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ONLINE SHOPPING PREFERENCE OF WENZAO STUDENTS

Running Head: ONLINE SHOPPING PREFERENCE OF WENZAO STUDENTS


Submitted by

Yolanda Tsai

1101100098

Submitted to

Dr. Aiden Yeh

WenzaoUrsuline University of Languages

June 3, 2014

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Abstract

With the advances of technology, online shopping becomes more popular now. As the

popularity of the Internet continue to increase, the main reason of why

students-consumers prefer to shop online is not very clear. Therefore, the objective of

this study was to investigate Wenzao Ursuline University of Languages students’

online shopping preference.The researcher explored that what commodities that

Wenzao students often bought online, the ways students picked up their goods and

paid for online shopping and the satisfaction about online shopping. In order to find

out the main reason of why consumers prefer to shop online, the researcher carried

out research by questionnaire enhanced the efficiency of the result. The results

showed thatWenzao students online shopping preference included three major points.

First, online shopping preference was that they prefer to buy clothing and accessories.

Second point was that students prefer to pay and pick up goods at convenience stores.

The last point was that most of students were satisfied with their online shopping

experiences. Based on these findings, online sellers should be provide service of pay

and pick up goods at convenience stores. Online shopping gradually takes the place of

traditional stores and becomes the current trend.

Keywords: online shopping, preference, student-consumers

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TABLE OF CONTENTS

Introduction: …………………………………………………………………… 4-5

Literature review: ……………………………………………………………… 5-7

Methodology: ……………………………………………………………………7-9

Results and Discussion: ……………………………………………………… 9-16

Conclusion: ……………………………………………………………………… 16

References:……………………………………………………………….……… 17

Appendix

English Cover Letter/Questionnaire…………………………………… 18-20

Chinese Cover Letter/Questionnaire……………………………………21-22

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Introduction

Nowadays, online shopping has been widespread over the world. The United

Nations announced that the world population would approach to seven billion in 2011.

And the world Internet popular rate was 30.2%. 51% of the population at Asian

Pacific has used online shopping (Nielson, 2010). Today’s web-savvy college students

represented current and future targets for e-commerce companies. College student

Internet users represented over $17.8 billion in 2009. In 2008, 95.7% of college

students went online at least once a month (eMarketer, 2008).

According to Kim (2010), he posited that (p.365) “Buying on the Internet has

become one of the most rapidly growing modes of shopping, demonstrating

significant annual sales increases in recent years due to the Internet’s accessibility and

ability to provide large amounts of information quickly and inexpensively (p. 365).”

As the use and popularity of the Internet still increase, the main reason of why

Students-consumers prefer to shop online is not very clear. Therefore, the researcher

wanted to explore students’ preference of shopping online.

This research study also aimed to know the consumer’s satisfaction toward online

shopping. In the “Consumer online shopping attitudes and behaviour: an assessment

of research”, Na and Ping(2002) explored that external environment, demographics,

personal characteristics, vender or service or product characteristics, website quality,

attitude toward online shopping, intention to shop online, decision making and online

purchasing were in connect with consumer’s satisfaction. Therefore, the researcher

uses the theoretical framework to enhance the research.

In order to find out the main reason of why consumers prefer to shop online, the

researcher carried out research by questionnaire enhanced the efficiency of the result.

Online shopping is a common topic and many of participants have experience

with online shopping. With participants’ opinion, the research may be more credible.

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In order to explore the main reason, the research questions were set as follows:

1. What kinds of commodities that students often buy online?

2. What are the ways students pick up their goods and pay for online shopping?

3. What do students feel about shopping online so far?

The contribution of the research would be helpful to the people who want to

explore the similar topic to the research and local people preference of online

shopping. The references of Chinese and English were found, but only few are related

to consumer’s preference. In these few references, most of them were published long

time ago. Hence, this study provided an up-to-date and useful references and

information for the people who want to explore the similar topic.

Literature review

Researches about online shopping have appeared since 2001.According to

forecasts by the Institute for Information Industry's Market Intelligence and

Consulting Institute (MIC), the online shopping market in Taiwan can be expected to

surpass NT$300 billion this year, an astonishing 31.6% increase in 2008 (Lin , 2009).

