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    题名: 會員免運制度對消費行為影響之研究—以蝦皮購物為例
    The impact of membership-based free shipping on customer purchasing behavior：A case of Shopee
    作者: 楊婷光
    Yang, Ting-Kuang
    贡献者: 白佩玉
    楊婷光
    Yang, Ting-Kuang
    关键词: 滿額免運制度
    會員免運制度
    顧客旅程
    購買意願
    衝動購買
    Threshold free shipping
    Membership-based free shipping
    Customer journey
    Purchase intention
    Impulse buying
    日期: 2024
    上传时间: 2025-03-03 13:59:25 (UTC+8)
    摘要: 電商平台常利用運費優惠以降低消費者的購買門檻，除了最常見的滿額免運(threshold free shipping)，會員免運制度 (Membership-based free shipping, MFS)也成為新興的網購免運制度：既有的會員透過定期繳交定額訂閱費的方式，可獲得訂閱期限內不限次數的免運優惠。本研究以蝦皮購物在2023年推出的「蝦拼Plus」為例，探討會員免運制度對於消費者決策行為的影響，並比較蝦拼Plus訂閱戶與非訂閱戶在消費頻次及金額上的異同。
    本研究先收集了201份問卷了解蝦皮用戶的輪廓及行為模式，從中篩選出四位蝦拼Plus訂閱戶及四位無訂閱但在近三個月內曾在蝦皮消費之用戶，進行一對一深度訪談。經過分析與整理訪談結果，本研究發現如下：(1) 會員免運制度使消費者在訂閱後的消費頻率提升、每筆訂單消費金額下降，因此雖然消費品項多元性提升，但總體消費金額無明顯變化。(2) 消費者在訂閱初期的下單頻率雖顯著上升，之後隨著時間拉長而趨緩，原因包括剛訂閱時的新鮮感，以及受到已付出的成本影響消費心理，容易導致衝動購物。(3) 針對會員免運訂閱與否的比較，本研究發現訂閱戶與非訂閱戶在網購時所考量的要素並不相同，訂閱戶以免運為第一考量，但非訂閱戶的考量較為多元，且雖然有相似的消費歷程，但兩者對於支付運費的心態有很大的不同。
    根據研究結果，本論文亦針對蝦皮購物提出如何提高蝦拼Plus訂閱人數，以及如何透過蝦拼Plus刺激消費之實務建議，也供其他電商平台參考。
    Membership-based free shipping (MFS) is an emerging free shipping system for online shopping, where subscribers pay a subscription fee to enjoy unlimited free shipping during the subscription period. Besides threshold free shipping, Shopee introduced Shopping Plus in 2023 as an MFS system. This study examines the impact of MFS on customer behavior using Shopping Plus as a case study.
    This study firstly collected 201 questionnaires and selected four Shopping Plus subscribers and four non-subscribers who had made purchases on Shopee in the past three months as interviewees. A total of eight eligible interviewees were interviewed In-depth. After organizing and analyzing the interview results, the following findings were obtained: (1) MFS increases the frequency of consumer spending, decreases the average spending per transaction, shows no significant change in overall spending, and enhances the diversity of purchased items. (2) Consumer spending frequency significantly increases in the early stages of subscription because novelty and sunk cost effect lead to impulse purchases, but the increase slows down over time. (3) Subscribers and non-subscribers consider different factors when shopping online. Subscribers prioritize free shipping, whereas non-subscribers consider a variety of factors. Despite similar shopping journey, the attitudes toward paying for shipping fee differ significantly between the two groups.
    Based on the research findings, recommendations are proposed on how to increase Shopping Plus subscriptions and stimulate consumption through Shopping Plus, which can serve as a reference for Shopee and other e-commerce platforms.
