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題名：網路使用者購物價值、網路購物動機與其對網路行銷策略之偏好與反應
書刊名：輔仁管理評論
作者：張愛華 引用關係／陳仁惠 引用關係／陳俊儒
作者(外文)：Chang, Ai-hwa／Chen, Jen-huei／Chen, Chun-ju
出版日期：2005
卷期：12:1
頁次：頁31-64
主題關鍵詞：電子商務；購物價值；網路購物行為；Shopping value；E-commerce；On-line consumer behavior
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(5) 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:5
  • 共同引用共同引用:54
  • 點閱點閱:117
電子商務蓬勃發展促使購物網站日益重視網路使用者購物價值與動機、行銷策略偏好及其對購物行為之影響。本研究經由網路問卷調查收集486份樣本，實證結果將網路消費群區分成驚喜、挑剔、網上互動、隱私以及便利等動機類型，而且享樂價值與網路購物動機有密切關聯性。不同消費群對於網站強大服務功能、低價、良好形象以及通路搭配策略之偏好有明顯差異，清費者同時經由網路進行搜尋資訊與購買活動之購物滿較高，因此，理者必須因應特定網路使用者購物價值與動動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，當網路使用者不再滿足於網路購物便利性服務，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, discriminate analysis, cluster analysis, and Monova 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 fre4quency, purchasing satisfaction. Based on research findings, we offer some suggestions fore practicing managers and future research.
期刊論文
1.汪美香、葉桂珍(20001200)。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。new window  延伸查詢new window
2.Allen, P.(2000)。Has the Web Come to its Senses Yet?。Brandweek，41(36)，32-33。  new window
3.雷漢聲、李信勇(20030300)。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。new window  延伸查詢new window
4.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。  new window
5.Sherry, John F. Jr.、McGrath, Mary Ann、Levy, Sidney J.(1993)。The dark side of the gift。Journal of Business Research，28(3)，225-244。  new window
6.Burke, Raymond R.(1997)。Do You See What I See? The Future of Virtual Shopping。Journal of the Academy of Marketing Science，25(4)，352-360。  new window
7.Hawkins, D. T.(1994)。Electronic Advertising on Online Information Systems。Online，18(2)，26-39。  new window
8.Rosen, K. T.、Howard, A. L.(2000)。E-Retail: Gold Rush or Fools Gold?。California Management Review，42(3)，72-100。  new window
9.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。  new window
10.Bloch, P. H.、Richins, M. L.(1983)。A Theoretical Model of the Study of Product Importance Perceptions。Journal of Marketing，47(3)，69-81。  new window
11.許楓珊(20000400)。由美國線上零售業現況看國內網路商店發展。網際先鋒，71，26-29。  延伸查詢new window
12.Strader, T. J.、Shaw, M. J.(1997)。Characteristics of Electronic Markets。Decision Support Systems，21(3)，185-198。  new window
13.Scansaroli, Jay A、Eng, Vicky(1997)。Interactive Retailing: Consumers on Line。Chain Store Age，73(1)，5A-8A。  new window
14.Fischer, Eileen、Arnold, Stephen J.(1990)。More Than a Labor of Love: Gender Roles and Christmas Gift Shopping。Journal of Consumer Research，17(3)，333-345。  new window
15.Bloch, P. H.、Sherrell, D. L.、Ridgway, N. M.(1986)。Consumer Search: An Extend Framework。Journal of Consumer Research，13(1)，119-126。  new window
16.余強生、曾雍欽(20030600)。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。new window  延伸查詢new window
17.Wolfinbarger, Mary F.、Gilly, Mary C.(2001)。Shopping Online for Freedom, Control, and Fun。California Management Review，43(2)，34-55。  new window
18.Schlosser, A. E.、Shavitt, S.、Kanfer, A.(1999)。Survey of Internet users' attitudes toward Internet advertising。Journal of Interactive Marketing，13(3)，34-54。  new window
19.Bellenger, Danny N.、Steinberg, Earle、Stanton, Wilbur W.(1976)。The Congruence of Store Image and Self image。Journal of Retailing，52(1)，17-32。  new window
20.Smith, J. B.、Barclay, D. W.(1997)。The effects of organizational differences and trust on the effectiveness of selling partner relationship。Journal of Marketing，61(1)，3-21。  new window
21.Rao, A. R.、Monroe, K. B.(1989)。The Effect of Price, Brand Name and Store Name on Buyers' Perceptions of Product Quality。Journal of Marketing Research，26(3)，351-357。  new window
