- 會議論文
網路購物消費行爲模式之研究－以上班族爲例
The Study of Consumer Behavior on Internet Shopping-a Case Study of Office Worker Tribal
摘要
本研究主要探討上班族網路購物消費行爲，本研究將以EKB Model爲基礎，其四大構面包含需求確認、資訊搜尋、選擇評估、購買與購後行爲等。本研究以問卷調查法對上班族於民國97年5月發放問卷250份，實際有效問卷200份。研究結果發現，四個構面的總平均值，以需求確認構面總平均值3.81爲最大，表示消費者較重視在需求確認構面，要求快速、省時、低價、新奇、輕鬆的購物方式。本研究證實了「上班族群消費者網路購物」的諸多疑慮，前五項依序爲：我會因爲購後服務品質不符合希望而影響再次購買意願；因無銷售人員，比傳統方式更能自在輕鬆的瀏覽商品；可快速取得我想要的商品或服務；可降低我搜尋產品資訊所需花費的時間；能買到傳統商店所無法買到的新奇獨特商品。消費需要的是一個無負擔且快速的購物環境，如果這次的購物過程不滿意，那麼他再次購買的意願會相對降低。
並列摘要
The research main discussion office worker tribal Internet shopping consumer behavior. In this research will be EKB Model, based on the four main dimensions Demand confirmation, information search, Choice appraisal, shopping and post purchase behavior. This research provides questionnaire 250 by the questionnaire survey procedure to the office worker in May, 2008. Actual effective questionnaire 200. The research results discovered that the four dimensions of the total average Demand confirmation the overall average of 3.81 dimensions for the largest, means that consumers will more attention to Demand confirmation dimensions require rapid, time-saving, low price, novel, easy shopping way. The research confirmed ”office worker tribal group consumer Internet shopping” many anxieties, the first five items are in order. Because after I will be because of post purchase service quality does not meet again want to affect willingness to buy. Because of the without salesperson, compared to the traditional way can the comfortable relaxed browsing commodity. Can reduce to search must spend the time for the commodity information. Can buy the novel unique commodity which the traditional store is unable to buy. Consumption needs is one does not have the burden, and fast shopping environment, if this time shopping process is unsatisfied, then acceptance of purchasing will be reduce relatively.
被引用紀錄
延伸閱讀
- 王韻（2010）。生活型態與商圈印象與對消費行為之關係研究－以統一夢時代購物中心為例。紡織綜合研究期刊，20(3)，55-65。https://doi.org/10.6439/TTRJ.201007.0055
- 洪妙宜（2015）。中部地區高中職生網路購物行為之研究〔碩士論文，朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-2502201617122505
- 蔡慧逸（2010）。線上合購消費者生活型態對其消費行為影響之研究〔碩士論文，淡江大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0002-0902201021554100
- 張忠信（2004）。The Study of Consumer Behavior Attitudes〔碩士論文，元智大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0009-0112200611345614
- Li, Y., Wang, J. F., Jalernkij, S., & Buranamontri, P. (2022). Will Consumer Learning Affect Consumer Purchase Intention in the Context of Online Shopping?. In Dhurakij Pundit University (Ed.), DPU international conference on business innovation and social sciences 2022 (pp. 91-102). Dhurakij Pundit University. https://doi.org/10.29754/caicictbs.202205.0010