穨网路购物消费行为与偏好之研究以高雄百货公司为例.pdf

網路購物消費行為與偏好之研究以高雄百貨公司為例 田祖武 義守大學管理研究所助理教授 邱建銘 流通快訊雜誌南部召集人 中文摘要 本研究希望在全球網路購物風行熱潮中，探討國內網路購物消費行為、產品偏好與誰投入 網路購物會是可能的贏家與最受消費者歡迎的？而目前相關學者大多仍以李克特問卷與網 路問卷調查較無法顯現真實消費顧客意見，因此本研究希望導入模糊語意轉換與實際抽樣 調查以探討與其差異性。本研究分為兩部分：一為專家意見調查以「模糊層級分析法」（Fuzzy Analytical Hierarchy Process）為研究方法，另一為一般消費顧客意見調查主要以因素分析與 集群分析做相關分析統計。 關鍵詞：網路購物，百貨公司，消費行為，產品偏好 Abstract The Network Shopping seems will become the future business trend, there are some papers to study the consumer’s shopping behavior and goods preference by means of Likert’s scale questionnaire, but so far a little bit deviation with the actual thinking philosophy of consumer; This thesis want to phase in the Fuzzy Conversion and Practical Sampling Method to deeply study the discrepancy. There are 2 study method was involved : One is Fuzzy AHP, the other one is Statistic Analysis of Consumer’s Questionnaire via Factor Analysis and Cluster Analysis. The samples was collected from the consumers of 9 department store is Kaohsiung area . After statistic analysis from the 11 experts was shown that the major factors will influence the Network Shopping behavior and goods preference are rank as : 1. Transaction safety 0.34 and 2. Government protecting rule 0.31 . The data from the general consumer also point out that the transaction safety rule is the major one to be highlight . Key words : Network Shopping , Department Store , Shopping Behavior , Goods Preference . 1 一、 研究背景 正比。美國亞馬遜網路書店即是一個很好的例證， 其公司原先成立時僅有員工四人，不出版、不配