新冠肺炎疫情前後消費者行為的變動分析

Analysis of Changes in Consumer Shopping Behavior Before and After COVID-19 Pandemic

徐藝榕(Yi-Jung Hsu)

指導教授 ： 王親仁

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2022年)

摘要

面臨新冠肺炎流行，臺灣政府採取禁止外出、維持社交距離、做好防疫措施等政策，改變人們日常生活型態，資料顯示美國、英國與臺灣在疫情期間網路零售額提升超過30%以上；臺灣有六成民眾日常生活購買從實體店面轉移至網路平臺。由此得知疫情期間加速網路購物以及新生活型態的發展。
臺灣疫情相對輕微，使用網路購物未見明顯增加，然而疫情發生前與疫情期間購物行為是否有所改變值得深入分析。因此擬探討疫情前後消費者實體購物與網路購物的認知享受性及認知有用性是否影響後續購物行為，即購物商品類別(必需品與非必需品)是否因疫情期間產生變動。
本研究以疫情期間有網路購物經驗的消費者為研究對象，透過批踢踢實業坊、Facebook、便利商店與實體超市問卷調查獲得586份有效問卷，利用SPSS27.0統計軟體進行實證分析，以了解疫情發生前與期間購物行為是否有顯著差異。
實證結果顯示，在疫情發生前實體店面認知享受性對網購非必需品無影響，但疫情期間卻呈現顯著正向影響，原因乃疫情消費者減少出門，購物偏好以網購解決；相似地，疫情前實體店面認知有用性對網購頻率無影響，但疫情期間呈現顯著正向影響，原因乃疫情嚴重程度不至於到無法外出，因此實體店面與網路平臺會交錯混合使用。至於在疫情前網路平臺認知享受性對網購頻率與花費有顯著負向影響但對網購必需品無影響；相似地，疫情期間對網購頻率、花費與網購必需品皆呈現顯著正向影響，表示疫情期間，使消費者不願停留在公共區域過久，因此對網路平臺的購物意願提高許多。
在疫情前網購平臺認知有用性對網購頻率與花費有顯著正向影響，但在疫情期間對網購頻率與花費呈現無影響，原因乃疫情期間，大多數人使用網路購物導致貨物運送時間延誤或商品缺貨，且網路平臺未能快速回應現今疫情產生的消費者現階段需求，產生的缺點影響消費者對網路平臺認知差異。
由此可見，新冠肺炎出現，影響消費者對實體店面與網路平臺的認知享受性與認知有用性的不同想法，產生購物行為的變動，其中以網購頻率、網購花費與網路購買必需品影響最大。
疫情的持續發展間接促使未來消費者優先選擇網路購物，因此建議實體銷售民生必需品業者，應考慮採行網路銷售為主實體為輔的雙軌策略，來滿足消費者購物型態轉變，強化網路購物的認知享受性與認知有用性的行銷策略與管理，以提高消費者購物行為。

關鍵詞：新冠肺炎、購物行為、認知享受性、認知有用性

關鍵字

新冠肺炎 ； 購物行為 ； 認知享受性 ； 認知有用性

並列摘要

Due to COVID-19 the Taiwanese government adopted strategies such as maintaining 1.5 meters of social distance, and wearing face masks to prevent spreading. These strategies have changed people life style. Statistics show that online retail sales in the US, the UK, and Taiwan have increased by more than 30% compared with the previous year. There are 60% of Taiwanese consumers have switched from purchasing in physical stores to purchasing at online platforms during COVID-19 pandemic. The COVID-19 crisis accelerates online shopping.
In Taiwan, the COVID-19 pandemic is relatively mild than other countries. However, consumer shopping behavior whether have change or not during COVID-19 pandemic is worth of analysis in depth. Therefore, this study explores whether the perceived enjoyment and the perceived usefulness with physical store and online platform influence consumer shopping behavior or not.
This study focuses on consumers with online shopping experience during the COVID-19. According to the results, perceived enjoyment of physical stores didn’t affect purchasing unnecessaries before COVID-19, but affect positively during the COVID-19 pandemic, and perceived usefulness didn’t affect the frequency of online purchasing before COVID-19, but affect positively during COVID-19 pandemic.
On the other hand, perceived enjoyment of online platform affected negatively the frequency of online purchasing and expending before COVID-19, but affected positively during COVID-19 pandemic. Perceived usefulness of online platform affected positively the frequency of online purchasing and expending before COVID-19, but didn’t affect during the COVID-19 pandemic.
The COVID-19 indirectly effected online shop development, and fund that new consumers behavior in the future. Therefore, physical or online operator should consider currently market demands, and use new marketing strategies to attract many consumers.

Keywords：COVID-19, Buying Behavior, Perceived Enjoyment, Perceived Usefulness

並列關鍵字

COVID-19 ； Buying Behavior ； Perceived Enjoyment ； Perceived Usefulness

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