品牌服飾網站交叉購買驅動因素之研究

Internet Cross-buying Driving Factors of Online Apparel Brand

李梓豪(Tzu-Hao Lee)

指導教授 ： 徐純慧

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

因為全球經濟不景氣，造成各國民眾消費能力降低，導致國家經濟衰退，各國企業無不想盡辦法來維持或增加銷售數量以及利潤。近年來企業發現獲取新顧客的成本遠高於鼓勵現有顧客進行交叉購買以增加銷售額之成本。因此，如何驅動顧客交叉購買以提升銷售業績，是值得零售業者關心之重大議題。由於電子商務之蓬勃發展，網路購物蔚為風潮，本研究將探討「網站交叉購買驅動因素」。為瞭解「網站交叉購買驅動因素」，本研究先以質性訪談以及內容分析法分別探討影響網路消費者交叉購買驅動因素，以及網站服飾業者之推動交叉購買銷售策略，由此設計問卷並以350位網路服飾消費顧客為樣本，進行問卷調查，並採用結構方程模式確證本研究所提出之概念模型。研究結果發現，「網站交叉購買驅動因素」包含：「價格認知公平」、「便利性」、「退貨處理」、「服務疏失補救」、「焦點購買」、「口碑」、「使用經驗」、「商品呈現」八大因素。「網站交叉購買驅動因素」能促進顧客之「交叉購買意圖」，而「行銷溝通」有助於其「網站交叉購買驅動因素」對顧客之「交叉購買意圖」之影響。因此本研究建議網路品牌服飾業者應有效掌握「網站交叉購買驅動因素」之內涵，並善加運用「行銷溝通」，藉此提昇顧客之「網站交叉購買意圖」。

關鍵字

交叉購買、交叉購買驅動因素、網站交叉購買驅動因素、行銷溝通、網路服飾

並列摘要

Owing to the global economy depression, consumer’s buying power has dropped significantly and leads to the consequence of an even worse economy set back, this problem has lead companies to come up with new methods to boost or maintain its sales or profit. In recent years, companies have found out that the cost of finding new consumers is much higher than encouraging old consumers to engage in cross-buying behaviors. Therefore, how to motive consumers to engage in this cross-buying behavior is an important issue for companies.
Nowadays, because of the development of e-commerce, internet shopping is a popular trend worldwide; this research will discuss the internet cross-buying driving factors. In order to understand internet cross-buying driving factors, we conducted qualitative interviews and content analysis method to find out factors that triggers online consumer’s cross-buying behavior, as well as the promotion strategy launched by companies.
In this research, we conducted a survey of 350 questionnaires and test our conceptual model through SEM. Our research found out that internet cross-buying driving factors includes 8 major factors, which are, payment equity, convenience, product return, service recovery, focus buying, word-of-mouth, user experience, and product present.
Internet cross-buying driving factors can enhance consumer’s intention towards cross-buying and marketing communication also helps internet cross-buying driving factors towards consumer’s cross-buying intention. Our research provides internet cross-buying driving factors suggestions for online apparel companies; in addition, marketing communication can also enhance consumer’s internet cross-buying intention.

並列關鍵字

cross-buying,cross-buying driving factors,internet cross-buying driving factors,marketing communication,online apparel companies

參考文獻

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