通勤族之產品涉入對網路購買意願之影響研究-以社群行銷、適地性行銷為干擾變項

台灣交通部(2018)年民眾日常使用運具狀況調查，發現台灣上班族每天花在通勤的時間約為37分鐘，上班族每天花在通勤的時間最久的前三個地區分別為基隆市（約58分鐘），新北市（約49分鐘），台北市（約48分鐘）。在如此長的通勤時間，此群通群族群會的事情深深影響著產業界，今年六月，波士頓顧問集團發表年度全球財富報告，女性控制全球私有財產佔30%，將近40兆美元，這也代表女性商機的崛起。因此女性對於線上購物當然重視。本研究目的為(1)探討女性通勤族對「服飾/鞋包/配件」類商品類的產品涉入對購買意願的關係、(2)探討社群行銷在產品涉入與購買意願間的關係。探討社群行銷會干擾產品涉入與購買意願之間的關係(2)探討適地性行銷在產品涉入與購買意願間的關係。探討適地性行銷會干擾產品涉入與購買意願之間的關係。本研究透過問卷研究法共發出265卷，有效問卷255有效回收率94.2用SPSS 20析工具，藉由信度分析、皮爾森相關分析、回歸分析等、以驗證研究假設。研究結果如下：(1)研究樣本多為36-45歲間居多、(2)研究樣本多有線上購買服飾/鞋包/配件的經驗、(3)產品涉入對購買意願具有影響力、(4)社群行銷具干擾效果，適地性行銷無干擾效果。最後歸納統整做成結論，並提出相關建議及意涵。

關鍵字

通勤族；產品涉入；購買意願；社群行銷；適地性行銷

並列摘要

Taiwan ’s Ministry of Communications (2018) Survey on the Daily Use of Vehicles by the People, it was found that commuters in Taiwan spend about 37 minutes a day commuting. The top three areas where commuters spend the longest commuting time each day. For Keelung City (about 58 minutes), New Taipei City (about 49 minutes), Taipei City (about 48 minutes). In such a long commuting time, the things of this group of people will deeply affect the industry, In June of this year, the Boston Consulting Group published its annual global wealth report. Women control 30% of global private property, which is nearly 40 trillion US dollars. This also represents the rise of female business opportunities. Therefore, women certainly value online shopping. The purpose of this study is (1) To explore the relationship between female commuters and the purchase intention of products in the category of "apparel / shoes bags / accessories". (2) Explore the relationship between product involvement and purchase intention of community marketing. Explore the relationship between community marketing interference product involvement and purchase intention. (3) To explore the relationship between product involvement and purchase intention of marketability marketing. Discuss the relationship between local marketing and product involvement and purchase intention. In this study, a total of 265 questionnaires were sent out through the questionnaire research method, with 255 valid questionnaires and an effective recovery rate of 94.2%. Use SPSS 20 analysis tools to verify research hypotheses through reliability analysis, Pearson correlation analysis, regression analysis, etc. The research results are as follows: (1) Most of the research samples are between 36-45 years old, (2) The research sample is mostly the experience of buying clothing / shoes bags / accessories online, (3) Product involvement has an influence on purchase intention, (4) Community marketing has an interference effect, and local marketing has no interference effect. Suggestions and implications for the above.