影響消費者對電商平台再購意願的因素--以在台灣的東森寵物消費者為例

Abstract

在電商平台日趨成熟的市場環境，消費者可在網路上購買不同的產品和服務。新冠疫情持續的三年，消費者減少出門，給電商平台創造更多商機。隨著社會變得更富裕，更多家庭飼養狗貓等寵物。電商平台向消費者提供物流配送服務，使得電商平台向消費者通過線上通路出售寵物商品。雖然有中間商在台灣本土開設寵物商品實體門市，也有像東森寵物的電商平台把握商機，專門蒐羅各類熱門寵物用品廠商的商品，透過東森在媒體業建立的知名度引入流量，打造成台灣最受歡迎的寵物商品線上平台。 目前，台灣未有任何在寵物商品電商平台上探討消費者再購意願的研究，業內也不存在著一家獨大的寵物商品電商平台。本研究可讓相關企業了解有那些因素導致消費者具有較高再購意願的必要，幫助寵物商品電商平台在百家爭鳴的競爭中脫穎而出。 本研究先透過價格吸引力、流行性和服務品質當作自變數，並以體驗行銷作為調節變數，而把再購意願當作應變數，用來說明消費者的購物行為，以進一步探討各種特性和在寵物商品電商平台的消費者再購意願的關係。 本研究針對在台灣曾經使用過東森寵物購入寵物商品的消費者進行線上問卷調查，來分析對該電商平台的再購意願。回收有效樣本共373份，用SPSS 29.0進行下列分析，包含敘述性分析、獨立樣本T檢定、單因子變異數分析、信效度分析及多元迴歸分析。 研究結果顯示，在網購平台上購買寵物用品，消費者認為價格吸引力、流行性、服務品質對再購意願有正向關係。這表示消費者從網購平台上獲得良好的價格吸引力、流行性和服務品質，能夠正向地增加對於該平台的再購意願。雖然，有研究指出體驗行銷可被視為對服務品質和再購意願之間有正向關係的調節變數。這表示消費者可從體驗行銷對服務品質產生正向觀感，繼而正向地增加就對該平台有更高的再購意願；而消費者和網購平台之間的體驗行銷是否緊密，可間接影響再購意願。但是，本研究未能發現，作為調節變數的體驗行銷可創造消費者對服務品質的正向觀感，繼而正向地增加就對該平台的再購意願。所以，本研究結果對網購平台業者在經營寵物商品業務上有一定的參考作用。

In the increasingly mature market environment of e-commerce platforms, consumers can purchase various products and services online. The three-year-long COVID-19 pandemic has reduced consumers' outings, creating more business opportunities for e-commerce platforms. As society becomes more affluent, more households are raising pets like dogs and cats. E-commerce platforms offer logistics delivery services, allowing them to sell pet products to consumers through online channels. While local intermediaries have opened physical pet product stores in Taiwan, e-commerce platforms like ETPET have seized the opportunity by curating products from various popular pet product manufacturers. Leveraging their media industry reputation, ETPET channels traffic to become Taiwan's most popular online platform for pet products. Currently, there are no studies in Taiwan exploring consumer repurchase intentions on pet product e-commerce platforms, and there is no dominant pet product e-commerce platform in the industry. This study aims to help related enterprises understand the factors that lead to higher consumer repurchase intentions, helping pet product e-commerce platforms stand out in a competitive market. This study uses price attractiveness, trendiness, and service quality as independent variables, with experiential marketing as a moderating variable, and repurchase intention as the dependent variable to explain consumer shopping behavior. It further explores the relationship between various characteristics and consumer repurchase intentions on pet product e-commerce platforms. An online survey was conducted among consumers who have purchased pet products from ETPET in Taiwan to analyze their repurchase intentions on the platform. A total of 373 valid samples were collected and analyzed using SPSS 29.0, including descriptive analysis, independent T-tests, one-way ANOVA, reliability and validity analysis, and multiple regression analysis. The results show that when purchasing pet products on online platforms, consumers believe that price attractiveness, trendiness, and service quality are positively related to satisfaction. This indicates that good price attractiveness, trendiness, and service quality obtained from online platforms can positively increase repurchase intentions. Additionally, studies suggest that experiential marketing can be seen as a moderating variable with a positive relationship between service quality and repurchase intentions. This means that consumers can have a positive perception of service quality through experiential marketing, which in turn positively increases their repurchase intentions on the platform. The closeness of experiential marketing between consumers and online platforms can indirectly affect repurchase intentions. However, this study did not find that experiential marketing, as a moderating variable, can create a positive perception of service quality, which in turn positively increases repurchase intentions on the platform. Thus, the results of this study have certain reference significance for e-commerce platforms in managing pet product businesses.