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題名 雙十一網購消費者購買意圖及顧客體驗之影響因素
The Influential Factors of Purchase Intention and Customer Experience of Consumers Online Shopping on Singles` Day作者 劉力慈
Liu, Li-Tzu貢獻者 張愛華
Chang, Ai-Hwa
劉力慈
Liu,Li-Tzu關鍵詞 雙十一
顧客滿意度
品牌忠誠度
顧客體驗價值
知覺風險
Double 11
Online shopping
Customer satisfaction
Purchase intention
Brand loyalty日期 2018 上傳時間 27-Jul-2018 12:59:22 (UTC+8) 摘要 自2009年雙十一購物節首次出現於中國，至2017年成交量逐年升高，已成為電商年度大事及第四季重要檔期，風光的雙十一活動卻在檔期後於社群屢屢出現負面的評論，究竟參與雙十一對於品牌的益處為何？電商平台又該瞄準哪群消費者、以及行銷活動該如何操作，為本研究欲探討之問題。本研究透過文獻整理，探討購買意圖、顧客滿意度、品牌忠誠度之影響因素，主要包含顧客體驗價值、知覺風險、社群，而顧客體驗價值及知覺風險又受到雙十一行銷活動吸引力、電商服務品質所影響。另外，本研究也將購物導向歸類，探討哪種導向之消費者較容易受到雙十一行銷活動所吸引，最後探討社群媒體、論壇在雙十一活動中影響力。本研究採用問卷調查法，邀請2016或2017曾在雙十一檔期網購消費者填答。本研究有以下發現(1)使用阿里巴巴平台之消費者，顧客體驗及購買意圖都較台灣本土電商表現佳，因為其中有較高的經濟效益和趣味性；(2)雙十一行銷活動之吸引力和電商服務品質對知覺風險有正向負向的影響，知覺風險會影響顧客滿意度；(3)消費者購買導向中，雙十一的消費者有更高的理智傾向和經驗導向(4)社群影響消費者的雙十一參與意圖，因此建議品牌店家和電商在顧客體驗路徑中，提供消費者購前諮詢和鼓勵消費者購後口碑傳播。
Since the Double 11(Singles’ Day) made a debut in China in 2009 and the volume of transactions has increased year by year. It has become an important event for e-commerce each year and generated significant revenue in the fourth quarter. After the holiday period, there have been frequent negative comments in the community. What is the benefit of taking part in Singles` Day? This study aims to explore which group of consumers to be targeted on Singles` Day. In addition, this study would give some suggestions to e-commerce and brands how to operate marketing activities and social media.The purpose of this study was to investigate the relations among purchase intentions, customer satisfaction, and brand loyalty. While customer experience value and perceived risk are impacted by the attraction marketing activities and the quality of e-commerce services. In addition, this study categorizes consumer orientation to explore which of the targeted consumers is more likely to be attracted by the Double 11 marketing activities, and discuss the role of social media and forums playing during Double 11 event. Through the questionnaire survey procedure, the study collected the samples of whom ever shopping online on Double 11 in 2016 or 2017.The main findings are as follows. (1) Consumers using the Alibaba platform had better customer experience and purchase intentions than Taiwanese local e-commerce because of their higher economic efficiency and playfulness. (2) The attraction of the Double 11 marketing activities and the quality of e-commerce services had a combined effect on perceived risk, and perceived risk will affect customer satisfaction. (3) Consumers online shopping on double 11 are more rational and experienced-orientation. (4)The community plays an important role in Double 11 event. Therefore, it is suggested that brand stores and e-commerce should emphasize marketing strategy of word-of-mouth and advocacy.