網路原生商店平台服務之研究

A Study on Shopping Services on Original Internet Apparel Store

隨著大眾習慣網路購物的消費型態，各類網路購物平台相繼成熟，網路為主的商店成為B2C的主流。網路原生商店經營之初僅靠網路銷售，無需面臨實體店面要支付租金人事等問題，成為創業者網路開店的主要類型。本研究透過內容分析瞭解服飾網路原生商店購物服務內容之現況，同時也以網路問卷瞭解消費者對其購物服務內容之需求。研究結果發現：（1）服飾網路原生商店購物服務內容以「商品資訊服務」提供比例最高，「促銷資訊服務」提供比例最低。（2）消費者對服飾網路原生商店之「購物交易服務」需求程度較高，「個人化服務」需求程度較低。（3）網路原生商店提供之「促銷資訊服務」、「顧客支援服務」與消費者需求落差較大。因此，若要增加對消費者購物意願，服飾網路原生商店經營業者應評估銷售現況，針對購物服務之內容做適當的調整，以符合消費者的需求。

With the trend of online shopping and the maturity of online shopping platform, web-based shop becomes a main type for business to customer (B2C). Because of the online operation, Internet stores reduce huge numbers of physical costs such as store rent and human resources. Therefore, establishing an online store is easier than operating a physical store. This study used content analyze approach to understand the circumstance of online shopping service on the Internet stores and used online questionnaire to investigate the purchase needs of consumers on original clothing online stores. The results showed that: (1) Regarding to the information in original online clothing stores, the most proposition was commodity information and the least proposition was promotional information; (2) The transation related service was the most important for consumer, on the contrary, the personalization services was not; (3) There are huge gaps between the customer support services and promotional information which store provided and the expectation of customers. Thus, to increase purchase intention, the original clothing online stores should adjust their strategy to focus on customer expecting service and information by evaluating their clothing-selling situations.