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題名 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作者 李璽恩
Lee, Hsi-En貢獻者 陳信木
Chen, Hsih-Mu
李璽恩
Lee, Hsi-En關鍵詞 高接觸性商品
形式理性
理性化
虛擬體驗
信任
網路購物
High-contact products
Formal rationality
Rationalization
Virtual experience
Trust
Online shopping日期 2019 上傳時間 2-Mar-2020 11:25:19 (UTC+8) 摘要 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。另外在商家策略與消費者實際訪談結果發現有二個有趣的發現，一、退貨機制與價格訂價上有交互作用的現象，亦即價格落在低價區，不需有實體門市外，無退貨機制亦不影響其購買意願，但若價格落中價位以上者，則需要有實體展間外還需配合退貨機制，才能增加其消費者之購買意願。二、多數消費者表示會在網路購買高接觸性商品是因為價格便宜，再進一步了解後，價格便宜只是表面的因素，背後的原因乃是實體資訊的不足。
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.參考文獻 Copeland M. T. (1923). Relation of consumers` buying habit to marketing methods. Harvard Business Review, 1(3), 282-289Deng, 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：RoutledgeEngel, 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), 256-266Marx, 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。林聚任(2007)，社會信任和社會資本重建—當前鄉村社會關係研究，濟南：山東人民出版社。韋伯(2008)，新教倫理與資本主義精神(康樂、簡惠美譯)。台北：遠流。(原著出版年：1904年)喬治．雷瑟(2002)，社會的麥當勞化(林祐聖、葉欣怡譯)。台北：弘智。(原著出版年：1996年)喬治．雷瑟、道格拉斯．古德曼(2004)，社會學理論(上)(柯朝欽、鄭祖邦譯)。台北：麥格羅希爾。(原著出版年：2003年)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：https://mic.iii.org.tw/news.aspx?id=516。羅伯特•斯考伯、謝爾•伊斯雷爾(2014)，即將到來的場景時代：大數據，移動設備，社交媒體，傳感器，定位系統如何改變商業和生活(趙乾坤、周寶曜譯)，北京：北京聯合。(原著出版年：2013年) 描述 碩士
國立政治大學
社會學系
99254020資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099254020 資料類型 thesis dc.contributor.advisor 陳信木 zh_TW dc.contributor.advisor Chen, Hsih-Mu en_US dc.contributor.author (Authors) 李璽恩 zh_TW dc.contributor.author (Authors) Lee, Hsi-En en_US dc.creator (作者) 李璽恩 zh_TW dc.creator (作者) Lee, Hsi-En en_US dc.date (日期) 2019 en_US dc.date.accessioned 2-Mar-2020 11:25:19 (UTC+8) - dc.date.available 2-Mar-2020 11:25:19 (UTC+8) - dc.date.issued (上傳時間) 2-Mar-2020 11:25:19 (UTC+8) - dc.identifier (Other Identifiers) G0099254020 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/128921 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 社會學系 zh_TW dc.description (描述) 99254020 zh_TW dc.description.abstract (摘要) 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。另外在商家策略與消費者實際訪談結果發現有二個有趣的發現，一、退貨機制與價格訂價上有交互作用的現象，亦即價格落在低價區，不需有實體門市外，無退貨機制亦不影響其購買意願，但若價格落中價位以上者，則需要有實體展間外還需配合退貨機制，才能增加其消費者之購買意願。二、多數消費者表示會在網路購買高接觸性商品是因為價格便宜，再進一步了解後，價格便宜只是表面的因素，背後的原因乃是實體資訊的不足。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景 1第二節 研究動機與研究問題 4一、研究動機：關於高接觸性商品 4二、研究問題 6第二章 文獻探討 7第一節 消費與形式理性 7第二節 虛擬體驗 10第三節 信任的因素 12一、信任理論的面向 12二、網路購物下的信任 15第四節 消費的多元影響性 16第五節 小結 17第三章 研究方法 19第一節 研究架構與主旨 19第二節 分析方法與研究對象 21一、分析方法 21二、研究對象 22第四章 研究結果 25第一節 虛擬商店之制度性比較 25一、初步分析 25二、進一步的分析 31第二節 訪談結果分析 45一、初步分析 45二、進一步分析 72第五章 結論與建議 76第一節 研究結論 76第二節 給虛擬商家的建議 79第三節 研究限制與未來建議 81附錄一 受訪者個別分析簡表 82附錄二 訪談大綱 92參考文獻 96 zh_TW dc.format.extent 2744436 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099254020 en_US dc.subject (關鍵詞) 高接觸性商品 zh_TW dc.subject (關鍵詞) 形式理性 zh_TW dc.subject (關鍵詞) 理性化 zh_TW dc.subject (關鍵詞) 虛擬體驗 zh_TW dc.subject (關鍵詞) 信任 zh_TW dc.subject (關鍵詞) 網路購物 zh_TW dc.subject (關鍵詞) High-contact products en_US dc.subject (關鍵詞) Formal rationality en_US dc.subject (關鍵詞) Rationalization en_US dc.subject (關鍵詞) Virtual experience en_US dc.subject (關鍵詞) Trust en_US dc.subject (關鍵詞) Online shopping en_US dc.title (題名) 高接觸性商品網路購物的社會學對話 zh_TW dc.title (題名) A sociological dialogue on the high contact online shopping products en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Copeland M. T. (1923). Relation of consumers` buying habit to marketing methods. Harvard Business Review, 1(3), 282-289Deng, 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：RoutledgeEngel, 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), 256-266Marx, 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。林聚任(2007)，社會信任和社會資本重建—當前鄉村社會關係研究，濟南：山東人民出版社。韋伯(2008)，新教倫理與資本主義精神(康樂、簡惠美譯)。台北：遠流。(原著出版年：1904年)喬治．雷瑟(2002)，社會的麥當勞化(林祐聖、葉欣怡譯)。台北：弘智。(原著出版年：1996年)喬治．雷瑟、道格拉斯．古德曼(2004)，社會學理論(上)(柯朝欽、鄭祖邦譯)。台北：麥格羅希爾。(原著出版年：2003年)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：https://mic.iii.org.tw/news.aspx?id=516。羅伯特•斯考伯、謝爾•伊斯雷爾(2014)，即將到來的場景時代：大數據，移動設備，社交媒體，傳感器，定位系統如何改變商業和生活(趙乾坤、周寶曜譯)，北京：北京聯合。(原著出版年：2013年) zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202000098 en_US
