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題名 奶粉消費者的聰明購物感受- 全通路購買路徑比較
The smart shopping feeling of milk buyer: Comparisons between webroomers and showroomers
作者 蔡雨軒
Tsai, Yu-Shiuan
貢獻者 白佩玉
蔡雨軒
Tsai, Yu-Shiuan
關鍵詞 聰明購物感受
聰明購物
展示廳現象
反展示廳現象
全通路零售
Smart shopping feeling
Smart shopping
Showrooming
Webrooming
Omni-channel retailing
日期 2021
上傳時間 4-Aug-2021 16:39:01 (UTC+8)
摘要 隨著電子商務的興起，消費者購買日常用品不再侷限於單一管道，而是傾向綜合更多的購買通路，找尋適合自己的商品，並提升購買過程中的效率、減少花費時間、精力，以獲得更好的購買選擇。而過去研究僅針對大範圍的零售商品進行討論，本研究聚焦在消費者購買兒童奶粉產品行為上，將消費者分為「線上瀏覽線下購買者 (Webroomer)」、「線下瀏覽線上購買者 (Showroomer)」兩大群體，探討(1)購買前行為(包含「搜尋」、「消費規劃」)是否有所差異，(2)這些精明消費者是否因購買行為形塑他們的「聰明購物感受」，(3) 身為聰明消費者，購後是否又會將相關購買資訊分享給親朋好友。

本研究針對曾購買過兒童奶粉的家長進行問卷調查，共收集 224 份有效問卷。

研究結果歸納如下:
一、奶粉購買者中，Webroomer 和 Showroomer 在產品搜尋有顯著差異 ; 而 在購買規劃行為則沒有顯著差異。
二、奶粉購買者購物前的產品搜尋及購買規劃程度越高，聰明購物感受度也會越高。
三、奶粉購買者對於三大購物影響因素(省時間/精力、省錢、精準購買)的重視程度，與聰明購物感受度有顯著的正向關係。
四、奶粉購買者中，聰明購物感受度與分享消費資訊行為有顯著的正向關係。
With the trend of e-commerce, consumers are no longer limited to a single channe l for purchasing everyday products, but tend to integrate many purchasing channels to find the right products for themselves, and to improve the efficiency of the purchasing process, reduce time and effort, and get the right purchase. This research focuses on the behavior of consumers in purchasing children`s formula products. Consumers are divided into two groups: “Webroomers” and “Showroomers”. This study aims to gain a better understanding of the smart shopping behavior between Webroomers and Showroomers, including pre-purchase behavior (“information search” and “planning for purchases”), the motivation of smart shopping (“time/effort saving”, “money saving” and “right purchase”) and post-purchase behavior (“sharing”). Moreover, we try to prove the smart shopping behavior which we mentioned above are correlated with smart shopping feeling.
224 valid samples were collected in the research. All the respondents are parents who had purchased toddler formula for their children in the last 3 years. The results of the study are summarized as follows.
• Webroomers put more effort on information searching than showroomers. But there is no significant difference in planning for purchases behavior between webroomers and showroomers.
• The information searching and planning for purchases behaviors of toddler formula buyers are positively correlated with smart shopping feeling.
• The purchasing motivation of toddler formula buyers (“time/effort saving”, “money saving” and “right purchase”) are positively correlated with smart shopping feeling.
• The sharing behavior of toddler formula buyers is positively correlated with smart shopping feeling.
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品牌通(2020)。低成本高轉換的行銷工具!好友推薦活動成功的 6 大關鍵。 擷 取 自 品 牌 通 網 站 : https://branding-now.com/case-study/product- strategy/referral-program/(最後瀏覽:2021 年 6 月 23 日)
財團法人醫藥品查驗中心(2017)。簡介特殊營養食品國內外管理概況。當代 醫 藥 法 規 月 刊 ， 卷 79 。 擷 取 自 網 站 : https://www.cde.org.tw/Content/Files/Know ledge/df 7c75bc -a4c2-49ed-9c d5- 721422caaea1.pdf(最後瀏覽:2021 年 3 月 18 日)
梅雨婷 (2020)。探討品牌信賴的建立及其對品牌負面訊息容忍度和聰明購物 知覺的影響。臺北，國立暨南國際大學國際企業學系學位論文。
黃瑽寧(2016)。選嬰兒配方奶的基本指標。擷取自親子天下網站: https://www.parenting.com.tw/artic le/5070236?utm_source=Drhuang.FB&utm_ m e d iu m = s o c ia l& u t m _ c a m p a i g n = c p - f 1 0 - e d i t o r -
170721&fbclid=IwAR3N kXlbxOPHxXIhQ 2XjbSsOsxVu57lDuTdWQ qVIm2z5 Z7p6yKBQQ3EDKmU(最後瀏覽:2021 年 3 月 18 日)
媽咪拜(2018)。新生兒奶粉怎麼買?0-1 歲嬰兒奶粉怎麼挑?不是價格越貴越 好!。擷取自媽咪拜網站:https://mamibuy.com.tw/talk/article/112324(最 後瀏覽:2021年 3月 18日)
達摩媒體 Blogger Ads (2011)。2011 網路媽媽團購行為大調查。取自達摩媒體， 擷取自網址:http://www.bloggerads.net/AdsPortal/BlogIndustryNews (最後 瀏覽:2021年 3月 18日)
鄧宇惠(2018)。3C 零售業之全通路管理策略。臺北，國立政治大學企業管理 研究所碩士論文。
戴筠(2020)。配方奶可提供寶寶成長營養，兒科醫師:1 歲後「這樣喝」比 較好!。擷取自嬰兒 & 母親網站:https://www.mababy.com/knowledge- detail?id=10337(最後瀏覽:2021 年 3 月 18 日)

