消費者對美妝網路購物平台的認知及消費動機與消費行為之研究

文化大學機構典藏 CCUR > 環境規劃暨生物資源學院 > 農學院 > 生活應用科學系暨生活應用科學研究所 > 博碩士論文 > Item 987654321/32018

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題名:	消費者對美妝網路購物平台的認知及消費動機與消費行為之研究 A Cognitive and Motivational Study of Beauty Online Shopping Information Platform on the Consumer Behavior
作者:	高睿琳
貢獻者:	生活應用科學系碩士在職專班
關鍵詞:	網路購物平台生活型態消費認知消費動機消費行為 Online shopping platform lifestyle consumers’ cognition consumers’ motivation consumers’ behaviors
日期:	2015
上傳時間:	2016-02-24 10:26:23 (UTC+8)
摘要:	網路社群平台的興起與人手一台智慧型手機的4G時代正式來臨，掀起網路購物消費行為熱潮，生活型態越趨多元化，社群討論內容及網路購物平台亦提供消費者更多產品資訊之交流與選擇，便利的模式讓網路購物成為現今重要的消費方式。然而，網路資訊爆炸的情況下，促使消費者進行網路購物的動機為何，本研究提出消費者對平台資訊的認知及消費動機與消費行為的差異假設，並驗證彼此間的關聯性。本研究以美妝網路購物消費者為主體，為達成研究目的，以台灣地區網路消費者為主要範圍，採用實體問卷及網路隨機調查方式，扣除廢卷後取得有效樣本數共448份，以SPSS 20進行資料分析與研究假設驗證，採用敍述性統計、獨立樣本T檢定、單因子變異數分析、卡方檢定、皮爾森績差相關等統計方法加以分析，探討消費者對網路購物平台的認知及消費動機與消費行為之相關研究。研究結果顯示: 受訪民眾對於消費者生活型態、網路消費認知與動機現況皆屬中等程度。消費者之消費動機與消費認知有顯著相關。根據研究結果對網路購物平台經營者及消費者如何在虛擬的網路購物環境中滿足生活購物需求提出建議與參考。 With the rise of online shopping platforms and the increasing popularity of smart phones, no one doubts the 4G Era has arrived, raised an upsurge of online shopping, and broadened the horizon of people’s daily lives. Moreover, online discussion content and online shopping platform allow more product-related information together with a wide array of products for consumers to choose from. Nowadays, online shopping serves as the most convenient and most important channel for consumers. Faced with online information explosion, consumers’ motivation to shop online has become an important topic. Therefore, this study presented the differential hypothesis on consumers’ cognition of platform information as well as consumers’ motivation and consumers’ behaviors in an attempt to validate their correlations. Focusing on cosmetics online shopping as the research subject, this study surveyed the online consumers’ behaviors in Taiwan using questionnaires and online random survey method. Invalid questionnaires were rejected and 448 valid samples were acquired. Data was analyzed and hypotheses were validated using SPSS 20. Further analysis was made with various statistic methods such as descriptive statistics, Independent-Sample T Test, One-way ANOVA, Chi-square test, and Pearson's product-moment correlation coefficient to identify consumers’ cognition of online shopping, consumers’ motivation, and consumers’ behaviors. According to the research results, a significant level of difference was found between the lifestyles, cognition of shopping online, motivation, and behaviors of the interviewed consumers. Moreover, a significant level of correlation was identified between various types of consumers regarding consumers’ motivation and consumers’ cognition. Based on the research results, this study presents tangible recommendations to the online shopping platform operators regarding how consumers find the products suitable for their daily lives from the virtual online shopping platform.
顯示於類別:	[生活應用科學系暨生活應用科學研究所] 博碩士論文

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