網路書店行銷策略與消費者忠誠度之相關性研究－－以台北地區之消費者為例

Correlation Research between Marketing Strategy and Consumer Loyalty for Internet Bookstore - By The Case of Taipei Area's Consumers

商業通路之調查顯示網路書店是網路消費者喜歡的商業服務之一，和網路書店相關之本土性研究主題大部分是消費者之購買意願與滿意度，然而探討行銷策略如何獲得消費者之認同應是經營者迫切需求的課題。本研究之目的在於探討網路書店行銷策略與消費者忠誠度之相關性，以及消費者人口變項對行銷策略之影響。本研究抽樣大台北地區255份樣本進行網路書店之消費者意見調查。調查內容針對產品、價格、媒介、促銷之行銷策略因素，行為忠誠、態度忠誠之忠誠度因素，並採用因素分析、獨立樣本t檢定、單因子變異數分析與相關性檢定等方法進行相關性與差異性之檢定。研究發現：(一)有關於行銷策略，媒介因素與價格因素均和行為忠誠因素、態度忠誠因素呈現正相關，而產品因素僅與態度忠誠因素呈現正相關，促銷因素也僅與行為忠誠因素呈現正相關。(二)對於人口變項，女性消費者比男性消費者更受到產品因素與促銷因素影響，其差異有顯著性；31-40歲、21-30歲消費者比其他年齡層消費者更受到產品因素影響，其差異亦有顯著性。

The survey of commercial channel showed that internet bookstore is one of the favorite commercial services for internet consumers. Most of local research subjects related to internet bookstore were consumer purchase intention and satisfaction. Nevertheless, to study how marketing strategy getting consumer recognition should be urgent demand issue for managers. The purpose of this research is to study the correlation between internet bookstore marketing strategy and consumer loyalty, and the influence of consumer demographic variables on marketing strategy. This research selected two hundred and fifty-five samples from Taipei area to process consumer questionnaire. The content focused on marketing strategy factors in terms of product, price, communication and promotion and loyalty factors including behavior loyalty and attitude loyalty. Factor analysis, independent-sample t test, one-way ANOVA and Pearson correlation test were applied to test correlation and difference. The findings of this research are as follows: the first, with regard to marketing strategy, communication factor and price factor were positive correlated to behavioral loyalty and attitudinal loyalty. Product factor only had positive correlation to attitude loyalty, promotion factor was only positive correlated to behavior loyalty, as well. The second, as for demographic variables, female consumers were more influenced by product factor and promotion factor than were male consumers and the differences had significance. Thirty-one to forty years old consumers and twenty-one to thirty years old consumers were more influenced by product factor than were the other age consumers and the differences had significance.