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題名 電商造節行銷對消費者衝動購買行為影響研究 —以蝦皮購物為例
Research on Impulse Buying Behavior during Shopping Carnival: The Case of Shopee
作者 朱欣容
Jhu, Hsin-Rong
貢獻者 白佩玉
朱欣容
Jhu, Hsin-Rong
關鍵詞 電商造節
節慶購物
衝動購買行為
購買意願
消費者決策流程
Shopping Carnival
Holiday Shopping
Impulse Buying Behavior
Purchase Intention
Consumer Decision-Making Process
日期 2021
上傳時間 2-Sep-2021 18:18:53 (UTC+8)
摘要 電商造節是近幾年來十分成功、且對電商平台訂單及業績影響極大的行銷方式，消費者在此情境氛圍的塑造下，更容易產生衝動購買的行為。
自 2020 年始，蝦皮購物推出「月月造節」活動，以吸引更多賣家及消費者共襄盛舉。研究者以蝦皮購物的造節行銷為研究情境，探討台灣的網購消費者於造節期間產生衝動購買行為的影響因素，例如：平台的哪些操作手法能夠促發衝動購買行為。本研究透過深度訪談及研究者個人的觀察分析發現：多數消費者皆以手機作為購物媒介，平常即非常容易接觸蝦皮的行銷手法、促銷訊息。蝦皮利用行銷刺激及大量的商品、促銷組合曝光，促成消費者產生衝動購買的慾望，若此消費者在購物時擁有相對較短的思索購買反應時間、缺少先見之明且未經深思熟慮的快速購買行動等衝動特質，便會產生衝動購買之慾望進而做出非計畫內的購物行為。
然而值得注意的是，當近年來網購平台業者造節的頻率日漸增高，從過去的一年僅有一兩次的大型促銷活動（如雙 11 購物節），演變至月月造節，如此頻繁的造節行銷手法，平台在思考其未來行銷方針思量時，仍須思考：稀有感的創造、造節預算投入與節慶成效的差異及平台有限資源的分配取捨。
Shopping carnival is a saucerful marketing strategy to enhance order and GMV for E-commerce (EC) platforms. Besides, in this scenario, customers are more easily to purchase more than usual and even shop impulsively.
From 2020, “Shopee” started to create its own shopping carnival monthly to raise the awareness of customers and sellers. This research is going to discuss about the marketing strategy of shopping carnival to motivate the customer behavior of impulse buying in the case of Shopee. After research by depth interviews and literature review, we discovered that most customer shopped online via mobile and they reach easily to the marketing strategies and promotion information from Shopee. In this case, Shopee takes a good use of marketing stimuli to raise the urge of impulse buying from customers, Hence, if customers have the traits of quick response and taking action without thinking while seeing promotion, they will have lots of chances to shop impulsively.
However, we still discovered that if EC platforms use shopping carnival as strategies too often, customers may get used to the promotion and lower the urge to buy impulsively. As a result, for future development, EC platforms should take these into consideration: creating scarcity for customers, difference between budget andperformance and trade-off between limited resources.
