台灣3C產業的實體與虛擬通路之比較分析

Abstract

近年來電商的快速發展與普及化，改變了消費者的購物行為，對傳統的零售通路造成巨大衝擊；而2020年初新冠肺炎疫情的暴發，實體零售業更受到史無前例的衝擊。此外，自2016年起，由於虛擬通路價格透明、比價網工具、方便配送等商業模式崛起，全球各大傳統零售通路紛紛不敵而陸續傳出倒閉、關店的訊息。 台灣的3C實體通路過去仰賴門市的營業人員、商品陳列，甚至是社區經營等手段與方式，以進行商品的銷售與服務。但近年來面對虛擬通路的競爭威脅，為了獲取消費者的青睞，各大實體通路除了建構自己的購物網站之外，並積極尋找與其他競爭者不同的差異化策略。 本研究以台灣的3C商品為例，除了透過專家訪談與個案分析，探討消費者的購買行為、決策與通路偏好之外，並藉由分析未來主力消費族群Z世代的行為特徵與模式，對於台灣3C商品販售業者提出商業模式與策略的建議。

In recent years, the rapid development and popularization of e-commerce has changed consumers’ shopping behaviors, which has had a huge impact on traditional retail channels; and the outbreak of the COVID-19 in early 2020 has brought unprecedented impact to the physical retail industry. In addition, since 2016, due to the emergence of business models such as virtual channel price transparency, price comparison tools, and convenient distribution, the world’s major traditional retail channels have been lost and news of bankruptcy and store closures have been spread. Taiwan’s 3C physical channels used to rely on store sales personnel, merchandise display, and even community management and other means and methods for merchandise sales and services. However, in recent years, faced with the threat of competition from virtual channels, in order to gain the favor of consumers, in addition to constructing their own shopping websites, major physical channels are actively looking for differentiating strategies from other competitors. This study takes Taiwan’s 3C products as an example, by use of expert interviews and case analysis methods, it explores consumers’ purchasing behavior, decision-making and channel preferences, and analyzes the behavior characteristics and patterns of the future generation Z, the main consumer group. This study hope to propose business model and strategy recommendations to Taiwanese 3C merchandise vendors.