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題名 韓國服飾直播代購之影響因素:社交顧客旅程觀點
Exploring factors influencing the social customer journey of Korean apparel live commerce
作者 長安雅代
Masayo, Nagayasu
貢獻者 白佩玉
長安雅代
Nagayasu Masayo
關鍵詞 韓國服飾代購
直播銷售
社交顧客旅程
消費者決策
Instagram
Instagram
Korean apparel purchasing agency
Live commerce
Social Customer Journey
Consumer decision-making
日期 2022
上傳時間 1-Aug-2022 18:58:33 (UTC+8)
摘要 消費者過往偏好以實體購物居多，並對線上購物仍抱持著擔憂，其原因有 部分來自於無法在購買前親自確認與試用商品。直播銷售的出現降低了消費者 對商品不確定性之擔憂，透過更全面、即時的影像與語音，將商品資訊傳遞到 消費者手中，藉此補足過去消費者在網路購物時會產生之擔憂。本研究從社交 顧客旅程觀點出發，探討在韓國服飾直播代購商店購物的消費者，其顧客旅程 各階段的動機、決策與行為等是如何受直播銷售之影響。
本研究採用深度訪談中的半結構式訪談，對八位符合條件資格之受訪者進 行一對一訪談，經過分析與整理訪談結果，得出以下結論: (一)消費者容易受到社交他人的建議影響，社交他人在顧客旅程中的各階段 皆會對消費者的動機、行為、決策造成不同程度之影響。 (二)在線上直播代購商店購物時，消費者將「對商家的信任」視為選擇商家 時的重要影響因素。消費者會透過觀察、他人評價、過去購買經驗等資訊為依 據，判斷商家是否值得信任，並決定是否要在該商家進行購買。 (三)直播銷售所帶來的動態畫面與即時回應的銷售方式，對消費者蒐集商品 資訊有幫助。
根據研究結果，本論文亦針對韓國服飾直播代購商家提出未來在進行直播 銷售上，能夠吸引並提升消費者參與或好感度之實務建議: (一)直播專屬優惠能夠吸引消費者觀看與參與直播。 (二)優化直播流程及快速換場能降低消費者跳出直播觀看之可能性。 (三)直播中邀請多位不同身材的模特兒展示服飾對消費者暸解商品有幫助。 (四)闆娘與網紅的自留清單會影響消費者對商品的偏好及興趣。 (五)消費者偏好觀看直播後的精選影片與直播回放，建議留下直播影片以供 消費者回顧。
Consumers used to prefer shopping at physical stores and have concerns about online shopping, partly due to the inability to try out products before purchase. The emergence of live streaming has reduced consumers` concerns about product uncertainty by delivering product information to consumers through more comprehensive, real-time image and audio. This paper aims to find out how the consumer behaviors, for example, motivations and decision at each stage of the social customer journey are influenced by live streaming.
This study adopted in-depth interviewing and collected qualitative data with semi-structure interviews from eight representative interviewees. Analysis and evaluation results are summarized as follows:
(1) Consumers are easily influenced by social others. Social others have different degrees of influence on consumers` motivation, behavior, and decision making at each stage of the customer journey.
(2) When shopping at live streaming online stores, consumers consider "trust" as a very important factor when choosing a store to buy. Consumers determine whether the store is trustworthy by information search, such as observations, online community reviews, and the past purchasing experiences. Based on the information, customers decide whether to buy at the store or not.
(3) The live streaming and real-time interactive with vendors are helpful for consumers to collect product information.
According to the results of the study, this paper also provides practical suggestions to the Korean apparel vendors to increase the consumer engagement during live streaming as follows:
(1) Live streaming exclusive coupons and promotion campaigns can attract consumers to join the live streaming.
(2) Optimizing the live streaming process, for example, reduce the dead time while streamers or models are changing clothes. Providing some favorable campaigns during the dead time to make sure consumers feel entertain, which can reduce the possibility of consumers’ drop off.
(3) Inviting models with different shapes during the live streaming can help consumers to reduce concerns about product uncertainty and provides more useful information.
(4) The favorite products list provided by streamers or KOL will influence consumers` preference and interest in products.
(5) Consumers prefer to watch and replay the video several times after the live streaming, therefore, classifying videos into categories and uploading on vendors’ social media page can help consumers to watch the product detail again before they place an order.
