探討淘寶網之網路特性研究

A Study of Taobao’s Website Characteristics

網路世界無國界，全球網購市場早已跨越了國境，台灣的網購消費者也有了多重選擇。淘寶網站進入了台灣的網購市場，基於語言與商品多樣化的優勢；也有其相當程度的台灣消費者族群。但是，淘寶網有甚麼樣的特性讓台灣的消費者喜歡呢？另一方面為台灣消費者的使用動機呢？因此，本研究的目的主要是探討對淘寶網站的特性來針對不同涉入因素的消費者以及不同使用動機的消費者，是否會因淘寶網的網站特性而影響使用之行為，以利訂定更良好的行銷模式，再以人口統計變項來分析淘寶網的何種網站特性較容易引起消費者進入購物平台購物的興趣。發放正式問卷時特別找曾經上過淘寶網購物的消費者們為問卷的發放對象，總共發放問卷128分。本研究之實證部分則使用統計軟體來進行資料分析，以做為量化研究的依據。結果發現，網站特性對於不同涉入因素之消費者有顯著影響，且網站特性對於不同使用動機之消費者也皆有顯著之影響，表示消費者對於選擇跨境網購平台時，網站特性將會影響其最終的購買行為。本研究將就其結果提供欲進入跨境網購平台創業之賣家參考。

With the development of global networks, consumers can easily obtain product information from all over the world. Many famous global brands are optimistic about the online shopping markets and opportunities. They have set up websites to provide consumers with direct online shopping and global delivery service. Some popular shopping websites even resort to free worldwide shipping son as to encourage direct consumption. This study will discuss the most famous online shopping website in China—Taobao. In order to plan a better marketing model, we first investigated consumers with different involvement factors and different usage motives to see whether their shopping behavior would be affected by the website characteristics. The front part of the questionnaire distributed 60 questionnaires, but the number of respondents who had used Taobao shopping is only 12 people. Therefore, upon looking for another grant formal questionnaire, the participants were exclusively shoppers who had been on Taobao. Those who were given the questionnaire were a total of 128. Then, we analyzed what kind of website characteristics can attract online shopping consumers more, based on statistics of demographic variables. This study is based on the questionnaires filled by shoppers who have shopping experience in Taobao, and thee data were quantitatively analyzed by using statistical software (SPSS). As a result, the present study shows that website characteristics have significant influence on consumers with different involvement factors as well as usage motives. Accordingly, the website characteristics could affect the choice of cross-border online shopping platform and the final purchase behavior for Taiwan consumer. In general, the present study provides valuable references for sellers wishing to startup a cross-border online shopping platform in Taiwan market.