摘要:
近年来，台湾网络购物市场规模不断成长，网络市场已成为企业拓展客源的重心。在此情况下，本研究以书籍购买为例，探讨消费者购买地点选择之影响因素，并考虑网络商店在加入忠诚度计划后是否影响选择行为。本研究透过问卷调查，了解消费者书籍商品的购买习惯，以及在选择网络购物时所考虑的主要服务属性、对忠诚度计划内容之偏好。以叙述性偏好法进行实验设计，采二元罗吉特模式分析数据。研究结果指出，书籍消费者较偏好之忠诚度计划为延迟的现金回馈，且希望以累积消费次数作为奖励门坎。而多数消费者均以商品售价和旅行成本做为购买地点考虑之主要因素。此外，等待商品到货的时间也是消费者决定是否选择在网络购买的重要因素。
Abstract:
Due to the rapid growth of online shopping
market, many industries have developed various loyalty programs in order to
secure their customers and boost their profit. However, the effect of loyalty program
on customer’s purchase behavior is not clearly understood. This study conducts
a stated choice experimental design to explore how loyalty programs can affect
a customer’s choice between a traditional bookstore and an on-line bookstore. This
experimental design considers that the on-line book store has various loyalty program
features including requirement to collect the reward, type of reward and timing
of reward. This study applied multinomial logit models to explore factors that
can significantly influence their choice between a traditional bookstore and an
on-line bookstore. Results indicate that immediate reward is not significantly
better than delayed reward. Most of the consumers prefer delayed monetary
reward. Price and travel costs are also identified as significant factors
influencing consumers’ shopping mode choice. Waiting time for the arrival of purchases
is also an important factor for their choice of online shopping.