參考文獻 江慧琳、廖莉莎、曾平智 （2019）。 網絡購物節對消費者購買意願的影響。科教文匯 (下旬刊)（8），頁 89。
行政院主計總處（2020）。108 年女性網路族曾參與網路購物比率 69.6％。國情統計通報，042。
周郁芬（2021）。2021 品牌經營大解密：娛樂行銷為王 蝦皮化身接觸消費者的第一哩路。數位時代。取自：
https://www.bnext.com.tw/article/61832/entertainment-marketing-shopeeecommerce-reaches-consumers-directly。
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（2），頁 122-136。
徐珊、農健、阿細 （2012）。 人造購物節。21 世紀商業評論（21），頁 48-51。
黃慧雯（2019）。蝦皮購物雙 11 全球售出 7 千萬件商品 活動延長至 11／14 。中時新聞網。取自：https://www.chinatimes.com/realtimenews/20191112003948-
260412?chdtv。
張婷 （2019）。 經濟學十大原理之激勵原理的實踐運用——從 「購物狂歡節」看人們會對激勵作出反應。廣西質量監督導報（8），頁 104。
郭菁 （2013）。 光棍與電商的聯歡——網絡上的 「造節」 營銷。上海經濟，1。
經濟部統計處（2020）。「宅經濟」發酵，帶動網路銷售額成長。經濟部統計處。取自：
https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id
=18808&bull_id=7590。
萬文隆 （2004）。 深度訪談在質性研究中的應用。生活科技教育月刊。
葉至誠（2011）。研究方法與論文寫作 葉至誠,葉立誠著（第 3 版版）。臺北市：商鼎文化出版社。
劉詩瑜 （2013）。 電子商務促銷對消費者衝動性購買行為的影響研究。市場週刊(理論研究)。
蕭閔云（2018）。從一檔回購率 7 成的購物節，看 Yahoo 用數據打開電商成長突破口。數位時代。取自：https://www.bnext.com.tw/article/51680/yahoomoonlight-70-percent-repurchase-rate。
MIC.產業情報研究所（2021）【網購消費者調查】52.9%消費者購物頻率虛實各半 實體零售網購崛起。MIC.產業情報研究所。取自：
https://mic.iii.org.tw/news.aspx?id=597。
TechNews（2019）。蝦皮購物搶占台灣零售通路網購平台首位，揭示 2019 上半年度消費趨勢。TechNews 科技新報。取自：
https://technews.tw/2019/07/04/shopee-2019-1h-keyword/。
MIC.產業情報研究所。【網購大調查系列一】行動下單急追 PC 呈五五波 行動商務正式成為主流. (2020)。MIC.產業情報研究所。取自：
https://mic.iii.org.tw/news.aspx?id=555。
MIKAKO（2020）。Top 10 台灣十大網路購物電商平台排名。TOP10。取自：
https://www.top10.com.tw/life/938/top-10-online-shopping-website/。

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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)
107363086
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107363086
資料類型 thesis
dc.contributor.advisor 白佩玉zh_TW
dc.contributor.author (Authors) 朱欣容zh_TW
dc.contributor.author (Authors) Jhu, Hsin-Rongen_US
dc.creator (作者) 朱欣容zh_TW
dc.creator (作者) Jhu, Hsin-Rongen_US
dc.date (日期) 2021en_US
dc.date.accessioned 2-Sep-2021 18:18:53 (UTC+8)-
dc.date.available 2-Sep-2021 18:18:53 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2021 18:18:53 (UTC+8)-
dc.identifier (Other Identifiers) G0107363086en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/137171-
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) 107363086zh_TW
dc.description.abstract (摘要) 電商造節是近幾年來十分成功、且對電商平台訂單及業績影響極大的行銷方式，消費者在此情境氛圍的塑造下，更容易產生衝動購買的行為。
自 2020 年始，蝦皮購物推出「月月造節」活動，以吸引更多賣家及消費者共襄盛舉。研究者以蝦皮購物的造節行銷為研究情境，探討台灣的網購消費者於造節期間產生衝動購買行為的影響因素，例如：平台的哪些操作手法能夠促發衝動購買行為。本研究透過深度訪談及研究者個人的觀察分析發現：多數消費者皆以手機作為購物媒介，平常即非常容易接觸蝦皮的行銷手法、促銷訊息。蝦皮利用行銷刺激及大量的商品、促銷組合曝光，促成消費者產生衝動購買的慾望，若此消費者在購物時擁有相對較短的思索購買反應時間、缺少先見之明且未經深思熟慮的快速購買行動等衝動特質，便會產生衝動購買之慾望進而做出非計畫內的購物行為。
然而值得注意的是，當近年來網購平台業者造節的頻率日漸增高，從過去的一年僅有一兩次的大型促銷活動（如雙 11 購物節），演變至月月造節，如此頻繁的造節行銷手法，平台在思考其未來行銷方針思量時，仍須思考：稀有感的創造、造節預算投入與節慶成效的差異及平台有限資源的分配取捨。		zh_TW
dc.description.abstract (摘要) Shopping carnival is a saucerful marketing strategy to enhance order and GMV for E-commerce (EC) platforms. Besides, in this scenario, customers are more easily to purchase more than usual and even shop impulsively.
