現今網路快速發展,加上行動裝置普遍,電子商務也不局限在電腦桌前,進而演變成行動商務,且越來越多人利用行動商務進行網路購物。在網路購物的世界中,許多的網路店家會在主商品裡搭配一項加購價的商品,吸引消費者的衝動購買,來增加自己賣場的收入。每個拍賣平台所設計的網路購物介面與價格呈現方式並不相同,然而這些差異是否會影響到消費者購物,是本研究目前將進行探討的部分。經本研究整理過後,對於加購價商品部分,以擺放位置和價格呈現為此研究的實驗變數,產品類別(實用性質/娛樂性質)及加購商品對於主產品之相關性(互補性產品/無相關性產品)成為本研究的干擾變數。本研究目的是以網路商店中加購商品擺設及呈現方式來研究消費者行為,以及在未來的網路市場中,消費者的購買行為以及商家獲利來源是否會因為加購商品出現而有所變化。本研究將以實驗法進行研究,以本實驗所建置的網路拍賣上為實驗平台,讓受測者進行選購。本研究結果發現:一、位置擺設上面能部分影響消費者的購買行為;二、價格呈現方式不會影響到購買行為;三、產品類別並不會感擾到消費者購買行為;四、產品關聯性不會干擾到消費者購買行為。
Today the rapid development of the Internet, e-commerce is not limited to the computer, and then evolved into mobile commerce, and more and more people shopping on the line with mobile commerce. In online shopping, many stores will mix the another goods to attract consumers to impulse buy, to increase their store of income. Each online shopping platform designed different interface and prices perception, however whether these differences affect buying behavior, it is part of this study will be discussed. Classify by the study, positions and price perception are the experimental variables in this study, category (Practical / Entertainment) and relevance (Complementarity / No correlation) of prodcuts are moderating of the study. The study use the experimental method and build an online shopping for the experiment, to understand whether the positions and price perception of additional goods to change consumer behavior. The results of the study found:First, the positions can be partially affected consumer buying behavior; Second, the price perception does not affect consumer buying behavior; Third, the category of product will not interfere with consumer buying behavior; Fourth, the relevance of product does not interfere with consumer buying behavior.