The government also did a survey related to online shopping. According to the

research conducted by the Development and Evaluation Commission, Executive

Yuan’s (2012) survey pointed that 62.7% of population in Taiwan had experience of

shopping online in 2011.

Online shopping is defined the act of purchasing products or services over

the Internet. Online shopping has grown in popularity over the years, mainly because

people find it convenient and easy to bargain shop from the comfort of their home

or office. One of the most enticing factor about online shopping, particularly during

a holiday season, is it alleviates the need to wait in long lines or search from store to

store for a particular item (BusinessDictionary).Online shopping is done through an

online shop, e-shop, e-store, virtual store, web store, Internet shop or online store. All

http://www.businessdictionary.com/definition/act.html

http://www.businessdictionary.com/definition/product.html

http://www.businessdictionary.com/definition/services.html

http://www.businessdictionary.com/definition/internet.html

http://www.businessdictionary.com/definition/shop.html

http://www.businessdictionary.com/definition/office.html

http://www.businessdictionary.com/definition/factor.html

http://www.businessdictionary.com/definition/holiday.html

http://www.businessdictionary.com/definition/need.html

http://www.businessdictionary.com/definition/long-position.html

http://www.businessdictionary.com/definition/lines.html

http://www.businessdictionary.com/definition/search.html

http://www.businessdictionary.com/definition/store.html

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the products in online stores are described through text, with photos and with

multimedia files. Many online stores will provide links for extra information about

their products. They often make available, safety procedures, instructions,

manufacture specification and demonstrations. Some will provide advice or how-to

guide. As people are already on the Internet, they can search for product reviews that

other consumers may have posted. Some online stores have a place for these reviews

on their own sites. Many allow users to rate their products. Advice such as this from

other consumers, about a product would be unavailable in a conventional store

(Editorial today).

In Kim’s(2010) study he observed differences among college students on

Internet shopping. In order to comprehend their previous Internet shopping experience,

Kim classified college students as non-web shoppers, web-store visitors, Internet

browsers, and Internet buyers. The theoretical factors grouped into the three

categories of consumer, marketing, and technology that influence the online shopping

of these four consumer groups. Significant demographic background differences

about marital status, number of credit cards held, hours of Internet use, and primary

use of the Internet were found among the four consumer groups. The key findings of

the study were that the consumer factor, comprised of privacy, security and trust, time

saving, ease of use, convenience, enjoyment provided by shopping, company

reputation and facility. There were most significant for who wanted to purchase

online and who did buy online.

Nirmala and Dewis’s (2011) study point that many fashion retailers or marketers

use Internet to advertise and sell their products. This research examined the effects of

consumers’ shopping preferences (brand/fashion consciousness, shopping enjoyment,

price consciousness, convenience/time consciousness, shopping confidence ,in-home

shopping tendency), consumer innovativeness, online purchase experience for fashion

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products, and gender on consumers’ intention to shop for fashion products online.

Furthermore, gender is marginally significant related to consumers’ intention to shop

for fashion products online. Surprisingly, women tend to have lower intentions to

shop for fashion products online compared to men.

After reading the related literature, the key points of the research were designed

according to these aspects as the definition of online shopping, the differences among

college students on Internet shopping and the effects of consumers’ shopping

preferences.

Methodology

Online shopping has been widespread over the world. Therefore, the researcher

found out that what commodities that students often buy online, the ways students

picked up their goods and paid for online shopping and the satisfaction about online

shopping.

3.1 Methods

There were two kinds of methods to conduct a research: a questionnaire survey

or a documentation procedure. Most of the people carried out researches by

questionnaire because it was planned and organized. Doing plenty of questionnaires

enhanced the efficiency of the result. The researcher chose the method, conducted

questionnaire to finish the research. Online shopping was a common topic and many

of participants had experience with online shopping. With participants’ opinion, the

research might be more credible.

Before the questionnaire was finalized, the researcher conducted a pilot study;

ten copies of the questionnaires were sent to ten students to help improve and revised

the questions according to the students’ advice and suggestions. The survey was

modified and distributed in January to February.

