網路行銷模式與消費者購買意願之研究

Research on Internet Marketing Model and Consumers' Purchase Intention

黃健倫(Chien-Lun Huang)

指導教授 ： 吳靖純

義守大學/電機資訊學院/資訊管理學系/碩士(2020年)

摘要

因應網路普及電商平台流行趨勢，現今消費者已經習慣從網路購買商品，甚至在購買前可以在眾多平台(如網路商城、臉書社團、PTT、拍賣平台及直播)間去比較商品，或是參考其他消費者使用經驗來決定是否購買；因此可以得知，從這些網路行銷管道獲得的商品資訊與消費者的購買意願是有直接關聯性的。
本研究以時下常見的電商平台、社群網站及部落格作為研究對象，探討網路使用者在價格合理性、品牌價值及功能規格上對購買意願的影響。本研究根據問卷統計分析的結果，得到以下結論：
一、電商平台所提供的商品資訊，對於提升消費者價格合理性認知很有幫助。
二、部落格心得文章或影片提供的商品資訊，對於提升消費者品牌價值認知的幫助不大。
三、男性消費者比較喜歡利用電商平台獲得所需要的商品資訊。
四、40歲以上的消費者，對於部落格心得文章或影片提供的商品資訊不感興趣。
五、重視價格合理性的消費者，教育程度在大學以上(含研究所)比較喜歡利用電商平台獲得所需要的商品資訊。
六、經常在網路購買玩具、收藏品且重視價格合理性的消費者，比較喜歡利用社群網站獲得所需要的商品資訊。
七、在商品功能規格差不多的清況下，20歲以下及40歲以上的消費者，會選擇價格較低的商品。
八、在商品價格相同的清況下，收入在100萬以上的消費者會選擇品牌知名度較高的產品。
九、教育程度在研究所以上的消費者比較在乎品牌價值。
最後，期盼經過本研究將調查搜集到的大量資料進行分析、綜合、比較、歸納後，所得到各行銷模式間影響性之心得與結論，能提供業者作為商品行銷之參考。

關鍵字

網路購物 ； 產品資訊 ； 消費習慣 ； 購買意願

並列摘要

In response to the trend of e-commerce platforms, consumers have become accustomed to buying products from the Internet. They often compare products on different types of platforms, such as online shopping malls, Facebook clubs, P T T , auction sites and live broadcasts or refer to the experiences of other consumers to decide whether to buy. As a result, the product information obtained from these online marketing channels is directly related to the purchase intention of consumers.
This study uses common e-commerce platforms, social networking sites and blogs as the research objects to explore the influence of online users on price rationality, brand value and functional specifications of purchase intentions. The results of the statistical analysis of the questionnaire reveal the following:
1.The product information provided by the e-commerce platform was found to be very useful for enhancing consumers' perception of price reasonableness.
2.The product information provided by blog articles or videos was not very useful for enhancing consumers’ brand value perception.
3.Male consumers prefer to use e-commerce platforms to obtain the information they need.
4.Consumers over the age of 40 are not interested in the product information provided by blog articles or videos.
5.Consumers with a college degree (including BA or above) who value price reasonableness, prefer to use e-commerce platforms to obtain the required product information.
6.Consumers who often buy toys and collectibles online and value reasonable prices prefer to use social networking sites to obtain the required product information.
7.In the case of similar product functional specifications, consumers under the age of 20 and over the age of 40 will choose products with lower prices.
8.In the case of similar product functional specifications, consumers with an income of more than 1 million NT will choose products with higher brand awareness.
9.Consumers with a college level education or above care about brand value.
It is hoped that after analyzing, synthesizing, comparing, and summarizing the large amount of data collected in this research, the influential insights and conclusions of various marketing models can be used to the industry as a reference for e-commerce product marketing.

並列關鍵字

Online shopping ； product information ； consumption habits ； purchase intention

參考文獻

一、中文文獻:

1.林蓬榮(2009)，網路行銷：趨勢、策略與技能。臺北縣:新文京開發出版股份有限公司。

2.朱智賢(1989)，心理學大詞典，北京師範大學出版社。

3.吳俊昇(2003)，虛擬社群成員滿意度與消費行為相關之研究，國立成功大學國際企業研究所碩士論文。

4.陳薪智(2017)，資策會MIC：2016台灣網購消費平均27,715元，超過8成願意跨境購物。