手機應用程式 VS 購物網站給台灣消費者的體驗

Comparing the mobile app VS desktop website online shopping experience for Taiwanese consumers

李志濠(Zhihao Daniel Lee)

指導教授 ： 陳家麟

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2017年)

https://doi.org/10.6342/NTU201702039

摘要

無資料

關鍵字

在線零售 ； 移動應用 ； 網站 ； 價值創造 ； 價值主張 ； 購物平台

並列摘要

It has been 10 years since the introduction of the iPhone, and during this time we have seen a global trend of consumers shifting focus to mobile apps. In particular, the retail industry has sought to develop assets that would allow them to ride this wave. With the balance of power seemingly being tipped in favor of mobile apps, some firms have also chosen to neglect websites, whilst others remain cautious and try to take small steps towards building multi-channel assets.

Both websites and mobile apps have been integral to growth of online shopping. What motivates us to carry out this study is recognizing that whilst for some countries mobile apps are pushing ahead, the statistics in Taiwan paint a slightly different picture. For a nation with high Smartphone adoption rate, high-speed Internet connectivity and a solid network of infrastructure, Taiwan surprisingly shows an unexpected inclination towards websites and not mobile apps.

Utilizing Alex Osterwalder’s’ Value Proposition Canvas allows us to try to uncover some underlying reasons why consumers still prefer purchasing via desktop websites. Analyzing current value offerings for both platforms will allow us to see how they fare in the eyes of the consumer. With a deeper understanding of our local consumers, we can ascertain if platforms have been providing the right kind of value that our Taiwanese consumers are looking for.

並列關鍵字

Online Retail ； Mobile Apps ； Websites ； Value creation ； Value Proposition Canvas ； Shopping Platforms

參考文獻

A. O’Cass, T. Fenech, (2003). Web retailing adoption: exploring the nature of Internet users Web retailing behavior, Journal of Retailing and Consumer Services 10.

A. Osterwalder, Y. Pigneur, G. Bernarda, & A. Smith, (2014). Value Proposition Design - How to create products and services customers want. Hoboken, NJ: Wiley.

D.L.Hoffman&T.P. Novak(1996).Marketinginhypermediacomputer-mediated environments: conceptual foundations. Journal of Marketing, 60.

E. Karahanna, D.W. Straub, (1999). The psychological origins of perceived usefulness and ease- of-use. Information and Management 35 (4), 237–250.

E.M. Rogers, (1983). Diffusion of Innovations. The Free Press, New York.