52.9%消費者購物頻率虛實各半

作者 : MIC

資策會產業情報研究所(MIC)進行2020年網購消費者調查,已有52.9%的台灣消費者在線上線下的購物頻率各半,18~25歲族群比例更是接近六成。

觀測消費者網購行為,多數消費者仍習慣於純電商平台上網購。不過隨著疫情加速線上購物蓬勃發展,發現有將近三成消費者在網購時,會優先選擇實體零售網購通路,市場具發展潛力。

資策會MIC產業分析師陳冠文預期,未來線上通路的競爭局勢只會更激烈,不只實體零售業者,品牌業者、外送業者都是潛在競爭者。面對後疫情時代,四大類型實體零售業者,包含百貨商場/購物中心、連鎖便利商店、超市/量販與專賣店,皆須發展線上通路,特別是把握「線下為主,線上為輔」大原則,以店面優勢作為基礎,發展線上線下相互導流、店內互動獲取新會員、以門市作快速出貨前置倉,或取退換貨處等策略,提升全通路的銷售、行銷、會員管理能力。除此,在D2C (Direct-to-Consumer)趨勢之下,家居、3C與服務等品牌業者也應積極布局數位轉型,建立自身的線上通路。

調查發現,69%台灣消費者已習慣網購一般零售商品,如日常用品、生鮮雜貨、冷凍食品等,且最大宗購物管道為實體零售網購通路(35.9%),比例甚至超越純電商平台(27.8%)與第三方外送平台(5.3%)。資策會MIC表示,36~65歲族群更傾向使用實體零售網購通路購買日用雜貨,而18~35歲年輕族群透過第三方外送平台購買比例約10%,且調查顯示,有高達85.6%民眾曾使用過非熟食外送服務,顯示非熟食外送市場商機可期。

調查消費者對於電商購物節的參與度,資策會MIC表示,已有超過七成消費者參與過購物節,其中雙11仍是台灣消費者最大購物季,特別是實體零售與品牌業者都參與的情況下,約六成消費者表示最常參加「雙11」,其他依序為雙12 (19%)、99購物節(16.6%)、黑色星期五購物節(9.6%)與618購物節(6.8%)。除此,最能打動消費者的前五大網購促銷手段,依序為免運費(68.3%)、買一送一(64.4%)、打半價(54.3%)、第二件免費(38.4%)與消費滿額優惠(31.7%)。

調查說明:

1.調查期間於2020年10月,為期1個月,採網路調查,有效樣本2,500份,在95%信心水準之下,抽樣誤差±1.96%;

2.本調查「電商平台」,係指透過網路提供個人或企業之間等買賣雙方完成交易的平台,包含純電商平台,如PChome、momo等,以及實體零售網購通路,如全聯「PX Go!線上購」、全家「全家行動購」、家樂福「家樂福線上購物網」等;

3.本調查「電商平台」著重「實體產品」與「票券產品」等商品類型交易,包含「純電商平台」與「實體零售網購通路」,第三方外送平台如foodpanda與UberEats等為輔。

 

 

 

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