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    Title: 平台與品牌信任度、知覺風險對美妝消費者的衝動性購買行為之影響-以蝦皮購物為例
    The Impact of Platform and Brand Trust, Perceived Risk on Impulsive Buying Behavior of Cosmetics Consumers – A Case Study of Shopee
    Authors: 李芝嘉
    Li, Chih-Chia
    Contributors: 洪為璽
    季延平

    Hung, Wei-Hsi
    Chi, Yan-Ping

    李芝嘉
    Li, Chih-Chia
    Keywords: 電子商務
    蝦皮購物
    美妝
    衝動性購買行為
    品牌信任
    E-commerce
    Impulse Buying Behavior
    Makeup
    Shopee
    Brand Trust
    Date: 2022
    Issue Date: 2024-04-01 14:22:07 (UTC+8)
    Abstract: 近年來,由於受到COVID-19疫情的影響,以及網際網路、數位科技應用的進步,使得消費者較以往更習慣使用電商平台進行消費活動,同時持續帶動著電子商務的蓬勃發展和盛行,也讓美妝商品在電商平台上的銷售表現相當亮眼,使其電商銷售成長率相較實體通路來得高非常多。本研究欲探討的是「影響美妝消費者於蝦皮購物做出衝動性購買行為的關鍵因素」,透過文獻回顧,本研究提出初步的模型,再以「曾經使用蝦皮購物消費過美妝商品的消費者」為研究對象,並使用問卷調查法進行資料蒐集,共回收562份問卷,其中包含504份有效問卷,再利用SPSS統計軟體來進行資料分析,以解釋各項研究變數對於衝動性購買行為之影響力。研究結果指出,賣家商譽信任、品牌可靠性、品牌意向性、網路口碑信任性對美妝消費者於蝦皮購物的衝動性購買行為有正向顯著影響力;績效風險、心理風險、時間風險對美妝消費者於蝦皮購物的衝動性購買行為有負向顯著的影響力;網站保證機制信任、產品涉入程度對於美妝消費者於蝦皮購物的衝動性購買行為沒有顯著的影響力;產品涉入程度在網站保證機制信任、品牌意向性、績效風險、心理風險和衝動性購買行為之間則是有顯著的調節效果。根據上述研究結果,不僅能夠讓我們更瞭解美妝消費者於電商平台的購物行為和關鍵影響因素,研究建議還能做為電商業者在經營平台、網路賣家在販售美妝商品時的行銷方法、經營策略之參考依據。
    In recent years, due to the impact of COVID-19 pandemic and the evolution of Internet and digital technology, consumers are much more accustomed to shopping online than before, making the sales performance of makeup products on e-commerce platforms continue to grow rapidly. The purpose of this study is to find out the key factors that will affect consumers’ impulse buying behavior of makeup products on Shopee, and questionnaire survey is used as a quantitative research method for this study. The results of this study indicate that sellers’ reputation, brand reliability, brand intentionality and online word-of-mouth credibility have a positive and significant effect on consumers’ impulse buying behavior. Performance risk, psychological risk and time risk have a negative and significant effect on consumers’ impulse buying behavior. Website assurance mechanisms and product involvement have no significant effect on consumers’ impulse buying behavior. Product involvement has a significant moderating effect between website assurance mechanisms, brand intentionality, performance risk, psychological risk and consumers’ impulse buying behavior. According to above results, we can better understand the consumer behavior of makeup products on e-commerce, and the suggestions of this study can also be used as the reference basis for e-commerce sellers when they’re promoting makeup products, deciding marketing method and business strategy for the products, as well as managing the platforms.
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    二、中文文獻
    李志鴻,1997。規範性評估、價格水準對衝動性購買行為之影響。國立臺灣大學商學研究所碩士論文。
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    三、網路資料
    全國法規資料庫,2018。化妝品衛生安全管理法。https://law.moj.gov.tw/LawClass/
    LawAll.aspx?pcode=l0030013。搜尋日期:2022年5月30日。
    經濟部統計處,2021。批發、零售及餐飲業統計調查。https://dmz26.moea.gov.tw/
    GMWeb/investigate/InvestigateEA.aspx。搜尋日期:2022年4月20日。
    蝦皮購物官方網站,2022。蝦皮購物幫助中心。https://help.shopee.tw/portal。搜尋日期:2022年4月20日。
    蝦皮購物官方網站,2022。商品分類。https://shopee.tw/。搜尋日期:2022年5月1日。
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    109363077
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109363077
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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