網路消費者遭遇困難之觀察研究

An Observation Study on Online Shopping Difficulties for Customers

郭輝明(H. M. Kuo) ； 王明揚(Eric M. Y. Wang) ； 黃雪玲(S. L. Hwang)

《人因工程學刊》 7卷1期 (2005/03) Pp. 9-16

https://doi.org/10.6273/JES.2005.7(1).02

摘要

網路購物已成爲消費者購買商品的另一管道，不論圍內外，上網消費的人口及消費金額都有顯著提升，網路購物之優勢與潛力已不容忽視。然而，有些消費者對網路購物的經驗並不愉快，不少消費者在完成消費程序前便放棄網路購物，了解消費者之行爲模式及其在網路購物過程中會遭遇之困難實爲網路購物成功與否的關鍵因素之一。有鑑於目前圈內外關於網路消費者遭遇困難之研究文獻並不多且不完整，本研究以網路消費者之行爲模式爲基礎架構，利用觀察與訪談的方式發掘出網路消費者在購物過程中所遭遇的困難，並按行爲模式各階段予以分類，以利後續透過輔助介面設計，提供較佳購物環境之研究。希望研究所得，除了能提供網路商店人機介面設計之建言外，也能協助消費者更方便愉快的購物。

關鍵字

網路購物 ； 行爲模式 ； 困難 ； 觀察研究 ； 介面設計

並列摘要

In commercial applications on the Internet, Internet shopping has become an important purchasing way for customers. Owing to the convenience of Internet, it is perceived that the market of Internet shopping deserves more attention in both local and international markets. However, many consumers haven't yet tried or don't enjoy shopping on the Internet. A key issue is how to attract more customers to purchase on the Internet. A good beginning will be to identify the consumer behavioral model and the difficulties they may face during Internet shopping. From literature review, few of them deal with difficulties during Internet shipping. In this study, we use the observation and interview methods to figure out the consumers' difficulties during Internet shopping based on the Internet consumer behavior model. The results of this study can provided some suggestions for our future study to design an appropriate interface and interaction. That means to build a better shopping environment to attract and retain Internet customers.

並列關鍵字

Internet shopping ； Behavior model ； Difficulty ； Observation research ； Interface design