本土電商將何留住顧客？探討電商平台黏著度的推拉維繫因子

How Can Local E-commerce Retain Customers? Investigating Push, Pull, and Mooring Factors of E-commerce Platform Stickiness

本研究探討本土電商平台黏著度對消費者轉向跨境電商平台行為意圖之影響，主要是隨著數位經濟與全球化發展，跨境電商迅速崛起，改變消費者購物選擇與平台轉換行為。由此本研究以推－拉－維繫力(Push-Pull-Mooring, PPM)理論為基礎，探討知覺價值、同儕影響、替代品吸引力、轉換成本及個人慣性對本土電商黏著度的影響，並分析黏著度對跨境轉換意圖的中介作用，並透過對232位台灣網購消費者進行問卷調查，採用AMOS進行統計與結構方程模型分析。研究結果發現知覺價值與個人慣性對本土電商黏著度有正向影響，替代品吸引力則有負向影響；本土電商黏著度對跨境轉換意圖具負向影響，而同儕影響與轉換成本則未達顯著水準。

This study investigates the impact of consumer stickiness to local e-commerce platforms on their intention to switch to cross-border e-commerce. With the rise of digital economy and globalization, cross-border e-commerce has rapidly grown, influencing consumer platform-switching behavior. Based on the Push-Pull-Mooring (PPM) framework, the study examines how perceived value, peer influence, attractiveness of alternatives, switching costs, and personal inertia affect stickiness to local platforms and how stickiness mediates switching intention. A survey of 232 Taiwanese online shoppers was conducted, and data were analyzed using AMOS for structural equation modeling. Results indicate that perceived value and personal inertia positively affect stickiness, while attractiveness of alternatives has a negative effect. Stickiness negatively influences switching intention to cross-border platforms. Peer influence and switching costs show no significant impact.