影響消費者對網路商城使用意願影響因素

Factors affecting consumers' willingness to use online shopping malls

向天琦(Tian-Qi-Xiang)

指導教授 ： 李培齊

淡江大學/商管學院/管理科學學系企業經營碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00452

摘要

電子商務的不斷發展是近年來中國大陸地區擴大內部市場需求，促進消費多元化的重要手段，也為微觀市場主體提供了降低市場交易成本、提高市場佔有率的重要機遇，同時消費者更是從網路商城購物中獲取到更多、更優質的消費體驗，不斷滿足著消費者多元化消費需求。正因為如此，網路商城購物不斷向中國大陸地區各個社會階層擴展，中國大陸地區“全民網購”的消費熱潮正在興起。當前學術界對於網路購物商城消費者意願的研究多數是從市場細分的層面上，考察特定消費者在特定商品上的購物意願，並以消費者意願理論為基礎建立相應的理論模型，但是模型並沒有結合行銷理論，限制了研究成果的發揮，並且在宏觀面上缺乏相應的消費者意願研究。
本文採用了文獻研究法、歸納分析法、實證研究法等方法，以效用理論、霍金斯消費者意願理論、消費決策過程（CDP）模型為基礎，建立了消費者使用網路購物商城的三階段模型。通過網路問卷調查獲取到1080份有效樣本。本文使用嶺回歸分析（Ridge Regression）對模型進行進一步的擬合回歸，通過判斷嶺跡圖將K值設定為0.99，進而對三個階段購物消費意願進行逐一擬合。結果顯示，模型對三個階段意願的解釋力度均超過了90%，模型整體上非常顯著（p=0.000＜0.05），但是不同階段意願受到的影響因素存在異質性，消費者在初選階段是內部驅動型消費者，在評估階段是外部驅動型兼具內部驅動型，在購買階段則是外部驅動型消費者。最後針對網路商場平臺以及商家分別提供了針對性的行銷策略建議，期望能為商家改善平臺行銷效果以及促進商家行銷手段運用成效提供積極有益的指導。

關鍵字

網路商城 ； 網路消費者 ； 購物行為 ； 三階段模型

並列摘要

The continuous development of e-commerce is an important way to expand domestic market demand and promote consumption diversification in recent years. It also provides an important opportunity for the micro market players to reduce market transaction costs and increase market share. Consumers also get more and better quality consumer experience from online shopping mall, and China's consumers are diversified. Fee demand. Because shopping mall online shopping has been expanding to all social strata in mainland China, the consumption boom of "online shopping" in mainland China is rising. At present, most of the research on the consumer behavior of online shopping mall is from the perspective of market segmentation, which investigates the shopping behavior of specific consumers on specific commodities, and establishes the corresponding theoretical model based on the theory of consumer behavior. However, the model does not combine with the marketing theory, which limits the development of the research results, and lacks the corresponding consumer behavior on the macro level For research.
Based on the utility theory, Hawkins' consumer behavior theory and the consumption decision-making process (CDP) model, this paper establishes a three-stage model for consumers to use online shopping mall. 1080 valid samples were obtained through online questionnaire survey. In this paper, ridge regression analysis is used to further fit the model. K value is set as 0.99 by judging ridge trace graph, and then the three stages of shopping consumption behavior are fitted one by one. The results show that the explanatory power of the model for the three stages of behavior is more than 90%, and the model is very significant on the whole (P = 0.000 < 0.05). However, the influencing factors of behavior in different stages are heterogeneous. Consumers are internal driven consumers in the primary selection stage, external driven and internal driven consumers in the evaluation stage, and external driven consumers in the purchase stage. Finally, this paper provides targeted marketing strategy suggestions for online shopping platform and businesses, hoping to provide positive and beneficial guidance for businesses to improve the platform marketing effect and promote the use of business marketing means.

並列關鍵字

Online Shopping Mall ； Consumers ； Shopping Behavior ； Influencing Factors

參考文獻

參考文獻

英文部分：

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