網絡使用者購物價值、網絡購物動機與其對網絡行銷策略之偏好與反應

Shopping Values, Motivations and Preferences for E-commerce Marketing Strategies of Online Buying Behaviors

10.29698/FJMR.200501.0002

張愛華(Ai-Hwa Chang)；陳仁惠(Jen-Huei Chen)；陳俊儒(Chun-Ju Chen)

電子商務 ； 購物價值 ； 綱絡購物行爲 ； shopping value ； e-commerce ； on-line consumer behavior

輔仁管理評論

12卷1期（2005 / 01 / 01）

31 - 64

繁體中文

電子商務蓬勃發展促使購物網站日益重視網絡使用者購物價值與動機、行銷策略偏好及其對購物行爲之影響。本研究經由網絡問卷調查收集486份樣本，實證結果將網絡消費群區分成驚喜、挑剔、網上互動、隱私以及便利等動機類型，而且享樂價值與網絡購物動機有密切關聯性。不同消費群對於網站強大服務能、低價、良好形象以及通路搭配策略之偏好有明顯差異，消費者同時經由網絡進行搜尋資訊與購買活動之購物滿意度較高，因此，管理者必須因應特定網絡使用者購物價值與動機特性來擬定專屬行銷策略組合，以滿足不同購物動機需求。最後，當網絡使用者不再滿足於網絡購物便利性服務，管理者必須創造更豐富之娛樂與新奇性價值，以強化本身獨特吸引力與競爭力。

This research intends to examine the consumer's shopping values, motivation for on-line shopping, and responses to E-commerce marketing strategies. A web-based survey was conducted, 486 effective responses were obtained, and results were obtained through factor analysis, discriminant analysis, cluster analysis, and Manova analysis, The major research findings are: (1) the on-line shoppers could be categorized into five types, thus we expand the previous categorizations based on objective-orientation and experience-orientation scheme; (2) The discriminating factor for different types of on-line shopping motivations is fun/pleasure shopping values rather than utilitarian shopping values; (3) Different on-line shopping motivation would result in different degree of preferences for various E-commerce strategies; and (4) Different on-line shopping motivation is associated with different on-line purchase behavior, including impulse purchasing, purchasing frequency, purchasing satisfaction, Based on research findings, we offer some suggestions for practicing managers and future research.

