虛擬通路的消費傾向之研究-以流行服飾為例

The Study of Consumer Behavior Attitudes

張忠信(Chung-Hsin Chang.)

指導教授 ： 陳家祥

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

網際網路的技術逐漸改變顧客的消費行為，對於商業活動的影響亦以不同的形式存在。尤其在電子商務（e-commerce）的經營模式（business model）中，在『虛擬化』後消費者對於購買行為的改變是企業所關注的焦點。
本研究欲探討在虛擬化的商業活動中，企業提供予消費者的價值對於顧客知覺的影響，並藉由文獻整理探討虛擬通路中顧客知覺利益與流行服飾的產品、品牌和資訊技術服務對於顧客在虛擬通路的消費傾向的關係以及消費者的特質對於在虛擬通路的消費行為影響。並建議流行服飾企業主在實施電子商務時所需注意的事項。
本研究藉由文獻探討及邏輯推演，發展研究架構及假說，並針對研究架構及假說進行問卷設計及調查，本研究共計發放600份問卷，回收599份，扣除無效問卷後，最終有效問卷為344份，回收率為57.3%。
本研究根據問卷回收資料進行統計分析，應用複迴歸分析來驗證研究架構與假說。根據分析結果，本研究之結論為：
1.虛擬通路對於顧客而言，接受程度已漸漸提高，增加不同的通路型式可以滿足不同的顧客需求。
2.滿足顧客眾多的商品選擇與需求，是企業所提供予顧客的價值中重要的一環，但企業在提供多樣的商品選擇時，後勤資源管理及整合的結果會影響消費者購買的態度。
3.對消費者而言，在實體通路與虛擬通路裡，企業所提供的價值中，「品牌」仍然是相當重要的關鍵因素。
4.在電子商務中，應用資訊技術提昇企業本身的核心競爭力，並提供顧客更完善的服務品質是非常重要的因素。

關鍵字

電子商務 ； 虛擬通路 ； 網際網路 ； 消費行為 ； 消費傾向 ； 顧客價值 ； 品牌 ； 服飾

並列摘要

The Internet technology has been changing customers’ consuming behavior, and its impacts on business activities also exist in different forms. After ‘visualization’, especially in the field of business model of e-commerce, the alternating of customers’ purchasing behavior is in the spotlight.
First of all, this dissertation attempts to explore how customer value provided by enterprises influences customer perception, in activities visualized business. Secondly, I try to identify, in the e-business, what is the relation between customers’ consuming attitudes and customers’ perceived benefits, products and brands of trendy apparel, and services of information technology. Thirdly, another key issue is how customers’ characteristics affects their consuming behavior. Finally, suggestions concerning caveats enterprises of trendy apparel should pay attention to are provided.
The structure and hypotheses of this study is established by reviewing relative references and developing sensible logic. After that, necessary questionnaires are designed and surveys executed. 600 questionnaires are sent, among which, 599 are answered; 344 are effective, and the effective rate is 57.3%.
The study applies data collected from effective questionnaires to test the structure and the hypotheses using multi-regression analysis. According to the results of the analysis, the conclusions are as follows:
1.e-business channels are increasingly accepted by customers; therefore, adding up that diverse channels can satisfy various demand for different customers.
2.It is crucial that enterprises make customers satisfied by offering diverse products. When presenting diverse products, enterprises’ logistics management and integration affect customers’ attitude towards purchasing.
3.Branding is still a key factor valued by customers both in material and e-business channels.
4.It is an important element that enterprises provide customers with better service and elevate their core competitiveness by applying information technology.

並列關鍵字

e-business ； visualize ； www ； consuming behavior ； consuming attitude ； customer value ； brand ； apparel

參考文獻

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