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3.2 Questionnaire Design

The researcher divided the questionnaire into four parts, the demographic, the

preference of online shopping, the factors influence the customers’ preference of

buying online and customers’ satisfaction toward shopping online. In the section of

demographic, the researcher would like to realize that the participants’ gender and

had ever shopped online experiences. On the second part, the researcher designed

multiple choices to realize what kinds of commodities often bought on online shops

and what methods of payments and receive goods did consumers usually use. On the

third part, in order to understand the factors influence the customers’ preference,

therefore, there was some questions about the shipping fee and discounts would affect

consumers online shopping intention or not and the advantages and disadvantages

about online shopping. On final part, the researcher would like to know customers’

satisfaction toward shopping online.

3.3 Survey Participant

In order to maintain a high response rate, sending out the questionnaire in person

appeared to be an appropriate choice.

This research especially focused on Wenzao Ursuline University of Languages

students’ preference of shopping online, with special attention to those who had

online shopping experience. The average age of college students of Wenzao were

between 16 and 22. Most of them were teenagers. According to the research

conducted by the Development and Evaluation Commission, Executive Yuan’s (2012)

survey pointed that people who are between 15 and 30 years old like to shop online

the most, especially among 15 and 20.In addition, the response rate of the

questionnaire was high. Consequently, the researcher determined to make a

questionnaire survey to the students at Wenzao Ursuline University of Languages

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3.4 Data Collection

The researcher distributed 100 questionnaires during January and February at school.

The questionnaires included 87 valid questionnaires and 13 invalid questionnaires.

These participants included 12 males and 75 females. There were 66 participants

between 20 to 25 years old. Surprisingly, the survey result showed that only two

participants who never shopped online. Therefore, there were 85 participants who had

online shopping experiences.

Results and Discussion

The questionnaire results and findings are analyzed and discussed in this chapter.

This chapter will show: (1) the commodities Wenzao students often buy online; (2)

the ways of payment; (3) the ways of picking up goods by Wenzao students; and (4)

Wenzao students’ satisfaction of online shopping. The researcher used SPSS,

frequency and comparison means to analyze the data.

4.1 The Commodities Wenzao students often buy online

Based on the survey of EC corner (Electrical Commerce Club), people often

bought watches and accessories online in 2010. However, the result of the research

was women’s clothing and accessories. The result in chart 1showed that 61 Wenzao

students prefer to buy women’s clothing and accessories online. One of the factors

might be that most of the participants were girls. And the second commodities that

Wenzao students often buy online was women’s shoes and bags, followed by books

and DVDs.

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Chart1Commodities Wenzao students often buy at online shops

4.2 Ways of payment

On the basis of the research results, the payment Wenzao students had used

frequently was pay at convenience stores; there were 81 Wenzao students (50%)

chose to pay at convenience stores, 24respondents (15%) chose to pay cash on

delivery, 22students (13%) remit at post office, 21respondents (13%) pay by ATM

transfer and only 5 students (3%) pay by credit card. According to a survey publicized

by MIC (Market Intelligence Center) in 2009, major customers were women of online

shopping in Taiwan (58%). And the most commonly used payment first one was to

pay by credit card (28.3%), followed by ATM transfers (22.4%) and paying on

delivery (12.9%). The MIC’s result of survey was different from the research. The

result of most often used payment was to pay at convenience stores. The researcher

discovered that the payment at convenience stores had replaced the other ways of

payment.

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37

61

8 1 0 1

17 28

32

1 5 9

2 1 0 3

0

10

20

30

40

50

60

70

Commodities that Wenzao students often buy online

Commodities that Wenzao students often buy online

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Chart 2 Ways of payment

4.3Ways of picking up goods

There were several ways that people pick up their goods. For this question, five

choices were listed for students to choose: by post, pay upon delivery, face to face,

pick up goods at convenience store and others. There were 82 participants (57%)

chose to pick up at convenience store; 34 respondents (23%) chose posting delivery;

27 students (18%) chose home delivery and only 3 respondents(2%) chose face to

face pick-up. Therefore, the result showed most of Wenzao students prefer to pick up

at convenience store. Since 2000 August, 7-11 convenience stores cooperated with

some Internet retailers, then people could pick up goods, pay the money and so on at

2,600 convenience stores in Taiwan. (Shih, Chang, Peng, n.d.)

