網路行銷之有效市場區隔及區隔基礎研究

網際網路的興起對舊有市場區隔變數產生衝擊，可能導致某些區隔變數不再適用於網際網路上，故本研究主要目的為針對網路購物市場，找尋最合適之市場區隔變數。本研究以自我執行問卷作為研究工具，採用調查法進行實證研究，以台灣地區網際網路使用者為研究對象，採配額抽樣方式進行抽樣，得有效問卷共594份。以人口統計、心理層面和行為變數三大類區隔變數為預測變數，購買型態變數為準則變數，利用卡方檢定法分別檢定各區隔變數對購買型態變數之差異分析。為證實結論之強健性，且客觀獲取良好之市場區隔變數，利用單因子變異數分析、Kruskal-Wallis H檢定和相關分析之統計方法檢定，並以Schiffman and Kanuk學者提出之市場區隔準則評定是否為有效的市場區隔。
The increasing activities on Internet have impacted the conventional market segmentation variables and possibly causing some of the conventional segmentation variables to become no longer suitable for the Internet environment. The aim of this research is to segment the online shopping market and to find the most suitable market segmentation variables. This research will base on documentary survey and quantitative analysis was conducted to verify the result. This research aims at the Internet users in Taiwan and adopts the method of quota sampling for 594 valid questionnaires. The demographic variable, psychological variable, and behavior variables will be the predictive variables, while the purchase behavior variable will be used as the indicative variable. The influence of the segmentation variables on the indicative variable will be analyzed using the Chi-square test. To confirm the accuracy of the conclusion, the one-way factor variance analysis, the Krushal-Wallis H test, and the correlative statistic protocols were used. Finally, four criteria of market segmentation (identification, sufficiency, stability and accessibility) by Schiffman and Kanuk were used to verify whether the market segmentations are effective.