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頁籤選單縮合
題 名 | 網路行銷市場區隔變數之研究--以網路購物為例=The Comparison of Market Segment Variable on the Internet Marketing--Taking Web-Patronage as an Example |
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作 者 | 凌儀玲; 傅豐玲; 周逸衡; 李振妮; | 書刊名 | 中山管理評論 |
卷 期 | 11:4 2003.12[民92.12] |
頁 次 | 頁673-705 |
分類號 | 496.34 |
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; |
語 文 | 中文(Chinese) |
中文摘要 | 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。 |
英文摘要 | 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. |
本系統中英文摘要資訊取自各篇刊載內容。