； 因素分析 ； 偏好程度 ； 情境

並列摘要

Online fashion stores have been launched in many countries around the world, especially in Europe and America. Many of them also operate well and own their feature to keep customers loyalty. E-commerce in Taiwan is a common and a potential channel these years. However, people in the business is few in Taiwan. This studies intended to analyze the key factors consumers are concerned while buying on online fashion store. Conjoint analysis used to analyze consumers’ preference and make the forecast, so that this is the best research method for this study. This study collected some services of foreign online fashion stores at the beginning, and established the optimal model for evaluation. The conclusions are as follows:
1. Based on the priority of all attributes, the order of subjects’ preference is :basic service, value-added and special service, information, shopping policy, information security.
2. The optimized services combination of online fashion store should be with the interaction between consumers, specific service for product, information offering, return policy, membership, search engine.
3. According to the result, two equations for evaluation the form of online fashion store are established.
The study evaluated and forecasted the best combination of online fashion store by the consumers’ preference, and could be a reference for people in the business to develop an online fashion store which is suitable for Taiwan consumers.

並列關鍵字

online fashion store ； conjoint analysis ； factor analysis ； preference ； scenarios

參考文獻

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