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    Title: 高接觸性商品網路購物的社會學對話
    A sociological dialogue on the high contact online shopping products
    Authors: 李璽恩
    Lee, Hsi-En
    Contributors: 陳信木
    Chen, Hsih-Mu
    李璽恩
    Lee, Hsi-En
    Keywords: 高接觸性商品
    形式理性
    理性化
    虛擬體驗
    信任
    網路購物
    High-contact products
    Formal rationality
    Rationalization
    Virtual experience
    Trust
    Online shopping
    Date: 2019
    Issue Date: 2020-03-02 11:25:19 (UTC+8)
    Abstract:   本篇論文要探究的是女性內衣這樣的高接觸性商品,基於合身性之要求,理論上更加在乎實際試穿體驗,但為何現今在網路平台上可以在無試穿體驗下市場也趨漸成熟,商家有哪些制度策略?筆者嘗試用消費的形式理性化、與虛擬體驗和信任觀點三個面向切入,並用消費者消費過程來觀察分析,結果發現一、由於缺乏實際試穿體驗,因此商家會在網站內容上增加許多視覺效果,例如影音多媒體連結設計、滑鼠點擊局部放大效果,增加其互動性,補償其觸覺性不足,提高虛擬體驗效果,二、在信任面向上,由於女性內衣私密性的特質,因此10間商家有8間都有其經營私密社團或有評價系統,分享其有買過之消費者試穿分享,供應更多的消費者之間的間接體驗可以參考,進而取得消費者之信賴關係,三、在訪談結果證實,整個網路消費的制度性設計,包括價格透明化、價格或評價與熱銷商品之排序功能,提供給消費者便於計算、效率與可預測性的本質,的確具加速消費形式理性化之趨勢。
    另外在商家策略與消費者實際訪談結果發現有二個有趣的發現,一、退貨機制與價格訂價上有交互作用的現象,亦即價格落在低價區,不需有實體門市外,無退貨機制亦不影響其購買意願,但若價格落中價位以上者,則需要有實體展間外還需配合退貨機制,才能增加其消費者之購買意願。二、多數消費者表示會在網路購買高接觸性商品是因為價格便宜,再進一步了解後,價格便宜只是表面的因素,背後的原因乃是實體資訊的不足。
    In theory, high-contact products, like female lingerie, should be tried on to ensure a good fit. This paper looks at how the online market has managed to become increasingly mature even though online platforms do not offer the opportunity to try-on merchandise in advance, and at the procedures and strategies adopted by merchants. The author attempted to approach the question from three perspectives, namely, the rationalization of the consumption format, virtual experience and trust. The consumption process of the consumer was also observed and analyzed. The first finding was that since consumers are unable to try the lingerie on, the merchants added more visual effects to their website content, including links to multimedia videos and clicking with the mouse for a magnified view. The increase in interactivity compensated for the lack of tactile sensation and enhanced the virtual experience. The second finding was that the personal nature of female lingerie led to 8 out of 10 merchants operating their own closed groups or rating systems where previous customers can share their own fitting experiences. Other consumers are thus provided with indirect experiences to refer to, establishing the consumers’ trust in the merchants. The third finding, which was based on the results of interviews, showed that the entire design of the online shopping system – including transparency of pricing, as well as sorting by price, rating or popularity – improved calculation, efficiency and predictability for consumers, which helped accelerate the rationalization of the consumption format.
    Two interesting phenomena were also noted in the merchant strategies and from actual consumer interviews. Firstly, there was an interaction effect between the return mechanism and pricing. That is, if pricing was in the low-end segment, then in addition to not requiring a physical store, the lack of a return mechanism did not have an impact on the willingness to buy. If pricing was in the mid-to-high segment however, a physical store and return mechanism were necessary to increase the willingness to buy among consumers. Secondly, most consumers indicated that they purchased high-contact products online as it was cheaper. However, further investigation found that the cheaper price was the reason only on the surface, the real reason was a lack of substantial information.
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    Description: 碩士
    國立政治大學
    社會學系
    99254020
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099254020
    Data Type: thesis
    DOI: 10.6814/NCCU202000098
    Appears in Collections:[社會學系] 學位論文

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