影響網路購物行為之關鍵因素分析

Key Dimensions of Consumer Behavior on B2C Web Sites

王信文(Hsing-Wen Wang) ； 何巧齡(Chiao-Ling Ho)

《經營管理論叢》 2卷1期 (2006/06) Pp. 1-28

https://doi.org/10.6872/OMR.200606_2(1).0001

摘要

網路寬頻普及化促進網際網路上的商業行為，透過網路進行購物不再是少數，隨著外在刺激，消費者對網路購物的熟悉度增加，加上親朋好友的經驗分享與政府的大力推廣與著手研發安全交易機制，將逐漸降低消費者對網路安全的疑慮，大大地提升了潛在消費者成為消費者的可能性。本研究主要目的為探討影響網路購物行為之重要因素，以問卷方式獲得初級資料，經統計分析後發現：（1）上網人口男女比率差距不大；（2）無網購經驗者有9成可接受網路購物，顯示網路仍有無限商機；（3）網路購物資訊來源取得多以經常使用網站得知，其次有網購經驗者為經搜尋得知，而無網購經驗者則為親友告知為其次；（4）有網路購物經驗者最常於網路上購買產品多為非民生必需品；（5）網路購物者，平均每月購物金額多為3,000元以下，以499元以下最多。購買次數平均多為一個月一次以内；（6）有無網路購物經驗者在進行網路購物決策時考量情形下列項目有顯著差異：1.經由網路購物較其他方式購物便宜；2.受網頁廣告吸引；3.網路購物取貨便利；4.網路傳輸速度；5.取得政府或相關機關認可；6.交貨速度快慢；7.運送費用高低；以及8.家人意見影響購物決策；以及（7）影響網路購物行為之關鍵包括：外在刺激因素為價值考量；賣方控制系統為運送與保證、訂購與付款；環境因素為同儕意見。

關鍵字

網路購物 ； 消費者行為模式 ； 外在刺激 ； 賣方控制系统 ； 同儕意見

並列摘要

The wide band of the network popularizes and melts to promote the conduct of business on the internet network, it is not the minority again to do shopping through the network, with the external stimulus, consumers increase familiar degree of shopping at network, share the energetically popularization with the government with set about researching and developing the safe trade mechanism, in addition, the experience of relatives and friends, will reduce consumer's doubts and worries about online security gradually, improve the possibility that potential consumers become consumers greatly. This main purpose of research influences the important factor of the behavior of shopping at network in order to probe elementary materials by way of questionnaire, find after statistical analysis: (1) The men and women of population to surf the net rate does not have big disparity; (2) Have no person who purchases experience of network, and have ninety percent can accept the shopping at network, show that there is limitless business opportunity in the network; (3) The information source of shopping at network is obtained in order to often use websites to learn, secondly there are persons who purchases experience of network in order to be searched learning more, have network person who purchases experience tell for relatives and friends for secondly; (4) It is not the people's livelihood necessities that the person who has experience of shopping at network buys the products in the network most frequently (5) Network shopper, the amount of money is mostly under NT$3,000 to do shopping per month equally, the most with under NT$499. It is mostly one month within once on average to buy the number of times; (6) The person who has experience of shopping at network has difference of showing to consider the following projects of the situation while carrying on the decision of shopping at network 1. Do shopping cheap via shopping at network more other ways; 2. Attracted by the advertisement of the webpage; 3. It is convenient for the shopping at network to fetch the goods; 4. Transmission speed of the network; 5. Obtain the government or the relevant organ to approve of; 6. Speed of speed of delivery; 7. Transport the level of the expenses; And 8. The suggestions of family influence the decision of doing shopping; and (7) Influence the key to the behavior of shopping at network to include: The external stimulus is considered for value; Seller's control system, in order to transport and guarantee, order and pay the bill; The environmental factor is the suggestion of the same generation.

並列關鍵字

internet purchasing ； consumer behavior ； irritate externally ； seller control system ； suggestion of the same generation