網路購物消費者之價格敏感度研究

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Title:	網路購物消費者之價格敏感度研究
Other Titles:	A research of online customers' price sensitivity
Authors:	林淑惠;Lin, Su-hui
Contributors:	淡江大學管理科學研究所碩士班李培齊;Lii, Peirchyi
Date:	2005
Issue Date:	2010-01-11 03:02:59 (UTC+8)
Abstract:	從網際網路中衍生出一種實體商店與虛擬市場結合的電子商務，改變了企業經營之遊戲規則，也對市場經濟與傳統消費者行為也產生很大的刺激與衝擊，在外界看來選擇網路購物之消費者皆受網路購物所能提供之便利性以及低成本所吸引，甚至在購買商品時，可從網際網路上搜尋到商品的任何價格資訊，並進行比價。然而，價格差異是否真的能夠影響消費者在網路上的購買行為，亦即網路購物消費者是否為商品資訊與價格敏感度高者？本研究欲了解網路購物消費者之價格敏感度，以及經常上網購物消費者本身行為特性是否為價格敏感度之影響因素，使網路企業與商家可參照本研究結果，降低制定錯誤行銷策略的機會。研究結果顯示經常上網購物消費者與其他消費者在價格敏感度差異性的比較，經常上網購物消費者之價格敏感度較高。且經常上網購物之消費者購物頻率愈高、對促銷活動之注意力愈大，或是受廣告在購買意願相關構面影響程度愈大，其價格敏感度愈高；而經常上網購物之消費者獲得產品資訊愈多，或受廣告在說服力構面影響程度愈大，其價格敏感度愈小；而經常上網購物之消費者對商店或品牌之忠誠度高低，對於價格敏感度並無顯著差異，但仍可知呈反向變動。 As the e-commerce derived from exist stores and cyberspace marketing, it effects business management, and also rocks the economic and traditional consumer behavior. Those consumers who chose to shop on the internet, are understand by the attraction of convenience and low cost; certain information about the price could be searched and compared on the internet. But, does the price do effects consumer’s behavior on the internet, which means that are such consumers more sensitive to product’s information and it’s price? This research is for understanding the price sensitivity of internet consumer, and their consumer behavior characteristic. Internet enterprise and companies could referential our result, to decrease the rate of making wrong marketing process. This result shows that internet shopping consumers have higher price sensitivity than other consumer groups. Higher rates of internet shopping purchase, takes more attention on promotions, and they could be effect easily by advertisements. On the other hand, the more information that consumer get, they could be effect by advertisement easily, they won’t have such a high sensitivity about price. The loyalty of people (who often purchase by internet shopping) to certain brand or store cannot be showed by the sensitivity of price.
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