臺灣博碩士論文加值系統

近年我國寬頻網路的基礎建設日益完善，間接提高網際網路普及率；隨著流行資訊快速傳遞，網路購物的方式逐漸被消費者所接受。國內網路購物B2C市場每年網路購物金額穩定的增加，預估2009年將可達到3,208億元；且國內網路購物佔零售業2009年預估百分比為4.7%，相對於美國2009年預估的9%，顯示國內的網路購物市場仍有很大的成長空間。

針對亞洲女性消費力調查指出，預估2014年亞洲富裕國家的女性消費者將握有5,160億美金的自由消費力，而發展中國家的女性則有1,810億美金。2008年大陸上網人口所購買商品比例最高的就是服飾鞋帽類，所佔比例高達57.1%。2008年國內女性網購商品以服飾、精品、美容等軟性產品為主，其中女裝配件即佔38.7%，隨著女性佔上網人口比例越來越高，將會持續影響網路購物的商品類別。

綜而言之，隨著網路科技與服務的發展，國人購物習慣已逐漸接受網路購物的方式，且國內網路購物佔零售業百分比仍有很大的成長空間，尤其女性消費者將是網路消費市場的主力，國內網路購物的成衣市場將深具潛力。

本研究以不同的成衣屬性、消費行為的改變，及影響等因素來探討女性消費者購買成衣時通路選擇的影響因素。期以問卷調查的方式，探討信任、轉換成本、知覺風險三個構面在不同的成衣需求屬性下，對女性消費族群在選擇通路購買成衣的影響效果與重要性。茲將本研究的研究目的整理如下：

1、探討女性消費者於購買成衣時，成衣需求屬性與通路選擇的相關性。
2、探討女性消費者於購買成衣時，信任、轉換成本和知覺風險與通路選擇的相關性。
3、依據網路通路消費者特性的研究，希望能對網路通路及虛實整合的企業提供行銷及管理上的建議。

In recent year, the infrastructure of internet has been progressing in Taiwan, it increases internet penetration indirectly. As recent popular information transmits fast, consumers accept shopping online gradually. The amount of online shopping grows up steadily every year in Taiwan’s B2C market; the estimate amount could reach 3,208 hundred million in 2009. Compared with the estimate percentage of 2009 in the U.S., which is 9%, the estimate percentage of online shopping of retail industry is only 4.7% in Taiwan, so the market of online shopping still has very large growth space here.

The survey of female Asians’ consumer spending indicates that the female consumers of rich countries will have 5,160 hundred million dollars to spend in 2014, and the females of developing countries will have 1,810 hundred million dollars to spend. People in China spend most money in clothes, shoes and hats online, the percentage is 57.1% in 2008. Females in Taiwan spend most money in clothes, quality goods, and cosmetology online in 2008; the percentage of women’s wear and accessories is 38.7%. As females surfing the Internet increase more and more, it will still affects shopping online.

In conclusion, as Internet technology and services develop, people get used to shopping online gradually in Taiwan; and online shopping still has very large growth space here, especially female consumers will be the main force of online consumer market, the clothes market of online shopping will have many possibilities.

This research discusses how female customers choose channels to buy ready-made clothes according to different factors, such as different clothes attributes, changes of consumer behavior, influences and so on. It uses surveys to research the effects and importance of trust, switching costs, and perceived risk when female customers choose channels to buy clothes under different clothes demands. The goals of this research are as follow:

1.Analyze what’s the correlation between the attributes of clothes demands and the choices of channel when female customers buy clothes.

2.Analyze what’s the correlation between trust, switching costs, perceived risk and the choices of channel when female customers buy clothes.

3.Provide marketing and management recommendations based on the research in customer characteristics of internet distribution channels for internet distribution channels and integrated physical channels and virtual channels enterprises.

