隨著科技的發展與應用,網路不僅成為生活中不可或缺的一部份,網路購物已成為消費者重要消費管道,也因此造就近年台灣網購市場高成長,帶動各廠商紛紛將商品由實體店鋪拓展到網路銷售,其中網路書店更因利基早就進入網路訂書的服務機制,因此在網購市場日漸蓬勃發展,及考量提供更多商品來吸引更多消費客群或提高既有客群消費力,網路書店販賣的產品除了書籍之外也拓展音樂CD、美容(妝)保健、3C產品、服飾、生活百貨等。在台灣平均上網率高達67%大環境下,網路書店經營者對於多元化經營模式賦予高度期待。 本研究係以探討影響網路書店消費者購買美容保健商品的因素為主要研究方向,希望透過探討消費者「認知態度」、「知覺品質」、「知覺代價」、「網路促銷」、「產品涉入度」及「知覺風險」對網路書店美容保健商品「購買意願」的影響,並對網路書店非書籍類之消費者特性進行了解。 研究結果顯示,網路書店消費者對於網路書店美容保健商品的購買意願與「認知態度」、「知覺品質」、「網路促銷」、「產品涉入度」與「購買意願」有顯著正向關係,但「知覺風險」與「購買意願」間呈現負向關係。
Owing to the development and practice of technology, internet has become a part of our life, and an important way for shopping. The whole situation contributes to the high growth of the concerning market, and the sales channel are extended from physical shops to cyber space. Due to the niche, book, among all the products, was one of the earliest to be sold over the internet. With the development of the market on the web, and with the idea of offering commodities with higher variety to attract more customers, or to raise the purchase intention of the existing customers, the product range has extended from books to music CD, cosmetic and health care, 3C, fashion, grocery, or daily commodities. With 67% of the population has access to internet in Taiwan, the internet bookstore hold high expectations over such product diversification. The study aims to explore the determinants that affect the internet bookstore shoppers on purchasing cosmetic and health care products,specifically,through. investigation on cognitive attitude, perceived quality, perceived sacrifice, internet promotion, product involvement, and perceived risk of consumers, to understand how they affect purchase intention over cosmetic and health care products from internet bookstores, and to understand the characteristics of non-book buying consumers. Result of the study shows that the internet bookstore consumers’ purchase intention is influenced by cognitive attitude, perceived quality, internet promotion, product involvement positively, and perceived risk negatively.