影響消費者線上購物意願之研究 —以女性內衣產品為例—

The Study of Customer’s Online Purchase Intention — A Case of Women’s Underwear —

吳親怡(Ching-Yi Wu)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2009年)

https://doi.org/10.6840/cycu200901256

摘要

網路購物這幾年來蓬勃發展，在台灣網購市場的交易量也日漸成長，因此帶動企業界爭先恐後新闢虛擬通路。而向來需要親自體驗的女性內衣產業，也紛紛投入網購戰場，爭食這塊大餅，並創造出驚人的商機。而企業是如何在少了無銷售人員的服務與讓消費者實際體驗感受商品的狀態下，讓女性消費族群認同且有購買意願而進行實際的購買行為，是值得探討與了解。因此，本研究以女性內衣產品為例，探討影響女性消費者線上購物意願之研究，進而提供投入內衣網購業者建議。
本研究採便利抽樣法，透過問卷調查曾瀏覽過或消費過女性購物網站的女性消費者，在刪除無效問卷23份之後，得到實際有效問卷556 份。在556份有效樣本中，樣本大多為26~40歲之高收入且從事工商服務業族群。在教育程度方面，以大學畢業的受訪者居多。42.4%的受訪者每天花費1小時內在網路上。
資料回收經過統計分析，歸納出「網站服務品質」、「品牌信任」、「品牌知識」三個構面，研究結果發現，這三個構面對消費者態度與線上購物意願有顯著的正向影響；而消費者態度與線上購物意願有正向關係；在人口統計變數的干擾下，網站服務品質、品牌信任、品牌知識對消費者態度會因人口統計變數(年齡、教育水準、月收入及上網時間)的高低程度不同，而有顯著差異；除了上網時間長，在資訊負荷情況下，對品牌信任無顯著性影響之外，網站服務品質、品牌信任、品牌知識對線上購物意願會因人口統計變數(年齡、教育水準、月收入高低及上網時間低)的程度不同，而有顯著差異。因此，內衣網購業者，可以視本身經營狀況，強化影響女性消費者線上購買內衣意願之因素，進而提高購買行為。

關鍵字

品牌信任 ； 女性內衣 ； 網站服務品質 ； 消費者態度 ； 線上購物意願 ； 品牌知識

並列摘要

Online shopping is getting popular in recent years, also the trading volume has been growing day by day in Taiwan, which leads firms to develop their own virtual channels imperatively. Since ever the selling model of female underwear which requires a direct, personal fitting, however the behavior of online-buying do create plenty of business opportunities to the underwear suppliers and bring them significant profit, naturally more and more online shopping platforms have been invested to construct continuously.
It is an interesting subject, how would those female consumers recognize such a new business model that attract them to buy those merchandise next to their skin without intimate services and feeling physically. And these factors motivate female consumers to buy their underwear from website that have been explored, examined and proven, therefore capable to provide some adoptable and useful strategies for the underwear suppliers.
Targeting to the female consumers’ group who visited and/or bought from shopping website, a convenience sampling is adopted. After 23 invalid questionnaires were deleted, among those 556 valid questionnaires, most respondents are 26 to 40 years-old, employees in firms with generally higher income as well as the education with college or university graduation. Besides 42.4 percent of the respondents were spending less than one hour to surf the internet every day.
After the data was collected and analyzed, three dimensions were sorted out: Website service quality, Brand trust and Brand knowledge. The research’s result find out that these three dimensions do influence on consumers’ attitudes about their intention to shop online apparently and positively. There is a positive relationship between consumers’ attitudes and online shopping desire. Moreover by the interference of the variable demographics, the website service quality, brand trust and brand knowledge vary obviously depending on different levels in ages, educational backgrounds, monthly income and surfing time. There is only one exception, the surfing time –no apparent influence between longer time surfing and brand trust due to too much information was loaded into. Therefore, depending upon different business conditions, online underwear firms could strengthen each factor which affecting female consumers’ intention on purchasing underwear online, so as to be buying more.

並列關鍵字

consumers’ attitudes ； brand trust and brand knowledge ； website service quality ； online shopping desire ； female underwear

參考文獻

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