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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)
109363025
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363025
資料類型 thesis
dc.contributor.advisor 白佩玉zh_TW
dc.contributor.author (Authors) 長安雅代zh_TW
dc.contributor.author (Authors) Nagayasu Masayoen_US
dc.creator (作者) 長安雅代zh_TW
dc.creator (作者) Masayo, Nagayasuen_US
dc.date (日期) 2022en_US
dc.date.accessioned 1-Aug-2022 18:58:33 (UTC+8)-
dc.date.available 1-Aug-2022 18:58:33 (UTC+8)-
dc.date.issued (上傳時間) 1-Aug-2022 18:58:33 (UTC+8)-
dc.identifier (Other Identifiers) G0109363025en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141387-
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) 109363025zh_TW
dc.description.abstract (摘要) 消費者過往偏好以實體購物居多，並對線上購物仍抱持著擔憂，其原因有 部分來自於無法在購買前親自確認與試用商品。直播銷售的出現降低了消費者 對商品不確定性之擔憂，透過更全面、即時的影像與語音，將商品資訊傳遞到 消費者手中，藉此補足過去消費者在網路購物時會產生之擔憂。本研究從社交 顧客旅程觀點出發，探討在韓國服飾直播代購商店購物的消費者，其顧客旅程 各階段的動機、決策與行為等是如何受直播銷售之影響。
本研究採用深度訪談中的半結構式訪談，對八位符合條件資格之受訪者進 行一對一訪談，經過分析與整理訪談結果，得出以下結論: (一)消費者容易受到社交他人的建議影響，社交他人在顧客旅程中的各階段 皆會對消費者的動機、行為、決策造成不同程度之影響。 (二)在線上直播代購商店購物時，消費者將「對商家的信任」視為選擇商家 時的重要影響因素。消費者會透過觀察、他人評價、過去購買經驗等資訊為依 據，判斷商家是否值得信任，並決定是否要在該商家進行購買。 (三)直播銷售所帶來的動態畫面與即時回應的銷售方式，對消費者蒐集商品 資訊有幫助。
根據研究結果，本論文亦針對韓國服飾直播代購商家提出未來在進行直播 銷售上，能夠吸引並提升消費者參與或好感度之實務建議: (一)直播專屬優惠能夠吸引消費者觀看與參與直播。 (二)優化直播流程及快速換場能降低消費者跳出直播觀看之可能性。 (三)直播中邀請多位不同身材的模特兒展示服飾對消費者暸解商品有幫助。 (四)闆娘與網紅的自留清單會影響消費者對商品的偏好及興趣。 (五)消費者偏好觀看直播後的精選影片與直播回放，建議留下直播影片以供 消費者回顧。		zh_TW
dc.description.abstract (摘要) Consumers used to prefer shopping at physical stores and have concerns about online shopping, partly due to the inability to try out products before purchase. The emergence of live streaming has reduced consumers` concerns about product uncertainty by delivering product information to consumers through more comprehensive, real-time image and audio. This paper aims to find out how the consumer behaviors, for example, motivations and decision at each stage of the social customer journey are influenced by live streaming.
This study adopted in-depth interviewing and collected qualitative data with semi-structure interviews from eight representative interviewees. Analysis and evaluation results are summarized as follows:
(1) Consumers are easily influenced by social others. Social others have different degrees of influence on consumers` motivation, behavior, and decision making at each stage of the customer journey.
(2) When shopping at live streaming online stores, consumers consider "trust" as a very important factor when choosing a store to buy. Consumers determine whether the store is trustworthy by information search, such as observations, online community reviews, and the past purchasing experiences. Based on the information, customers decide whether to buy at the store or not.
(3) The live streaming and real-time interactive with vendors are helpful for consumers to collect product information.
According to the results of the study, this paper also provides practical suggestions to the Korean apparel vendors to increase the consumer engagement during live streaming as follows:
(1) Live streaming exclusive coupons and promotion campaigns can attract consumers to join the live streaming.
(2) Optimizing the live streaming process, for example, reduce the dead time while streamers or models are changing clothes. Providing some favorable campaigns during the dead time to make sure consumers feel entertain, which can reduce the possibility of consumers’ drop off.
(3) Inviting models with different shapes during the live streaming can help consumers to reduce concerns about product uncertainty and provides more useful information.
(4) The favorite products list provided by streamers or KOL will influence consumers` preference and interest in products.
(5) Consumers prefer to watch and replay the video several times after the live streaming, therefore, classifying videos into categories and uploading on vendors’ social media page can help consumers to watch the product detail again before they place an order.		en_US
dc.description.tableofcontents 摘要 .....II
ABSTRACT ..... III
圖次 .....VII
表次 ..... VIII
第壹章 緒論.....1
第一節 研究背景與動機..... 1
第二節 研究目的與問題..... 3
第三節 研究流程 ..... 3
第貳章 文獻回顧.....5
第一節 直播..... 5
第二節 直播與消費者購買意圖 ..... 10
第三節 顧客旅程與社交顧客旅程..... 12
第參章 研究方法..... 16
第一節 質性訪談法..... 16
第二節 研究個案 ..... 17
第三節 訪談流程與設計..... 25
第四節 訪談問題 ..... 27
第五節 訪談對象 ..... 31
第肆章 訪談分析與討論..... 33
第一節 影響消費者觀看直播動機之因素..... 33
第二節 消費者資訊蒐集以及評估之過程..... 40
第三節 影響消費者決策之因素 ..... 50
第四節 影響消費者滿意度之因素..... 57
第五節 影響消費者分享意願之因素..... 61
第伍章 建議與討論..... 65
第一節 研究發現與學理貢獻..... 65
第二節 實務建議 ..... 69
第三節 研究限制與未來研究建議..... 72
參考文獻 ...... 73
一、中文文獻..... 73
二、英文文獻..... 75
附錄 未使用訪談問題與回答..... 81		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363025en_US
dc.subject (關鍵詞) 韓國服飾代購zh_TW
dc.subject (關鍵詞) 直播銷售zh_TW
dc.subject (關鍵詞) 社交顧客旅程zh_TW
dc.subject (關鍵詞) 消費者決策zh_TW
dc.subject (關鍵詞) Instagramzh_TW
dc.subject (關鍵詞) Instagramen_US
dc.subject (關鍵詞) Korean apparel purchasing agencyen_US
dc.subject (關鍵詞) Live commerceen_US
dc.subject (關鍵詞) Social Customer Journeyen_US
dc.subject (關鍵詞) Consumer decision-makingen_US
dc.title (題名) 韓國服飾直播代購之影響因素:社交顧客旅程觀點zh_TW
dc.title (題名) Exploring factors influencing the social customer journey of Korean apparel live commerceen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202200833en_US