| 摘要: | 團購早就行知有年，以往可能侷限於一家公司或者相識的親朋好友一起相邀團購，受到2008年金融海嘯造成全球不景氣影響，促使台灣網路團購市場快速成長。消費者初期是追求低價，漸漸開始要求品質和服務等需求，唯有瞭解消費者的團購行為偏好和探索消費者尚未滿足的需求，店家和網路平台經營者才有機會和消費者達成雙贏的局面。
過去研究多從價格、社群口碑、認知風險方面來切入，較少深入消費者進行網路團購之消費偏好與團購需求相關因素來探討。本研究採問卷調查法，透過資料採礦的方法以集群分析與關聯法則，在樣本中試圖挖掘出潛在消費者族群與目標消費者族群，這二個不同族群於網路團購的消費習性、購物行為和購買因素並加以分析，作為相關業者開發潛在消費者拓展潛在商機、維持目標消費者忠誠度，以及行銷和網路團購通路經營的參考。
本研究發現潛在消費族群的上網頻率與目標消費族群差不多，可支配金額也比目標消費族群還要多，目前尚未上網團購商品的原因在於「商品品質」和「網路安全機制」考量；未來若有機會進行網路團購，其消費偏好與服務需求皆與目標消費族群的需求相差不遠。另外，從關聯法則中找出目標消費族群曾消費過哪些團購平台，進行挖掘其消費行為偏好和購買需求之關聯性，作為店家永續經營團購市場和選擇上架商品於團購平台的參考，最後提供給各類型團購平台提昇或加強競爭優勢的具體作法。
The group buying has become a fad for years, usually, it was limited and only popular among one company and each other’s relatives and friends. Affected by the global depression caused by the financial crisis in 2008, these transitions enable the group buying market become vigorous and fast expanded. At first, they only pursued the low price, gradually, they started to notice and ask for the “quality” and “service”. How to survive in this change? The “price war” is not the care-all anymore. So for the shop owners and the network platform runners, only to observe customers’ shopping preference and explore the unsatisfied needs will achieve the win-win aspect between consumers and the profits.
In the past, the researchs were discussed more from the price、public praise and the cognition risk, less to work in the field to analyze the purchase preference and the requirement of group buying. This research employed the questionnaire survey, and through data mining approach of K-means rules and Apriori, attempt to dig out and analyze the purchase habit, purchase behavior, and the purchase factor of group buying between the two different populations: potential consumers and the target consumers, in these survey candidates. The analysis will provide the owners some useful references to discover the potential consumers, develop the latent business possibility, maintain the loyalty of target consumers, management of marketing and the k/A of group buying.
This research found that the frequency of net surfing of the potential comsumers is similar to the target comsumers, the former also have much more disposable income than the latter. So far, the reasons stop people from joinimg group buying stands for two concerns: “Merchandise Quality” and the “network safety mechanism”; in fact, if this potential group have the chance to do group buying, their preference and service request won’t be for to those of the target consumers’. Besides, by selecting the network platform which the target group have consumed from the association rule, the owners can find out the connection between purchase preference and the requirement indeed. This way is able to offer the reference resources to build up the frame of a long-term group buying market and merchandise selections, further more, provide the concrete method which will upgrade or strengthen the competitive advantage, to all type of group buying platform or shops. |
