| 摘要: | 近年來，由於國內女性對皮膚的保養意識，以及化妝需求的提昇，化妝保養品對女性而言已逐漸變成生活上的必需品。再加上消費者生活習慣的改變，24小時服務的網路商店比起有營業時間限制的傳統實體店鋪來說，更能符合消費者的購物需求。而e美人購物網站的成功，也意謂著化妝保養品的戰場不再侷限於傳統通路型態，而是已漫延到網路上。
本研究以曾透過網路購買化妝保養品的女性消費者作為研究對象，觀察其購物行為研究。本研究的網路商店形象係以互動性、信任機制、優惠措施、以及外在的口碑訊息四個變項所組成，經由涉入這一中介變項影響消費者的購物意圖，透過LISREL分析，建構出消費者在美妝網站之購物模式。
經由分析的結果顯示，消費者最常使用的付款方式為超商取貨付款，其次為ATM轉帳。當消費者瀏覽網路商店的時間愈長時，她們會愈重視美妝網站所設置的討論區、以及名人專家推薦、媒體推薦的訊息，而且消費者的購買化妝保養品的意願也會比較高。在購物模式的部份，網路商店的互動性、信任機制、優惠措施、以及口碑訊息並不會直接影響到消費者的購買意圖，而是透過涉入產生間接影響。其中，涉入的影響效果最大、其次為口碑、互動性、信任機制、優惠措施。
In recent years, the domestic female to maintaining of skin consciousness and the demand of make-up increases, cosmetics to female have become living necessity gradually. Due to the change of consumers’ living habit, service for 24 hours of the network store compares with the traditional entity store of restriction on business hour can even meet the shopping need of consumers. The success of e-beauty store means that the competition of cosmetics no longer limites to a traditional route type, but extends to the network.
We take the female consumers who buy cosmetics through the network as our object in this study, and observe their online shopping behavior. The network store image is formed with four variables: interaction, trust mechanism, preferential measure, and word-of-mouth message. The four variables can influence consumers’ purchasing intension directly or indirectly through consumers’ involvement. The study uses LISREL software to construct a consumers’ shopping mode of online beauty store.
In analyzing the result concludes that the transaction method which consumers most use is take goods and pay money through convenience store, the next is transfering for the ATM. When the consumers browse network store more, they would value the discussion area, the message of expert recommendation, the message of media recommendation, and their purchasing intension would be also higher. The part in shopping mode, the interaction, the trust mechanism, preferential measure, and word-of-mouth message would not influence consumers’ purchasing intention directly, but through their involvement indirectly. Among them, the influence effect for involvement is the biggest and the next is a word-of-mouth message, interaction, trust mechanism, preferential measure. |
