穩定發展的網路購買環境讓線上的消費者能夠更簡單、更方便地執行網路購買，不論是哪種產品，在網路上的交易重要性逐漸提升。雖然幾乎每個種類的產品在網路上都買得到，很多研究發現經驗品比較難在網路上購買。然而，最近化妝品確實對女性消費者的影響力越來越大。因此，為了滿足關於化妝品的學識/實際上需求，本研究期望能理解女性消費者的網路購買行為，進而提出貢獻給化妝品行銷專家與研究領域。
本研究旨在探討: 1) 女性消費者的網路購買導向與網路口碑對化妝品購買意願之影響， 2) 網路口碑對網路購買導向與購買意願之調節效果，以及 3)韓國跟台灣女性消費者在網路購買導向之程度是否有所差異。
本研究針對台灣與韓國地區的267位曾經有網路購買化妝品經驗的女性參與者進行問卷發放，再進行回歸分析以及T-test分析。結果顯示，娛樂性/衝動性購買/價格/便利性/網路口碑效果對化妝品購買意願有正向相關，但品質/品牌性導向與網路口碑的調節效果沒有顯著。此外，本研究發現台灣與韓國消費者的網路購買導向以及購買意願有顯著的差異，除了品質導向以外之每個導向都有顯著的差異。因此，本研究建議行銷實務者需要注意不同顧客被不同的購買導向影響，且依目標顧客的購買導向做行銷企劃。

As established internet retail environment has enabled online customers to perform online shopping more easily and conveniently, a series of online transactions have been made regardless of product types. Even though almost every kind of products is available throughout the internet websites, experience goods are still perceived to be difficult to be bought via online. However, the influence of cosmetic products among female consumers has been remarkably grown in recent decades. Therefore, in an attempt to fulfill the academical/practical demands for cosmetics, it is essential to understand female consumers’ shopping behavior regarding online shopping circumstance in order to benefit both online cosmetic marketers and researchers.
This study aims to research on 1) the effects of online shopping orientations, and electronic Word-of-Mouth on female consumers’ online cosmetic purchase intention, 2) the moderating effect of eWOM on whether it enhances the influence of online shopping orientations towards online cosmetic purchase intention, and 3) whether there is any difference in levels of online shopping orientations between Taiwanese and Korean female online cosmetic shoppers.
This study was conducted through quantitative research with a survey from 267 female respondents who had purchased cosmetic products via online in the past from Taiwan and Korea. As results of regression and T-test analysis, recreation/impulse purchase/price/convenience orientations and eWOM communication effect have positive and significant effects on online cosmetic purchase intentions while quality/brand orientations’ effects and eWOM’s moderating effect were found to be not significant. Furthermore, regarding differences of online shopping orientations between Taiwan and Korea were indicated to be significant in all types of shopping orientations except for quality orientation. Therefore, this study suggests that managers should acknowledge there are various kinds of internet shoppers motivated by different shopping orientations and make marketing plans depending upon their targeted customers' shopping orientations.

