手機應用程式 VS 購物網站給台灣消費者的體驗

Abstract

It has been 10 years since the introduction of the iPhone, and during this time we have seen a global trend of consumers shifting focus to mobile apps. In particular, the retail industry has sought to develop assets that would allow them to ride this wave. With the balance of power seemingly being tipped in favor of mobile apps, some firms have also chosen to neglect websites, whilst others remain cautious and try to take small steps towards building multi-channel assets. Both websites and mobile apps have been integral to growth of online shopping. What motivates us to carry out this study is recognizing that whilst for some countries mobile apps are pushing ahead, the statistics in Taiwan paint a slightly different picture. For a nation with high Smartphone adoption rate, high-speed Internet connectivity and a solid network of infrastructure, Taiwan surprisingly shows an unexpected inclination towards websites and not mobile apps. Utilizing Alex Osterwalder’s’ Value Proposition Canvas allows us to try to uncover some underlying reasons why consumers still prefer purchasing via desktop websites. Analyzing current value offerings for both platforms will allow us to see how they fare in the eyes of the consumer. With a deeper understanding of our local consumers, we can ascertain if platforms have been providing the right kind of value that our Taiwanese consumers are looking for.