虛實整合下的網路消費者行為分析—以台灣某知名傢俱居家修繕中心為例

A Study of Online Shopper Behaviors for Clicks-and-Mortar -- The case of Home Improvement Center In Taiwan

馮光維(Kuang-Wei Feng)

指導教授 ： 張文華

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2010年)

摘要

近年來網際網路的盛行，造成電子商務的盛行，越來越多人透過網路購物，宅經濟因此於一片不景氣中逆勢成長，網際網路科技對於消費者的影響越來越重要，正由於業者已經了解到，所以也紛紛導入網際網路科技的相關運用，網路的便捷，也造成資訊來源日益增多，網路消費者可由多方面接收產品訊息。網路消費者對於消費產品的重視程度及消費型態產生相當大的改變，他們的行為意識的變化,導致消費意識的變化，而網路持續的發展有效地促進了網路消費力，且網路消費者的消費能力提升對市場也有相對的影響程度。本研究以生活形態變數及人口統計變數為投入變數，探討兩大構面是否影響網路消費者購買產品的決策制定，並分析虛實整合的網路消費者之特質，希望藉此研究讓相關產業的業者知悉網路消費者的需求。
本研究於4月16日至5月16日利用網路問卷對台灣某知名家俱量販大賣場的網路會員發放網路問卷，有效問卷為342份，而研究內容以生活型態變數及人口統計變數作為區隔網路消費者的變數，並以生活型態變數作為分類基礎，其後將生活型態加以集群分析，使得網路消費者可被分群，而消費實態變數則作為網路消費者決策過程後的行為，再以統計分析方法檢定。研究之後發現，不同生活型態的網路消費者在消費動機、資訊來源、消費實態(消費管道、消費頻率、消費金額)上有顯著差異，且由群集分析的結果，將網路消費者分成理性思考與非理性思考兩類，而人口統計變數也和消費實態有顯著差異。
ii

關鍵字

網路消費者行為 ； 生活型態變數 ； 人口統計變數

並列摘要

The popularity of the Internet in this few years caused prevalence of e-commerce. More and more people choose online shopping that makes home economy grows very fast. The influence of internet technology is getting more important to consumers that many enterprises have used in there business. The convenience of internet makes information sources growing that online consumers can receive product information from many ways. The online consumers have significant change towards viewpoints of buying product and ways of consumption. The consumer behavior changes of their points of view in buying things. The sustainable development of internet increase the online shopping ability effectively, and the promotion of shopping ability has affected the market. The study use life style variables and demographic variables to be the input variables, and using these two dimensions to discuss whether the online consumer will buy the products or not. The study analyze the characteristics of online consumers to let enterprise knows the demands about online consumers in clicks-and-mortars.
This study send questionnaires to the online members of 特力屋 from April 16 to May 16, and 342 copies of questionnaires are valid. It use life style variables and demographic variables as the Internet consumer segmentation variables, and lifestyle variables are the basis for classification. The cluster analysis then to be used in life style variables to cluster the online consumers, and test with the methods of statistic analysis. The study finds that different life style of online consumers have significant difference in online consumer motivation, information sources and the actual consumption (consumer channels, consumption frequency, consumption rate). The study also cluster the online consumers in clever and no-clever online consumer. Besides there are significant differences in demographic variables and actual consumption.
iv

並列關鍵字

online consumer behavior ； life style variable ； demograghic variable

參考文獻

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