Aaker, D., 1991. Brand equity. La gestione del valore della marca.
Ajzen, I., 1991. The theory of planned behavior. Organizational behavior and human decision processes, 50(2), pp.179-211.
Anderson Jr, W.T., 1971. Identifying the convenience-oriented consumer. Journal of Marketing Research, pp.179-183.
Baber, A., Thurasamy, R., Malik, M.I., Sadiq, B., Islam, S. and Sajjad, M., 2016. Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics, 33(2), pp.388-400.
Bansal, H.S. and Voyer, P.A., 2000. Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), pp.166-177.
Bambauer-Sachse, S. and Mangold, S., 2011. Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), pp.38-45.
Beatty, S.E. and Ferrell, M.E., 1998. Impulse buying: Modeling its precursors. Journal of retailing, 74(2), pp.169-191.
Brown, M., Pope, N. and Voges, K., 2003. Buying or browsing? An exploration of shopping orientations and online purchase intention. European Journal of Marketing, 37(11/12), pp.1666-1684.
Cavana, R.Y., Delahaye, B.L. and Sekaran, U., 2001. Applied business research: Qualitative and quantitative methods. John Wiley & Sons Australia.
Chen, N.H. and Hung, Y.W., 2015. Online shopping orientation and purchase behavior for high-touch products. International Journal of Electronic Commerce Studies, 6(2), p.187.
Chen, Y.H., Hsu, I.C. and Lin, C.C., 2010. Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of business research, 63(9), pp.1007-1014.
Cheung, M.Y., Luo, C., Sia, C.L. and Chen, H., 2009. Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), pp.9-38.
Cheung, C.M. and Thadani, D.R., 2012. The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), pp.461-470.
Choi, J. and Lee, K.H., 2003. Risk perception and e-shopping: a cross-cultural study. Journal of Fashion Marketing and Management: An International Journal, 7(1), pp.49-64.
Chiu, C.M., Chang, C.C., Cheng, H.L. and Fang, Y.H., 2009. Determinants of customer repurchase intention in online shopping. Online information review, 33(4), pp.761-784.
Chu, C.W. and Lu, H.P., 2007. Factors influencing online music purchase intention in Taiwan: An empirical study based on the value-intention framework. Internet Research, 17(2), pp.139-155.
Chu, K.K. and Li, C.H., 2008. A study of the effect of risk-reduction strategies on purchase intentions in online shopping. IJEBM, 6(4), pp.213-226.
Fan, Y.W. and Miao, Y.F., 2012. Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, 10(3), p.175.
Field, A., 2005. Regression. Discovering statistics using SPSS, 2, pp.143-217.
Garvin, D.A., 1984. Product quality: An important strategic weapon. Business horizons, 27(3), pp.40-43.
George, J.F., 2004. The theory of planned behavior and Internet purchasing. Internet research, 14(3), pp.198-212.
Gehrt, K.C. and Carter, K., 1992. An exploratory assessment of catalog shopping orientations: the existence of convenience and recreational segments. Journal of Direct Marketing, 6(1), pp.29-39.
Gehrt, K.C. and Shim, S., 1998. A shopping orientation segmentation of French consumers: Implications for catalog marketing. Journal of Interactive Marketing, 12(4), pp.34-46.
Gehrt, K.C., Onzo, N., Fujita, K. and Rajan, M.N., 2007. The emergence of Internet shopping in Japan: Identification of shopping orientation-defined segments. Journal of Marketing Theory and Practice, 15(2), pp.167-177.
Gehrt, K.C., Rajan, M.N., Shainesh, G., Czerwinski, D. and O'Brien, M., 2012. Emergence of online shopping in India: shopping orientation segments. International Journal of Retail & Distribution Management, 40(10), pp.742-758.

Girard, T., Korgaonkar, P. and Silverblatt, R., 2003. Relationship of type of product, shopping orientations, and demographics with preference for shopping on the Internet. Journal of Business and Psychology, 18(1), pp.101-120.

Hausman, A.V. and Siekpe, J.S., 2009. The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), pp.5-13.

Hansen, T. and Møller Jensen, J., 2009. Shopping orientation and online clothing purchases: the role of gender and purchase situation. European Journal of Marketing, 43(9/10), pp.1154-1170.

Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D., 2004. Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), pp.38-52.

Jayawardhena, C., Tiu Wright, L. and Dennis, C., 2007. Consumers online: intentions, orientations and segmentation. International Journal of Retail & Distribution Management, 35(6), pp.515-526.

Jensen, J.M., 2012. Shopping orientation and online travel shopping: the role of travel experience. International Journal of Tourism Research, 14(1), pp.56-70.

Kuo, Y.F., Hu, T.L. and Yang, S.C., 2013. Effects of inertia and satisfaction in female online shoppers on repeat-purchase intention: The moderating roles of word-of-mouth and alternative attraction. Managing Service Quality: An International Journal, 23(3), pp.168-187.

Kwek, C.L., Tan, H.P. and Lau, T.C., 2015. Investigating the shopping orientations on online purchase intention in the e-commerce environment: a Malaysian study. The Journal of Internet Banking and Commerce, 2010.

Lee, H.H. and Kim, J., 2008. The effects of shopping orientations on consumers' satisfaction with product search and purchases in a multi-channel environment. Journal of Fashion Marketing and Management: An International Journal, 12(2), pp.193-216.

Li, H., Kuo, C. and Rusell, M.G., 1999. The impact of perceived channel utilities, shopping orientations, and demographics on the consumer's online buying behavior. Journal of Computer‐Mediated Communication, 5(2), pp.0-0.
Ling, K.C., Chai, L.T. and Piew, T.H., 2010. The effects of shopping orientations, online trust and prior online purchase experience toward customers’ online purchase intention. International Business Research, 3(3), p.63.

