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題名：網路行銷市場區隔變數之研究--以網路購物為例
書刊名：中山管理評論
作者：凌儀玲 引用關係／傅豐玲 引用關係／周逸衡／李振妮
作者(外文)：Lin, Amy Y. L.／Fu, Fong Ling／Jou, Jacob Y. H.／Lee, Jannie
出版日期：2003
卷期：11:4
頁次：頁673-705
主題關鍵詞：網路行銷；網路購物；資訊搜尋；選擇評估；Web marketing；Internet shopping；Information searching；Choice and evaluation behaviors
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:20
  • 點閱點閱:43
本研究從網路行銷角度看消費者在網路購物之購買決策模式。以EKB模式中「資訊搜尋」及「選擇評估」二階段作為研究主軸分析網路購物市場中購買決策之影響因素，並以各影響因素為區隔基礎比較各變項在網路購物經驗族群間之區別能力。 經由網路調查共收集1364份有效問卷，研究結果顯示：在上網購物的決策中影響資訊搜尋行為的因素有四項，分別是：接受推廣資訊、網購資訊的疑慮感、網購資訊充足認知性、比較性；在選擇評估階段則可歸納成五項影響因素：產品信譽評估、其他直銷購物經驗、交易安全、產品知覺風險評估、以及自身判斷能力。 進行集群分析則發現線上購物之消費者大致可分為「小心謹慎型」(38.4%)、「人云亦云型」( 36.59％) 以及「自我主張型」(25.18%)三種。區 別能力分析顯示除直銷經驗無顯著區隔能力外，其餘八項均具顯著之區別力。全部九項因素作為區隔變數的區隔能力最佳，可得到95.9%的正確區隔率，顯示以「資訊搜尋」與「選擇評估」為網路行銷中消費者行為的區隔變數，可作為廠商在特定目標市場之行銷策略。
The major measurements of the study were the information search, choice and evaluation behaviors on the EKB consumers' purchasing decisions model. The purpose was to find the variables that could segment the market of Internet shopping effectively. The total number of valid sample is 1364 via an on-lined survey. Nine factors were extracted by factor analyses. They were promotional information on media, doubt about the information on the web, abundance of information on the web, comparability of information on web, evaluation of product reputation, purchasing experience from other kinds of direct sales, transactional security, evaluation of the perceived risk on the product, and self-confidence on judgement. We found three clusters of web patronage: caution (38.4%), blindness (36.5%), and self-confidence (25.18%). The accurate rate to classify three groups by the above nine factors was 95.9%, and the results could give the different strategy on the internet marketing.
期刊論文
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12.張紹勳(20000500)。網際網路行銷之成功模式。中華管理評論，3(2)，17-38。  延伸查詢new window
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14.Butler, P.、Peppard, J.(1998)。Consumer Purchasing on the Internet: Processes and Prospects。European Management Journal，16(5)，600-610。  new window
15.Fodness, Dale、Murray, Brian(1999)。A model of tourist information search behavior。Journal of Travel Research，37(3)，220-230。  new window
16.Liang, Ting-Peng、Huang, Jin-Shiang(1998)。An Empirical Study on Consumer Acceptance of Products in Electronic Markets: A Transaction Cost Model。Decision Support Systems，24(1)，29-43。  new window
17.Peterson, R. A.、Balasubramarian, S.、Bronnenberg, B. J.(1997)。Exploring the implications of the internet for consumer marketing。Journal of the Academy of Marketing Science，35(4)，329-346。  new window
18.Swaminathan, Vanitha、Lepkowska-White, Elzbieta、Rao, Bharat P.、Kraut, R.(1999)。Browsers or Buyers in Cyberspace? An Investigation of Factors Influencing Electronic Exchange。Journal of Computer-Mediated Communication，5(2)。  new window
19.Mehta, R.、Sivadas, E.(1995)。Comparing Response Rates and Response content in Mail versus Electronic Mail Surveys。Journal of Marketing Research Society，37(4)，429-439。  new window