3%

13%

13%

50%

15%

1%

5%

Ways of payment online

credit card ATM Postal remittance Convenience store

Cash on delivery Bung over ibon or famiport

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Chart 3 Ways of picking up goods

4.4 Satisfaction about online shopping

The researcher conducted “comparison means” to analyze Wenzao students’

satisfaction about online shopping. The researcher set the Likert scale to 1 for strongly

agree, 2 for agree, 3 for fair, 4 for disagree and 5 for strongly agree. In chart4 showed

the mean of strongly agree was 1.94, it means the data approach to agree (n=85). The

mean of agree was 1.83, and there were 54 students chose it. The mean of fair was

1.92. The total mean was 1.87; therefore, the Wenzao students were quite satisfied

with their online shopping experience.

What do you feel about shopping online so far? 平均數個數標準差

Strongly agree 1.94 18 .236

Agree 1.83 54 .376

Fair 1.92 13 .277

總和 1.87 85 .338

Chart 4 Wenzao students’ satisfaction of online shopping

23%

57%

18%

2% 0%

Ways of picking up goods

Posting delivery Convenience store Home delivery Face to face others

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4.5 Advantages of online shopping

Before the data were analyzed, it was assumed that customers can see a variety

of goods at the same time, and it would get a higher percentage than other choices. In

comparison with real stores, online shopping was more convenient for customers to

browse through merchandise. Unexpectedly, in chart 5 the result showed that the

most-chosen item was “convenience”. There were 74 students (29%) chose it. And

followed by “they can see a variety of goods at the same time”, there were 60

respondents (23%) chose it.

Chart 5 Advantages of online shopping

4.6 Influence of shipping fees on consumers’ shopping preference

In chart 6, the result demonstrated that 74 students (87%) thought shipping fees

would affect their online shopping orientation.

29%

23% 18%

13%

9% 8%

0%

Advantages of online shopping

Convenient Variety goods

Easy compare prices Save time

No pressure from clerks Cheaper than ordinary stores

others

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Chart 6 Shipping fee affect customers' online shopping

4.7 Discussion

In this section, a few issues arisen from the research findings would be

discussed. The most surprising result of the survey was 74 students (87%) thought

shipping fees would affect their online shopping orientation. Before this study, the

researcher assumed that the shipping fees would affect consumer’s shopping

orientation. In recent ComScore survey, 84% of consumers indicated that free

shipping was very important when making a purchase this holiday season, and 55% of

respondents indicated they would be likely to abandon their shopping cart without

free shipping promotion. (Ina Steiner, 2010)

Another surprised findings showed that 72 participants (85%) had been bought

products at the same online stores. According to Lodorfos, Trosterud and Whitworth’s

(2006) survey pointed trust was found to be the third highest contributor to consumers’

attitude to purchase. And Pavlou (2003) supports this finding, suggested that trust was

a prerequisite for customers purchasing behavior. However, even though trust

influenced a customer’s attitude to purchase, and re-purchase a product from the same

87%

13%

Shipping fee affect customers' online shopping intention or not

Yes No

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e-tailer we did not have enough evidence to support the link between trust and e-brand

loyalty. Those information all indicated that trust played an important role for the

customer when choosing an e-retailer on the Internet.

In Lodorfos, Trosterud and Whitworth’s (2006) survey result showed the

relationship between the consumer’s convenience with an e-retailer and their attitude

to purchase were found to be strong. There were 92 percent of the respondents stated

that product information was a very important factor to their convenience when

shopping online. Therefore, this research result showed the most-chosen item was

“convenience”. There were 74 students (29%) chose it. This finding indicates that

convenience is the main contributor to a customer’s attitude to purchase from an

e-retailer.

Due to Wenzao Ursuline University of Languages started as a girls’ school. Most

of the students were females. In recent years, the number of male students had

increased, but the female students still outnumber males. It showed uneven

distribution of females and males. Based on the questionnaire analysis, it was found

that females accounted for 86% of total respondents at Wenzao while the males only

accounted for 14%. It would influence the research result. In aspect of the

commodities that students often bought online, females prefer women’s clothing and

accessories and males prefer 3C products. Due to the fact that most of the subjects

were female students, the research demonstrated that women’s clothing and

accessories took up higher percentage than other choices.

