網路服飾消費研究：線上資訊搜尋行為對購買決策之影響

Online Apparel Shopping Behavior: Effects of Consumer Information Search on Purchase Decision Making in the Digital Age

宋育晉(Yu-Chin Sung)

指導教授 ： 李延熹 ； 陳悅琴

朝陽科技大學/人文暨社會學院/應用外語系/碩士(2009年)

摘要

近年隨著電子商務的蓬勃發展，網路購物交易量逐年成長，消費者也逐漸將部份消費行為由傳統實體店面轉移向網路虛擬通路。在網路服飾消費研究方面，過往文獻主張服飾為高風險商品，消費者需要在親自試穿後才能作出滿意購買決策。然而，現今消費者是如何在無法親自試穿服飾類商品情況下透過網路購物方式作出購買決策，仍有待研究。本論文以EKB消費者購買行為模式為研究理論基礎，探討網路資訊搜尋行為對購買決策之影響。
為了蒐集研究樣本，本研究於民國九十七年九月於台灣最大網路討論版(批踢踢實業坊)發放為期一個月之網路問卷，共計回收三百四十四件有效樣本。樣本人口皆為有實際網路服飾購物經驗之消費者，以回憶法對先前購物經驗作出回覆。並使用敘述性統計分析、信度分析、因素分析、t檢定、單因子變異數分析、相關分析、迴歸分析來進行資料分析。
研究結果顯示，消費者網路服飾資訊搜尋行為與購買決策間存在著相關，消費者尤其重視話題類資訊、視覺類資訊、可比較類資訊、網路口碑資訊以及促銷活動資訊。另一方面，消費者具有的主觀知識和知覺風險皆對資訊搜尋和購買決策產生影響，但功能風險和個人風險兩類對於服飾購買決策並無明顯相關。然而，消費者人口變數分析結果大體而言不如先前文獻回顧預期，本研究結果顯示消費者人口變數與資訊搜尋行為和購買決策間並不具顯著性差異。

關鍵字

網路服飾購物 ； 資訊搜尋行為 ； 購買決策 ； EKB消費者購買模式

並列摘要

With eCommerce activities burgeoning over the last decades, the number of online-based commercial transactions is constantly on an ascent curve (MIC, 2009). Consumers have seemingly been switching their purchases from the physical marketplace to the Internet market space. However, it remains skeptical why consumers are able to make purchase decisions in lack of experiencing the products personally. The present study, on the basis of the Engel-Kollat-Blackwell Consumer Purchase Behavior Model (the EKB Model), attempted to explore the effects of information search behavior in the context of the digital age on consumer decision making when buying apparel via the Internet panel.
Participants (n = 344) with experience of buying apparel products via the Internet were recruited from one of the most popular local online forums, PTT Bulletin Board System (telnet://ptt.cc), in answer to the questionnaire by recall method. The Internet questionnaire of the study was distributed during the period from September 1 to September 30, 2008 with the help of an online questionnaire system, my3q.com. Descriptive statistics analysis, reliability analysis, factor analysis, independent-samples t test, one-way ANOVA, Pearson''s coefficient of correlation, and regression analysis were employed for data analysis.
The study firstly found that information search behavior is related to decision making, particularly in terms of fame information, visual information, comparison information, e-word-of-mouth information, and promotion information. Moreover, the results proved that personality traits to some extent affect information search and decision making, except for the effects of performance risk and personal risk on decision making. However, the results showed that the effects of consumer demographics in general are not statistically significant on information search and decision making.

並列關鍵字

consumer decision making ； information search behavior ； the EKB Consumer Purchase Behavior Model ； online apparel shopping

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