產品知識與線上購物經驗對於瀏覽行為影響之研究 姜宜廷、林清同
E-mail: [email protected]
摘 要
在線上購物環境中，消費者無法直接接觸到有形的商品與其他刺激內容，僅能經由網頁圖片、商品描述等有限資訊以判斷 商品品質與尺寸大小等。因此，消費者過去的購物經驗與產品知識認知程度，便成為影響消費者線上行為重要因素之一。
由於消費者對於商品的瀏覽行為與其偏好息息相關，而消費者在線上購物網站的瀏覽行為，便成為推測消費者偏好的主要 來源。 本研究將建構一實驗系統，實際記錄下消費者在系統中的商品瀏覽行為，經由實驗設計法探討消費者本身的產品知 識程度與購物經驗有無，對於消費者瀏覽行為之差異。以了解在購物平台上，不同產品知識與購物經驗的消費者在商品瀏 覽時，對瀏覽停留時間、點選次數與商品類別瀏覽次數等瀏覽行為所帶來的影響。 研究結果發現，消費者產品知識程度對 於瀏覽行為呈顯著影響，且在與購物經驗的交叉影響下，在商品停留時間上具顯著影響。本研究結論在業界實務上對於日 後建構推薦系統時，提供所需衡量之瀏覽行為權重計算之參考依據，以期提供業者設計個人化產品推薦系統前，消費者行 為分析之參考效標。
關鍵詞 : 產品知識;購物經驗;瀏覽者行為
目錄
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．
．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．
．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．
．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．
．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 4 第三節 研究流程．．．．．．．
．．．．．．．． 5 第四節 研究範圍．．．．．．．．．．．．．．． 6 第二章 文獻探討．．．．．．．．．．．．
．．．．． 7 第一節 消費者產品知識．．．．．．．．．．．． 7 第二節 購物經驗．．．．．．．．．
．．．．．． 14 第三節 瀏覽行為．．．．．．．．．．．．．．． 16 第四節 瀏覽行為分析．．．．．．．．．．．．
． 21 第三章 研究方法．．．．．．．．．．．．．．．．． 26 第一節 研究架構．．．．．．．．．．．．．．
． 26 第二節 實驗設計．．．．．．．．．．．．．．． 27 第三節 受試者與實驗環境．．．．．．．．．．． 31 第四節 實驗系統平台．．．．．．．．．．．．． 32 第五節 實驗程序．．．．．．．．．．．．．．． 36 第六節 問卷設計與前測分析．．．．．．．．．． 38 第四章 研究結果與討論．．．．．．．．．．．．．
． 46 第一節 實驗樣本結構．．．．．．．．．．．．．．． 47 第二節 產品知識與購物經驗對瀏覽行為之相關性 分 析．．．．．．．．．．．．．．．．．． 49 第三節 產品知識與購物經驗對商品瀏覽次數之影響 51 第 四節 產品知識與購物經驗對商品類別瀏覽次數 之影響．．．．．．．．．．．．．．．． 53 第五節 產品知識與購物經驗對商品瀏覽停留時間之 影響．．．．．．．．．．．．．．．．． 55 第五章 研究結 論與建議．．．．．．．．．．．．．． 58 第一節 研究結論．．．．．．．．．．．．．．． 58 第二節 管理意 涵．．．．．．．．．．．．．．． 60 第三節 未來發展．．．．．．．．．．．．．．． 62 參考文獻 ．．．．．
．．．．．．．．．．．．．．．． 63 表目錄 表 2- 1 產品知識對於消費行為影響之文獻比較．．．．．． 12 表 2- 2 瀏 覽行為分類表．．．．．．．．．．．．．．．． 20 表 2- 3 網頁探勘技術應用於瀏覽行為之相關文獻整理．．． 24 表 3- 1 實驗因子設計．．．．．．．．．．．．．．．．． 28 表 3- 2 產品知識衡量問項．．．．．．．．．．．．．．． 42 表 3- 3 購物經驗衡量問項．．．．．．．．．．．．．．． 43 表 4- 1 受測者之樣本特徵結構．．．．．．．．．．．．
． 47 表 4- 2 瀏覽次數平均數與標準差．．．．．．．．．．．． 51 表 4- 3 平均瀏覽次數變異數分析表．．．．．．．．
．．． 52 表 4- 4 商品類別瀏覽次數平均數與標準差．．．．．．．． 53 表 4- 5 商品種類瀏覽次數變異數分析表．．．．
．．．．．． 54 表 4- 6 瀏覽停留時間平均數與標準差．．．．．．．．．． 55 表 4- 7 平均瀏覽停留時間變異數分析表．
．．．．．．．． 56 圖目錄 圖 1-1 研究流程圖．．．．．．．．．．．．．．．．． 5 圖 3-1 研究架構圖．．．．．．
．．．．．．．．．．． 26 圖 3-2 實驗首頁示意圖．．．．．．．．．．．．．．． 32 圖 3-3 商品列表示意圖．．．．
．．．．．．．．．．． 33 圖 3-4 商品細部規格詳述示意圖(1)．．．．．．．．．． 34 圖 3-5 商品細部規格詳述示意 圖(2)．．．．．．．．．． 34 圖 3-6 受試者瀏覽行為記錄示意圖．．．．．．．．．． 35 圖 3-7 實驗流程圖．．．．．
．．．．．．．．．．．． 37
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