| 摘要: | 台灣網路購物近幾年蓬勃的發展，根據臺灣網路資訊中心TWNIC（2010）公布“臺灣寬頻網路使用調查”的報告指出，在台灣地區12歲以上且曾經有上網受訪者中，有網路購物經驗之比例為57.41%，在曾經網路購物類型中以「衣著飾品」（46.24%）最多。藉此研究瞭解台北市高職生，影響其在網路上購買服飾的因素及消費行為的探討。
本研究以問卷調查法為主，其量表有個人背景資料調查表、行銷刺激量表、網站滿意度量表及網路消費調查表四個部份，其中行銷刺激及網站滿意度採李克特氏五點量表。本研究採立意取樣以台北市高職學生414位為研究對象，所得資料以統計套裝軟體SPSS17.0分析，有次數分配、百分比、平均數、標準差、獨立樣本t檢定、單因子變異數分析、雪費事後比較、卡方檢定、皮爾森積差相關、邏輯斯迴歸分析等統計方法進行分析。
研究結果如下：
一、性別以女生居多占69.6%，每週零用金以501-1000元最多占33.8%，最常上網場所在家中為最多占96.1%，最常進行網路活動以聊天、電子信箱為最多。每週上網時數以5-10小時為最多占32.4%。
二、消費者網路購買服飾最重視的行銷刺激是「正在促銷商品」，以行銷刺激構面而言，最重視是「促銷」，其次是「品牌」，最不重視是「廣告」。
三、消費者網路購買服飾最重視的網站滿意度是「沒有電腦病毒是重要的」，而最不認同是「產品資訊是我所需要」。在網站滿意度構面而言，最重視是「隱私安全」。
四、最常購買服飾為上衣占59.9%，超過一半以上，每月消費金額以300元以下居多，每月消費次數以1次居多數，最常購買服飾網站為拍賣網站，透過網站連結及搜尋引擎至購買網站。
五、性別在品牌、促銷、廣告的行銷刺激存在差異，男生最重視品牌，女生最重視促銷，年級在促銷存在差異，以三年級為最重視促銷。
六、男生最重視網站滿意度的隱私安全，女生最重視網站滿意度的便利性；在年級方面，對於產品資訊、網頁瀏覽性、便利性、隱私安全、售後服務皆以三年級的最重視度最高。
七、不同行銷刺激者在消費行為中「購買網站」有顯著差異存在；在「消費金額」有極顯著差異存在；在「消費頻率」及「再購買意願」都有非常顯著差異存在。
八、不同網站滿意度者在消費行為中「消費頻率」有顯著差異存在；在「再購買意願」有極顯著差異存在。
關鍵字：服飾、網路消費、高職生、網路消費行為
Taiwan’s shopping on the Internet is developing and growing well in recent years. According to the Taiwan Network Information Center TWNIC ( 2010 ) published "Taiwan Broadband Internet use survey", the report pointed out a result: From respondents who were over 12 years old and had Internet access in Taiwan, the proportion of internet shopping experience was 57.41%. The largest proportion of part was "clothing accessories" ( 46.24% ) in the types of Internet shopping. The purpose of this study was only focused on the vocational students of Taipei City affecting factors for their purchasing clothing on the Internet and their consumption behavior.
The questionnaire was designed to survey four parts including population variable, marketing stimulation, website satisfaction, and online shopping. Likert five point scale was used to conduct quantitative research for the marketing stimulation and website satisfaction. Stratified purposive sampling 414 vocational students of Taipei City were used for this study. The data was analyzed using frequency distribution, percentage, mean, standard deviation, independent-sample t-test, one-way ANOVA, Scheffe’s, Chi-square test, Pearson correlation analysis, and logistic regression with SPSS12.0 for Windows.
The results of this study were summarized as follow:
1. Among them, 69.6% was girls for the majority. Pocket money per week was 501-1000 for 33.8%. Usually, place of surfing Internet is home for up to 96.1%. The most frequent online activities are chat and e-mail. There were 32.4% for the most numerous and they took 5-10 hours every week on the Internet.
2. The most important marketing stimulation was “promoting merchandise” when the consumers purchased clothing on the Internet. For marketing stimulation, the most is promotion, the second is brand, and the last is advertisement.
3. For website satisfaction, “No virus is important.” was the most significant when the consumers purchased clothing on the Internet. However, the less was “Need product information.” In the concept of website satisfaction, the most is “privacy and security”.
4. Purchasing tops was about 59.9%. Over the half of among them, spending under NT$300 per month was the most and most of students only shopped once every month. Most students of online shopping to purchase clothing were auction website and through website linked or the search engine to consume.
5. The differences of market stimulation on gender were brand, promotion, and advertisement. Boys though the brand was the most important, however, girls thought promotion. The difference of market stimulation on grade was promotion, especially for the twelve grade students.
6. For boys, they would pay attention on privacy and security comparing to girls would be convenience in website satisfaction. For grade, the twelve grade students though product information, website browsing, convenience and privacy and security.
7. In consumption behavior, the difference of marketing stimulation had a difference on “purchasing website”. For the more, it was “amount of consumption” and the most were “consumption frequency” and “re-purchase intention”.
8. In satisfaction of different websites in the consumption behavior, “consumption frequency” had a difference. The most different on “re-purchase intention”.
Keywords: apparel, internet shopping, vocational students,
online consumption behavior |
