| dc.contributor.advisor | 謝明華 | zh_TW |
| dc.contributor.advisor | Hsieh, Ming-Hua | en_US |
| dc.contributor.author (Authors) | 陳禹潔 | zh_TW |
| dc.contributor.author (Authors) | Chen, Yu-Chieh | en_US |
| dc.creator (作者) | 陳禹潔 | zh_TW |
| dc.creator (作者) | Chen, Yu-Chieh | en_US |
| dc.date (日期) | 2024 | en_US |
| dc.date.accessioned | 4-Sep-2024 13:49:02 (UTC+8) | - |
| dc.date.available | 4-Sep-2024 13:49:02 (UTC+8) | - |
| dc.date.issued (上傳時間) | 4-Sep-2024 13:49:02 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0109932081 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/153092 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
| dc.description (描述) | 109932081 | zh_TW |
| dc.description.abstract (摘要) | 在後疫情時代，消費者的消費習慣及對零售通路的喜好也隨之改變，特別是對電商、團購、微商等特別強調線上服務的銷售通路，也產生巨大的影響。消費者對於不同商品類型，各有習慣偏好的通路選擇，甚至有些特定類型的商品，即使各通路都有販售，消費者就只會在特定通路進行購買，這往往是業者所忽略的部分，造成行銷預算的浪費，卻不見得有效地提高銷量。本篇研究旨在發掘消費者在電商、團購、微商三者的消費習慣，可有助於業者在不同商品類型的銷售通路策略上，做出更正確的選擇。
本研究針對10間業者與102位消費者進行問卷調查，比較：生鮮/食品、服裝/配飾、美妝/保養、營養/護理、書籍/文具、3C/家電、運動/健身、戶外/旅行、生活雜貨、母嬰用品、寵物用品、車用品等12種商品類型，根據：(1) 業者在電商、團購、微商等三通路有銷售過的商品類型、(2) 消費者在三通路有購買過的商品類型、(3) 消費者期待在三通路可購買的商品類型，三者做比較發現：各通路在業者銷售、消費者購買、消費者期待的商品類型，其實略有異同，消費者的購買習慣或意願，並不一定取決於業者的現存的銷售策略。
因此，業者可根據本篇研究的問卷數據，探討在販售的商品類型中，以電商、團購、微商三通路而言，哪些商品類型更適合對應的銷售通路，從而針對不同的商品類型，選擇更適合的銷售通路，制定出更適合的銷售策略，其研究結果也可供相關人員進行參考。 | zh_TW |
| dc.description.abstract (摘要) | In the post-pandemic era, consumer spending habits and preferences for retail channels have changed, especially for sales channels that emphasize online services such as e-commerce, group buying, and social commerce, which have seen significant impacts. Consumers have distinct channel preferences for different types of products, and some specific types of goods are purchased exclusively through certain channels. This detail is often overlooked by businesses, leading to wasted marketing budgets without effectively increasing sales. This study aims to explore consumer consumption habits in e-commerce, group buying, and social commerce, which can help businesses make more accurate choices in sales channel strategies for different product types.
This research conducted a survey with 10 businesses and 102 consumers, comparing 12 types of products: fresh food/food, clothing/accessories, beauty/care, nutrition/care, books/stationery, 3C/home appliances, sports/fitness, outdoor/travel, household goods, maternity and baby products, pet supplies, and car products. The comparison was made based on: (1) the types of products sold by businesses through the three channels of e-commerce, group buying, and social commerce, (2) the types of products consumers have purchased through these three channels, and (3) the types of products consumers expect to be available through these channels. The study found differences in the product types sold by businesses, purchased by consumers, and expected by consumers across the channels, indicating that consumer purchasing habits or intentions are not necessarily determined by the existing sales strategies of businesses.
Therefore, based on the questionnaire data from this study, businesses can explore which product types are more suitable for the corresponding sales channels among e-commerce, group buying, and social commerce. By selecting the most appropriate sales channel for different product types, businesses can develop more effective sales strategies. The results of this study can also serve as a reference for relevant personnel. | 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 2
第三節 研究目的 3
第二章 文獻探討 4
第一節 電商、團購、微商概述 4
第二節 市場現況 7
第三節 相關研究 9
第三章 研究方法 12
第一節 研究設計 12
第二節 研究工具 13
第三節 問卷設計 14
第四節 問卷調查對象 16
第四章 研究結果與討論 17
第一節 接受問卷調查之業者與消費者的基本資訊分佈 17
第二節 業者與消費者的通路習慣比較 21
第三節 消費者的實際消費與期待傾向之差異 28
第四節 業者實際銷售與消費者實際消費及期待之差異 31
第五節 消費者與業者調查結果與統計分析 35
第五章 結論 37
第一節 結論 37
第二節 研究限制 38
第三節 未來研究建議 38
參考文獻 40
附件 41 | zh_TW |
| dc.format.extent | 2631096 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0109932081 | en_US |
| dc.subject (關鍵詞) | 電商 | zh_TW |
| dc.subject (關鍵詞) | 團購 | zh_TW |
| dc.subject (關鍵詞) | 微商 | zh_TW |
| dc.subject (關鍵詞) | 通路選擇 | zh_TW |
| dc.subject (關鍵詞) | 消費習慣 | zh_TW |
| dc.subject (關鍵詞) | 銷售策略 | zh_TW |
| dc.subject (關鍵詞) | E-commerce | en_US |
| dc.subject (關鍵詞) | E-commerce | en_US |
| dc.subject (關鍵詞) | E-commerceSocial Commerce | en_US |
| dc.subject (關鍵詞) | Social CommeChannel Selectionrce | en_US |
| dc.subject (關鍵詞) | Consumption Habits | en_US |
| dc.subject (關鍵詞) | Sales Strategies | en_US |
| dc.title (題名) | 零售業者在電商、團購、微商之銷售策略分析 | zh_TW |
| dc.title (題名) | Analysis of Sales Strategies of Retailers in E-commerce, Group Buying, and Social Commerce | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 中文部分
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英文部分
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Oliver, R. L. (1999), “Whence consumer loyalty?” Journal of Marketing, 63 (special issue 1999), pp. 33-44. | zh_TW |
