大學院校學生網路生活型態與運動用品網路消費決策之研究

Abstract

本研究旨為探討大學院校學生網路生活型態與運動用品網路消費決策之間的關係，以大學院校學生為研究對象，採用便利抽樣及滾雪球抽樣的方式進行網路問卷調查，共回收1,309份問卷，所得資料以統計軟體PASW 18.0 for windows進行描述性統計、項目分析、信度分析、因素分析、集群分析、卡方檢定、單因子變異數分析與多元逐步回歸分析，並得到以下結論：一、網路消費者以男性、四年級與研究所、北部大學生為主，每月可支配金額多為3,000~9,000元，上網時數每日以2小時以上~4小時為最多，網路消費經驗多為1~3年，半年內網路消費頻率以1~3次為主，最常購買的運動用品以運動服飾與運動配件最多，消費的金額多在3,000元以下；二、網路生活型態可分為愛好網路購物、擔憂網路購物、經常使用網路瀏覽、網路購物很麻煩、喜歡實體商店氛圍、網路購物較為便宜等六個因素，可將網路消費者之網路生活型態分為愛好網購者及避免網購者兩大集群；三、網路消費決策中，需求確認構面以不受干擾與便宜方便為得分最高；資訊搜尋構面中，內部自我搜尋高於外部資訊搜尋；選擇評估則是經驗與意見評估、價格考量與安全保障皆呈現高得分。四、人口背景與網路生活型態群集具有顯著差異；五、人口背景對網路消費決策有顯著差異；六、網路生活型態群集對網路消費決策因素有顯著差異。七、網路生活型態因素對網路消費決策具有預測力。網路生活型態因素對需求確認之迴歸方程式為：需求確認＝ .470（愛好網路購物）＋ .279（網路購物較為便宜）＋ .108（擔憂網路安全）＋ .078（經常使用網路瀏覽）；網路生活型態因素對資訊搜尋之迴歸方程式為：資訊搜尋＝ .146（網路購物較為便宜）＋ .194（喜歡實體商店氛圍）＋ .171（愛好網路購物）＋ .134（擔憂網路安全）＋ .120（經常使用網路瀏覽）；網路生活型態因素對選擇評估之迴歸方程式為：選擇評估＝ .306（網路購物較為便宜）＋ .355（愛好網路購物）＋ .150（擔憂網路安全）＋ .131（喜歡實體商店氛圍）＋ .117（經常使用網路瀏覽）。有鑑於此，本研究提出以下建議： 一、開發女性網路消費族群，依照其需求制訂行銷策略，吸引女性消費者進行購買；二、針對特定種類商品進行促銷活動或是折扣，以吸引消費者進行購買；三、業者應提供安全交易的購物環境及品質良好的商品，並且提供售後與退貨等服務；四、業者可提供多種付款方式讓消費者選擇；五、設立運動用品討論區、留言板、部落格甚至臉書（facebook）的相關連結，增加業者與消費者間的互動；六、業者可提供比價服務供消費者比較；七、設立會員制度，鞏固高忠誠度的消費者。The purpose of this study was to explore online lifestyle and consuming decision-making for sporting goods online shopping. The subjects were college students in Taiwan who have the experience consuming sporting goods online before. 1,309 college students were sampled and given online questionnaire by convenience sampling and snowball sampling. The collected data was analyzed by PASW 18.0 for windows. The results were as following: (1) the main online consumers were male, north area, senior and graduated students. Their disposable money ranges from 3,000 to 9,000 NT dollars per month. Daily time of surfing on internet mainly was 2 to 4 hours. Online consuming experience mainly was 1 to 3 years. Online consuming frequency mainly was 1 to 3 times. The most frequency sporting goods consumed online is sportswear. Average consumption is below 3,000 NT dollars; (2) there were 6 factors in online lifestyle: Love online shopping, online shopping concerns, often surf the internet, online shopping is a hassle, like the energy of brick stores and online shopping is cheaper. Online lifestyle can be divided into two groups, online shopping lovers and online shopping avoider; (3) In the consuming decision making, not to be interfered factor scored highest point in need recognition process ; self searching scored highest point in information search process ; experience and suggestion factor scored highest point in evaluation and choice; (4) varied consumers’ demographics toward online lifestylewas significantly different; (5) varied consumers’ demographics toward consumer decision- making were significantly different; (6) online lifestyle toward consumer decision- making were significantly different; (7) online lifestyle factors were good predictor for consuming decision-making. Based on the results, suggestions were as following: (1) Marketer should focus on female consumers and market segmentation; (2) Marketer should promote or discount some specific sporting goods; (3) In order to increase consumers’ sense of security, marketer should provide safe online shopping environment; (4) Marketer should provide various ways to pay the bill; (5) Marketer should set up discussion board, blogs or facebook online, and increase the interaction between enterprises and consumers; (6) Marketer can provide price-compared service; (7) Marketer can set up membership system to enhance consumers’ loyalty.