- 學位論文
解析「搜主義」下的網路消費意象
Exploring Trends and Alternative Images of Virtual Consumption
摘要
網際網路的應用，在本世紀正蓬勃發展，而其打破時間與空間的限制，使得大眾消費習慣開始多樣化，不再僅止於上實體店面的消費，而網路購物所產生的市場效應也逐漸受企業所重視。本研究期望找出消者於網路購物時的消費意象，並建立出未來的消費情境，以供產、官、學，對於網路購物消費者的想法更為清晰。所以本研究先對於網路購物相關文獻進行探討，並將其整理成一套觀念架構，由此來了解消費者所確切著重的議題。本研究所採行的調查方法為專家意見調查法，在調查初始透過立意抽樣來確認專家名單，而專家問卷給予有網購經驗的消費者和網路商城經營者來撰寫。 調查最後將所得資料整理成情節分析，而情節分析主要分為兩個部分，一為現代網路消費圖像，以智多星、鐵公雞、急先鋒和貴公子的四個情境，分別來呈現不同的購物情境，另一為未來消費圖像，由消費烏托邦、科技法西斯、玩樂共和國、抗進的封建，四個情境來展現未來的消費情境。對於此份研究主要的研究發現有，在當今網路購物環境中，價格是最為重要的影響因素，於未來網路消費環境中，價格因素也許能透過服務來逐漸被淡化；另外在資訊科技快速發展下，實體與虛擬通路逐漸界限模糊，消費者的資訊同時來自實體與網路；最後，網路商城或拍賣的高度競爭下，差異逐漸縮小，消費者對與兩者並無明顯的感受不同，反而到是逐漸越來越依賴入口網站的使用，來快速收尋所需的資訊。
並列摘要
At the 21st century, the application of Internet is highly developed. The emerging phenomenon of time-space compression has seemed creating new patterns of mass expenditure. As well, it also starts to change habits of consumption and diversifies ways of purchasing. People not only consume at physical stores, but also surfing for goods online. Online shopping has gradually become the focus of consumption. Consequently, this study conducts an extensive literature search and public discussion of online shopping. Based on the major concepts and opinion consensus, a three-round Delphi-method questionnaire was designed for consumers and on-line shopping experts to be investigated. Applying scenario analysis, the major findings from the survey was derived into two levels (images and trends), each with four major types. For on-line shopping, the possible images are Mastermind, Miser, Vanguard and Noble. As for future trends of virtual consumption, the plausible scenarios are Utopia of Consumption, Technological Fascist, Republic of Fun, and Feudal Conservatism. Furthermore, this research has also found that the price factor within the virtual environmental of Online Shopping will be weakening in the future. The plausible future is that Internet will become the protocol of consumption.