消費者在真情食品館網路商城農產品網購行為與滿意度之研究

The Study of Consumers’ Behavior and Satisfaction of Agricultural Product Online Shopping in the Sincere Food Internet Shopping Mall

楊棟樑(Dong-Liarng Yang)

指導教授 ： 陳政位

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.10744

摘要

新北市農會「真情食品館網路商城」是由農會經營的網路商城，基於消費者的網路購物行為及未來發展是網路行銷所要瞭解的重點，本研究乃以問卷調查法蒐集網購及滿意度之行為相關訊息，並透過統計分析來瞭解消費者特徵變項在消費者行為模式的差異，同時針對真情食品館網路商城消費者的滿意度，瞭解其採購上之感受認知，及影響其變異之主要因素。本文研究實證結果發現，消費者之消費習性，以平均每月一次的購物頻率、自用的購買商品用途最多；購物頻率因教育程度、婚姻狀況、職業別，以及個人平均每月收入的屬性不同，則購物頻率也就不同；上網頻率只有教育程度變項之差異呈顯著，職業別以軍警公教在1小時以內比率較高；受訪者對網站功能滿意度的看法傾向於滿意，對販售商品的滿意度看法傾向於普通但偏滿意，對網站所提供的銷售服務滿意度看法傾向於滿意，而對網站退換貨流程的滿意度評價則排列最後。消費者特徵變項之滿意度的差異性不大，但不同職業之消費者則有顯著差異；消費者性別、居住地、購買金額與時間、空間呈顯著的差異。根據上述研究結論，本文提出下列建議供農產品網路行銷網站建構、網站管理者及後續相關研究之參考：可依大專程度族群、已婚有未成年小孩者、軍警公教者、每月收入在40,001元至60,000元等族群的屬性，進行市場區隔，提供適當商品，以增加購物頻率；網站功能可針對評價較低的網頁設計編排之吸引力、商品分類、提供輔助資訊等項目，作為日後改善網站設計的首要工作；在販售商品，未來可針對評價較低的商品價格、收取運費、促銷活動等事項，作為日後商品改善的重點工作；在銷售服務，未來仍可在退換貨流程、提供個人化服務、客訴問題處理、及強化宅配的功能等事項予以加強。此外，依調查資料得知，消費者實際購買日期與購買時段，有將近一半(49.4%)的下單時間集中於上班時段，故在農產品網購市場裡對於”團購”市場，更應積極面對與開發。

關鍵字

網路購物 ； 消費者行為 ； 滿意度 ； 農產品 ； 真情食品館網路商城

並列摘要

New Taipei City Farmers’ Association「Sincere Food Internet Shopping Mall」is operated by the farmer association to sell agricultural products. Due to the importance of consumer online shopping behavior, we have conducted a study that was designed to collect consumer relative information for enhancing our ecommerce framework and marketing. Statistical analyses were applied to evaluate customer satisfaction, perception, and other factors could have affected consumer shopping behavior. Our data indicates that customer’s monthly shopping need were mostly for household use. Their purchasing frequency was depended on education, marital status, occupation, and income. The significance of one’s purchasing power has a lot to do with his degree of education. For public servants such as police and academy officials were found to commit online purchase of one time greater than one who is not a public servant. Customers’ attitude toward good merchandise and customer service was ranked number one while a satisfactory of merchandise refund service was ranked last. Characteristics for consumer satisfaction showed no major difference. However, occupation, gender, and location showed significant signs of purchasing power. According to the research results, following recommendation were provided for agricultural product online manager and future study. First of all, focus on demographics who is at least a college graduate, married with children, a public servant, and monthly income between 40,001-60,000 to improve online shopping frequency. Internet home page design can be improved by covering feature products, carefully categorizing items, and detail product information. Secondly, focus on low satisfactory items with its relative price, delivery fees, and promotions. Products refund service, customized customer service, consumer claim service, and home delivery process should be improved. In addition, according to the survey results, the majority (49.4%) of order occurs during work hours; therefore, it encourage a strategical “group-buing” marketing to the agricultural products.

並列關鍵字

Online Shopping ； Consumer Behavior ； Satisfaction ； Agriculture Products ； Sincere Food Internet Shopping Mall

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