影響消費者對行銷策略、知覺價值及購買意願間關係之探究

A study on the relationship among marketing strategies, perceived value and consumer purchase intention

現今許多網路購物平台崛起，造成網路購物市場激烈的競爭，安全、品質、品牌形象才是消費者注目的焦點。消費者的購買意願常來自於其知覺所獲取的利益與價值，因此建立好的知覺價值，將可提高消費者的購買意願。有鑑於購物網站行銷策略對顧客價值影響之重要性，因此本研究主要以南部某大專院校學生為研究對象，來探討購物網站之行銷策略、知覺價值及購買意願等構面彼此間的關聯性。研究結果發現（1）購物網站之行銷策略對使用者的知覺價值及（2）購物網站之知覺價值對使用者的購買意願，此兩大項目均呈現顯著性的正向關係；此外，各人口統計變項對購物網站之行銷策略、知覺價值及購買意願亦是具有顯著性的影響，此結果將可做為購物網站對研究中所提相關構面問題之檢視及修正的參考。

Today, the rise of many online shopping platform leads to a highly competitive market environment. In this situation, consumers focus on security, quality and brand image. The consumers’ purchase intentions often come from their perception of the acquired interests and values, thus a good perceived value would enhance consumers’ purchase intention. In the view of the important influence on marketing strategies of shopping website to customer value, therefore, university students are taken as the object of the research. The study mainly explored the relationship among marketing strategies of shopping website, perceived value, and purchase intention. The results found that (1) marketing strategies of shopping website has a significantly positive influence on perceived value; (2) perceived value of shopping website has a significantly positive influence on consumers’ purchase intention. In addition, each of the demographics also has a significant influence on marketing strategies of shopping website, perceived value, and purchase intention. These results could be used as a reference for shopping website to review and solve the problems.