運動用品網路購物行為模式之研究

Abstract

本研究旨在建立運動用品網路購物行為模式，並以計畫行為理論為基礎，探討態度、主觀規範、知覺行為控制對行為意圖，與行為意圖對購買行為的影響，以及信任是否在行為意圖與購買行為間有調節作用。本研究於2014年4月28日至2014年5月11日針對曾經在任何網路購物平台網購過運動用品的消費者共403位，採問卷調查法，利用描述性統計、獨立樣本t檢定、單因子變異數分析，及結構方程模式進行分析。最後，依據統計分析所獲得之結果與相關文獻作綜合討論後，獲得結論如下： 一、網購運動用品消費者以年輕學生族群為主，參與特性多屬有運動習慣者範疇，網購業者可針對消費者之特性擬定適切之行銷策略。 二、網購運動用品消費者具備網購之正向態度與控制網購能力；另外，參考群體的規範力也在中上水準。 三、網購運動用品消費者之每年網購金額會影響態度、知覺行為控制與行為意圖；網購運動用品消費者之職業會影響態度、主觀規範、知覺行為控制與行為意圖。 四、運動用品網路購物行為模式符合各項適配度指標之檢驗，其中以主觀規範與知覺行為控制最能影響消費者網購運動用品的行為意圖，且行為意圖亦會影響消費者之實際購物行為。此外，當消費者產生行為意圖後，會經由對購物網站信任因素的調節，而影響消費者實際購物行為發生的強弱。 基於上述結論，本研究建議現有網購公司可善用關係行銷、豐富商品數量，對未來要進入業者，可嘗試建立專門網購運動用品商城；針對未來研究建議，可採兩階段預測實際行為，以及單獨建立大專院校學生運動用品網路購物行為模式，作為運動用品網購業者未來規劃行銷策略之參酌。

This research aimed to establish a model of e-shopping for sport production, basing on TPB to discuss how attitude, subjective norms, and perceived behavior control affect behavioral intention, and how behavioral intention affects transactions on the internet. Besides, discussing whether beliefs act as an adjustment between behavioral intention and purchasing behavior is also important. This research surveyed the consumers who have been buying sport production from internet by questionnaires, and analyzed the results with the aids of descriptive statistics, independent sample t-test, one-way ANOVA, and structural equation modeling. At last, we concluded the results with statistical analyses and discussions of relative papers as the following, 1. The main consumers of buying sport production on-line are young students who have the habits of exercising, therefore e-vendors could develop marketing strategies specifically for students. 2. For consumers who bought sport production from the internet have positive attitude and the ability of controlling their desire of purchasing through the net, additionally, the reference group also processes the ability of controlling above normal standard. 3. The amount of money consumers spent per year online would influence attitude, perceived behavior, and behavioral intention, while their vocations would affect attitude, subjective norms, perceived behavior, and behavioral intention. 4. The pattern of purchasing sport production online is accordance with the good-of-fit tests. Subjective norms and perceived behavior control is believed to influence the behavioral intention the most, besides, after behavioral intention forms, it would be adjusted by the beliefs toward online shopping websites and then finally decide how strong the purchasing actions would be. Based on the conclusions mentioned above, this research suggested that e-vendors could make good use of marketing, and enhance the variety of production; For the newbies, they can try establishing an e-mart of sport production. The suggestions for future works are that to try adopting two-phase predictions for actual behavior and set up patterns specifically for undergraduate students, therefore e-vendors could take the results as reliable reference and develop future marketing strategies.