隨著科技的進步與生活型態的轉變,網際網路超越時間、空間限制的特性與優點,使它成為現今不可或缺的新興行銷通路,而許多業者也開始藉由電子商務市場販售商品。惟實體通路市場與電子商務市場存在著極大差異,網路行銷尚屬創新性銷售方式,未來是否普遍流行,仍須值得進一步觀察。 本研究結合Rogers 和Shoemaker(1971)對新產品擴散特徵構面,探討網路國產品牌蔬果消費影響因素以及Moore(2000)所提出「新產品在進入市場時,都會受到早期市場的歡迎,但之後就在市場停滯不前的考驗下面臨摔入鴻溝危險」的論點,並利用區別分析進行探討網路生鮮蔬果之消費者群體特性,進而分析出網路販售生鮮蔬果之影響因素與鴻溝內容,進一步掌握未來之創新擴散效果為何。 由於生鮮蔬果普遍存在著易腐敗與易變質的特性,在網路上進行銷售時所要面對的鴻溝更為寬廣,因此本研究選擇生鮮蔬果網路行銷為主,並以「台北縣農會真情食品館」及「HUG 時尚水果概念館」為研究對象。抽樣樣本分為曾經上網購買過與不曾上網購買過之受訪者,抽樣方法為網路問卷及便利抽樣,有效樣本數為365 份。 研究發現網路銷售此一新型購買方式之主流市場應以「男性」、「20 歲以下及40~49 歲」、「大專大學與研究所以上」及「軍公教、服務業與學生」之消費者為主。而影響網路生鮮蔬果消費者跨越鴻溝進入早期大眾階段之主要影響因素為「精美的包裝」、「線上刷卡付款服務」、「快速的資訊瀏覽」、「多種取貨管道」、「換貨的服務」、「跟消費者確定訂單內容」、「實質具體的促銷活動」等七項要素。
With the progress of science and technology and transition of the life style, the internet can transcend the limitation of time and space, so it becomes the indispensable transmission media now. Therefore, a lot of enterprisers begin to sell the goods with e-commerce market. Because internet marketing is still an innovative marketing method, whether it is popular in the future, it takes time to observe. According to Rogers’ and Shoemakers’ “Diffusion of Innovation” (1971) and Moore’s “chasm” (2000), this research combines these two theories. And then use Discriminant Analysis to understanding the group’s characteristics of Fruits and Vegetables in internet marketing, and to analysis the influence factors and the contents of the chasm, to control the diffusion of innovation effects in the future. As a result of the fresh fruits and vegetables are easy to rotten and spoil, so it will have extensive chasm when sales. And this case study to select “ubox” and “HUG”. The samples are people had bought and have not bought fresh fruits and vegetables in internet marketing. The sample methods are questionaries in internet and convenience sampling, and effective sample are 365. In the event, mainstream market in internet marketing is “man”, “under 20 and 40-49”, “Bachelor and Master”, “public employment, service industry and students”. The main fresh fruit consumption influential factor of internet, for “the exquisite packaging”, “pay by credit card and pay the bill on-line”, “fast information to look around”, “many kinds of channel to take of goods”, “the exchange goods service”, “confirm order content with consumer”, “concrete advertising and sales promotion”.