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影響代購服務之相關因素探討

A Study on the Relevant Factors Influencing Surrogate Purchasing Service

作者:薛芸琦
畢業學校:世新大學
出版單位:世新大學
核准日期:2015-09-08
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--shu....

中文摘要

近年來全球化的發展及跨地區性的國際購物行為增加,另因電子商務快速的興起作用下及網路購物市場日趨成熟,客製化的需求及對國際時尚品牌的追求,消費者受市場、語言及物流多方面的限制,尋求代購服務業者能購買到本國沒有的商品或者是新款限量的商品。從中衍生的另一種海外商品代購服務,代購業者提供消費者海外商品的最新資訊,同時也提供消費者海外購物的便利性,而消費者則願意為取得海外商品、或利用其代購服務付出相對的代價,以避免於海外購物所衍生的金流及物流相關繁瑣程序問題。海外購物的代購服務,不僅僅是消費者受惠,對代購業者而言更是充滿了商機,並促進海外代購的服務不斷創新及發展,創造出雙贏的機會。
本研究使用問卷作為調查依據,整理研究結果後發現,服務品質、信任、行銷、顧客價值及購買行為等構面,都會影響到消費者的購買意願。本研究證實服務品質對於購買行為會有影響性,有代購服務需求的消費者每月可支配所得也大大的影響購買意願,針對代購服務消費者的行銷、信任、顧客價值及購買行為也有明顯影響的差異。由此可以推論將代購服務的服務品質、信任中的風險值、行銷方式及顧客認知價值部分都做到位,會直接影響代購服務消費者進行選購的意願。

英文摘要

In recent years, the development of globalization and trans-regional, international shopping behavior, coupled with the rapid rise of the role of e-commerce and online shopping market matures, customized needs and the pursuit of international fashion brands, consumers by language, logistics and market a wide range of restrictions, seeking purchasing service providers to be able to buy new limited or no local goods. Another overseas purchasing goods and services derived from, purchasing industry to provide the latest information of overseas consumer goods, while also providing consumers with the convenience of shopping abroad, and consumers are willing to pay a relative to obtain foreign goods, or to use its purchasing services the cost in cash flow in order to avoid red tape and logistics-related issues arising from the overseas shopping. Shopping overseas purchasing services, not just the benefit of consumers, in terms of purchasing industry is full of opportunities and promote overseas purchasing service innovation and development and create a win-win opportunity.
In this thesis, using a questionnaire after finishing study found that service quality, trust, marketing, customer value and purchase behavior dimensions, all will affect consumers' willingness to buy. This study confirms the service quality will significantly impact on the purchasing behavior of consumers purchasing services professional background also greatly affect the willingness to buy, there are significant differences between purchasing services for consumer marketing, trust, customer value and purchasing behavior. We can infer the quality of service will be purchasing services, trust risk value, marketing efforts and customer perceived value of parts are done, will directly affect the purchasing service consumers willingness to buy.


指導教授 - 郭明煌

委員 - 廖鴻圖

委員 - 方孝華

委員 - 林建福


 

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