22.Richmond, A.(1996)。Enticing Online Shoppers to Buy: A Human Behavior Study。Computer Network and ISDN Systems，28(7-11)，1469-1480。  new window
23.蔡東峻、李奇勳(19991200)。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。new window  延伸查詢new window
24.Holbrook, Morris B.、Hirschman, Elizabeth C.(1982)。The experiential aspects of consumptions: consumer fantasies, feelings and fun。Journal of Consumer Research，9(2)，132-140。  new window
25.Dholakia, Utpal M.(2000)。Temptation and resistance: An integrated model of consumption impulse formation and enactment。Psychology & Marketing，17(11)，955-982。  new window
26.黃振嘉(19970600)。網路商店的經營策略。資訊與電腦雜誌，203，94-100。  延伸查詢new window
27.Amit, Raphael、Zott, Christoph(2001)。Value creation in e-business。Strategic Management Journal，22(6/7)，493-520。  new window
28.Hoffman, Donna L.、Novak, Thomas P.(1997)。A New Marketing Paradigm for Electronic Commerce。The Information Society，13(1)，43-54。  new window
29.Lynch, John G. Jr.、Ariely, Dan(2000)。Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution。Marketing Science，19(1)，83-103。  new window
30.Babin, Barry J.、Darden, William R.、Griffin, Mitch(1994)。Work and/or fun: Measuring hedonic and utilitarian shopping value。Journal of Consumer Research，20(4)，644-656。  new window
31.Puri, Radhika(1996)。Measuring and modifying consumer impulsiveness: a cost-benefit accessibility framework。Journal of Consumer Psychology，5(2)，87-113。  new window
32.Valence, Giles、D'Astous, Alain、Fortier, Louis(1988)。Compulsive Buying: Concept and Measurement。Journal of Consumer Policy，11(4)，419-433。  new window
33.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。Communication and Control Processes in the Delivery of Service Quality。Journal of Marketing，52(2)，35-48。  new window
34.Alba, Joseph、Lynch, John、Weitz, Barton、Janiszewski, Chris、Lutz, Richard、Sawyer, Alan A.、Wood, Stacy(1997)。Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces。Journal of Marketing，61(3)，38-53。  new window
35.Bentler, Peter M.、Bonett, Douglas G.(1980)。Significance tests and goodness of fit in the analysis of covariance structures。Psychological Bulletin，88(3)，588-606。  new window
36.Batra, Rajeev、Ahtola, Olli T.(1991)。Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes。Marketing Letters，2(2)，159-170。  new window
學位論文
1.陳銘慧(2002)。溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響(博士論文)。國立臺灣大學。new window  延伸查詢new window
2.李定家(2000)。網路購物之降低風險策略研究(碩士論文)。國立中央大學。  延伸查詢new window
3.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.Barker, Christian、Grønne, Peter(1996)。Advertising on the world wide web。Copenhagen Business School。  new window
2.Clement, P.(1997)。State of the Net: The New Frontier。McGraw Hill Trade。  new window
3.Hawkins, D.(1995)。Consumer Behavior: Implication for Marketing Strategy。Chicago：Irwin。  new window
4.Hahha, N.、Woznizk, R.(2001)。Consumer Behavior。Englewood Cliffs：Prentice-Hall, Inc。  new window
5.Assael, Henry(1995)。Consumer behavior and marketing action。South-Western College Publishing。  new window
6.Schiffman, L. G.、Kaunk, L. L.(1994)。Consumer Behavior。Englewood Ciffs, N.J.：Prentice-Hall, Inc.。  new window
7.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.、Babin, Barry J.(1998)。Multivariate data analysis。Prentice-Hall, Inc.。  new window
8.Janal, D. S.(1995)。Online Marketing Handbook - How to Sell, Advertise, Publicize, and Promote Your Product and Services on Internet and Commercial Online Systems。New York：Van Nostrand。  new window
9.Armstrong, Gary、Kotler, Philip(2000)。Marketing: An Introduction。Prentice Hall。  new window
10.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。  new window
 
 
 
 
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