Please use this identifier to cite or link to this item:

Title: 高接觸性商品網路購物的社會學對話
A sociological dialogue on the high contact online shopping products
Authors: 李璽恩
Lee, Hsi-En
Contributors: 陳信木
Chen, Hsih-Mu
Lee, Hsi-En
Keywords: 高接觸性商品
High-contact products
Formal rationality
Virtual experience
Online shopping
Date: 2019
Issue Date: 2020-03-02 11:25:19 (UTC+8)
Abstract:   本篇論文要探究的是女性內衣這樣的高接觸性商品,基於合身性之要求,理論上更加在乎實際試穿體驗,但為何現今在網路平台上可以在無試穿體驗下市場也趨漸成熟,商家有哪些制度策略?筆者嘗試用消費的形式理性化、與虛擬體驗和信任觀點三個面向切入,並用消費者消費過程來觀察分析,結果發現一、由於缺乏實際試穿體驗,因此商家會在網站內容上增加許多視覺效果,例如影音多媒體連結設計、滑鼠點擊局部放大效果,增加其互動性,補償其觸覺性不足,提高虛擬體驗效果,二、在信任面向上,由於女性內衣私密性的特質,因此10間商家有8間都有其經營私密社團或有評價系統,分享其有買過之消費者試穿分享,供應更多的消費者之間的間接體驗可以參考,進而取得消費者之信賴關係,三、在訪談結果證實,整個網路消費的制度性設計,包括價格透明化、價格或評價與熱銷商品之排序功能,提供給消費者便於計算、效率與可預測性的本質,的確具加速消費形式理性化之趨勢。
In theory, high-contact products, like female lingerie, should be tried on to ensure a good fit. This paper looks at how the online market has managed to become increasingly mature even though online platforms do not offer the opportunity to try-on merchandise in advance, and at the procedures and strategies adopted by merchants. The author attempted to approach the question from three perspectives, namely, the rationalization of the consumption format, virtual experience and trust. The consumption process of the consumer was also observed and analyzed. The first finding was that since consumers are unable to try the lingerie on, the merchants added more visual effects to their website content, including links to multimedia videos and clicking with the mouse for a magnified view. The increase in interactivity compensated for the lack of tactile sensation and enhanced the virtual experience. The second finding was that the personal nature of female lingerie led to 8 out of 10 merchants operating their own closed groups or rating systems where previous customers can share their own fitting experiences. Other consumers are thus provided with indirect experiences to refer to, establishing the consumers’ trust in the merchants. The third finding, which was based on the results of interviews, showed that the entire design of the online shopping system – including transparency of pricing, as well as sorting by price, rating or popularity – improved calculation, efficiency and predictability for consumers, which helped accelerate the rationalization of the consumption format.
Two interesting phenomena were also noted in the merchant strategies and from actual consumer interviews. Firstly, there was an interaction effect between the return mechanism and pricing. That is, if pricing was in the low-end segment, then in addition to not requiring a physical store, the lack of a return mechanism did not have an impact on the willingness to buy. If pricing was in the mid-to-high segment however, a physical store and return mechanism were necessary to increase the willingness to buy among consumers. Secondly, most consumers indicated that they purchased high-contact products online as it was cheaper. However, further investigation found that the cheaper price was the reason only on the surface, the real reason was a lack of substantial information.
Reference: Copeland M. T. (1923). Relation of consumers' buying habit to marketing methods. Harvard Business Review, 1(3), 282-289
Deng, X., & Kahn, B. (2009). Is your product on the right side? The “Location Effect” on perceived product heaviness and package evaluation. Journal of Marketing Research, 46(6), 725-738.
Douglas, M., & Isherwood, B. (1996). The world of goods: towards an anthropology of consumption. London:Routledge
Engel, J. F., Kollat, D. J., & Blackwell, R. D. (1984). Consumer behavior. Chicago, MI: The Dryden.
Fukuyama, F. (1995). Trust: the social virtues and the creation of prosperity. New York: Free Press.
Granovetter, M. (1985). Economic action and social structure: the problem of embeddedness. American Journal of Sociology, 91(3), 481-93.
Grohmann, B., Spangenberg, E., & Sprott, D. (2007). The influence of tactile input on the evaluation of retail product offerings. Journal of Retailing, 83(2), 237-245.
Jarvenpaa, S., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an internet store. International Journal of Information Technology and Management, 1, 45-71.
Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: search versus experience goods. Journal of Business Research, 41(3), 195-203.
Klein, L. R.(2003). Creating virtual product experiences: the role of telepresence. Journal of Interactive Marketing, 17(1), 41-55.
Lee, M., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75-91.
Li, H., Daugherty, T., & Biocca, F. (2001). Characteristics of virtual experience in electronic commerce: a protocol analysis. Journal of Interactive Marketing, 15(3), 13-30.
Love, J. F.(1986). McDonald's: behind the arches. New York:Bantam Books.
Marlow, N., & Jansson-Boyd, C. (2011). To touch or not to touch, that is the question. Should consumers always be encouraged to touch products, and does it always alter product perception?. Psychology & Marketing, 28(3), 256-266
Marx, K(1867/1974).Capital: a critical analysis of capitalist production, vol. 1. London: Lawrence & Wishart.
McCabe, D. B., & Nowlis, S. M.(2003). The effect of examining actual products or product descriptions on consumer preference. Journal of Consumer Psychology, 13(4), 431-439.
Peck, J., & Childers, T. (2003). Individual differences in haptic information processing: the “Need for Touch” Scale. Journal of Consumer Research, 30, 430-442.
Ranaweera, C., McDougall, G., & Bansal, H.(2005). A model of online customer behavior during the initial transaction: moderating effects of customer characteristics. Marketing Theory, 5(1), 51-74.
Ritzer, G.(1996).The McDonaldization of society: an investigation into the changing character of contemporary social life. Thousand Oaks, Calif.: Pine Forge.
Seligman, A. B.(1997). The problem of trust. Princeton, N.J.: Princeton University .
Sztompka, P. (1999). Trust: a sociological theory. Cambridge: Cambridge University.
Tan, F. B., & Sutherland, P.(2004). Online consumer trust: a multi-dimensional model. Journal of Electronic Commerce in Organizations, 2 (3), 40-58.
Weber, M. (1921/1968). Economy and society, 3 volumes. Totowa, NJ: Bedminster .
Williamson, O.E. (1975) Markets and hierarchies: analysis and antitrust implications. New York:Free press.
Blackwell, R. D., Miniard, P. W., Engel, J. F. (2007),消費者行為(白滌清譯)。台北:華泰。(原著出版年:2005)
Schiffman, L. G., & Kanuk, L. L.(2001),消費者行為(顧萱萱、郭建志譯)。台北:學富。(原著出版年:2000年)
尼克拉斯‧盧曼(2005),信任: 一個社會複雜的簡化機制(瞿鐵鵬、李強譯)。上海: 上海世紀出版社。
資策會產業情報研究所(2019),【網購調查系列一】網購消費占比達16.5% 愛用電商平台大排名,2019年12月11日,檢自:。
Description: 碩士
Source URI:
Data Type: thesis
Appears in Collections:[社會學系] 學位論文

Files in This Item:

File SizeFormat
402001.pdf2680KbAdobe PDF120View/Open

All items in 學術集成 are protected by copyright, with all rights reserved.

社群 sharing