台灣網路拍賣女性消費者購買意願與賣家經營管理之研究－以女性產品為例

Research of Female Consumers’ Purchase Intention and Vendor Management in Taiwan’s Online Auction- base on Female Product

楊小琳(Shao-Lin Yang)

指導教授 ： 蔡享翰

崑山科技大學/商業管理學院/企業管理研究所/碩士(2007年)

https://doi.org/10.6828/KSU.2007.00034

摘要

Yahoo!奇摩拍賣2005年女性服飾精品類的線上總交易金額成長45%，線上商品數超過120萬，佔總商品數三分之一強，為Yahoo!奇摩拍賣中交易最熱絡的品類。但根據資策會(MIC) 2005年統計，從事網路拍賣二年以下之賣家卻有30%仍處於虧損狀態，表示拍賣市場投入者眾，卻未實際了解網路拍賣之消費者行為。故本研究針對現今最熱門的女性產品，包括女裝與服飾配件、女包精品與女鞋、美容與保健等進行探討，分析網路拍賣女性消費者購買意願與賣家經營管理。
針對網路拍賣買家與賣方進行問卷發放，問卷中將影響買方購買意願與賣方經營管理設定為相對應問項，並將女性消費者之購買意願與賣家之經營管理連結，透過SPSS統計軟體探討現今拍賣市場賣、買方之實際差異。再進一步研究賣家經營管理與經營績效之關聯性，以瞭解國內網路拍賣賣家之成它]素，以及探討買、賣家之人口統計變數與賣場背景對買家購買意願與賣家經營管理之關係。
本研究採用網路問卷法，共收集買家問卷200份與賣家問卷200份之樣本，運用SPSS 10.0版來完成各項資料統計分析工作，主要有敘述統計、成對樣本Ｔ檢定、因素分析、信度分析、Pearson相關分析以及單因子變異數分析。
研究結果發現，以下六點為值得賣家加強與改善的方向：拍賣場有自行建置的會員機制、設計虛擬商店櫥窗式網頁、因季節不同給予不同的商品定價、舉辦線上促銷、提供多元化的付款方式、與提供多元化的交貨方式。賣家提高經營績效的方向為加強「產品服務導向」與「會員服務導向」。

關鍵字

女性產品 ； 購買意願 ； 網路拍賣 ； 女性消費者

並列摘要

The amount of money on Taiwan Yahoo! online auction is growing up 45% on 2005 with the kind of dress and accessory. Over 1,200,000 goods are traded on-line, and around 33% of all online goods. It is also the hottest good on Taiwan Yahoo! online auction so far. However, according to the investigation of MIC (Market Intelligence Center) on 2005, there are 30% of sellers who run the internet fictitious stores under two years still in a position of deficit. It reveals that many vendors do not know about the consumer behavior of online auction. Hence, we analyze female consumers’ purchase intention and vendor management in Taiwan’s online auction by researching the hottest female products that including women's clothing and accessories, woman's bag and shoes, and beauty and health care.
First, this research collects data from internet questionnaires and asks same questions to our samples who are buyers and vendors of Taiwan Yahoo online auction. It connects with female consumers’ purchase intention and vendor management, and compares the behavior of buyer and vendor by using SPSS software package. Second, we compare the following situations, including the relationship between vendor management and business performance, the relationship between buyer demographic statistics and consumers’ purchase intention, and the relationship among vendor demographic statistics, the seller's market and vendor management.
We gathered 200 valid buyer and 200 valid vendor samples. Our statistic analysis methods include descriptive statistics, paired-samples t-test, factor analysis, reliability analysis, Pearson correlations analysis and one-way ANOVA by using SPSS software package.
Our resolutions contain six points that can be used to improve the performance of the online vendors: providing member system, designing new internet homepage, giving the sales promotion in different seasons, holding online sales, providing optional payment way, and giving delivery choices to the consumers. Finally, to strengthen products service and member service can improve business performance of internet vendors.

並列關鍵字

female product ； purchase intention ； female consumers ； online auction

參考文獻

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