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題 名 | 以羅吉特模式區隔最適電子商務魚貨市場之研究=Market Segmentation Analysis of Selling Fish through Electronic Commerce |
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作 者 | 李宗儒; 蔡永福; | 書刊名 | 中華農學會報 |
卷 期 | 2:3 2001.06[民90.06] |
頁 次 | 頁199-209 |
分類號 | 483.5 |
關鍵詞 | 二元羅吉特; 市場區隔; 電子商務; 魚貨; Binary Logit; Market segment; Electronic commerce; Fish; |
語 文 | 中文(Chinese) |
中文摘要 | 本文針對在網路上銷售魚貨進行潛在消費者特性分析,希望找出願意上網購買魚貨之消費者市場區隔型態,因此透過問卷調查方式,以解受訪者對網路上販售魚貨之問題的看法,並將所得結果應用二元羅吉特模式予 以分析,執行結果可劃分出潛在消費者之特性為:(1)工、士、公務人員;(2)已婚狀態;(3)每日外食次數1次(含)以上,如針對上述這類市場區隔之潛在消費者進行促銷,其成功機率可達到70.8%。此外,為了測定本模式預測能力的高低,我們再利用概似比指標準行測定,其結果0.2032大於0..2,表示模式為可接受之狀態。此外,本文也針對其它相關魚貨問題訪問受訪者的動機與看法,其問題問答情形如下:一般人購買魚貨的地點還是以「傳統市場」為主,有高達62%之多;而在意願上網購買魚貨者的回答中,「草蝦」為最希望購買之種類;購魚之目的則以「在家食用」佔最多數;「節省時間」與「便捷配送服務」為願意在網路上購買魚貨的主要原因;希望以「貨到現金付款」及「貨到信用卡付款「兩種方式進行交易所佔的比率高達90%,另外,在沒有意願上網購買魚貨者的回答中,以「不相信業者在品質上之保證」與「沒有網路上購物之經驗」為主要原因。最後,本文針對結果提出一些建議與看法,供未來想從事這方面之業者及研究人員參考。 |
英文摘要 | The purpose of this research is to determine the optimal market segment for selling fish in internet. The method used in this paper is binary Logit Model. After our analysis, were found that the characteristics of potential customers in the optimal market segment are: (1) workers in industrial park, government staffs; (2) married; (3) eating out at least one meal daily. If we tailor promotion to these potential customers, the probability of attracting them to buy fish through internet is 70.8%. The result of the binary Logit model is acceptable because the likelihood index is 0.2032 which is hither than the requirement 0.2. In this research, we also gather information about questionnaire’s buying behaviors through questionnaire. These information is 62% of questionnaire bury fish from conventional markets. Shrimp is questionnaire’s favorite if it is sold in internet. The purpose of buying fish for questionnaire is to eat fish at home. Saving time and convenient delivery service are the main reasons for questionnaire to buy fish in internet. 90% of questionnaire want to pay bill by cash or credit when orders are arrived. Questioning about the quality of fish and no prior experience to shop ion internet are the two main reasons to keep away questionnaire from buying fish through internet. At least, we provide suggestions for someone who wants to sell fish on internet. |
本系統中英文摘要資訊取自各篇刊載內容。