消費者對化妝品網路商店服務內容需求之研究

A Study of Consumers’ Needs of Shopping Services in Online Cosmetic Stores

林盈志(Ying-Chih Lin)

指導教授 ： 劉立行

國立臺灣師範大學/科技學院/圖文傳播學系/碩士(2011年)

摘要

本研究主旨在探討化妝品網路商店之服務內容，首先採用內容分析法瞭解57間化妝品網路商店提供之服務內容現況。接著透過網路問卷調查法，針對曾有化妝品網路商店購買經驗之消費者進行施測，總計回收485份有效問卷進行統計分析，以瞭解消費者對於化妝品網路商店服務內容之需求，並進一步比較化妝品網路商店提供之服務內容與消費者需求之服務內容有何差異。本研究之重要發現如下：
一、化妝品網路商店互動服務內容以「顧客協助」提供比例最高，「娛樂」提供比例最低；其交易服務內容以「安全機制」提供比例最高，「付費系統」提供比例最低。
二、消費者對化妝品網路商店互動服務內容需求程度以「顧客協助」較高，「娛樂」較低；對交易服務內容需求程度以「物流服務」較高，「付費系統」較低。
三、消費者對化妝品網路商店互動服務內容需求程度會因「性別」與「化妝品網路商店平均每次瀏覽時間」之不同而有顯著差異。
四、消費者對化妝品網路商店交易服務內容需求程度會因「性別」、「年齡」、「月收入」、「網路購物使用資歷」、「化妝品網路商店使用資歷」與「化妝品網路商店平均每次瀏覽時間」之不同而有顯著差異。
五、化妝品網路商店提供之「反應機制」、「平台設計」、「物流服務」與「安全機制」服務內容與消費者需求落差最大。
根據上述研究結論，針對化妝品網路商店業者與後續研究者提出相關建議。

關鍵字

化妝品 ； 網路商店 ； 網站服務 ； 電子商務

並列摘要

The purpose of this study is to evaluate the content of online cosmetic stores. This study first used content analysis to understand the status quo of the shopping services in 57 online cosmetic stores. Then, by online survey, consumers’ needs of the shopping services provided by online cosmetic stores were understood. There were totally 485 valid questionnaires for the analysis. And further comparing the difference between shopping services offered by online cosmetic stores and what consumers need, the research results were as follows:
1.“Customer support” was the most emphatic information item of interactive services content of online cosmetic stores, and “Entertainment” was the lowest. However, “Security” was the most emphatic information item of commercial services content of online cosmetic stores, and “Payment” was the lowest.
2.“Customer support” was the highly needed interactive services content of online cosmetic stores by consumers, and “Entertainment” was the lowest. However, “Distribution” was the highly needed commercial services content of online cosmetic stores by consumers, and “Payment” was the lowest.
3.There were significant differences in consumers’ needs of interactive services content of online cosmetic stores between “gender” and “how long for suffering online cosmetic stores per times”.
4.There were significant differences in consumers’ needs of commercial services content of online cosmetic stores between “gender”, “age”, “monthly Salary”, “online shopping using qualification”, “online cosmetic stores shopping using qualification ”and “how long for suffering online cosmetic stores per times”.
5.There were extremely differences between the online cosmetic stores and consumers’ needs for “Feedback”, “Website design”, “Distribution” and “Security”.
According to the results of the study, applicable suggestions were provided for the managers of online cosmetic stores and future researchers.

並列關鍵字

cosmetic ； online stores ； websites service ； e-commerce

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