1. 余強生、曾雍欽(2003)。網際網路購物者特性、購物動機、期望的網站服務與顧客滿意度之間的結構化方程式模型。企業管理學報，57，37-64。
   連結：
2. Alba, J.,Lynch, J.,Barton, W.,Janiszewski, C.,Lutz, R.,Sawyer, A.,Wood, S.(1997).Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces.Journal of Marketing,61(3),38-53.
3. Allen, P.(2000).Has the Web Come to its Senses Yet?.Brandweek,41(36),32-33.
4. Amit, R.,Zott, C.(2001).Value Creation in E-business.Strateguc Management Journal,22(6),493-520.
5. Armstrong, G.,Kotler, P.(2000).Marketing: An Introduction.New Jersey:Prentice Hall.
6. Assael, H.(1995).Consumer Behavior and Marketing Action.Cincinnati, OH:South-Westen College.
7. Babin, B. J.,Darden, W. R.,Griffin, M.(1994).Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value.Journal of Consumer Research,20(4),644-656.
8. Barclay, D. W.,Smith, J. B.(1997).The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner relationship.Journal of Marketing,61(1),3-21.
9. Barker, C.,Gronne, P.(1996).Advertising on the World Wide Web.Thesis of Copenhagen Business School.
10. Batra, R.,Ahtola, O. T.(1990).Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes.Marketing Letters,2(2),159-170.
11. Bellenger, D. N.,Steinberg, E.,Stanton, W.W.(1976).The Congruence of Store Image and Self Image.Journal of Retailing,52(1),17-32.
12. Bentler, P. M.,Bonnett, D. G.(1980).Significance Tests and Goodness of Fit in the Analysis of Covariance Structures.Psychological Bulletin,88(3),588-606.
13. Bloch, P. H.,Richins, M. L.(1983).A Theoretical Model of the Study of Product Importance Perceptions.Journal of Marketing,47(3),69-81.
14. Bloch, P. H.,Sherrell, D. L.,Ridgway, N. M.(1986).Consumer Search: An Extend Framework.Journal of Consumer Research,13(1),119-126.
15. Bruke, R. R.(1997).Do You See What I See? The Future of Virtual Shopping.Journal of the Academy of Marketing Science,25(4),352-360.
16. Childers, T. L.,Carr, C. L.,Peck, J.,Carson, S.(2001).Hedonic and Utilitarian Motivations for Online Shopping Behavior.Journal of Retailing,77(4),511-535.
17. Clement, P.(1997).State of the Net: The New Frontier.McGraw Hill Trade.
18. Crampton, S. M.,Wagner, J. A. III.(1994).Percept-percept Inflation in microorganizational Research: An Inverstigation of Prevalence and Effect.Journal of Applied Psychology,79,67-76.
19. Dholakia, U. M.(2000).Temptation and Resistance: An Integrated Model of Consumption Impulse Formation and Enactment.Psychology and Marketing,17(1),955-982.
20. Engel, J. F.,Blackwell, R. D.,Miniard, P. W.(1995).Consumer Behavior.New York:Dryden.
21. Fisher, E.,Arnold, S. J.(1990).More than a Labor of Love: Gender Roles and Christmas Gift Shopping.Journal of Consumer Research,17(3),333-345.
22. Hahha, N.,Wozniak, R.(2001).Consumer Behavior.Prentice-Hall Inc..
23. Hair, J. F.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariate Data Analysis.Prentice-Hall Inc..
24. Hawkins, D.(1994).Electronic Advertising on Online Information Systems.Online,18(2),26-35.
25. Hawkins, D.,Best, R. J.,Coney, K. A.(1995).Consumer Behavior, Implication for Marketing Strategy.Irwin Inc..
26. Holbrook, M. B.,Hirschman, E. C.(1982).The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun.Journal of Consumer Research,9(2),132-140.
27. Holfman, D. L.,Novak, T. P.(1997).A New Marketing Paradigm for Electronic Commerce.Information Society,13(1),43-54.
28. Janal, D. S.(1995).Online Marketing Handbook-How to Sell, Advertise, Publicize, and Promote Your Product and Services on Internet and Commercial Online Systems.Van Nostrand.
29. Lynch, J. G.,Ariely, D.(2000).Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution.Marketing Science,19(1),83-103.
30. Puri, R.(1996).Measuring and Modifying Consumer Impulsiveness: A Cost-Benefit Accessibility Framework.Journal of Consumer Psychology,5(2),87-113.
31. Rao, A. R.,Monroe, K. B.(1989).The Effect of Price, Brand Name, and Store Name on Buyers` Subjective Product Assessments: An Integrative Review.Journal of Marketing Research,26(3),351-357.
32. Richmond, A.(1996).Enticing Online Shoppers to Buy: A Human Behavior Study.Computer Network,28(7-11),1469-1480.
33. Rosen, K.T.,Howard, A.L.(2000).E-Retail: Gold Rush or Fools Gold?.California Management Review,42(3),72-100.
34. Scansaroli, J. A.,Eng, V.(1997).Interactive Retailing: Consumers on Line.Chain Store Age,73(1),9-10.
35. Schiffman, L. G.,Kanuk, L. L.(1994).Consumer Behavior.Prentice Hall International Inc..
36. Schlosser, A.E.,Shavitt, S.,Kanfer, A.(1999).Survey of Internet User`s Attitudes toward Internet Advertising.Journal of Interactive Marketing,13(3),34-54.
37. Sherry, J. F.,McGrath, M. A.,Levy, S. J.(1993).The Dark Side of the Gift.Journal of Business Research,28(3),225-245.
38. Strade, T. J.,Shaw, M. J.(1997).Characteristics of Electronic Markets.Decision Support Systems,21(3),185-198.
39. Valence, G.,D`Astous, A.,Fortier, L.(1988).Compulsive Buying: Concept and Measurement.Journal of Consumer Policy,11(4),419-433.
40. Wolfinbarger, M.,Gilly, M. C.(2001).Shopping Online for Freedom, Control, and Fun.California Management Review,43(2),34-55.
41. Zeitham, V. A.,Berry, L. L.,Panasuraman, A.(1988).Communication and Control Processes in the Delivery of Service Quality.Journal of Marketing,52(2),35-48.
42. 李定家(1999)。碩士論文(碩士論文)。國立中央大學資訊管理學系。
43. 李宛穎(1999)。碩士論文(碩士論文)。國立中山大學企業管理研究所。
44. 汪美香、葉桂珍(2000)。消費者屬性、網站滿意度與網路購物意願關係之研究。企業管理學報，48，121-137。
45. 許楓珊(2000)。由美國線上零售頁現況看國內網路商店發展。網際先鋒，71
46. 陳銘慧(2002)。博士論文(博士論文)。國立台灣大學商學研究所。
47. 黃振嘉(1997)。網路商店的經營策略。資訊與電腦，202，94-100。
48. 雷漢聲、李信勇(2003)。以資源基礎理論探討電子商務經營之成功要素－策略矩陣分析法之應用。輔仁管理評論，10(1)，187-216。
49. 蔡東峻、李奇勳(1999)。消費者特性與網際網路購物意願關係之研究。管理學報，16(4)，557-580。

1. 劉仲矩、郭斐婷(2012)。使用者人格特質與網路書店類型偏好關聯之探索：使用動機的干擾效果。東吳經濟商學學報，77，23-52。
2. 劉仲矩、黃敬婷(2014)。網頁美學認知與網路忠誠關聯之研究：使用動機為干擾。行銷評論，11(3)，255-284。
3. 邱雅萍、林孟蓁(2013)。顧客特性、購物網站特性對網路購物顧客價值影響之研究。中原企管評論，11(1)，1-26。
4. 蕭登泰,陳宜棻,倪家雄(2011).結合網站設計品質、設計特性與購物價值觀點探討旅遊網站消費者之購買意願.電子商務學報,13(3),673-696.