    參考文獻: 一、中文文獻
    1. 柳名耕（2023）。疫後網購成習慣 經部：今年零售業營收可望突破4.5兆元。經濟日報。取自：https://money.udn.com/money/story/5612/7486073?from=edn_related_storybottom
    2. 樂羽嘉（2019）。網路購物免運費？別傻了。天下雜誌。取自：https://www.cw.com.tw/article/5098110
    3. OOSGA（2024）。台灣電商市場概況：2023年電商市場發展、零售趨勢、平台分佈。OOSGA。取自https://zh.oosga.com/e-commerce/twn/
    4. MIC產業情報研究所（2021）。【電商購物節大調查】2022電商購物節消費年成長44% 年均消21,728元 中高齡族群最響應電商造節 北部消費力拉高整體平均。MIC產業情報研究所。取自：https://mic.iii.org.tw/news.aspx?id=632&List=42
    5. 程倚華（2023）。蝦皮訂閱制「蝦拼 Plus」成績揭曉，用戶平均月省 400 元！看似沒賺頭的生意，背後盤算是？。經理人。取自：https://www.managertoday.com.tw/articles/view/67202
    6. TNL Research（2023）。消費者購物策略與支付模式：台灣網購調查報告。TNL Research。取自：https://www.thenewslens.com/article/192767
    7. GO SURVEY (2022)。搶攻消費「心」商機，GO SURVEY：打造訂閱制的5個成功關鍵。取自：https://www.gosurvey.com.tw/web/news/news_in.jsp?npid=NP1670572304073
    7. 林金定、嚴嘉楓、陳美花（2005）。質性研究方法：訪談模式與實施步驟分析。身心障礙研究季刊 ; 3卷2期 (2005 / 06 / 01)，P122 - 136。

    二、英文文獻
    1. Ailawadi, K. L., Ma, Y., & Grewal, D. (2018). The club store effect: Impact of shopping in warehouse club stores on consumers' packaged food purchases. Journal of Marketing Research, 55(2), 193-207.
    2. Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing: An International Journal, 3(1), 20-34.
    3. Freedman, L. (2022). The Shopper Speaks: Is Free Shipping Still Everything to Online Shoppers. Digital Commerce 360. https://www.digitalcommerce360.com/2022/09/ 22/the-shopper-speaks-is-free-shipping-still-everything-to-online- shoppers/(擷取日期：2023/12/2)
    4. Guo, F., & Liu, Y. (2023). The effectiveness of membership-based free shipping: An empirical investigation of consumers’ purchase behaviors and revenue contribution. Journal of Marketing, 87(6), 869-888.
    5. Hamilton, R. W., & Srivastava, J. (2008). When 2+ 2 is not the same as 1+ 3: Variations in price sensitivity across components of partitioned prices. Journal of marketing research, 45(4), 450-461.
    6. Huang, W. H., & Cheng, Y. C. (2015). Threshold free shipping policies for internet shoppers. Transportation Research Part A: Policy and Practice, 82, 193-203.
    7. Huang, W. H., Shen, G. C., & Liang, C. L. (2019). The effect of threshold free shipping policies on online shoppers' willingness to pay for shipping. Journal of Retailing and Consumer Services, 48, 105-112.
    8. Iyengar, R., Park, Y. H., & Yu, Q. (2022). The impact of subscription programs on customer purchases. Journal of Marketing Research, 59(6), 1101-1119.
    9. Jeffrey, S. A., & Hodge, R. (2007). Factors influencing impulse buying during an online purchase. Electronic Commerce Research, 7(3), 367-379.
    10. Koukova, N. T., Srivastava, J., & Steul-Fischer, M. (2012). The effect of shipping fee structure on consumers’ online evaluations and choice. Journal of the Academy of Marketing Science, 40(6), 759-770.
    11. Lewis, M., Singh, V., & Fay, S. (2006). An empirical study of the impact of nonlinear shipping and handling fees on purchase incidence and expenditure decisions. Marketing Science, 25(1), 51-64.
    12. Marjerison, R. K., Hu, J., & Wang, H. (2022). The effect of time-limited promotion on e-consumers’ public Self-Consciousness and purchase behavior. Sustainability, 14(23), 16087.
    13. Parmar, G., & Chauhan, J. (2018). Factors affecting online impulse buying behaviour. International Journal of Education and Management Studies, 8(2), 328-331.
    14. Rook, D. W. (1987). The buying impulse. Journal of consumer research, 14(2), 189-199.
    15. Smith, M. D., & Brynjolfsson, E. (2001). Consumer decision‐making at an Internet shopbot: Brand still matters. The Journal of Industrial Economics, 49(4), 541-558.
    16. Sun, G., Cavusoglu, H., & Raghunathan, S. (2022). Value of membership‐based free shipping in online retailing: Impact of upstream pricing model. Production and Operations Management, 31(11), 4131-4153.
    17. Stern, H. (1962). The significance of impulse buying today. Journal of marketing, 26(2), 59-62.
    18. Shehu, E., Papies, D., & Neslin, S. A. (2020). Free shipping promotions and product returns. Journal of Marketing Research, 57(4), 640-658.
    19. Verhagen, T., & Van Dolen, W. (2009). Online purchase intentions: A multi-channel store image perspective. Information & Management, 46(2), 77-82.
    20. Yoon, S., & Vargas, P. (2011). “No More” leads to “Want More,” but “No Less” leads to “Want Less”: Consumers' counterfactual thinking when faced with quantity restriction discounts. Journal of Consumer Behaviour, 10(2), 93-101.
    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    111363007
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0111363007
    数据类型: thesis
    显示于类别:[企業管理研究所（MBA學位學程）] 學位論文

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