本文採個案比較法，以消費者決策五階段模式，分析兩岸交易社群消費決策行為。大陸淘寶網與台灣奇摩拍賣為研究個案，透過蒐集兩個案信用評價資料共 3,243 筆，以每一筆資料為分析單元，輔以參與式觀察與專家訪談，歸納獲得在五階段中共 13 個網站服務品質要素，並以每一要素進行交易社群之消費決策行為比較分析，在各階段獲得以下研究發現：首先，兩岸消費者皆重視商家形象，商家皆以經營忠誠顧客為主；其次，大陸實體基礎架構與版面設計風格較有距離感；第三、大陸消費者重視商品品質，而台灣重視客製化服務；第四、兩岸溝通、社群語言、付款機制與隱私性等要素存在差異；第五、兩岸商品認同與消費保障等要素存在差異，而糾紛仲裁皆由公正第三者處理。

This study adopts a comparative case study to analyze consumption decisionmaking behavior of trading community between China and Taiwan based on consumer decision model. Taobao.com in China and Yahoo!Taiwan are the selected cases. Through the credit rating system of the cases, this study collected a total of 3,243 appraisals. Each appraisal is used as a unit of analysis. In addition, the data sources include observations and in-depth interviews. There are 13 key factors of website service quality induced in this study. Then the comparative analysis is carried out according to these 13 factors. The findings are described as follows. First, consumers consistently emphasize business image and store keepers consistently emphasize loyal customers. Then infrastructure and design style of website in China are perceived as a sense of distance. Third, consumers in China emphasize product quality, while comsumers in Taiwan emphasize customization service. Fourth, there exists difference in “communication,” “community language,” “payment mechanism” and “privacy” of the consumers. Fifth, there exists difference in “merchandise recognition” and “consumption warranty.” “Arbitration of transaction disputes” for both China and Taiwan is transferred to third party.

本文以大陸淘寶網與台灣奇摩拍賣為研究個案進行比較，透過蒐集兩個案 信用評價資料共3,243 筆，以消費者決策五階段模式，分析兩岸社群消費決策 行為，歸納獲得五階段共13 項網站服務品質要素。依據研究發現提出管理意 涵如下： 首先，在需求確認階段，建議兩岸網站商家透過多元社群工具，延續與顧 客長期信任關係，並藉此深入了解顧客消費特性、週期、與習性，增加社群粉 絲認同。第二、在信息搜索階段，建議大陸網站商家可以啟用素人代言商品， 拉近與消費者的距離，由於網路容易形塑出代言人名氣，即使素人也許於短暫 時間即形成名人，因此兩岸網站商家可自行培養專屬代言人，以降低營運成 本。第三、在方案評估階段，建議大陸網站商家須清楚標示商品來源國，提供 消費者客製化需求之反應管道，而拍賣平台須加強查緝仿冒品，維護消費權 益；而台灣網站商家更須詳盡說明整體商品屬性，並即時回應消費者客製化需 求。第四、在購買階段，建議台灣政府應主導建置完善金流機制，再者，大陸 第三方支付發展完整，台灣金流可與之合作，尋求整合機會進而擴大兩岸業 務，但過程中須對個人隱私權維護更加小心；其次，大陸物流公司須強化遞送 服務品質與時效掌握，對員工加強教育訓練，而商家亦須強化商品包裝；三、 兩岸社群間需深入了解各自的文化環境差異、共同語言與符號，以達到滿意的 溝通過程與效率。第五、在購後行為階段，建議大陸網站商家針對社群主要購 物者進行長期關係管理，從中發展差異化服務以獲取社群認同，而台灣網站經 營者亦要重視商品形象，並增加產品多樣化；其次，淘寶網可針對退換貨服務、 消費保障規定、糾紛處理流程制定等，成立專責單位以落實消費保障，委由第 三方公正組織擔任糾紛仲裁機構，而台灣網站經營者對於消費權益相關法令應 深入了解。 除上述各階段五項實務管理意涵外，另提出三項整體性實務建議：第一、 信用評價等級會影響商家形象，部分消費者擔心給予負評會造成商家請求更改 評價，以致消費者配合將意見調整（或隱藏）至正評區，因此網站商家與消費 者亦需留意正評區之負面意見內容。第二、經觀察消費者評價留言大部分很精簡，僅描述消費過程中感受最深的知覺服務品質，因此尚存有隱性消費者聲 音，建議網站平台經營者可依本研究二維架構，設計較完善的信用評價介面。 第三、兩岸的社群欲進入對方市場時，需考量不同市場情境差異特性，其中較 為重要部分包括服務關注對象（大陸較關注「對物的服務」）、社群階級（大 陸為較高權力距離）、社群互動（大陸較偏向集體主義）、法制環境（大陸第 三方支付環境完善，但較欠缺消費者保障法令）、信任機制（大陸仿冒品較多 且社群較欠缺互信基礎）、兩岸地理範圍差異（大陸幅員廣闊影響物流商品遞 送方式與交貨時程）等。 本文期由透過淘寶網與奇摩拍賣之個案比較研究，針對兩岸政府之政策制 定與電子商務企業之經營策略，提供實務參考方向。

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