After the study was conducted, the researcher found that an important factor also

influence consumers’ willingness was design of a website. For example, the

website substantially changed their page setups. Consumers might not get used to

handle it and not to consume. In other words, if the website design was too

complicated, the commodities were presented and labeled. The factor would also

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affect consumer’s willingness to spend. Therefore, whether the website design affect

consumer’s preference is a topic worthy of investigation in the future.

Conclusion

As the use of the Internet continues to increase, there are 24 billion people used

Internet in the world. Online shopping becomes popular and worldwide now. In order

to explore online shopping trend, this research aimed to Wenzao Ursuline University

of Languages students’ preference. The survey result indicated that most of Wenzao

students had online shopping experiences. Also, there was a little different finding in

this research between the MIC’s survey. Due to convenience stores provided pay and

pick-up goods service, therefore, there were many people prefer to pay and pick-up

goods at convenience stores. The result showed that the payment at convenience

stores had replaced the other ways of payment. In online business field of Taiwan, this

research paper must be significant. The research not only provides online shopping

becomes a trend, but also explore students-consumers online shopping preference. It

will be useful for people who want to sell commodities online. Based on this research

and findings, online shopping gradually takes the place of traditional stores and

becomes the current trend.

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References

Aron, M., Irwin, P.,& Joshua, A. (2005). A multi-attribute analysis of preferences for

online and offline shopping: differences across products, consumers, and

shopping stages. Journal of Electronic Commerce Research, vol. 6, no.4.

Online shopping.(2013).In BusinessDictionary.com.Retrieved November 12, 2013,

from: http://www.businessdictionary.com/

Ina, S. (2010).Free shipping – Marketing Hype or Consumer Preference. Retrieved

December13,from:http://www.ecommercebytes.com/C/abblog/blog.pl?/pl/2010/1

2/1292280090.html

Ike, J.Dewi.,&Ratih, P.Nirmala. (2011). GadjahMada International Journal of

Business.The Effects of Shopping Orientations, ConsumerInnovativeness,

Purchase Experience, and Gender onIntention to Shop for Fashion Products

Onlinevol. 13, no. 1, pp: 65 – 83

Jongeun, K. (2010). Analyzing college students' online shopping behavior through

attitude and intention. International Journal of Interdisciplinary Social

Sciences, vol. 5 issue 3, 365-376.

Nielsen Company. (2010). Global trends in online shopping:A Nielsen global

consumer report.

Li, N., Zhang P. (2002). Consumeronline shoppingattitudesand behavior: an

assessment of research.Syracuse University, New York.

Manju, A., Babita, G.,&Pushkala, R. (2003). An Empirical Investigation of Online

Consumer Purchasing Behavior. CommunicationsofTheAcm, vol. 46, no. 12.

Tang, P. (2007). The joy of online shopping.Retrieved November 1, 2013, from:

http://ezinearticles.com/?The-Joy-of-Online-Shopping&id=853595

United Marketing Research. (2010). Research aim the digital’s rate at personal and

household.Retrieved November 19, 2013, from:

http://www.rdec.gov.tw/ct.asp?xItem=4024389&ctNode=12062&mp=100

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Appendixes

Appendix A English Questionnaire

Online shopping preference Wenzao students

Dear Participant:

My name is Yolanda and I am a college student at Wenzao Ursuline University of

Languages. For my research paper in Research Writing course, I am examining online

shopping preference of students in Taiwan. Your information would be significantly

helpful to this research and I am tremendously appreciated for your time spent on this

questionnaire. All the information and results will be only for research purpose and

kept confidential. Hope you can spend some time doing the questionnaire. Thank you!

Student: TSAI SHIUAN

Professor: Aiden Yeh, Ph.D.

