探討電子商務網站中影響消費者購買傾向之網路特性因素—以印尼電商Tokopedia為例

The Study of Web-Based Factors on Consumer Purchasing Intention in E-Commerce Website – An Example of Tokopedia

黃美玲(Jessenia Clarizza Priyono)

指導教授 ： 黃哲盛

中原大學/商學院/國際商學碩士學位學程/碩士(2021年)

https://doi.org/10.6840/cycu202100051

摘要

互聯網的快速發展，為電子商務（E-Commerce） 領域的發展提供了很多機會。印尼的電子商務市場仍處於發展過程中，目前有多種類型的業務模型，例如B2C，B2B，C2C，C2B等。其中，仍面臨著許多挑戰，例如某些城市的互聯網使用受限，缺乏客戶的信任等。這些挑戰可能導致大多數印尼消費者傾向於在實際商店中購物。本論文研究的對象是印尼一家名為Tokopedia 的B2C公司，販售的商品主要在服裝領域。本研究的目的是在探討當印尼的千禧世代在Tokopedia上購買衣服時，有哪些網路特性因素會影響消費者購買傾向？經由文獻探討與實務觀察，本研究選擇知覺資訊性，知覺風險，知覺利益，正向電子口碑，負向電子口碑，網站品質和信任度，為影響購買傾向的最重要因素。
期望經由本研究的結果，能擴大對印尼千禧世代在電子商務上購買傾向的了解，提高學者對於影響千禧世代對於透過網路購買服裝意向是哪些相關因素的理解，並為電子商務平台的所有者和營銷商發展戰略提供建議。研究發現，在7個自變數中，只有4個變數與購買傾向之間有顯著關係，分別是「知覺資訊性」，「知覺風險」，「知覺利益」和「信任」。其中對購買傾向影響最大的變數是「知覺利益」。

關鍵字

電子商務網站 ； 網路特性因素 ； 購買傾向 ； 千禧世代

並列摘要

The rapid growth of internet gives a lot of opportunity to Electronic Commerce (E-Commerce) Company to develop in this field. There are various types of business model in the E-Commerce Company, such as B2C, B2B, C2C, C2B, and so on that compete in Indonesian Market. The E-Commerce in Indonesia is still in a development process with so many challenges, such as limited internet use in some cities, lack of customer’s trust, and many more challenges that could cause most of Indonesian on preferring to shop in the actual store. This research will be focusing on one of Indonesia’s B2C company named Tokopedia, especially in the clothing segment. Thus, this research purpose is to determine perceived informativeness, perceived risk, perceived benefit, positive E-WOM, negative E-WOM, website quality, and trust, that affect millennials purchase intention in Indonesia when buying clothes on Tokopedia, and also to determine the strongest factor that will affect purchasing intention.
This research main objective is to enlarge the knowledge of millennials purchasing intention in Indonesia, improving the academics understanding related with some factors that influence millennials purchase intention on clothing in Tokopedia, and providing recommendation for the owners and marketers of e-commerce platform to develop strategies that will enlarge the customer purchasing intention. Based on the data analysis, it has been discovered that among 7 independent variables, there are only 4 variables that have a significant relationship with purchasing intention. The 4 variables are Perceived Informativeness, Perceived Risk, Perceived Benefit, and Trust. The variables that have the greatest impact towards Purchasing Intention is Perceived Benefit.

並列關鍵字

E-Commerce ； Web-Based Factors ； Purchase Intention ； Millennials

參考文獻

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