購物導向對線上購物採用之影響

The Impact of Shopping Orientations on Online Shopping Adoption

10.29931/MR.200606.0005

邱光輝(Kuang-Hui Chiu)；吳文傑(Wen-Chieh Wu)；秦大智(Ta-Chih Chin)

購物導向 ； 線上購物 ； Shopping Orientation ； Online Shopping

行銷評論

3卷2期（2006 / 06 / 01）

221 - 242

繁體中文

學者針對實體零售通路，已進行不少有關消費者行為的研究，這些研究中，有以購物導向的觀點探究消費者的購買行為。同樣的研究近年也應用在網際網路的購買行為上，然而，相較已蓬勃發展的線上消費市場，以購物導向探究線上購物的消費者行為，實有再深入研究的必要。 本研究以消費者購物導向五個構面：便利導向、價格導向、經驗導向、休閒導向及商店忠誠導向，瞭解線上購物的消費者行為，並同時研究消費者購物導向與線上購物行為的關係，是否會因主要購買產品之特徵的不同而有差異。透過354份有效問卷的調查，結果顯示價格導向、商店忠誠導向與線上購物的採用呈現正向相關，休閒導向則與其呈反向相關；而價格導向更進一步影響線上購物的採用者之再購行為。此外，產品屬性也影響了各種線上購物導向消費者的購買行為。

There have been lots of studies on the behavior of consumers in physical retailing channels, and some discussed with the perspective on shopping orientations. Those studies of consumer behavior have been applied to study on online shopping as well. Compared with the flourishing online market, however, it is becoming necessary to go forward to explore the behavior of online consumers with shopping orientations. This study is based on five constructs of shopping orientations: convenient orientation, price orientation, experience orientation, recreation orientation, and store-loyalty orientation, and figures out the relationship between these orientations and online shopping adoption, and meanwhile, if the product characters play as moderators. With 354 samples, the results refer to that price and store-loyalty orientations are positively related to online shopping adoption, while recreation orientation is on the contrary. Moreover, price orientation is positively related to re-purchasing online, and the types of main purchasing products are found as moderators on the relationships between shopping orientations and online shopping adoption.