I. Background

1. Gender □ Male□ Female

2. Age □ 15~20 □ 20~25 □ 25~30 □above 30

3. How much money do you spend for a month? ( including allowance and charge for

a service, no limit to online shopping)

□ Below NT$ 3000 □ NT$ 3000~5000 □NT$5001~7000

□NT$ 7001~10000 □Above NT$ 10000

4. Have you ever shopped online?

□Yes ( Please jump to the Q6)

□No ( Please jump to the Q5, after that the questionnaire is over)

5. The reasons you never shopping online

□There is a defect on the product.

□ It's not convenient to return the products

□Mistrusted of online stores

□Security (personal documents and credit card number)

□Privacy(personal documents would be mistreated or sold to others)

□Shipment delay

□Mistrusted of online shopping

□I can’t try on the products

□I can’t use the online shopping system

□ others

6. How often do you browse the online shops?

□ everyday□ several times a week □ several times a month□ seldom

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7. How often do you shop online each month?

□ once □twice□more than three times

II. Preference of online shopping

8. What kinds of commodities you often buy on online shops? (multiple selections)

□ Food □ Women’s shoes and bags □ Women’s clothing and accessories

□Men’s clothing and accessories □ NB/PC □ Furniture

□ Electronics(TVs) □ Cell phones and accessories

□ Skin care and cosmetics □Books and DVDs

□ Cars and scooters’ accessories □Luxury goods / watches

□3C products (memory card and printer)

□Transportation devices/vehicles (car, motorcycle and bicycle)

□Cell phone□ Camera □ MP3 □Others

9. Payments you usually use (Multiple selections)

□ATM transfer□Postal remittance □ Face to face □ Credit card

□ Pay at convenience stores□ Cash on delivery□ibon or Famiport□Others

10. What kinds of methods do you usually use to receive your goods? (Multiple

selections)

□ Posting delivery□Face to face□ Pick-ups at convenience stores

□ Home delivery□Others

III. Influence the customers’ preference of buying online

11. Would shipping fee affect your online shopping intention?

□Yes

□No

12. Would discount affect your decision on shopping?

□ Yes (Please continue to Q13)

□ No (Please continue to Q14)

13. What kinds of discounts will attract you? (Multiple selections)

□ Free shipping □ Buy one, get one free □ Members only price□ Gifts

□Discounts in limited time □ Full discounts

□ New discounts(ex: 50% discount) □ Others ________

14. Advantages of shopping online (ranking 1 to 3)

□ Save time □ Convenient (You don’t want to go out for shopping)

□There is no selling pressure from clerks □ Easy to compare the prices

□I can see variety goods at the same time

□ It’s cheaper on online than at the ordinary stores

□ Others ____________

15. Disadvantage of online shopping (ranking 1 to 3)

http://tw.knowledge.yahoo.com/question/question?qid=1508053003586

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□Color difference / Defect □Shipment delay

□It's not convenient to return the products

□I can’t try on the products

□Privacy (personal documents would be misused or sold to others)

□ Online Security (personal documents and credit card number)

□Credibility of the sellers□Others

16. Do you return the products if they have problems?

□ Yes(Please jump to the Q17)

□No (Please jump to the Q18)

17. The reasons of returning the products (Multiple selections)

□Color difference

□ Wrong size

□There is a defect on the product.

□ Send the wrong products or to the wrong people

18. How much money do you spend on shopping online?

□ NT$ 100-500 □ NT$ 501-1000 □ NT$ 1001-1500 □ above NT$ 1500

IV. Customers’ satisfaction toward shopping online

19. Have you been ever bought products at the same online stores or not?

□Yes (Please jump to the Q20)

□No (Please jump to the Q21)

20. What reasons do you buy at the same online stores? (Multiple selections)

□ Free shipping □ Good evaluation□ Member discount

□ Warranty □ Quality guarantee

□ The products fit your personal style□ Others

21. What do you feel about shopping online so far?

□strongly agree□agree□fair□disagree□strongly disagree

Thank you!

