臺中地區民眾網路購物行為之研究

The research of the Taichung Area Populace Network Shopping behavior

魏育生(Yu-Sheng Wei)

指導教授 ： 陳宗玄

朝陽科技大學/管理學院/休閒事業管理系碩士在職專班/碩士(2011年)

摘要

網際網路扮演新媒介角色，相對也造就另一種生活模式。在21世紀的網路平台，除了資訊交流，蓬勃發展的物品交流，衍生出更多元化的行銷模式。消費者的行為研究不再侷限於實際通路，虛擬通路透過文字與畫面創造銷售佳績讓研究者更趨之若鶩。有鑑於此，本研究以台中地區民眾為研究對象，採用實體問卷調查探討民眾上網與網路購物行為，並進一步以交叉比對分析行為模式，期能達到了解網路購物市場概況，和探討網路使用與購物行為之因果，作為日後針對特定地區網路消費習性研究之建議資料。本研究結果發現消費者選擇商品時的優先考量因素為價格，購買動機則是以便利性和價格便宜為主。最常上網做的事除了收發電子郵件外，網路購物亦是主因。建議後續研究可針對消費者生活型態以及滿意度調查等方向，繼續探討影響民眾網路購物行為的因素。

關鍵字

行為模式 ； 虛擬通路 ； 網路購物

並列摘要

Internet now is not only just a kind of media but also creating a new life style for people. Except exchanging information via internet, marketing models are getting diversified. To many researchers, discovering consumer’s behavior in virtual channel is more attractive than in physical channel. Unlike physical stores, shopping online customers only can read products’ information and pay by invisible path to close the deal. Both buyers and owners have to take the risk such as pay money but cannot get the good or refund arguments. Under the circumstances, the reasons to effect reviewers to make decisions are the main ideas of this research. The study method is through questionnaire to survey people who live in Taichung City. Following the questionnaire to use SPSS to compare the relationships between online habits and shopping behavior on virtual stores. According to the results, it shows price is the first consideration that clients buy stuff online. Convenience and cheaper price are the motivation for people to make decision. Speaking about getting online, checking mail box is the major cause and the second one is buying manufactured goods. To explore more about consumer behavior, continue to observing the public’s living mode and satisfaction of shopping experience survey will be the suggested direction.

並列關鍵字

Convenience ； Consumer behavior ； Marketing models

參考文獻

黃羨雯，2007，影響網路購物行為之相關因素探討，淡江大學資訊管理學系碩士班碩士。

蔡佳利，2010，大學生網路購物行為之研究，大葉大學教育專業發展研究所碩士在職專班碩士。

吳昌儒 ，2003，網際網路商品消費行為決策因素，國立清華大學工業工程與工程管理學系碩士。

John Swarbrooke. & Susan Horner.（1999）Consumer Behavior in Tourism. New Delhi: Butterworth Heinemann.

Kotler, P. (1997). Marketing Management-analysis, planning, implementation and control, 9th ed, N.J. Prentice-Hall.