參考文獻 一、 中文部分1. 李國英、侯珂，淘寶“雙十一”電子商务营销策略的演变。科技视界Science & Technology Vision。2013年31期。2. 占明珍，“雙十一”我國電商企業促銷戰的冷思考。對外經貿實務Practice in Foreign Economic Relations and Trade。2013年04期3. 張劍國，雙十一光棍節。文化研究@嶺南，2017年vol.59。4. 徐苗苗，我國電商節日營銷廣告策略現狀及其發展策略。戲劇之家。2014年第15期5. Philip Kotler, Marketing 4.0: Moving from Traditional to Digital。行銷4.0：新虛實融合時代贏得顧客的全思維，2017年p107二、 英文部份1. Alan Charlesworth, a Glossary of Internet Marketing terms,phrase and concept p102. Anthony D. Miyazaki and Fernandez,Consumer Perceptions of Privacy and Security Risks for Online Shopping， 20053. Assael (1998) Assael, H. (1998), “Consumer Behavior and Marketing Action (6th ed.),” US: South-western College Publishing.4. B. Mahadevan, Business Models for Internet Based E-Commerce: AN ANATOMY, California management review 42(4) · July 20005. Bauer, R. A. 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Journal of Marketing, 52, p2-22.三、 網路資料1. 張海嵐制造节日：“双十一”如何成功收编“光棍节”,檢自：https://www.thepaper.cn/newsDetail_forward_13947222. 安侯建業（2016），亞太電商概覽，檢自：https://home.kpmg.com/content/dam/kpmg/tw/pdf/2017/01/2016-aspac-e-commerce-guideline_final.pdf3. 創市際雙週刊（2017.03.30），電子商務網站使用概況，第八十三期。檢自：http://www.ixresearch.com/reports/4. 星圖數據（2017），2017雙十一全網網購大數據分析報告，檢自：http://www.chinatimes.com/newspapers/20171113000062-2602035. 凱度趨勢專欄（2016），2016台灣品牌趨勢解密，檢自：https://www.kantarworldpanel.com/tw/news/NB-TW6. 動腦brain(2016.4.1)，2016台灣品牌趨勢解密。檢自：http://www.brain.com.tw/news/articlecontent?ID=23052#BEvG7twX7. 天下雜誌（2014），雙11網購節台灣能複製嗎？檢自：https://www.cw.com.tw/article/article.action?id=50626598. 阿里足跡（2017.11.08），天貓雙11晚會體壇樂壇明星匯聚 Pharrell Williams 舒拉寶娃Jessie J登場。檢自：http://alibabanews.com/article/tianmaoshuang11wanhuititanletanmingxinghuiju-pharrell-williams-shulabaowajessie-jdengchang9. 中時電子報（2017.11.13），陸電商雙11銷售額 衝破2,500億元人民幣。檢自：http://www.chinatimes.com/newspapers/20171113000062-26020310. 數位時代（2017.11.12），台灣電商雙11大戰，momo率先公布單日業績衝破7.4億元。檢自：https://www.bnext.com.tw/article/46992/momo-double-eleven-gmv-740-million-ntd-dollar11. momo 新聞中心（2017.11.14） 雙11業績大爆發 近15億元再創紀錄，2017。檢自：http://www.fmt.com.tw/index.php?option=com_content&view=article&id=1099:11-14-17-momo-11-15-12&catid=31:2010-03-22-08-45-28&Itemid=107。12. SmartM（2014.11.19）雙十一風光落幕？負面效應漸浮現。檢自：https://www.smartm.com.tw/Article/353037cea313. 報橘（2017.11.10）。【跟資本市場反著幹】不跟風搶雙 11 龐大商機，為什麼這間店決定 11/11 休息？。檢自：https://buzzorange.com/2017/11/10/greenvines-close-on-1111/14. 資策會（2017.11.07），雙11前哨戰海內外開打 消費者買氣較去年成長10％。檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=48315. 資策會（2017.3.15），【網購消費者調查】84.3％消費者願意跨境購物。檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=46316. 經濟日報（2017.11.20），美黑色星期五消費 可望大增47%。檢自：https://money.udn.com/money/story/5599/282840517. 