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Appendixes

Appendix B Chinese Questionnaire 文藻學生的網路購物消費偏好之探討

親愛的受訪者:

我是文藻外語學院英國語文系的學生，我的名字叫做蔡萱。在專題研究寫作的課

程裡，我的研究論文需要探討學生的網路購物消費偏好之探討。因為您是最符合

的人選，所以我想邀請您藉由填寫附上之問卷參與這項研究。本問卷採不記名的

方式，所有的回答僅供本研究分析，希望您能撥一點時間認真的完成這份問卷，

謝謝！

學生：蔡萱

指導老師：葉佰賢博士

I. 個人資料

1. 性別□男□女

2. 年齡□ 15~20 □ 20~25 □ 25~30 □ 30以上

3. 平均每月可使用的錢（含打工薪水、零用錢，不限定用於網購）

□ NT$ 3000以下 □ NT$ 3000~5000 □ NT$ 5001~7000 □ NT$ 7001~10000

□ NT$ 10000以上

4.是否有網購經驗

□ 是 (請至第6題繼續作答)

□ 否 (請至第5題作答，作答完即問卷結束)

5. 不喜歡網購原因(可複選) □ 色差/瑕疵 □ 出貨延誤□ 不會操作

□ 退貨不方便 □ 不信任網路商店/賣家

□ 無法試穿/試用 □ 安全性(個人資料與信用卡號)

□ 隱私權(個人資料會被濫用或轉賣)□ 其他

6.瀏覽購物網站的頻率□ 每天都看 □ 一週數次 □ 一個月數次

□ 會網購，但很久一次

7.每月上網購物頻率 □ 一次 □ 二至三次 □ 三次以上

II.網購偏好

8. 常購買的商品類別（可複選）

□ 美食 □ 女包女鞋 □ 女裝及服飾配件 □ 男性精品與服飾

□ NB/PC □ 傢俱/寢飾 □ 視聽家電(電視) □ 手機及配件

□ 書籍/DVD □ 汽機車配備□ 保養品/化妝品

□手錶□ 交通(汽車，機車，腳踏車)

□ 3C週邊零組件(記憶卡、印表機) □手機□數位相機□ MP3

□ 其他

9.常用付費方式（可複選）

□ ATM轉帳□ 郵局匯款□ 面交付款 □ 超商付款取貨 □ 貨到付款

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□ 線上刷卡□ 多媒體機器 (ex. ibon等…) □其他

10. 取貨方式（可複選）

□ 郵寄 □ 宅配 □ 面交 □ 超商取貨 □ 貨到付款 □ 其他

III.影響顧客對網路購物的意願

11. 運費是否會影響網購意願□ 是 □ 否

12. 折扣是否影響消費 □ 是 (請續填第13題)

□ 否 (請至第14題繼續做答)

13. 會吸引您的折扣方式（可複選） □ 免運費 □ 買一送一

□ 送贈品 □ 限時折扣 □ 滿額折扣

□ 新品折扣 (例如: 折50元)

□ 其他

14. 網購的優點(請排序 1~3）

□ 省時 □ 方便 □ 容易比價□ 無店員推銷壓力

□ 一次瀏覽多樣化商品 □ 商品價格比實體店面便宜

□ 其他

15. 網購的缺點(請排序 1~3)

□ 色差/瑕疵 □ 出貨延誤 □ 退貨不方便

□ 無法試穿/試用 □ 安全性(個人資料與信用卡號)

□ 隱私權(個人資料會被濫用或轉賣)

□ 賣家信用度 (付錢不寄貨)

□ 其他

16. 如有商品退貨問題，是否會退貨 □ 是(請續填第 17 題)

□ 否(請到第 18 題繼續作答)

17. 退貨原因(可複選) □ 色差 □ 尺寸不符 □ 商品有瑕疵 □ 寄錯東西/人

18. 每月網購消費的金額 □ NT$ 100-500 □ NT$ 501-1000 □ NT$ 1001-1500

□ NT$ 1500 以上

IV.顧客對網路購物的滿意度

19. 是否會在固定的網路商店購買商品 □是 (請續填第20題)

□否 (請到第21題繼續做答)

20. 在固定店家購買的原因(可複選) □ 免運費 □ 有保固 □ 評價優良

□ 會員折扣 □ 品質保證 □ 其它

21.目前對網購的滿意度

□ 非常滿意□ 滿意□ 普通□ 不滿意□ 非常不滿意

~~問卷結束，感謝您的配合~~

online shopping preference of wenzao …yolandatsai.pbworks.com/w/file/fetch/81775820/yolanda tsai -...

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