影響消費者於選擇網路與實體商店購書因素之比較

A Comparative Studying on Critical Factors that Influence Consumers Choice between Web Bookstore or Bookshop

10.6495/CIMBM.2014.014

黃麗珥(Li-Er Huang)；王超弘(Chau-Hung Wang)

網路購物 ； 關鍵因素 ； 生活型態 ； 行銷策略 ； Internet shopping ； critical factors ； lifestyle ； marketing strategy

科際整合管理研討會

2014第17屆（2014 / 06 / 22）

191 - 204

繁體中文

網路購物盛行造成許多商品及服務的行銷通路多樣化。消費者可以依靠自己的需求選擇合適的購物通路。本研究想了解消費者會選擇在網路購書的關鍵因素。經由文獻探討歸納出二十一個因素，再利用問卷調查四百位消費者的意見後，透過因素分析法將二十一個因素收歛成六個關鍵因素，分別命名為「購物需求」、「交易方便」、「社群意見」、「互動樂趣」、「搜尋完整」及「安全可靠」。換言之，消費者會選擇在網路上購書是受到這六個關鍵因素的綜效影響。也利用統計檢定發現具常用ATM或ibon生活型態的消費者較喜歡在網路購書；此外，也發現在網路購書試閱較不方便以及較無樂趣。這些研究結果將會有助於推廣網路購書的行銷策略的制定。

Currently the diversity of marketing channels for goods and services. resulted from prevalence of online shopping. Consumers can rely on their own needs to choose the right shopping channel. Twenty one factors were summarized by literature review. Then by questionnaires collected four hundred consumers' views, and through factors analysis converge twenty-one factors into six critical factors. These factors were named as meet the shopping needs of consumers, trading convenience, Impact of community comments, interactive fun, full search and trading security. Also using statistical tests found that consumers with a lifestyle of like to use ATM or ibon will prefer to buy books on the internet. Additionally, found that to purchase books in the network is less convenient and fun than to do in the bookstore. These research findings will help make marketing strategy to increase the volume of selling books in the network.