政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/147732

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/147732

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/147732

Title:	台灣消費者電子商務平台選擇與購物行為之實證研究—快思慢想的全面性決策分析 The Empirical Study of E-Commerce Platform Selection and Purchasing Behaviors of Taiwanese Consumers—The Comprehensive Decision Analysis of Thinking Fast and Slow
Authors:	呂宜臻呂宜臻Lu, I-Chen
Contributors:	許牧彥 Hsu, Mu-Yen 呂宜臻呂宜臻Lu, I-Chen
Keywords:	網路購物消費者行為行為經濟學快思慢想 Online Shopping Consumer Behavior Behavioral Economics Thinking Fast and Slow
Date:	2023
Issue Date:	2023-10-03 10:43:56 (UTC+8)
Abstract:	隨著網路科技蓬勃發展與普及，網路購物已經成為大眾廣泛使用一種消費模式。電子商務市場的營收持續每年成長，同時在市場上同行間競爭也越來越激烈，各大電商應嘗試深入了解消費者的需求以及決策因素，除了為企業本身提供行銷策略的方向外，推出更符合消費者的優惠與服務，以提升顧客忠誠並做出差異化，強化自身在市場的地位。在過去在研究消費者網路購物行為中，鮮少以行為經濟學觀點來做問卷調查的消費者行為研究。而本研究將以行為經濟學中著名的「快思慢想」觀點出發，來探討消費者在網路購物時的網站平台選擇與購物決策的行為。本研究採問卷調查法，以網路問卷進行發放，最終回收378份問卷，剔除其中14份無效問卷，共有364份有效問卷。本研究的資料分析結果顯示消費者的決策型態傾向慢想，便會不容易固定使用某個購物網站；消費者的決策型態傾向快思，便會更加容易固著在同一個購物網站；損失規避與社會規範能夠作為快思的前置變數；理性決策能夠作為慢想的前置變數；年齡以及職業是否為學生在決策型態傾向快思或慢想上有顯著的差異；年紀越長的消費者在決策思維上會越傾向快思；對一個購物網站的採用與否，周遭其他使用者的使用經驗與口碑會比KOL或明星代言的廣告更有影響力。根據分析結果，本研究建議善用消費者的快思決策，善用促銷活動與推播通知、優惠券與紅利點數累積機制以及個人化的廣告與通知。針對傾向慢想決策的消費者則可以加強自身平台的服務內容，特別是在網站資訊安全的部分，吸引沒有固定使用購物網站的消費者。最後是善用口碑效應，當電商業者想觸及更多未使用族群時，可以善用社群的力量，搭配各式新用戶優惠活動帶動更多人一起使用。 With the flourishing development and widespread adoption of internet technology, online shopping has become a widely used consumption model among the general public. The revenue of the e-commerce market continues to grow annually, and the competition among major e-commerce players in the market has become increasingly fierce. It is crucial for these major e-commerce companies to deeply understand consumer needs and decision-making factors. Apart from providing marketing strategy direction for the businesses themselves, offering more consumer-oriented incentives and services is essential to enhance customer loyalty, create differentiation, and strengthen their market position. In the past, consumer behavior studies related to online shopping rarely approached from the perspective of behavioral economics through questionnaire surveys. This study takes its departure from the perspective of behavioral economics, particularly the well-known "Thinking Fast and Slow" framework, to explore consumer behavior in website platform selection and shopping decision-making during online shopping. This research employs a questionnaire survey method, distributed through online questionnaires. A total of 378 questionnaires were collected, with 14 invalid ones excluded, resulting in 364 valid questionnaires. The data analysis of this study reveals that consumers tend to exhibit slow-thinking decision-making patterns, making it less likely for them to consistently use a single shopping website. Conversely, consumers with a tendency for fast-thinking decision-making are more likely to stick to a single shopping website. Loss aversion and social norms act as antecedents for fast-thinking decisions, while rational decision-making serves as an antecedent for slow-thinking decisions. Age and occupation, specifically whether one is a student, show significant differences in fast-thinking or slow-thinking decision tendencies. Older consumers tend to lean more toward fast-thinking decision patterns. The adoption of a shopping website is more influenced by the usage experiences and word-of-mouth of other users in the vicinity compared to endorsements by key opinion leaders (KOLs) or celebrities. Based on the analysis results, this study recommends leveraging consumers` fast-thinking decisions through promotional activities, push notifications, coupon and loyalty point accumulation mechanisms, and personalized advertisements and notifications. For consumers inclined towards slow-thinking decisions, it`s advised to enhance service content on their platforms, particularly in terms of website information security, to attract consumers who do not have a fixed shopping website. Lastly, capitalizing on the power of word-of-mouth, e-commerce businesses aiming to reach untapped consumer segments can utilize the influence of communities, coupled with various new user incentive activities, to encourage more people to join in.
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Description:	碩士國立政治大學科技管理與智慧財產研究所 110364115
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0110364115
Data Type:	thesis
Appears in Collections:	[Graduate Institute of TIPM] Theses

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