1. 2003年我國家庭資訊通信技術應用概況調查
2. Anderson, W. T. Jr.(1972).Convenience orientation and consumption behavior.Journal of Retailing,48(Fall),49-71.
3. Anderson, W. T. Jr.(1971).Identifying the convenience oriented consumer.Journal of Marketing Research,8,179-183.
4. Bakos, J. Y.(1997).Reducing buyer search costs: implications for electronic marketplaces.Management Sciences,43(12),1676-1692.
5. Bellenger, D. N.,P. K. Korgaonkar(1980).Profiling the recreational shopper.Journal of Retailing,56(Fall),77-92.
6. Berry, L. L.(1979).The time-buying consumer.Journal of Retailing,55(Winter),58-69.
7. Berry, L. L.,K. Seiders,D. Grewal(2002).Understanding service convenience.Journal of Marketing,66,1-17.
8. Bloch, P. H.,M. L. Richins(1983).A theoretical model for the study of product importance perceptions.Journal of Marketing,47(Summer),69-81.
9. Bloch, P. H.,N. M. Ridgway,S. A. Dawson(1994).The shopping mall as consumer habitat.Journal of Retailing,70,23-42.
10. Brown, L. G.(1989).The strategic and tactical implications of convenience in consumer product marketing.Journal of Consumer Marketing,6(Summer),13-19.
11. Darian, J. C.(1987).In-home shopping: are there consumer segments?.Journal of Retailing,63(3),163-186.
12. Donthu, N.,A. Garcia(1999).The internet shopper.Journal of Advertising Research,May-June,52-58.
13. Gillett, P. L.(1970).A profile of urban in-home shopper.Journal of Marketing,34,40-45.
14. Girard, T.,P. Korgaonkar,R. Silverblatt(2003).Relationship of type of product, shopping orientations, and demographics with preference for shopping on the internet.Journal of Business and Psychology,18(1),101-120.
15. Gulati, R.,J. Garino(2000).Get the right mix of bricks and clicks.Harvard Business Review,May-June,107-114.
16. Hausman, A.(2000).A multi-method investigation of consumer motivations in impulse buying behavior.Journal of Consumer Marketing,17,403.
17. Hawkins, D.(1995).Consumer Behavior: Implication for Marketing Strategy.Chicago:Irwin.
18. Jarvenpaa, S. L.,P. A. Todd(1996).Consumer reactions to electronic shopping on the World Wide Web.International Journal of Electronic Commerce,1(2),59-88.
19. Kahn, B. E.,D. C. Schmittlein(1989).Shopping trip behaviour: An empirical investigation.Marketing Letters,1(1),55-69.
20. Kiang, M. Y.,T. S. Raghu,K. H. Shang(2000).Marketing on the internet: Who can benefit from an online marketing approach?.Decision Support Systems,27,383-393.
21. Korgaonkar, P. K.(1981).Shopping orientations of catalog showroom patrons.Journal of Retailing,57(1),78-90.
22. Korgaonkar, P. K.(1984).Consumer shopping orientations, non-store retailers, and consumers` patronage intentions: a multivariate investigation, Academy of Marketing Science.Journal of the Academy of Marketing Science,12(1),11-12.
23. Korgaonkar, P. K.,A. E. Smith(1985).Psychographic demographic correlates of electronic in-home shopping and banking service.Development in Marketing Science, Conference of the Academy of Marketing Science
24. Kotler, P.(2003).Marketing Management.New York:Prentice-Hall.
25. Landro, L.(1999).E-Commerce (a special report), essay nothing like the real thing-Give up in-store shopping for the cyber version? You`ve got to be kidding.WSJ,Norvember
26. Li, H.,C. Kuo,M. G. Russell(1999).The impact of Perceived channel utilities, shopping orientations, and demographics on the consumer`s online buying behavior.Journal of Computer-Mediated Communication,5(2)
27. May, E. G.(1979).The outlook for non-store retailing, The Growth of Non-Store Retailing: Implications for Retailers, Manufacturers, and Public Policy Makers.New York:New York University Institute of Retail Management.
28. McCorkle, D. E.(1990).The role of perceived risk in mail order catalogue shopping.Journal of Direct Marketing,4,26-35.
29. McCracken, P. W.(1980).The uncertain 1980`s.Economic Outlook USA,7(Winter),101-111.
30. Mokhlis, S.(2006).The effect of religiosity on shopping orientation: an exploratory study in Malaysia.Journal of American Academy of Business,9(1),64-74.
31. Morganosky, M.(1986).Cost- versus convenience-oriented consumers: demographic, lifestyle, and value perspectives.Psychology and Marketing,3(Spring),35-46.
32. Moschis, G. P.(1992).Marketing to Older Consumers: A Handbook of Information for Strategy Development.Westport, Connecticut:Quorum Books.
33. Nelson, P.(1970).Information and consumer behavior.Journal of Political Economy,78(2),311-329.
34. Nickols, S. Y.,K. D. Fox(1983).Buying time and saving time: Strategies for managing household production.Journal of Consumer Research,10,197-208.
35. Oliver, R. L.(1997).Satisfaction A Behavioral Perspective on the Consumer.United States of America:The McGraw-Hill Companies, Inc..
36. Omar, O. E.(1999).Retail Marketing.Harlow, England:Pearson Education.
37. Why the offline are offline
38. Peterson, R. A.,S. Balasubramarian,B. J. Bronnenberg(1997).Exploring the implications of the internet for consumer marketing.Journal of the Academy of Marketing Science,25(4),329-346.
39. Rangan V. K.,M. A. J. Menezes,E. P. Maier(1992).Channel selection for new industrial products: a framework, method, and application.Journal of Marketing,56,69-82.
40. Reilly, M. D.(1982).Working wives and convenience consumption.Journal of Consumer Research,8,407-418.
41. Roy, A.(1994).Correlates of mall visit frequency.Journal of Retailing,70(Summer),139.
42. Schmitt, B. H.(1999).Experiential Marketing.New York:Free Press.
43. Stephenson, R. P.,R. P. Willett(1969).Analysis of consumer`s retail patronage strategies.Marketing Involvement in Society.
44. Stone, G. P.(1954).City and Urban Identification: Observations on the social psychology of city life.American Journal of Sociology,60,36-45.
45. Swaminathan, V.,E. Lepkowska-White,B. P. Rao(1999).Browser or buyers in cyberspace? An investigation of factors influencing electronic exchange.Journal of Computer-Mediated Communication,5(2)
46. Uncles, M. D.,K. A. Hammond(1995).Grocery store patronage, International Review of Retail.Distribution and Consumer Research,5,287-302.
47. Voli, P. K.(1998).Old Dominion University.
48. Wolin, L.,P. Korgaonkar,D. Lund(2002).Beliefs, attitudes and behavior towards web advertising.International Journal of Advertising,21(1),81-114.
49. 周文賢(2002)。多變量統計分析-SAS/STAT使用方法。台北:智勝文化。
50. 93年度電子商務環境整備及企業對個人電子商務推動計畫

1. Ya-Wen Hung,Nai-Hua Chen(2015).Online Shopping Orientation and Purchase Behavior for High-Touch Products.International Journal of Electronic Commerce Studies,6(2),187-201.
2. 謝孟志,謝志烽,黃國光(2022)。以科技接受模式探討藥局從業人員對COVID-19公費疫苗預約平台使用意願之研究。休閒運動健康評論，11(2)，72-83。
3. 張山豐、李素箱(2009)。有機農產品消費者購物導向之探討。休閒產業管理學刊，2(3)，-1-15。