本研究旨在探討消費者對網路購物行銷策略與網路購物消費行為之相 關研究。首先,以隨機抽樣方式,對家樂福的顧客共 465 位進行問卷調查, 有效問卷回收率為 95.05%。蒐集樣本資料以描述性統計、獨立樣本 t 檢定、 單因子變異數分析、皮爾森積差相關等方法來進行統計分析。本研究發現 如下:顧客對網路行銷策略有中等接受度,且因其教育程度、婚姻狀態、 使用網路情況而有所差異。顧客對網路購物消費行為有中等接受度,且因 其教育程度、婚姻狀態、使用網路情況有所差異。「產品策略」、「價格策略」、 「推廣策略」、「通路策略」對網路購物消費行為有顯著的正相關性,且價格策略 與網路購物消費行為的相關性最高。「需求認知」、「資訊搜索」、「方案評估」對 網路購物行銷策略也有顯著的正相關性,且需求認知與網路行銷策略的相關性最 高。因此,家樂福應進行合理的價格策略,才能提高網路購物消費之意願。此 點可做為家樂福提升制定網路行銷策略以及提高網路購物消費意願之參考依 據。

SUMMARY

The main purpose of the study was to examine the online shopping marketing strategy and online shopping behavior of Carrefour. First of all, the study used random sampling method by conducting questionnaire survey to 465 customers from Carrefour; the return rate of valid questionnaire was 95.05% . The collected valid sample information were analyzed by descriptive statistics, T-Test, One-Way-Anova Canonical Correlation and Pearson’s product-moment correlation.
The main findings were as below: Customers revealed average acceptance attitude toward marketing strategy with the moderate variation according to education level, marital status and internet utility. Customers have average acceptance toward online shopping behavior and are differentiated according to education level, marital status and the internet utility. The recognition of “product strategy,” “price strategy,” “promotion strategy” and “channel strategy” show positive correlation to online shopping behavior. Moreover, price strategy shows the most highly positive correlation. The recognition of “needs cognition,” “information searching” and “cases evaluation” show remarkable positive correlation to online shopping marketing strategy. Moreover, needs recognition shows the most highly positive correlation. Hence, the owner of Carrefour should conduct reasonable pricing strategy to enhance the customers’ online shopping intention. It can be used as the reference for the owner of Carrefour to establish online marketing strategy and figure our how to enhance
the intention of online shopping.

INTRODUCTION

Warehouse has become more and more popular these days, which not only lead the revolutionary for domestic channel but also officially bring people to the era of “self-service, low-price, and all you can buy” large-warehouse-store. Due to the popularity of online shopping, the warehouse such as Carreefour starts to provide online shopping platform service and also promotion strategy for it. Moreover, in order to obtain the business opportunity, Carrefoure has to understand the information such as consumers’ online shopping preference and the type of products. Therefore, Carreefour can analyze consumers’ shopping behavior from the information and formulate the promotion strategy. Hence, the study adopts an empirical approach to examine the cognitive difference between online shopping strategy and online shopping behavior. The methods used in this paper are as below: 1.set the hypothesis of this study; 2.find related literary resource to the topic; 3.distribute questionnaires to specific group of people; 4. analyze the statistics from the collected data by descriptive statistics, independent sample T-test, one-way ANOVA, and Pearson product-moment correlation。The result shows the owner of Carrefour should conduct reasonable pricing strategy to enhance the customers’ online shopping intention. It would be an invaluable reference for the owner of Carrefour to establish online marketing strategy and figure out how to enhance the intention of online shopping.

MATERIAL AND METHODS

This research provides an empirical study of consumer online shopping marketing strategy and online shopping behavior cognition differences. Several steps are followed: First, I set the frame of this research mainly based on the changes that may occur in the background of the customers, the online shopping marketing strategy and online shopping behavior. Next, questionnaires are distributed to the customers by a real estate marketing agency. 32.14% of 784 copies of the questionnaires appeared valid in this research. These collected data were conducted through descriptive statistics, independent sample T-test, one-way ANOVA, Pearson product-moment correlation and regression analysis to test their reliability and validity. The study used random sampling method by conducting questionnaire survey to 465 customers from Carrefour; the return rate of valid questionnaire was 95.05%. The collected valid sample information were analyzed by descriptive statistics, T-Test, One-Way-Anova Canonical Correlation and Pearson’s product-moment correlation to test their reliability and validity.

RESULTS AND DISCUSSION

This study reveals that: Customers have average acceptance toward marketing strategy and it would be differentiated according to education level, marital status and internet utility. Customers have average acceptance toward online shopping behavior and it would be differentiated according to education level, marital status and the internet utility. The recognition of “product strategy,” “price strategy,” “promotion strategy” and “channel strategy” show positive correlation to online shopping behavior. Moreover, pricing strategy shows the most highly positive correlation. The recognition of “needs cognition,” “information searching” and “cases evaluation” show remarkable positive correlation to online shopping marketing strategy. Moreover, needs recognition shows the most highly positive correlation. Hence, the owner of Carrefour should conduct reasonable pricing strategy to enhance the customers’ online shopping intention. It can be used as the reference for the owner of Carrefour to establish online marketing strategy and figure our how to enhance the intention of online shopping.

CONCLUSION

Consumer from different backgrounds could have different cognitive need toward online shopping strategy and the behavior. Overall, the biggest motivation for consumer to shopping online is to decrease the pressure from shopping. They care the most whether the online coupons provided from Carrefour can get more discount and the product information online can be easier to search than physical stores. Hence, Carrefour should figure out customers’ behavior and the needs for online shopping and to establish a sound promotion strategy through online platform to fit customers’ needs. Owing to the limitation of region, the research will be more accurate in its reliability and validity if the region expands to entire Taiwan. In addition, if more data can be collected, it would be of more help to enhance the accuracy of research and as a valuable reference to the Carrefour.

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