The study on the lifestyles and the Internet shopping behaviors of the inhabitants in Penghu area

• Main Authors: Mei-Shan Ou, 歐玫姍
• Other Authors: Bi-Song Kang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/52231501589210159707

碩士 === 國立澎湖科技大學 === 服務業經營管理研究所 === 97 === Due to the popularity of online shopping and the acceptance of the masses, most customers no longer only make purchases in the physical shops. On the other hand, to meet the needs of consumers, the online stores constantly humanize their service interfaces and make consumers feel much easier to purchase. With the specialty of geographical environment, people in Penghu have less opportunity to make purchase in physical shops. Therefore, the Internet shopping provides another shopping channel for them. This study aims to research the various life styles and online shopping states of Penghu inhabitants. Also, the research analyzed the differences between their shopping behaviors and revealed some useful marketing strategies for commerce business. The research focuses on the differences in shopping amount of money, shopping frequency, shopping motivation, shopping goods, payment options and the shopping modes. On the basis of collected documents, the researchful questionnaires adopt convenience sampling and focus on the inhabitants in Penghu area. The online shopping stores can take these analysis data as references to adopt right marketing strategies for consumers and to achieve their marketing goals. conclusion: 1. Young people are the major online consumers in Penghu area and most of them are female. People at the ages of 17-30 are the high-frequent consumers of online shopping, but their amount of consumption is not high. People between 31-35 years have higher income and spend much more money in Internet shopping. People older than 40 years old don’t have much online shopping experience. Most consumers among these groups would like to cash on delivery or pay at the convenience stores. 2. In the past year the top frequency of purchase is 4-5 times. The purchases of goods are mostly clothing, jewelry, watches, books and travel services. Highly facilitation of transaction and accessible Internet service are the two major attractions for people to make purchases online. However, the uncertain quality of goods and transaction security are still the biggest concerns to residents in Penghu area. 3. In the study, people in Penghu, can be divided into three groups according to their lifestyles, which are the ideal practice group, nobility taste group and simple tradition group. Lifestyles can cause a significant impact on Internet shopping. Taste nobility group loves to make purchases online and they are also the major potential consumers, which spend most amount of money in Internet shopping. However, the ideal practice group will be the prosperous force of online shopping in the future. As for the simple tradition group, which has a lower frequency of online shopping due to their standards of education and income.