文化構面，消費價值，及外部因素，對跨境電商的消費者行為之影響

The influence of cultural dimensions, consumption value, and external factors on customer behavior of cross-border e-commerce

麻銀江(Ngan-Giang Ma)

指導教授 ： 洪嘉良

國立暨南國際大學/管理學院/資訊管理學系/碩士(2018年)

摘要

跨境電子商務為買家和賣家提供了優勢。賣方（包括零售商和品牌）可以在其經常飽和的本土市場之外擴展業務跟開拓新市場。與國內市場相比，向國外銷售也提供了抓住不同產品潛力的機會。
對於買家來說，在國外網站上訂購產品的好處通常被認為是有比國內更好的價格以及國內市場上沒有的產品的可用性。此外，消費者通常選擇直接在他們喜歡的品牌的網路商店上購物。
本研究目的是檢驗台灣、越南、馬來西亞和印度尼西亞的客戶對於線上購物行為的影響。本研究包括以下四個問題：（1）文化維度與消費價值的關係（2）消費價值對顧客行為的差異。（3）外部因素對顧客行為的影響。此外，考慮綜合消費價值和外部因素對影響客戶行為的影響。為了回答研究中的這些研究問題，本文採用問卷調查收集數據，之後利用統計軟體對數據資料庫進行分析。本文考察了Sheth（1991）提出的Hofstede（1991）消費價值提出的文化維度與外部因素和顧客行為之間的關係。
該研究應用了定量方法和橫斷面調查設計方法。來自台灣和三個東南亞國家（包括越南、馬來西亞和印度尼西亞）的1599名網路受訪者的樣本總數。使用SmartPLS 2.0，使用SEM-Partial Least Square（PLS）方法分析調查數據。
本研究結果強調，當希望通過跨境電子商務在每個國家的市場中開展業務時，需要考慮個人消費者層面的文化差異、消費價值和其他因素。文化維度重建對消費價值具有重要意義。 台灣有較低的權力距離，越南是一個低不確定性避免的國家，馬來西亞和印度尼西亞具有較高的男性氣質和長期定位，因此每種不同都將導致不同的跨境電子商務挑戰。特別是對於想要滲透這四個國家市場的外國投資者而言，了解影響他們的因素是非常必要的。

關鍵字

文化維度 ； 消費價值 ； 電子商務 ； 跨境 ； 客戶行為

並列摘要

Cross-border e-commerce offers advantages for both buyers and sellers. Sellers (both retailers and brands) can expand their business outside their often saturated home market and tap into new markets. Selling abroad also offers the opportunity to seize the potential of different product ranges compared to the domestic market.
For buyers, the advantages of ordering products on foreign websites are often perceived to be a better price and the availability of products that are not available in the home market. In addition, consumers often choose to shop directly from the online shop of their preferred brand.
The purpose of this study is to determine the effects on online shopping behaviors of customers from Taiwan, Vietnam, Malaysia, and Indonesia. This research includes three questions as follows: (1) Relationship between cultural dimension and consumption value (2) Effect of consumption value on customer behavior. (3) Effect of external factors on customer behavior. Also, considering the impact of combined consumption values and external factors that to influence customer behavior customer behaviors. To answer these research questions in the study, the thesis uses analysis of the data collected from the survey method, after that using a lot of software to analyze the database. This dissertation examines the relationship between the cultural dimensions proposed by Hofstede (1991) consumption value offered by Sheth (1991), external factors and the customer behavior.
This research applied a quantitative methodology and a cross-sectional survey design approach. The total number of samples is 1599 respondents from Taiwan and three Southeast Asian countries, including Vietnam, Malaysia, and Indonesia. The data of the survey were analyzed with the SEM-Partial Least Square (PLS) approach using SmartPLS 2.0.
The results of this study highlight the need to consider individual consumer level cultural differences, consumption value and other factors when want to develop business in each country's market through cross-border e-commerce. The cultural dimension rebuilds significant for the consumption value. Taiwanese have low Power distance, Vietnam is a country with low Uncertain avoidance, Malaysian and Indonesia have high Masculinity and Long-term orientation, so each different will contributed to the different cross-boarding e-commerce challenges. Especially for foreign investors who want to penetrate the market of these four countries, it is essential to know the factors that affect them.

並列關鍵字

cultural dimension ； consumption value ； e-commerce ； cross-border ； customer behavior

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