亞洲上網人口之網路資訊搜尋模式與線上購買行為之性別差異探討

Abstract

隨著瀏覽軟體與搜尋引擎功能越來越強大，使用介面越來越人性化，網路成為一個輕易上手的工具，使得兩性間的數位差距雖逐漸縮小，但根據許多市場調查報告都指出男性與女性在線上購物行為上，還是存有明顯的差異。因此研究兩性的網路消費者行為，是電子商務中不可輕忽的一環。 本研究以亞洲上網人口為研究對象，進行網路消費者行為的實證研究。以沉浸理論為理論框架，主要探究資訊搜尋模式、網路瀏覽技巧對購買行為的影響，以及資訊搜尋模式、網路瀏覽技巧與購買行為是否有性別上的差異。 研究結果發現（一）資訊搜尋模式不同的消費者會有不同的網路商品偏好，會有不同的購買意願，且並非所有商品都適合在網路上販賣；（二）女性是典型的centaur比較不願意在網路上從事購買行為；（三）在新的網路購物環境下，男性與女性的資訊搜尋模式都變得愛比較，且男性更甚於女性，男性對網路資訊的依賴也使得他們容易被購物網站所操控；（四）消費者比較不願意在網路上購買高價商品，男性的消費金額還是比女性高；（五）網路瀏覽技巧與某些商品的消費金額成正比；（六）與預期不同的是女性在網路瀏覽技巧上已呈現出技高一籌的現象。

As the functions of browser and search engine are more and strong and the interfaces are more and more user friendly, it becomes easier to use Internet. Such an improvement make the gender digital gap becomes more and more narrow, but it still exist some differences in online purchasing behaviors according to many market surveys. Therefore, it is quite imperative to understand the Internet consumer behavior for different gender. Based on a sample of Asian Internet users, this exploratory study takes “flow theory” as a framework and explores online shopping behaviors like information search patterns, purchasing behaviors, browsing skill and gender differences among them. Results indicate that 1) different information search patterns will lead to a different preference for product categories, and not all kinds of products are suitable for cyber channel. 2) Females are typical centaur consumers and less purchasing in Web. 3) In cyber environment, many males and females become comparative shoppers, and the former are more than the latter. Due to the males rely on the information from Internet more, they are easier to be manipulated by websites. 4) The high price products are not welcome to cybershoppers and the expenditure from men is higher then women. 5) Browsing skill is positive relative to some product categories’ consumption. 6) Surprisingly, women surpass men in browsing skill.