20.Schmidt, Jeffrey B.、Spreng, Richard A.(1996)。A Proposed Model of External Consumer Information Search。Journal of the Academy of Marketing Science，24(3)，246-256。  new window
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24.Tan, S. Jiuan(1999)。Strategies for Reducing Consumers' Risk Aversion in Internet Shopping。Journal of Consumer Marketing，16(2)，163-180。  new window
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28.凌儀玲、傅豐玲、周逸衡(20001100)。影響網路使用者上網購物決定因素之比較。中華管理評論，3(4)，111-125。  延伸查詢new window
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32.Wood, S. L.(2001)。Remote purchase environments: The influence of return policy leniency on two- stage decision processes。Journal of Marketing Research，38(2)，157-169。  new window
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35.李盈穎(2000)。衝向B2C浪頭，臺灣會不會滅頂？－網友上網卻不購物，線上零售商沒有明天？。商業周刊，652。  延伸查詢new window
36.黃馨瑤、曹書銘、傅豐玲(2001)。網站內容型態對網路橫幅廣告的效果之影響。產業管理學報，2(2)，291-317。new window  延伸查詢new window
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會議論文
1.林晉寬(1999)。臺灣購物網站銷售之產品分析。商業自動化研討會，125-138。  延伸查詢new window
2.張紹勳(1999)。網際網路使用者消費行為模式之實證研究。商業自動化理論與實務研討會。  延伸查詢new window
3.張愛華、蘇振昌(2000)。消費者網路資訊搜尋對購屋行為之影響。臺北市。69-88。  延伸查詢new window
學位論文
1.賴怡玲(2002)。網路購物動機對決策行為之影響(碩士論文)。國立中山大學。  延伸查詢new window
2.黃添進(2000)。網路問卷調查可行性評估研究(碩士論文)。國立臺北大學。  延伸查詢new window
3.官振華(1996)。WWW使用者運用電子購物意願之研究--以人格特質、購買涉入與網路使用行為探討(碩士論文)。國立中央大學。  延伸查詢new window
4.余國維(1997)。消費者特性與產品特性對網際網路購物意願之影響(碩士論文)。國立成功大學，臺南。  延伸查詢new window
5.李宛穎(1999)。線上銷售考量因素之研究(碩士論文)。國立中山大學。  延伸查詢new window
圖書
1.Loudon, David、Bitta, Alber J. Della(1988)。Consumer Behavior: Concept and Applications。New York, NY：McGraw-Hill。  new window
2.Janal, D. S.(1995)。Online marketing handbook - How to sell, advertise, publicize, and promote your products and services on the internet and commercial online systems。Online marketing handbook - How to sell, advertise, publicize, and promote your products and services on the internet and commercial online systems。New York, NY：Van Nostrand。  new window
3.Kolter, P.(2000)。Market Management: Analysis,Planning,Implementation and Control。New Jersey：Prentice-Hall Inc.。  new window
4.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
5.Seybold, Patricia B.、謝偉勛(2000)。e網打盡。台北：藍鯨。  延伸查詢new window
6.Assael, Henry(1998)。Consumer Behavior and Marketing Action。Cincinnati, Ohio：South-Western College Publishing。  new window
7.Kalakota, Ravi、Whinston, Andrew B.(1997)。Electronic Commerce: A Manager's Guide。Addison-Wesley Publishing Company, Inc.。  new window
8.Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。  new window
9.Wilkie, William L.(1986)。Consumer Behavior。John Wiley & Sons, Inc.。  new window
10.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。  new window
11.樂為良、梁美雅、陳曉開(1999)。新經濟：數位世紀的新遊戲規則。新經濟：數位世紀的新遊戲規則。沒有紀錄。  延伸查詢new window
其他
1.楊千慧(1999)。電子郵件廣告成效高，沒有紀錄。  延伸查詢new window
2.陳世運(2000)。個人隱私問題影響電子商務發展，沒有紀錄。  延伸查詢new window
3.方珍玲(1999)。網路行銷之發展與流通策略分析，沒有紀錄。  延伸查詢new window
4.電子商務資訊網(2000)。兩岸三地最新網路大調查，沒有紀錄。  延伸查詢new window
5.財團法人資訊工業策進會電子商務應用推廣中(2002)。臺灣上網人口突破800萬大關，沒有紀錄。  延伸查詢new window
 
 
 
 
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