| 摘要: | 本研究主要在探討蝦皮網路商店之宣傳廣告和蝦皮付費廣告對於消費族群購買意願之影響，並作分析在不同背景變項中對付費廣告和消費族群之間的反應和影響。來建議蝦皮店家或經營者或個人賣家是否能以付費廣告來達成公司或個人的效益和利潤,透過google網路問卷調查方法以美妝品消費者為主要研究對象，總共回收461份有效問卷。問卷資料則採用描述性統計、獨立樣本t檢定、單因子變異數及雙因子變異數、迴歸性分析等方法作統計和分析。在最後會根據研究分析結果與結論，對蝦皮網路商店業者、經營者和個人賣家提出付費廣告和消費者之間的相關研究建議,以及後續的相關具體決策建議。本研究之重点整理如下：一、 在各類宣傳付費促銷廣告之中對於消費者購買意願的影響，分成二個部份,一為福利會員相關二為降價折扣相關,二者以金錢花費概念分成了二個部份。在店家宣傳付費廣告中以「金錢相關類型廣告活動」影響高於「福利類型廣告活動」；而依變數也是以會員福利和降價折扣為購買意願。二、 各蝦皮付費廣告對於消費者購買意願的影響，整體趨於不顯著。但在自變項各類別中除了美妝店瀏覽頻率,幾乎所有類別都與付費廣告無顯著關係,顯示消費者在使用電腦和行動裝置購物消費時幾乎不太重視店家的付費廣告。 三、 不同背景變項美妝店瀏覽頻率對於購買意願可以透過中介變項付費廣告有交互作用之影響；所以「蝦皮付費廣告」若要做到更佳效果，則採用越多種付費廣告越好。
The purpose of this study is to explore the impact of Shopee online store's paid advertisements and Shopee payment on the purchase intention of consumer groups and analyze the response and influence between paid advertisements and consumer groups in different background variables . The study also attempts to suggest whether Shopee shopkeepers , operators or individual sellers can achieve company or personal benefits and profits via paid advertisements . The survey was administered to cosmetics consumers using a Google online questionnaire . A total of 461 valid questionnaires were collected and analyzed by descriptive statistics , independent sample t-test , single-factor variance and double-factor variance , and regression analysis . Based on the results and conclusions of this study, the relevant research suggestions on the relationship between paid advertisements and consumers , as well as subsequent relevant specific decision-making suggestions are put forward for Shopee online store operators, operators and individual sellers. The main points of this study are summarized as follows:1. The impact on consumers' purchase intention in various paid promotion advertisements is divided into two parts , one is related to welfare members , and the other is related to price reduction and discount. The two parts are divided into two more parts based on the concept of money spending.“Money related advertising activities ” are more influential than “welfare type advertising activities” in store advertising. The variable is also based on the purchase intention of member benefits and price discounts.2. The influence of Shopee's paid advertisements on consumers' willingness to purchase tends to be insignificant as a whole. However,among the categories of independent variables,except for the browsing frequency of beauty stores , almost all categories have no significant relationship with paid advertisements, which shows that consumers pay little attention to paid advertisements of stores when shopping on computers and mobile devices.3. The frequency of browsing beauty stores with different background variables can have an interactive effect on purchase intention through the intermediary variable paid advertisements ; therefore ; if “Shopee Paid Ads” wants to achieve better results,the more types of paid advertisements the better. |