中時電子報（2015.11.12）。雙11 變大陸最大購物節原因？檢自：http://www.chinatimes.com/realtimenews/20151112001784-26040918. 商業週刊（2017.11.13），當中國雙11步入中年，台灣雙11才正要登大人。檢自：https://magazine.businessweekly.com.tw/Article_page.aspx?id=33922&p=119. 數位時代（2017.11.12）單日成交額破1682億人民幣，阿里巴巴張勇：雙11是商業的奧林匹克，檢自：https://www.bnext.com.tw/article/46990/alibaba-double-eleven-global-festival-201720. 科技新報（2014.11.12），單日交易 571.1 億人民幣，是誰成就了雙 11？檢自： https://technews.tw/2014/11/12/11-11-2/21. 中時電子報（2015.12.13），「雙十二」拚創新 陸電商大戰續燒，檢自：http://www.chinatimes.com/newspapers/20151213000690-26030922. Daily view（2017.11.02）網購平台大比拚！分析網友最在意的十大服務！ | 每日調查。檢自： https://dailyview.tw/Daily/2017/11/0223. KNOWING新聞（2016.12.11），雙十一之後，你有聽過雙十二嗎？檢自：http://news.knowing.asia/news/aa24e140-e45d-430d-a71f-b729502ad539報橘（2017.11.10），【跟資本市場反著幹】不跟風搶雙十一龐大商機，為什麼這家店決定11/11休息？檢自：https://buzzorange.com/2017/11/10/greenvines-close-on-1111/ 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363091資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363091 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.advisor Chang, Ai-Hwa en_US dc.contributor.author (Authors) 劉力慈 zh_TW dc.contributor.author (Authors) Liu,Li-Tzu en_US dc.creator (作者) 劉力慈 zh_TW dc.creator (作者) Liu, Li-Tzu en_US dc.date (日期) 2018 en_US dc.date.accessioned 27-Jul-2018 12:59:22 (UTC+8) - dc.date.available 27-Jul-2018 12:59:22 (UTC+8) - dc.date.issued (上傳時間) 27-Jul-2018 12:59:22 (UTC+8) - dc.identifier (Other Identifiers) G0105363091 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118997 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 105363091 zh_TW dc.description.abstract (摘要) 自2009年雙十一購物節首次出現於中國，至2017年成交量逐年升高，已成為電商年度大事及第四季重要檔期，風光的雙十一活動卻在檔期後於社群屢屢出現負面的評論，究竟參與雙十一對於品牌的益處為何？電商平台又該瞄準哪群消費者、以及行銷活動該如何操作，為本研究欲探討之問題。本研究透過文獻整理，探討購買意圖、顧客滿意度、品牌忠誠度之影響因素，主要包含顧客體驗價值、知覺風險、社群，而顧客體驗價值及知覺風險又受到雙十一行銷活動吸引力、電商服務品質所影響。另外，本研究也將購物導向歸類，探討哪種導向之消費者較容易受到雙十一行銷活動所吸引，最後探討社群媒體、論壇在雙十一活動中影響力。本研究採用問卷調查法，邀請2016或2017曾在雙十一檔期網購消費者填答。本研究有以下發現(1)使用阿里巴巴平台之消費者，顧客體驗及購買意圖都較台灣本土電商表現佳，因為其中有較高的經濟效益和趣味性；(2)雙十一行銷活動之吸引力和電商服務品質對知覺風險有正向負向的影響，知覺風險會影響顧客滿意度；(3)消費者購買導向中，雙十一的消費者有更高的理智傾向和經驗導向(4)社群影響消費者的雙十一參與意圖，因此建議品牌店家和電商在顧客體驗路徑中，提供消費者購前諮詢和鼓勵消費者購後口碑傳播。 zh_TW dc.description.abstract (摘要) Since the Double 11(Singles’ Day) made a debut in China in 2009 and the volume of transactions has increased year by year. It has become an important event for e-commerce each year and generated significant revenue in the fourth quarter. After the holiday period, there have been frequent negative comments in the community. What is the benefit of taking part in Singles` Day? This study aims to explore which group of consumers to be targeted on Singles` Day. In addition, this study would give some suggestions to e-commerce and brands how to operate marketing activities and social