- 學位論文
探討台灣消費者跨境電商平台之使用行為- AIDA模式觀點
A Study of Consumer Behavior toward Cross-Border E-Commerce Platform in Taiwan Market- A Perspective of AIDA Model.
摘要
根據研究指出，全球B2C跨境電商成長動能強勁，預計到2020年市場規模將接近1兆美元，年均成長率高達27%，網購人口預估也將達9億人以上，年均增幅將超過21%。全球網友跨境消費動機分別為「國內買不到」、「產品價格低」、「產品選擇多」，因為這些原因誘使消費者使用跨境電子商務平台進行購物。因此本研究目的在探討台灣消費者對跨境電商平台之使用意願是否依循AIDA模式的傳統路徑，以及注意、興趣及慾望是否直接顯著影響台灣消費者對於跨境電商平台之使用意圖。 本研究使用SPSS 22.0版及LISREL 8.7版做為本研究之資料分析工具。 透過結構方程模式分析以驗證本研究假說，得出以下結論： 一、在台灣跨境電商市場中，消費者對跨境電商平台之使用意願的形成依循AIDA模式傳統路徑 二、在台灣跨境電商市場中，消費者對跨境電商平台之注意、興趣無法直接顯著影響使用意圖。
並列摘要
According to a recent Alibaba’s Cross-Border E-Commerce Research report, global cross-border B2C e-commerce grows strongly at annual rate of 27%, estimated to reach 1 trillion USD by 2020. The online shopper population also grows strongly at estimated 21% annually, to reach 900 million by 2020. In addition, a recent study by the Institute in information industry of Taiwan found what triggers the motivation for purchase in global cross-border e-commerce are: (1) goods not available domestically, (2) cheaper pricing cross-border, (3) more choices of merchandises. Therefore the purpose of this study tries to elucidate whether the intention to purchase through cross-border e-commerce platforms by Taiwanese online shoppers follow the classical AIDA model and whether the attention, interest, and desire affect directly and significantly the intention to purchase through cross-border e-commerce platforms. This study used SPSS 22.0 and LISREL 8.7 were employed as the data analysis software. There are two findings from the research: 1.Comsumer’s purchase intention toward cross-border e-commerce market in Taiwan will follow the traditional AIDA model. 2.Comsumer’s desire toward the cross-border e-commerce market in Taiwan has mediation effect, while attention and interest have no direct influence on the purchase intention.