摘要............................................................................................................................... I
Abstract ......................................................................................................................... II
致謝..............................................................................................................................IV
目錄...............................................................................................................................V
表目錄........................................................................................................................ VII
圖目錄..........................................................................................................................IX
第一章 緒論..................................................................................................................1
1.1 研究背景及動機.................................................................................................1
1.2 研究目的.............................................................................................................3
1.3 研究流程.............................................................................................................3
1.4 研究限制.............................................................................................................3
第二章 文獻探討..........................................................................................................4
2.1 通路.....................................................................................................................4
2.2 轉換成本.............................................................................................................8
2.3 信任...................................................................................................................14
2.4 知覺風險...........................................................................................................20
第三章 研究方法及問卷設計....................................................................................26
3.1 研究架構...........................................................................................................26
3.2 研究方法...........................................................................................................26
3.3 研究假說...........................................................................................................27
3.4 研究變數與操作性定義...................................................................................29
3.5 資料分析方法...................................................................................................34
3.6 前測問卷...........................................................................................................35
第四章 成衣通路選擇調查分析................................................................................36
4.1 信度檢定...........................................................................................................36
4.2 樣本結構分析...................................................................................................37
4.3 人口統計變量與成衣需求屬性........................................................................40
4.4 成衣需求屬性與通路選擇...............................................................................45
4.5 人口統計變量與通路選擇...............................................................................50
4.6 成衣需求屬性與通路關係之線性迴歸...........................................................53
4.7 通路關係與通路選擇之二元迴歸...................................................................57
4.8 研究假設驗證...................................................................................................59
第五章 結論與建議....................................................................................................62
5.1 結論與建議.......................................................................................................62
5.2 未來研究建議...................................................................................................64
參考文獻......................................................................................................................65
附錄一：「女性消費者的成衣網路/實體通路選擇之影響因素分析」研究網路問卷
畫面..............................................................................................................................80
附錄二：「女性消費者的成衣網路/實體通路選擇之影響因素分析」研究問卷..81
表目錄
表 2-1 網路商店與實體商店功能比較一覽表..........................................................6
表 2-2 轉換成本定義彙整........................................................................................12
表 2-3 信任的定義彙總............................................................................................15
表 2-4 知覺風險來源及其知覺風險組成構面........................................................25
表 3-1 人口統計變量問項........................................................................................30
表 3-2 通路選擇問項................................................................................................30
表 3-3 購買行為及成衣消費金額問項....................................................................31
表 3-4 成衣需求屬性問項........................................................................................32
表 3-5 信任問項........................................................................................................32
表 3-6 轉換成本問項................................................................................................33
表 3-7 知覺風險問項................................................................................................34
表 3-8 開放性問項....................................................................................................34
表 3-9 前測問卷各變項之信度Cronbach’s α 值.....................................................35
表 4-1 各變項之信度Cronbach’s α 值.....................................................................36
表 4-2 年齡、所得、教育程度、購買通路偏好、每年購買成衣金額、
特別注要的要求之樣本分佈....................................................................... 38
表 4-3 描述性統計：女性消費者年齡與成衣需求屬性........................................40
表 4-4 ANOVA：女性消費者年齡與成衣需求屬性................................................41
表 4-5 Scheffe多重比較：女性消費者年齡與成衣需求屬性.................................41
表 4-6 描述性統計：女性消費者所得與成衣需求屬性........................................42
表 4-7 ANOVA：女性消費者所得與成衣需求屬性................................................43
表 4-8 Scheffe多重比較：女性消費者所得與成衣需求屬性.................................43
表 4-9 描述性統計：女性消費者教育程度與成衣需求屬性................................44
表 4-10 ANOVA：女性消費者教育程度與成衣需求屬性......................................44
表 4-11 Scheffe多重比較：女性消費者教育程度與成衣需求屬性.......................45
表 4-12 描述性統計：成衣需求屬性與通路選擇..................................................45
表 4-13 ANOVA：成衣需求屬性與通路選擇..........................................................46
表 4-14 描述性統計：網路通路關係與通路選擇..................................................47
表 4-15 ANOVA：網路通路關係與通路選擇..........................................................48
表 4-16 描述性統計：實體通路關係對通路選擇..................................................49
表 4-17 ANOVA：實體通路關係與通路選擇..........................................................49
表 4-18 交叉表：女性消費者年齡與通路選擇......................................................50
表 4-19 交叉表：女性消費者所得與通路選擇......................................................51
表 4-20 交叉表：女性消費者教育程度與通路選擇..............................................52
表 4-21 交叉表：女性消費者每年成衣購買金額與通路選擇..............................53
表 4-22 信任與成衣需求屬性關係..........................................................................54
表 4-23 轉換成本與成衣需求屬性關係..................................................................55
表 4-24 知覺風險與成衣需求屬性關係..................................................................56
表 4-25 網路通路關係與通路選擇分析..................................................................57
表 4-26 實體通路關係與通路選擇分析..................................................................58
表 4-27 研究假設結果..............................................................................................61
圖目錄
圖 3-1 研究架構.................................................................................................................26
圖 4-1 成衣需求屬性與通路關係之線性迴歸..............................................................56

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