用展望理論分析果菜電子商務的消費者選擇

Abstract

由於少數成功與多數失敗案例的共存現象，果菜已經成為電子商務裡極具挑戰性的項目。本論文發展出兩階段的方法來找尋成功果菜電子商務的原因。在第一階段裡，依照消費者對品質的觀點將果菜分為搜尋品、經驗品以及信用品三種類型。在第二階段裡，利用展望理論分析這些果菜商品在電子商務與在傳統商店有著什麼樣的競爭優勢。本論文基於兩個理由提出此方法。第一個理由是從消費者的觀點來說，對於相似類型的果菜商品有相同的認知。另一個理由是對消費者選擇的衡量而言，展望理論是比傳統預期效用理論更為適合的模式。為了驗證這兩個階段的方法，本論文針對特定的果菜商品進行了網頁的實驗。而實驗的結果發現了一些成功經營果菜電子商務的因素。

Because of their coexistence of few successful but many failed cases, fruits and vegetables become challengeable items in Electronic Commerce (EC). In this thesis, a two-step methodology has been developed for exploring the possible factors for successful fruits and vegetables in EC. In the first step, fruits and vegetables are classified into three categories according to their qualities consumers perceived: search goods, experience goods, and credence goods. In the second step, prospect theory is applied to discovering their competitive advantages with respect to traditional convenience stores. There are two reasons for this approach. One is to focus to the target fruits and vegetables which have the similar perception from the consumers’ viewpoint. The other is to measure the consumer choice in a better way because the prospect theory is a more suitable model than the traditional expected utility theory. For validating this two-step approach, several web-based experiments have been designed and applied to some potential fruits and vegetables customers in EC. The research results have found some possible factors for operating successful fruits and vegetables in EC.