影響電商平台購買意願之研究-以洗髮精產品為例

Abstract

隨網路時代的發展以及行動裝置唾手可得的情形，越來越多人傾向網路購物，數位化市場快速發展，更是在消費者意識到此塊商機後，更多行業逐步踏入電子商務，財團法人臺灣網路資訊中心在2019年12月26日公布，指出全國家戶上網比例高達90.1%(創市際市場研究顧問，2019)，如此高比例的上網人數，更是導致了電商發展如雨後春筍般不斷延伸至各個產業。以臺灣2019年電商銷售額2,000億台幣為例(陳冠榮，2019)，可發現網路購物已是全球性趨勢，又受到新冠肺炎的影響，帶動了各國網購營業額皆成長一成以上。根據Google資料統計，截至目前為止新型冠狀病毒的病例數已經遠超過5.3億人(Google新聞，2021)，受到這場疫情的波及，導致多家企業決定關閉實體店面。有鑑於全球洗髮精產業的蓬勃發展以及全球性的電子商務趨勢，可推判出洗髮精產業在電商平臺上乃有龐大的商機，再者受到疫情影響以及線上平臺發展已成為不可逆的趨勢。本研究欲探討洗髮精產業平臺成功之因素，並以有在網購的消費習慣之顧客為研究對象。以量化分析的方式，具焦在電子商務平臺對於洗髮精業者的影響性。綜上，本研究預判洗髮精平臺關係導向、敵對導向及功用導向皆應強調平臺金流，以增加信任感及再購意願；洗髮精平臺敵對導向，應著重於其平臺物流的提升，以提高消費者信任度，進而增加再購意願。With the development and the industry era where mobile devices are easily available, collective large-scale online road shopping, multiple marketization, and more in consumer awareness, after this machine, merchants have stepped into e-commerce one after another. The legal person Taiwan Network Information Center released on December 26, 2019, that the proportion of the national fiscal and taxation online reached 90.1% (Chuangshi International Market Research Consultant, 2019), a high proportion of the Internet, and the development of e-commerce is mushrooming. expand. 2011, 2010, February, 2010, 2019, Taiwan's commercial online shopping has widely affected Taiwan's business day, but online shopping is a trend to buy in Taiwan, and new products, the world's 000000000000 times affected by the global impact According to data released by Google Statistics show that there have been 500 million people's coronavirus epidemic data before 2021 (Google News, 2021), which triggered the spread of this epidemic, resulting in the existence of many corporate brick-and-mortar stores. In view of the vigorous development of the global shampoo industry and the global e-commerce trend, it can be inferred that the shampoo industry has huge business opportunities on the e-commerce platform. Furthermore, due to the impact of the epidemic and the development of online platforms, it has become irreversible. trend. The purpose of this study is to explore the factors behind the success of shampoo industry platforms, and to target customers who have spending habits on Shopee and momo platforms. By means of quantitative analysis, the focus is on the influence of e-commerce platforms on shampoo industry.To sum up, this study predicts that the relationship-oriented, hostile-oriented and functional-oriented shampoo platforms should emphasize platform cash flow to increase trust and repurchase willingness; shampoo platforms are hostile-oriented and should focus on the improvement of their platform logistics. , in order to improve consumer trust, thereby increasing the willingness to repurchase.