From 2020, “Shopee” started to create its own shopping carnival monthly to raise the awareness of customers and sellers. This research is going to discuss about the marketing strategy of shopping carnival to motivate the customer behavior of impulse buying in the case of Shopee. After research by depth interviews and literature review, we discovered that most customer shopped online via mobile and they reach easily to the marketing strategies and promotion information from Shopee. In this case, Shopee takes a good use of marketing stimuli to raise the urge of impulse buying from customers, Hence, if customers have the traits of quick response and taking action without thinking while seeing promotion, they will have lots of chances to shop impulsively.
However, we still discovered that if EC platforms use shopping carnival as strategies too often, customers may get used to the promotion and lower the urge to buy impulsively. As a result, for future development, EC platforms should take these into consideration: creating scarcity for customers, difference between budget andperformance and trade-off between limited resources.		en_US
dc.description.tableofcontents 摘要 I
Abstract II
目次 III
圖次 VI
表次 VII
第一章 緒論 1
第一節　研究背景與動機 1
第二節　研究問題與目的 5
第三節　研究流程 6
第二章　文獻探討 8
第一節 衝動購買 8
第二節 網路購物之衝動購買研究 15
第三節 造節行銷 18
第四節 台灣電商平台市場概況 21
第五節 蝦皮購物 23
第六節 蝦皮購物「造節行銷」 25
第三章　研究方法 29
第一節 深度訪談法 29
第二節 訪談內容 31
第三節 受訪對象 33
第四節 訪談分析架構 36
第四章　訪談結果 39
第一節 行銷刺激 (Marketing Stimuli) 39
第二節 衝動特質 (Impulsivity Trait) 41
第三節 情境要素 (Situational Factors) 44
第四節 消費衝動 (Consumption Impulse) 45
第五章　結論與建議 47
第一節 研究結論 47
第二節 實務意涵 49
第三節 研究限制 51
參考文獻 53		zh_TW
dc.format.extent 2606227 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363086en_US
dc.subject (關鍵詞) 電商造節zh_TW
dc.subject (關鍵詞) 節慶購物zh_TW
dc.subject (關鍵詞) 衝動購買行為zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) 消費者決策流程zh_TW
dc.subject (關鍵詞) Shopping Carnivalen_US
dc.subject (關鍵詞) Holiday Shoppingen_US
dc.subject (關鍵詞) Impulse Buying Behavioren_US
dc.subject (關鍵詞) Purchase Intentionen_US
dc.subject (關鍵詞) Consumer Decision-Making Processen_US
dc.title (題名) 電商造節行銷對消費者衝動購買行為影響研究 —以蝦皮購物為例zh_TW
dc.title (題名) Research on Impulse Buying Behavior during Shopping Carnival: The Case of Shopeeen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 江慧琳、廖莉莎、曾平智 （2019）。 網絡購物節對消費者購買意願的影響。科教文匯 (下旬刊)（8），頁 89。
行政院主計總處（2020）。108 年女性網路族曾參與網路購物比率 69.6％。國情統計通報，042。
周郁芬（2021）。2021 品牌經營大解密：娛樂行銷為王 蝦皮化身接觸消費者的第一哩路。數位時代。取自：
https://www.bnext.com.tw/article/61832/entertainment-marketing-shopeeecommerce-reaches-consumers-directly。
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（2），頁 122-136。
徐珊、農健、阿細 （2012）。 人造購物節。21 世紀商業評論（21），頁 48-51。
黃慧雯（2019）。蝦皮購物雙 11 全球售出 7 千萬件商品 活動延長至 11／14 。中時新聞網。取自：https://www.chinatimes.com/realtimenews/20191112003948-
260412?chdtv。
張婷 （2019）。 經濟學十大原理之激勵原理的實踐運用——從 「購物狂歡節」看人們會對激勵作出反應。廣西質量監督導報（8），頁 104。
郭菁 （2013）。 光棍與電商的聯歡——網絡上的 「造節」 營銷。上海經濟，1。
經濟部統計處（2020）。「宅經濟」發酵，帶動網路銷售額成長。經濟部統計處。取自：
https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id
=18808&bull_id=7590。
萬文隆 （2004）。 深度訪談在質性研究中的應用。生活科技教育月刊。
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dc.identifier.doi (DOI) 10.6814/NCCU202101422en_US