media.The purpose of this study was to investigate the relations among purchase intentions, customer satisfaction, and brand loyalty. While customer experience value and perceived risk are impacted by the attraction marketing activities and the quality of e-commerce services. In addition, this study categorizes consumer orientation to explore which of the targeted consumers is more likely to be attracted by the Double 11 marketing activities, and discuss the role of social media and forums playing during Double 11 event. Through the questionnaire survey procedure, the study collected the samples of whom ever shopping online on Double 11 in 2016 or 2017.The main findings are as follows. (1) Consumers using the Alibaba platform had better customer experience and purchase intentions than Taiwanese local e-commerce because of their higher economic efficiency and playfulness. (2) The attraction of the Double 11 marketing activities and the quality of e-commerce services had a combined effect on perceived risk, and perceived risk will affect customer satisfaction. (3) Consumers online shopping on double 11 are more rational and experienced-orientation. (4)The community plays an important role in Double 11 event. Therefore, it is suggested that brand stores and e-commerce should emphasize marketing strategy of word-of-mouth and advocacy. en_US dc.description.tableofcontents 目次Abstract 4第一章 緒論 10第一節 研究背景 10第二節 研究動機與目的 16第三節 研究流程 18第四節 研究範疇 18第二章 文獻探討 19第一節 節慶營銷 19第二節 電商網站服務品質 24第三節 消費者購買行為 26第四節 顧客體驗價值 30第五節 消費者購物導向和動機 31第六節 購物知覺風險評估 34第七節 品牌忠誠度 35第八節 顧客滿意度 37第三章 研究方法 39第一節 研究概念及架構 39第二節 研究假設 40第三節 問卷設計與前測 47第四章 資料分析與討論 55第一節 樣本特性與敘述性分析 55第二節 樣本信度分析 62第三節 樣本消費行為之組間差異分析 64第四節 變數間相關性分析 76第五節 假說驗證 79第六節 附帶分析 91第五章 研究結論與建議 94第一節 研究結論 94第二節 實務意涵與建議 98第三節 研究限制與未來研究建議 101參考文獻 103附錄：研究問卷 108 zh_TW dc.format.extent 1447853 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363091 en_US dc.subject (關鍵詞) 雙十一 zh_TW dc.subject (關鍵詞) 顧客滿意度 zh_TW dc.subject (關鍵詞) 品牌忠誠度 zh_TW dc.subject (關鍵詞) 顧客體驗價值 zh_TW dc.subject (關鍵詞) 知覺風險 zh_TW dc.subject (關鍵詞) Double 11 en_US dc.subject (關鍵詞) Online shopping en_US dc.subject (關鍵詞) Customer satisfaction en_US dc.subject (關鍵詞) Purchase intention en_US dc.subject (關鍵詞) Brand loyalty en_US dc.title (題名) 雙十一網購消費者購買意圖及顧客體驗之影響因素 zh_TW dc.title (題名) The Influential Factors of Purchase Intention and Customer Experience of Consumers Online Shopping on Singles` Day en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文部分1. 李國英、侯珂，淘寶“雙十一”電子商务营销策略的演变。科技视界Science & Technology Vision。2013年31期。2. 占明珍，“雙十一”我國電商企業促銷戰的冷思考。對外經貿實務Practice in Foreign Economic Relations and Trade。2013年04期3. 張劍國，雙十一光棍節。文化研究@嶺南，2017年vol.59。4. 徐苗苗，我國電商節日營銷廣告策略現狀及其發展策略。戲劇之家。2014年第15期5. 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