從消費者知覺觀點探究網路非計畫性購買行為之研究

Exploring Online Unplanned Purchases from The Perspectives of Consumer Perceptions

簡俊豪(Jyun-Hao Jian)

指導教授 ： 陳金足

國立臺北商業大學/創新設計與經營學院/創意設計與經營研究所/碩士(2021年)

摘要

隨著資訊科技不斷的突破與革新，繼往的消費模式也隨之遞變，促使網路購物平台成為時下極具潛力的通路。為此，企業大肆湧入網路開拓新商機，並透過多元化的刺激性媒介，觸發消費者產生非計畫性的購物，藉以增加營業收益。但在實質上，網路潛藏著無法真實感受商品原貌、不確定性的商品資訊，以及預期性的落差等諸多因素。也因此，消費者是否會因所接受到的訊息，產生主觀性的心理知覺評估，並透過其影響至後續的購買決策，必然是至關的研究議題。惟先前研究皆未對此著墨，故本研究以消費者網路非計畫性購買為導向，透過S-O-R理論加以探究知覺品質、知覺價值、購買意圖及購買決策之間的相互關係。研究係採用問卷調查法進行，共計回收666份有效問卷，以SPSS 26.0及Smart PLS 3.3.3進行統計分析，以驗證研究之假設。最終研究結果顯示知覺品質、知覺價值、購買意圖、購買決策及非計畫性購買彼此之間具有顯著正向關係；在中介效果檢定方面，購買意圖在知覺品質與購買決策及知覺品質與非計畫性購買間具有中介效果，且購買決策在知覺價值與非計畫性購買及購買意圖與非計畫性購買亦有相同的結果。最後，依據本研究結果建議若企業在網路媒介進行非計畫性刺激方面的操作應審加權衡，以提供目標族群所需的價值為主，並輔以促銷手段，藉此創造更大的經營效益。

關鍵字

S-O-R理論 ； 非計畫性購買 ； 知覺品質 ； 知覺價值 ； 購買意圖 ； 購買決策

並列摘要

The online shopping platform has become a logistic channel with extreme potential when the consumption pattern gradually changes under the constant breakthrough and innovation of information technology. Therefore, the enterprise is involved online to create new business opportunities on a large scale. To trigger the consumer to generate the unplanned purchases through the multiple stimulating media and increase sales revenue accordingly. But in reality, the online bears some drawbacks – it is difficult to feel the origin of the product, the product information with uncertainty, the gap between the expectation and the real things, and many other factors. So whether the consumer will generate the assessment of subjective psychological perception based on the information received and be influenced for the subsequential purchase decision is certainly a critical subject of the research. The study done before did not proceed the research in this particular subject, so the study this time is based on the consumer online unplanned purchases as the heading through the theory of S-O-R and to explore and research the interactive relation among perceived quality, perceived value, purchase intention, and purchase decision. The research adopted the questionnaire method with 666 valid questionnaires and applied SPSS 26.0 and Smart PLS 3.3.3 to execute the statistical analysis and verify the research hypothesis. The final outcome of the research indicates that there is a significant positive relationship among perceived quality, perceived value, purchase intention, and purchase decision, and unplanned purchases; in the aspect of the verification of the Intermediary effect, the Intermediary effect exists when purchase intention is in perceived quality and purchase decision, and between perceived quality and unplanned purchases; The same result applied to the purchase decision is in perceived value and unplanned purchases; and perceived intention and unplanned purchases. Finally, the study suggests that if the enterprise proceeds unplanned stimulation in network media, the operation must be manipulated with caution and to provide primarily the targeting group of people the value they demand and with auxiliary promotion method and to create more running effectiveness.

並列關鍵字

Stimulus-Organism-Response Theory ； Unplanned Purchases ； Perceived Quality ； Perceived Value ； Purchase Intention ； Purchase Decision

參考文獻

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