臺灣博碩士論文加值系統

科技日益改變購物的面貌，2020年在新冠疫情影響之下，消費者購物模式產生全球性劇烈變化，其中值得關注的是過去人們對於中高價位產品，習慣「眼見為憑」的實體感官體驗，亦隨著疫情轉移至線上通路。然而，相較於實體商店，網路商店存在更龐大的長尾效應，消費者於線上購物旅程將經歷更大量的選擇，多樣性搜尋對消費者購物決策之影響進而更為顯著。因此，理解多樣性搜尋行為，對於解釋消費者購買決策過程至關重要。
本研究以顧客旅程與多樣化搜尋理論為基礎，使用蝦皮商城系統之訂單數據，以新冠疫情作為切入點，採用雙重差分估計法(Difference in Difference，DID) 觀察消費者行為模式的改變。研究結果顯示長尾效應與多樣化搜尋行為，對消費者最終購買決策皆有顯著影響。在多樣化搜尋行為中，尋找折扣商品會正向影響消費者的購買決策，然而瀏覽系統推薦商品，則會負向影響消費者的購買決策，反映在錯綜復雜的顧客旅程中，電商平台如果只是一味提供大量商品選擇的情境，並未將消費者行為特性納入討論時，將忽略數據中潛在的訊號。因此，分析顧客消費旅程並精準定位，成為影響公司制定數位行銷策略之關鍵要素。

Technology has already drastically changed the way of shopping. In the post-epidemic era, consumer opinions formed during this unprecedented time may shape shopping behavior for years to come. People used to purchase higher-priced items in physical stores, however, the COVID-19 pandemic has pushed more shoppers than ever to move online. As a result of the unlimited choice afforded by online stores, variety seeking will affect consumers' shopping decisions and become an important motivation for the online journey.
This study proposes a research framework based on variety-seeking theory and uses the difference-in-difference (DID) method to empirically test 7,131 shopping log data of 6,275 consumers on the Shopee platform. We attempt to identify the impact of the COVID-19 pandemic on the transformation of consumer behaviors in the post-epidemic era.
The results show that the long tail effect and variety-seeking behavior have a significant impact on consumers' final purchase decisions. Looking for discount products has a significant positive impact on consumers' purchase decisions, by contrast, browsing product recommendation has a significant negative impact on consumers' purchase decisions. It reflected if the e-commerce platform only provides a wide choice, it will lose sight of the characteristics of consumer behavior. Therefore, customer journey analytics will become the key variable that helps shape the firm's digital marketing strategy.

中文摘要………………………………………………………………………………………………………………………………………i
英文摘要……………………………………………………………………………………………………………………………………ii
圖目錄…………………………………………………………………………………………………………………………………………iv
表目錄……………………………………………………………………………………………………………………………………………v
第一章 緒論………………………………………………………………………………………………………………………………1
第二章 文獻回顧………………………………………………………………………………………………………………………3
2.1 電子商務與奢侈品…………………………………………………………………………………………………………3
2.2 消費者線上購物行為……………………………………………………………………………………………………4
2.3 蝦皮購物商業模式…………………………………………………………………………………………………………7
2.4 長尾理論……………………………………………………………………………………………………………………………8
第三章 研究方法………………………………………………………………………………………………………………………9
3.1 研究資料背景……………………………………………………………………………………………………………………9
3.2 研究框架…………………………………………………………………………………………………………………………11
3.3 研究假設 ………………………………………………………………………………………………………………13
3.4 雙重差分估計法（Difference-in-Difference Approach）…………15
3.5 以Difference-in-Difference建立研究模型……………………………………………17
第四章 研究結果……………………………………………………………………………………………………………………20
4.1 雙邊市場之敘述性統計分析……………………………………………………………………………………20
4.2 手錶類型、奢侈品牌與價格離散之交叉分析…………………………………………………21
4.3 DID分析探討疫情發生前後對消費者購物模式之影響………………………………24
第五章 結論……………………………………………………………………………………………………………………………27
參考文獻……………………………………………………………………………………………………………………………………29

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