| 摘要註: |
隨著網路普及化,打破了區域限制,帶動了網路購物的興盛,間接地發展出新興的網路服務商業型態-海外代購。對獨特性商品及國際時尚精品品牌的追求、個人化的需求等因素,引起消費者的購買慾望,卻因為地理、語言、物流、金流等種種限制,導致消費者購入的不便利性,於是促成了海外代購產業的興起。然而,海外代購產業興起時間短暫,過去關於海外代購之研究有限,尤其以針對消費者之代購動機為探討方向之文獻甚為缺乏。因此,本研究將探討消費者參與海外代購之動機因素,並且以關鍵事件法進行消費者消費動機研究。本研究透過網路平台進行線上問卷的發放,扣除無效樣本後,有效問卷為348份。透過動機分類以及關鍵事件分析研究方法,並且經過信度檢驗後,得到消費者對於參加海外代購意願之影響因素主要為經濟因素(56%),其餘依照比例大小分別個人因素(24%)、社會因素(18%)以及平台因素(1%)。最後,根據此四大影響因素,進行討論並且提出實務建議。本研究之結論,希望能提供海外代購業者或即將從事海外代購業主一些實務經營方面的參考意見,更能有效地促進消費者的消費欲望及態度改善,或是營運策略方向的調整。 The popularity of the Internet has broken down geographical barriers and caused a boom in online shopping while indirectly spurring a new business model of Internet services《the Online Oversea Surrogate Shopping. Interest in unique merchandise and international boutique brands as well as individualized demand has whetted the shopping appetite of consumers. However, limitations such as geographical locations, language, product logistics, and cash flow make purchasing such products an inconvenience for consumers. This in turn spurs the emergence of the overseas surrogate shopping Yet, the overseas surrogate shopping industry is still young, and research on this topic is limited, particularly on consumer motives for engaging in an overseas surrogate shopping. Therefore, this study explores consumers' motivation factors in engaging in an overseas surrogate shopping by employing the critical incident technique. An online questionnaire survey was conducted, and after excluding invalid samples, 348 valid questionnaires were returned. Based on the classification of motives and the critical incident technique (the validity was also tested), we found that the primary motive driving consumers to engage in an overseas surrogate shopping was the economic factor (56%), individual factor (24%), followed by the social factor (18%) , and platform factor (1%). Lastly, based on these four impact factors, this study presents a discussion followed by practical recommendations. We hope that the findings of this study can provide references, based on actual practices in the industry, to current overseas surrogate shoppers and to those entering the field to effectively boost consumers' consumption desire, improve consumers' attitude, or accordingly make strategic adjustments to their operational direction. |