全球網際網絡發展成熟、智慧型手機與無線網絡普及、以及數位科技多元化發展之帶動下,導致電子商務蓬勃發展,同時亦促使消費者購物習慣之改變。臺灣經濟部也在2016年積極推動「電子商務」,希望成為下一個提升臺灣GDP的佈局核心。然而,在國內電子商務蓬勃發展的同時,也直接促進跨境電子商務的交易模式,其中最受消費者青睞的網站是大陸淘寶網。淘寶網在其阿里巴巴集團年度「雙11購物節」的活動中交易額屢創高峰,結果吸引越來越多的海外消費者願意跨國到此平台購物,這對臺灣電子商務的發展有一定程度的衝擊。因此,本研究主要係引用調適水準理論,針對淘寶網行銷議題來探討對海外消費者行為特性之影響,進一步檢視對後續跨境購物意願之關聯性。本研究採用問卷調查方式收集資料,透過便利抽樣取得臺灣與澳門曾經有淘寶網購物經驗的消費者,進而分析兩地消費者行為差異因素和消費特性。整體有效回收共209份,實證發現:(1) 淘寶網的品牌知名度分別會正向顯著影響海外消費者的知覺品質 (產品品質和服務品質);(2) 淘寶網的品牌知名度亦會正向顯著影響海外消費者的知覺產品多元性;(3) 海外消費者對淘寶網的知覺品質與知覺產品多元性是影響跨境購買意願之主要因素。
With the development of the global internet, the popularity of smart phones and wireless networks, the diversification of digital technology and E-commerce, consumers thus change their shopping habits. In 2016, the Ministry of Economic Affairs of Taiwan has promoted ‘e-commerce’ and hope to become the core of Taiwan’s GDP distribution. While e-commerce in Taiwan is still flourishing, it also has an effect on the development of cross-border e-commerce. One of the popularity markets of cross-border e-commerce in Taiwan is TAOBO.COM. Taobao has created the peak of transaction amounts in its Alibaba Group's annual "double-11 Shopping Festival" activities, and it results in attracting more and more overseas consumers purchasing cross-border. This is a serious impact on the development of Taiwan’s e-commerce. This study applies “Adaptation Level Theory” to investigate the influence of Taobao's marketing on overseas consumer behavior, and cross-border purchase intention. Questionnaire was used to collect research data. This study also used the convenience sampling method to analyze the factors of consumers’ behavior differences and the characteristics of consumers between Taiwan and Macao. Questionnaires were issued to Taiwan and Macao consumers who have been the Taobao shopping experience. There are 209 effective questionnaires, and the empirical results show that: (1) Brand awareness has a significant impact on overseas consumers’ perceived quality (product quality and service quality); (2) Brand awareness will positively affect overseas consumers’ perceived product category; (3) The determinants of cross-border purchase intention are perceived quality and perceived product category.
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