購物導向對線上購物採用之影響

The Impact of Shopping Orientations on Online Shopping Adoption

邱光輝(Kuang-Hui Chiu) ； 吳文傑(Wen-Chieh Wu) ； 秦大智(Ta-Chih Chin)

《行銷評論》 3卷2期 (2006/06) Pp. 221-242

https://doi.org/10.29931/MR.200606.0005

摘要

學者針對實體零售通路，已進行不少有關消費者行為的研究，這些研究中，有以購物導向的觀點探究消費者的購買行為。同樣的研究近年也應用在網際網路的購買行為上，然而，相較已蓬勃發展的線上消費市場，以購物導向探究線上購物的消費者行為，實有再深入研究的必要。
本研究以消費者購物導向五個構面：便利導向、價格導向、經驗導向、休閒導向及商店忠誠導向，瞭解線上購物的消費者行為，並同時研究消費者購物導向與線上購物行為的關係，是否會因主要購買產品之特徵的不同而有差異。透過354份有效問卷的調查，結果顯示價格導向、商店忠誠導向與線上購物的採用呈現正向相關，休閒導向則與其呈反向相關；而價格導向更進一步影響線上購物的採用者之再購行為。此外，產品屬性也影響了各種線上購物導向消費者的購買行為。

關鍵字

購物導向 ； 線上購物

並列摘要

There have been lots of studies on the behavior of consumers in physical retailing channels, and some discussed with the perspective on shopping orientations. Those studies of consumer behavior have been applied to study on online shopping as well. Compared with the flourishing online market, however, it is becoming necessary to go forward to explore the behavior of online consumers with shopping orientations.
This study is based on five constructs of shopping orientations: convenient orientation, price orientation, experience orientation, recreation orientation, and store-loyalty orientation, and figures out the relationship between these orientations and online shopping adoption, and meanwhile, if the product characters play as moderators. With 354 samples, the results refer to that price and store-loyalty orientations are positively related to online shopping adoption, while recreation orientation is on the contrary. Moreover, price orientation is positively related to re-purchasing online, and the types of main purchasing products are found as moderators on the relationships between shopping orientations and online shopping adoption.

並列關鍵字

Shopping Orientation ； Online Shopping

參考文獻

2003年我國家庭資訊通信技術應用概況調查

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