探討網路購物環境下之顧客取向構面

近年來隨著網際網路快速發展，網路購物市場不斷增加，了解消費者需求有助於網路經營者的永續經營，因此消費者類型量表對於網路經營者占有重要的地位，然而，目前有許多國外學者針對其消費者進行分類，但是國外的生活型態與國內有所不同，因此，消費者類型套用在國內並不一定適用，在大環境之下的改變，現今消費者購買產品時會比過去消費者在決策時更為複雜，而消費者的類型也必須隨著環境不斷的變化持續下去。藉由消費者型態作為探討基礎，本研究將探討消費者類型與網路購物之關係，樣本以企業、政府單位與在職專班的各個不同行業別來分散樣本數，並且以滾雪球的方式進行，而研究對象主要以國內具有實際消費能力的上班族。本研究經過驗證修改過後分別提出八個影響構面：品質導向，品牌新穎，休閒娛樂、價格導向、人際型、專家型、參考群體導向、習慣型，由以上八個構面對網路購物傾向探討不同消費者類型對網路購物傾向是否有顯著差異，並且將網路購物程序作為變數，來探討消費者類型對網路購物程序是否有間接影響。本研究驗證結果顯示：(1) 不同顧客類型在網路購物傾向會產生不同影響；(2) 參考群體消費者對網路購物程序具有間接影響；(3) 顧客類型傾向於品質導向消費者。

關鍵字

消費者型態；消費者行為；網路購物

並列摘要

With rapid development of Internet and increasing online markets in recent years, understanding consumer demand will help network operators to reach operating sustainability. Therefore, scale of consumer types plays an important role for network operators. However, consumer types classified by foreign scholars are different from domestic lifestyle. Hence, applying the types of consumer is not appropriate in the country. With changes in the environment, consumer behavior nowadays in decision-making process on buying products is more complex than the past. Also, the types of consumer must be constantly changed as far as environment changes. The study explores the relationship between consumer types and online shopping using consumer types as the basis. Samples are mainly from enterprises, government agencies and part-time students in all different industries to diversify the number of samples for snowball method. The main object of study focuses on domestic workers who have actual power of expenditure. Eight dimensions were further proposed as follow after validation: quality-oriented, brand new, entertainment, price-oriented, interpersonal, expert reference group orientation, habit-based. This study utilizes these eight dimensions to confer if there are significant differences among different types of consumers and Online shopping tendency. Simultaneously, we regard the process of online shopping as a variable in order to explore if consumer types indirectly affects the process of online shopping Verifying the results of this study indicate that: (1) different types of customer shop online will produce different effects; (2) refer to groups of consumers for online shopping program has indirect effects; (3) types of customer tend to be quality-oriented consumers.