消費者對化妝品網路商店服務內容需求之研究

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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 , Masters　　Advisor：劉立行　　

繁體中文

化妝品；網路商店；網站服務；電子商務； cosmetic ； online stores ； websites service ； e-commerce

Abstract │ Reference (76) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 76 ) 〈TOP〉

丁國章、曾相榮、潘昭儀（2010）。網路購物行為之消費者知覺風險研究。行銷評論，7（3），381-410。
連結：
江支璋（2010）。結合ahp與vikorrug模式評選線上拍賣網站。明新學報，36（2），107-122。
連結：
林彣珊、唐嘉鴻（2010）。網路口碑說服效果之研究。行銷評論，7（2），187-208。
連結：
林俊男、施孟隆、陳威佑、黃炳文（2009）。應用內容分析與集群分析法評估兩岸休閒農場網站。臺灣農學會報，10（3），197-213。
連結：
林娟娟、林禹均、王舒民（2010）。網路消費者的知覺風險對其購買態度及意願之研究－以網路購物經驗與退貨經驗為調節變數。Electronic Commerce Studies，8（1），37-70。
連結：

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