消費者在虛擬通路購買家具相關影響因素探討

本研究希望透過研究消費者對於家具在網路上的消費行為，瞭解研究消費者評估在網路購買傢俱時會注重哪些事項，根據研究論文的探討擬定以生活型態、購買涉入、網站環境特性為自變數，以購買意願為依變數。採用網路google問卷共回收260份，有效257份，所得問卷經過SPSS統計軟體進行描述性統計分析、因素分析、信度分析、差異性分析、迴歸分析及集群分析等統計方式，來驗證相關研究與假設。本研究結果發現如下說明所列: 一、若由各項人口統計變數分佈情形觀察得知，受訪者最常購買家具的通路為品牌實體通路24.4%，其次為量販店24.2%及第三為網路佔19.3%。百分之47.5的受訪者，平均三年以上才會進行家具商品更換，次之為一至二年以上佔24.9%。二、有關消費者有關消費者上網購買家具的目的、用途方面，採複選方式，以「汰換家具」佔最多，有高達85.2%的受訪者選擇，其次為「更換佈置」的70.8%。此外，在消費者不願意繼續購買原因中，前四項分別為「網站上看不到實體產品，缺乏品質保障」、「網站上未看到實際產品，無法確定使用樣貌是否適合場」、「網路資訊不夠充足」、「需要負擔運費」。三、在網路購買傢俱的市場區隔，根據生活型態將受訪者集群分析結果，將受訪者分為三種類型：「重視品牌消費意見領袖型」、「資訊關注消費精打細算型」、「消費追隨者型」。其中以重視品牌消費意見領袖型，在網路購買傢俱商品為高意願族群。四、在假設檢定的部分結果顯示，生活型態對於購買意願有顯著影響，網站的環境特性對於購買意願有顯著影響，購買涉入對於購買意願也有所影響，及不同人口背景在生活型態、網站網境、購買涉入及購買意願有顯著差異，以上四種假設皆為成立。生活型態及網站環境對購買意願的影響會受到購買涉入的干擾，兩項假設為不成立。綜合上述的分析結果，希望有助於瞭解目前線上消費者的特性，幫助家具業者在網路鎖定目標顧客群，以從事有意義及具有效益的行銷活動。

關鍵字

生活型態；網站環境特性；購買涉入；家具

並列摘要

This research hopes to study consumer behaviors of furniture on the Internet, understand what consumers will pay attention to when they evaluate furniture online, and based on the research papers to develop lifestyle, purchase involvement, and website environmental characteristics It is the independent variable, and the purchase intention is the dependent variable. A total of 260 online Google questionnaires were collected and 257 were valid. The obtained questionnaires were subjected to statistical methods such as descriptive statistical analysis, factor analysis, reliability analysis, difference analysis, regression analysis, and cluster analysis through SPSS statistical software to verify the relevant research. And hypothesis. The findings of this study are listed in the following description. 1. From the observation of the distribution of various demographic variables, the most common channel for respondents to buy furniture is brand physical channels with 24.4%, followed by mass merchandisers with 24.2% and third with the Internet with 19.3%. 47.5% of the respondents took an average of more than three years to replace furniture products, followed by 24.9% for one to two years. 2. Regarding consumers regarding the purpose and use of consumers buying furniture online, the method of double selection is adopted, with "replacement of furniture" accounting for the most, with up to 85.2% of the respondents choosing, followed by "replacement of furnishings" with 70.8%. In addition, among the reasons why consumers are unwilling to continue to buy, the first four are "the physical product is not visible on the website, and the quality assurance is lacking", "the actual product is not seen on the website, and it is impossible to determine whether the usage profile is suitable for the field", "Insufficient internet information", "need to bear the freight". 3. Market segmentation of furniture purchased online. Based on the results of cluster analysis of respondents based on their lifestyles, the respondents are divided into three types: "brand consumption opinion leader type" and "information focussed on consumption and budgetary type", "Consumer follower type." Among them, the opinion leaders who value brand consumption and purchase furniture products online are highly willing groups. 4. Part of the results of the hypothesis verification show that lifestyle has a significant impact on purchase intention, the environmental characteristics of the website have a significant impact on purchase intention, purchase involvement also has an impact on purchase intention, and different population backgrounds There are significant differences in website network environment, purchase involvement and purchase intention, and the above four hypotheses are all valid. The influence of lifestyle and website environment on purchase intention will be interfered by purchase involvement, and the two assumptions are invalid. Based on the above analysis results, it is hoped that it will help to understand the characteristics of current online consumers and help the furniture industry locate target customer groups on the Internet to engage in meaningful and effective marketing activities.