近年來，網路購物的消費模式十分盛行，本研究為了瞭解嬰幼兒產業的經
營者從實體店面的經營轉型為電子商務模式的可能性，特別是像嬰兒推車這樣
需要透過實際操作，才能感知其價值的商品，要推動這類商品的網購市場，針
對不同的客群使用適切的行銷策略，十分不容易，因此本研究以嬰兒推車作為
研究對象，探討不同的促銷方式與不同層面的品牌形象塑造，是否能夠改變消
費者內心對網路購物的知覺價值，進而影響消費者之購買意願。
研究結果發現對於網路購物評價高的族群，促銷方式與品牌形象大多不能
顯著影響其知覺價值與購買意願之間的關係。而對於網路購物評價低的族群，
不論是價格促銷、非價格促銷，或是任何層面的品牌形象，其對於知覺價值與
購買意願之間的關係，皆具有顯著的負向調節作用。故根據研究結果，本研究
提供嬰兒推車業者在轉往網路購物平台發展時，針對不同客源給予適切的行銷
建議。

In these years, online shopping becomes very popular. The objective of this
study is for seeking the possibility that the operators of the baby products industry
will transform from physical storefront operation to e-commerce model, especially
about the case of baby strollers. Since those baby stroller buyers are willing to
experience the value of baby stroller by themselves, it is difficult for operators of the
baby products industry to open their own online market and find the appropriate
promotion strategy. Therefore, this study uses baby strollers as research objects, and
aims to explore whether different promotion strategies and different ways of brand
image shaping can change the consumers' perceived value toward online shopping,
and thus affect consumers' purchase intention.
According to the results of statistical analysis, we found that most of the
promotion methods and brand image shaping cannot significantly affect the
relationship between consumers’ perceived value and purchase intention for those
who has higher online shopping rating. On the other hand, for those who has lower
online shopping rating, no matter what the promotion strategies and brand image
shaping are, there is always a significant negative adjustment effect on the
relationship between perceived value and purchase intention. Therefore, based on the
research result, this study provides baby strollers’ operators with appropriate
marketing advice for different customers if they would like to move to e-commerce
model.

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