「網路購物」為電腦網路科技所興起的一種新興商業。它改變了消費者 購物的習慣；相對的，消費者購買動機、需求及使用行為也不斷影響網站型態的發展，並且衍生出更多新的網路購物商業模式與議題。
在網路購物相關研究中，過去較少針對教師族群消費行為進行分析。本研究乃在探討國中小教師族群對網路購物的經驗與行為，藉由個案公司進行該族群網路購物的偏好、態度及購買行為分析，以及其消費需求與企業既有的購物網站整合的效益評估，並探討各種市場刺激因素及網路購物環境特性對該族群購買傾向與行為的影響性。
本研究藉由消費者行為及市場區隔、認知風險、市場刺激因素、網路購物環境等文獻的探討，採取問卷調查方式，收集了692份有效樣本，再利用統計分析方法得知該族群網路購物消費者行為模式中不同變項的相互關係。研究發現將近有七成的國中小教師族群具有網路購物的經驗，而且未因居住地區不同而有顯著的差異。但是，無網購經驗的族群中則會因居住地區、年齡層、教師身分及任教領域的不同，對於未選擇網路購物的原因呈現顯著的差異；年齡超過40歲以上的群體網路購物的比例逐漸降低，對於網路購物的網站訊息疑慮、產品信譽、交易安全、保證及退貨制度等認知風險亦越高。
該族群會受到個案公司企業形象與品牌聯想，對所販售產品類別仍以與個案公司企業形象相符的產品類型比較受到該族群的認同。但不同消費特性的族群對於產品類型的需求，則會因性別、年齡層、教師身分、收入而呈現明顯差異。市場刺激因素及購物網站環境特性對於不同特性族群的影響並無顯著的差異。
本研究結果期能增進學術界對國中小教師族群網路消費行為的認識，以及提供個案公司作為訂定市場區隔及行銷策略的基礎資料，以及視本研究對象為主要目標顧客群的購物網站經營者參考。 / The internet shopping is a new business style while the computer network technology was popular and rising tremendously. It changed the consumer’s shopping behavior totally. On the other hand, the buying motivation, user requirement and buyer’s behavior were influenced the developing of web site module and style continuously. And more and more issues of new business model and discussion topics were derive repeatedly.
There was much less research and analysis for the teachers’ consuming behavior in the scope of internet shopping apparently. This study was focused on the experimental and behavioral analysis of internet shopping for the teacher who was in the secondary school and elementary school. We tried to figure out an evaluation of a beneficial result of a web site integration on a specific case through the analysis of users’ favorite, attitude and buying behavior, etc. It also probes the influence of the tendency and comportment to the particular group people into the stimulate incident of marketing and the environment characteristic of internet shopping simultaneously.
After referenced those published in the area of the consumer’s behavior, the marketing isolation, the, the stimulate incident of marketing and the environment characteristic of internet shopping. We proposed a questionnaire survey to express the capability of variety of correlations between different user models of internet shopping behavior by the statistics analysis method eventually. There were 692 copies of effective samples from the teachers in whole Taiwan. We also found that only 70% of them would have the experiment of internet shopping, and it did not appear the discrepancy with resident area conspicuously. But the group of internet shopping users would be variable with different resident area, ages, teacher’s status and its teaching domain, especially it reflected on the reason of ‘not shopping on the internet’. Also, we found the lower ration of internet shopping with older teacher such as above 40 years old. It would be higher anxiety with more cognitive risks of web site’s messages, product credibility, transaction security, certificate of guarantee and refund policy eventually.
There was more identified for this specific case with the enterprise representation and brand imagine from its sale production. But we also found that the requirement of different characteristic group were appeared diversity obviously with different factors, such as gender, age, identity and income. Furthermore, there was no eminent remarkable difference for the different user scopes with the stimulate incident of marketing and the environment characteristic of internet shopping contrarily.
This study would provide a reorganization of the internet consuming behavior on a specific teacher family expectedly. And we would like to provide some basic information for the marketing isolation and the marketing strategies for the business target ultimately.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095932054 |
| Creators | 吳惠潔 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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