消費者特性對服飾通路選擇的影響

Abstract

電子商務已蔚為一種風氣，我們可以發現有很多的商品都可以在網路上交易，而且利用網路更可以激發潛在消費者的購買動機，那麼是不是每一項商品在網路上銷售都有很好的效果呢，本研究將以服裝為主要商品，探討消費者特性對服飾通路選擇的影響。 挑選衣服最重要的步驟是試穿，要試穿才會知道這件衣服適不適合自己，不只是衣服的大小，還有衣服的版型也很重要，不同身型合適的版型也會不同，所以想要找到令自己滿意的衣服一定少不了試穿這個步驟。在這個情況下，加上網路方便性的衝擊，消費者會如何在實體通路與虛擬通路之間做取捨，將會是本篇研究的重點。 消費者特性部分，分為購買服裝時消費者的消費習性、人格特質以及網路使用習性，首先分別與實體通路的選擇做迴歸分析，驗證其正反向之影響。接著將人格特質與網路使用習性當作調節變數，探討這些調節變數是否會讓消費習性影響實體通路選擇的影響有增強或降低的趨勢。

E-commerce has become popular, and we could see there are many kinds of products sold on the web. By network, we could promote more potential consumer to purchase products. But, is there has great effect upon all kinds of products. This study will take apparel for example to explain the Influence of consumer characteristics on option of apparel channel. Fitting is the most important step for purchase apparel. To fit it on and you will know does the apparel fit you. Not only the size, but also the patterns are important. Different patterns fit on different bodies. Therefore, if we want to pick satisfied apparel, just fit it on! Under this situation and the convenient e-commerce, virtual channel and the physical channel, which one is consumer’s option? It is the key point of this study. Consumer characteristics have three portions: shopping habit, big five and web using habit. At first, let the three portions are independent variables, and let option of virtual channel is a Dependent variable. Conduct simple regression analysis individually to verify the positive or negative relation. Second, let big five and web using habit are intervening variables to verify whether the intervening variables will enhance or reduce the influence of shopping habit on option of apparel channel.