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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363091
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363091
資料類型 thesis
dc.contributor.advisor 白佩玉zh_TW
dc.contributor.author (Authors) 蔡雨軒zh_TW
dc.contributor.author (Authors) Tsai, Yu-Shiuanen_US
dc.creator (作者) 蔡雨軒zh_TW
dc.creator (作者) Tsai, Yu-Shiuanen_US
dc.date (日期) 2021en_US
dc.date.accessioned 4-Aug-2021 16:39:01 (UTC+8)-
dc.date.available 4-Aug-2021 16:39:01 (UTC+8)-
dc.date.issued (上傳時間) 4-Aug-2021 16:39:01 (UTC+8)-
dc.identifier (Other Identifiers) G0108363091en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136735-
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) 108363091zh_TW
dc.description.abstract (摘要) 隨著電子商務的興起，消費者購買日常用品不再侷限於單一管道，而是傾向綜合更多的購買通路，找尋適合自己的商品，並提升購買過程中的效率、減少花費時間、精力，以獲得更好的購買選擇。而過去研究僅針對大範圍的零售商品進行討論，本研究聚焦在消費者購買兒童奶粉產品行為上，將消費者分為「線上瀏覽線下購買者 (Webroomer)」、「線下瀏覽線上購買者 (Showroomer)」兩大群體，探討(1)購買前行為(包含「搜尋」、「消費規劃」)是否有所差異，(2)這些精明消費者是否因購買行為形塑他們的「聰明購物感受」，(3) 身為聰明消費者，購後是否又會將相關購買資訊分享給親朋好友。

本研究針對曾購買過兒童奶粉的家長進行問卷調查，共收集 224 份有效問卷。

研究結果歸納如下:
一、奶粉購買者中，Webroomer 和 Showroomer 在產品搜尋有顯著差異 ; 而 在購買規劃行為則沒有顯著差異。
二、奶粉購買者購物前的產品搜尋及購買規劃程度越高，聰明購物感受度也會越高。
三、奶粉購買者對於三大購物影響因素(省時間/精力、省錢、精準購買)的重視程度，與聰明購物感受度有顯著的正向關係。
四、奶粉購買者中，聰明購物感受度與分享消費資訊行為有顯著的正向關係。		zh_TW
dc.description.abstract (摘要) With the trend of e-commerce, consumers are no longer limited to a single channe l for purchasing everyday products, but tend to integrate many purchasing channels to find the right products for themselves, and to improve the efficiency of the purchasing process, reduce time and effort, and get the right purchase. This research focuses on the behavior of consumers in purchasing children`s formula products. Consumers are divided into two groups: “Webroomers” and “Showroomers”. This study aims to gain a better understanding of the smart shopping behavior between Webroomers and Showroomers, including pre-purchase behavior (“information search” and “planning for purchases”), the motivation of smart shopping (“time/effort saving”, “money saving” and “right purchase”) and post-purchase behavior (“sharing”). Moreover, we try to prove the smart shopping behavior which we mentioned above are correlated with smart shopping feeling.
224 valid samples were collected in the research. All the respondents are parents who had purchased toddler formula for their children in the last 3 years. The results of the study are summarized as follows.
• Webroomers put more effort on information searching than showroomers. But there is no significant difference in planning for purchases behavior between webroomers and showroomers.
• The information searching and planning for purchases behaviors of toddler formula buyers are positively correlated with smart shopping feeling.
• The purchasing motivation of toddler formula buyers (“time/effort saving”, “money saving” and “right purchase”) are positively correlated with smart shopping feeling.
• The sharing behavior of toddler formula buyers is positively correlated with smart shopping feeling.		en_US
dc.description.tableofcontents 第一章 緒論.............7
第一節 研究背景與動機.............7
第二節 研究問題與目的.............9
第三節 研究流程.............10
第二章 文獻探討.............11
第一節 兒童奶粉市場與特性.............11
第二節 行銷通路.............14
第三節 全通路零售.............18
第四節 聰明消費者.............21
第三章 理論架構與研究方法.............26
第一節 研究模型.............26
第二節 研究假說.............27
第三節 操作性定義與衡量.............29
第四節 研究對象與資料蒐集.............32
第五節 資料分析方法.............32
第四章 研究結果.............34
第一節 樣本結構分析.............34
第二節 信效度分析.............35
第三節 模型假說驗證分析.............41
第四節 後設分析.............48
第五章 研究結論與建議.............50
第一節 研究結論.............50
第二節 管理意涵與建議.............51
第三節 研究限制與未來研究建議.............52
參考文獻.............54
附錄-問卷內容.............59		zh_TW
dc.format.extent 1055589 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363091en_US
dc.subject (關鍵詞) 聰明購物感受zh_TW
dc.subject (關鍵詞) 聰明購物zh_TW
dc.subject (關鍵詞) 展示廳現象zh_TW
dc.subject (關鍵詞) 反展示廳現象zh_TW
dc.subject (關鍵詞) 全通路零售zh_TW
dc.subject (關鍵詞) Smart shopping feelingen_US
dc.subject (關鍵詞) Smart shoppingen_US
dc.subject (關鍵詞) Showroomingen_US
dc.subject (關鍵詞) Webroomingen_US
dc.subject (關鍵詞) Omni-channel retailingen_US
dc.title (題名) 奶粉消費者的聰明購物感受- 全通路購買路徑比較zh_TW
dc.title (題名) The smart shopping feeling of milk buyer: Comparisons between webroomers and showroomersen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文文獻
Facebook Business(2019)。「母嬰品牌如何在行動世代掌握受眾」。擷取自 網站: https://www.facebook.com/business/news/zff-baby-1(最後瀏覽:2021 年 3月 10日)
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dc.identifier.doi (DOI) 10.6814/NCCU202100952en_US