精品消費行為與網路購買決策之研究

A Study on Consumer Behavior and Online Purchase Decisions of Luxury Brands

林雪惠(Hsueh-Hui Lin)

指導教授 ： 魏啓林 ； 陳厚銘

國立臺灣大學/管理學院/國際企業管理組/碩士(2017年)

https://doi.org/10.6342/NTU201701739

摘要

台灣的珠寶產業於1960年代崛起，早期以金銀加工為主，且以家族或個人型態的小規模經營模式起步。隨著網際網路的快速發展，企業與消費者之間的交易行為也開始蓬勃發展，資訊的傳遞及消費型態不再侷限於時間、空間。為因應市場需求變化，許多產業紛紛結合電子商務的經營模式，制定出新的經營策略。珠寶產業傳統上屬於資本密集的行業，以實體通路進行銷售，在珠寶產業中導入電子商務的執行過程中，了解珠寶精品的消費者特性以及發展珠寶精品的產品組合策略為本研究之目的。

本研究以台北市及新北市的珠寶精品消費者為研究母體，研究結果發現，珠寶精品產業未來若要投入電子商務，可針對43歲以上、擔任公司主管或公司負責人且月收入達9萬元以上的消費者，推出具有風格且耐用的產品。雖仍有大部份的消費者因擔心無法確認品質，而不願意在網路平台購買珠寶精品，但可藉由電子商務平台販售部分低價位商品，並高度曝光高價位的商品，促使珠寶精品客戶提升前往門市購買之意願，強化珠寶企業重視金字塔頂端消費族群的開發與突破。

關鍵字

珠寶精品產業 ； 電子商務 ； 消費行為

並列摘要

The jewelry industry rose in the 1960s, and initially consisted of traditional jewelry stores in early times. With the fast development of the internet, the way of trading between consumer and business owner has changed from face-to-face to on-line shopping. However, the jewelry industry is still mostly based on physical channels. For the process of adopting e-commerce, this study explores the characteristics of consumers and develops the strategies of product combination.

The sample of this study encompasses the consumers in Taipei City and New Taipei City. The results show that if the jewelry industry wants to develop e-commerce in the future, the target groups are more than the ages of 43, being the supervisor or CEO, and the monthly average income is more than NT 90,000. Besides, the jewelry industry can also sell the stylish and durable products on the internet. Even though there are still many consumers who are unwilling to buy the product from the internet, the jewelry industry can still enhance the purchase intentions by selling low price products and marketing the information of high price products on the internet.

並列關鍵字

Jewelry Industry ； E-Commerce ； Consumer Behaviour

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