消費者對虛擬通路選擇之影響因素-以購買精品包為例

Abstract

過去二十年，電視直播購物的發展，突破了傳統通路行銷模式，主持人生動的銷售 方式並結合動態畫面呈現在消費者眼前、活潑且具有豐富度，提供了更多的商品資訊給 觀眾，也增加了消費者更多的購物通路的選擇，然而新媒體時代的到來，加上後疫情時 代，社會上大部分活動都離不開新媒體，其中最為顯著的就屬消費者購物形式的改變。 近年在網路直播技術的推動下，也出現網絡直播購物形式，在電子商務裡的電商直播， 儼然已成為網路時代一個重要的社會現象。隨著網路電商直播對傳統電視購物造成了不小的衝擊，消費者不再單純的只是在實 體通路或電視購物消費，電商直播的盛行，更是轉化分散了電視購物的消費族群。過去 電視購物以有銷售高單價商品的紀錄，然而電商直播能否像電視購物一樣銷售高單價商 品?在實務中，也是高端精品想在電商直播中突破的問題。本研究採取問卷調查方法，目的在得知消費者對高價精品購買通路上的選擇，是否 會因為產品價值或主持人(主播)特性的因素影響而有所不同。研究結果發現:消費者 透過電視購物購買精品包時，主持人吸引力、可信度、專業知識及產品功能性、產品體 驗性之認同度對購買意願的影響性，皆低於透過網路直播購物消費者，亦低於都看過者。 換句話說，在電視購物中消費者對產品象徵性及成本性較為重視。期望研究結果可為相關從業人員提供參考，了解如何對其通路特性，以增加消費者 對高價精品的購買意願，並有效制定行銷方案。

Over the past two decades, the development of live TV shopping has revolutionized traditional marketing models. Dynamic sales methods delivered by vivacious hosts combined with visual presentations have provided consumers with engaging and informative shopping experiences. However, with the advent of the new media era and the post-pandemic era, where most activities rely on new media, consumer shopping patterns have undergone significant changes. In recent years, the promotion of online live streaming technology has given rise to the emergence of live streaming shopping in the era of e-commerce, becoming a prominent social phenomenon of the Internet age.As live stream e-commerce has posed a significant challenge to traditional TV shopping, consumers are no longer limited to shopping solely through physical stores or television. The prevalence of live streaming e-commerce has transformed and dispersed the consumer base for TV shopping. In the past, TV shopping had a record of selling high-priced products; however, the question arises whether live stream e-commerce can achieve the same success in selling high-priced products. This practical issue is particularly pertinent to high-end products attempting to make a breakthrough in the era of live stream e-commerce.This study adopts a questionnaire survey method to investigate whether consumers’ choices for high-end product purchase channels are affected by factors such as product value or the characteristics of the hosts (anchors). The results show that consumers’ purchasing intentions through TV shopping for luxury handbags are less influenced by host attractiveness, credibility, expertise, product functionality, and product experiential identification compared to consumers who shop through online live streaming. In other words, consumers place greater emphasis on product symbolism and cost-effectiveness in TV shopping.Based on the findings and conclusions of the results, several recommendations are proposed to offer practical guidance for professionals, practitioners, and future researchers.These recommendations aim to provide insights on how to enhance consumers’ intention to purchase high-end products and effectively develop marketing strategies by understanding the characteristics of various marketing channels.