臺灣博碩士論文加值系統

消費者的消費方式不斷的在改變和演進，虛擬的購物空間帶給我們全天無休的消費環境。從型錄購物到電視購物到網路購物，虛擬購物的消費族群儼然形成，他們不但是一種不同以往的消費尖兵，還帶來了數百億的消費商機。

本研究旨在探討虛擬購物的兩大族群，網路購物消費者和電視購物消費者的消費者交叉認知比較研究。作者從以前的文獻中擷取出由“自信”、“時間意識”、“風險追求”“和衝動性購買”所組成的“心裡變數”和由“通路的安全性和可靠性“、“通路的便利性”和“產品的多樣性”所組成對通路的“態度”作為本研究的發展重心。首先，以心裡變數來探討網路購物消費者和電視購物消費者是否存在顯著的差異，再分別以網路購物消費者和電視購物消費者對網路購物的態度和對網路購物消費者的認知做以比較研究。同樣地，作者探討了網路購物消費者和電視購物消費者對電視購物的態度和對電視購物消費者的認知。

本研究發現，網路購物消費者和電視購物消費者之間除了“自信”的構面外並沒有存在太大的差異。而網路購物消費者對網路購物的評價全都來的比電視購物消費者高，相反的，電視購物的消費者對網路購物消費者的認知評價普遍高於網路購物消費者。此外，網路購物消費者對電視購物的“通路的安全性和可靠性”的評價明顯低於電視購物消費者，但是對電視購物“產品的多樣性”的評價高於電視購物消費者。

從此研究我們可以發現，電視購物消費者和網路購物消費者在心裡變數上並沒有存在太大的差異，因此，只要扭轉兩個購物族群對彼此通路的態度，彼此都有可能成為對方的淺在消費族群。此外，此研究提供兩通路族群內和族群外更深一層的交叉認知，讓有興趣從事相關研究的人有一個新的啟發。

The way people used to shop has been changing and evolving. Virtual space brings us 24-7 shopping environments and every purchase can be done at home. From catalog shopping, TV shopping to online shopping, there exists a large amount of “virtual” shoppers that is not only a new customer generation, but also a group that brings billion-dollar business.

This research dedicates to study two large customer groups of virtual channels, which are online shoppers and TV shoppers. Due to efforts done by previous scholars, we organize their studies to construct the study. In the study, we try to profile online shoppers and TV shoppers with their “psychographics”, which constructed by “self-confidence”, “time-consciousness”, “novelty-seeking” and “impulse buying tendency”. In addition, we bring up the factor of “attitudes” that customers have toward online and TV shopping channels. The factor of attitudes is constructed by “channel security and reliability”, “convenience” and “product variety”. And we also try to compare the attitudes that both customers groups pose toward online shopping channels and their attitudes toward TV shopping channels. And we also compare the perceptions that both customers groups have toward online shoppers and their perceptions toward TV shoppers.

In the dimensions of psychographics, we found there exists no significant difference between online shoppers and TV shoppers except the dimension of “self-confidence”. And we found online shoppers have more positive attitudes toward online shopping than TV shoppers in all three dimensions. In perceptions toward online shoppers, TV shoppers pose more positive evaluations than online shoppers do in the dimensions of “ self-confidence”, “novelty-seeking” and “impulse buying tendency”. In attitudes toward TV shopping, TV shoppers have higher evaluation toward “ channel security and reliability” while online shoppers have higher evaluation toward “ product variety”. In perceptions toward TV shoppers, online shoppers think TV shoppers “less” time conscious and more “novelty seeking” than TV shoppers think of themselves.

Based on our research, since TV shoppers and online shoppers have not much significant difference in their psychographics, which means they are might each other’s shopping channel’s potential customers. As long as both shopping channels can improve their impression of each other’s customers, they could probably allure more people to shop. And this study also gives a deep understanding of in-group and out-group perceptions existing in both virtual customer groups.

Abstract (Chinese) …………………………………………………………....... i
Abstract (English) …………………………………………………………............ ii
List of Tables ……………………………………………………………............... vi
List of Figures ………………………………………………………….................. ix


Chapter 1: Introduction
1.1: Research Background………............…………………................. 1
1.2: Research Purpose………………................................................. 2
1.3: Research Process.......................................................................2

Chapter 2: Literature review
2.1: Distribution Channels…………….........…………………………… 4
2.2: Online Shopping………………………….....…………………….... 4
2.3: TV Shopping………......…………………..………………………... 14
2.4: Channel Choice…………………………..…………………………. 18

Chapter 3: Research Methodology
3.1: Research framework……....………..……………………………… 20
3.2: Variables……………………......………………………………….... 22
3.3: Null Hypothesis………………..……………………………………. 30
3.4: Design of Questionnaires……………..………………………........ 33
3.5: Samples and Data Collection…………………..………………….. 34
3.6: Reliability Analysis …..………………..……………………………. 35
3.7: Characteristics of sample……………….………………………..... 41




Chapter 4: Results
4.1: Comparison of online shoppers’ and TV shoppers’ psychographics...........................................................................
49
4.2: Comparison of online shoppers’ and TV shoppers’ attitudes toward online shopping…............................................................
54
4.3: Comparison of online shoppers’ and TV shoppers’ perceptions toward online shoppers...............................................................
58
4.4: Comparison of online shoppers’ and TV shoppers’ attitudes toward TV shopping………………...............................................
63
4.5: Comparison of online shoppers’ and TV shoppers’ perceptions
toward TV shoppers………................................................
67
4.6: Result of hypothesis test............................................................. 72

Chapter 5: Conclusion and Recommendation
5.1: Conclusion…………………………………………………………... 74
5.2: Managerial Implication……….…………………………………….. 77
5.3: Future Research and Recommendation…….......……………….. 78

References …………………………………………………….……………........... 79
Appendix: Questionnaire.................................................................................. 85
Autobiography.................................................................................................. 90

Part I
Chinese

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，成功大學交通
管理科學研究所論文。
李昀叡，1997，網際網路圖書購物公司行銷管理之研究，元智大學資訊研究所碩士論文
翁兆霖，2003，台灣網路購物關鍵成功因素之研究—以消費者之觀點， 國立台
灣大學國際企業研究所碩士論文。
黃鳴棟，2002，虛擬通路產業的經營模式與競爭策略分析：以電視購物為例，國立台
灣科技大學管理研究所碩士論文。
楊翔如（2005)，虛實通路選擇和顧客價值之分析—以消費者觀點，國立台灣大學國
企業研究所碩士論文
蔡國棟, 1995, 有線電視購物頻道的媒介環境之研究，國立交通大學傳播科技研究
所碩士論文。

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