Lu, H.P. and Yu-Jen Su, P., 2009. Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), pp.442-458.

Lumpkin, J.R., 1985. Shopping orientation segmentation of the elderly consumer. Journal of the Academy of marketing Science, 13(2), pp.271-289.

Moye, L.N. and Kincade, D.H., 2003. Shopping orientation segments: exploring differences in store patronage and attitudes toward retail store environments among female apparel consumers. International Journal of Consumer Studies, 27(1), pp.58-71.

Meuter, M.L., Ostrom, A.L., Roundtree, R.I. and Bitner, M.J., 2000. Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), pp.50-64.

Pavlou, P.A., 2003. Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), pp.101-134.

Park, C. and Lee, T.M., 2009. Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business research, 62(1), pp.61-67.

Park, H.H. and Sullivan, P., 2009. Market segmentation with respect to university students' clothing benefits sought: Shopping orientation, clothing attribute evaluation, and brand repatronage. International Journal of Retail & Distribution Management, 37(2), pp.182-201.

Park, C. and Wang, Y., 2013. The Effects of Nationality and Shopping Orientations on Online Shopping Cart Abandonment. International Proceedings of Economics Development and Research, 59, p.64.

Perea y Monsuwé, T., Dellaert, B.G. and De Ruyter, K., 2004. What drives consumers to shop online? A literature review. International journal of service industry management, 15(1), pp.102-121.

Reza Jalilvand, M. and Samiei, N., 2012. The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), pp.460-476.

Rook, D.W. and Fisher, R.J., 1995. Normative influences on impulsive buying behavior. Journal of consumer research, 22(3), pp.305-313.

Scarpi, D., Pizzi, G. and Visentin, M., 2014. Shopping for fun or shopping to buy: Is it different online and offline?. Journal of Retailing and Consumer Services, 21(3), pp.258-267.

See-To, E.W. and Ho, K.K., 2014. Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust–A theoretical analysis. Computers in Human Behavior, 31, pp.182-189.

Seock, Y.K., 2003. Analysis of clothing websites for young customer retention based on a model of customer relationship management via the internet.

Seock, Y.K. and Bailey, L.R., 2008. The influence of college students' shopping orientations and gender differences on online information searches and purchase behaviours. International Journal of Consumer Studies, 32(2), pp.113-121.

Seock, Y.K. and Sauls, N., 2008. Hispanic consumers' shopping orientation and apparel retail store evaluation criteria: An analysis of age and gender differences. Journal of Fashion Marketing and Management: An International Journal, 12(4), pp.469-486.

Shim, S. and Kotsiopulos, A., 1993. A typology of apparel shopping orientation segments among female consumers. Clothing and Textiles Research Journal, 12(1), pp.73-85.

Smith, R.E. and Vogt, C.A., 1995. The effects of integrating advertising and negative word-of-mouth communications on message processing and response. Journal of Consumer Psychology, 4(2), pp.133-151.

Stone, G.P., 1954. City shoppers and urban identification: observations on the social psychology of city life. American Journal of Sociology, 60(1), pp.36-45.

Swaminathan, V., Lepkowska‐White, E. and Rao, B.P., 1999. Browsers or buyers in cyberspace? An investigation of factors influencing electronic exchange. Journal of Computer‐Mediated Communication, 5(2), pp.0-0.

Szymanski, D.M. and Hise, R.T., 2000. E-satisfaction: an initial examination. Journal of retailing, 76(3), pp.309-322.

To, P.L., Liao, C. and Lin, T.H., 2007. Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), pp.774-787.

Thamizhvanan, A. and Xavier, M.J., 2013. Determinants of customers' online purchase intention: an empirical study in India. Journal of Indian Business Research, 5(1), pp.17-32.

Vijayasarathy, L.R. and Jones, J.M., 2000. Intentions to shop using Internet catalogues: Exploring the effects of product types, shopping orientations, and attitudes towards computers. Electronic Markets, 10(1), pp.29-38.

Workman, J.E. and Cho, S., 2012. Gender, fashion consumer groups, and shopping orientation. Family and Consumer Sciences Research Journal, 40(3), pp.267-283.
Wu, W.L. and Lee, Y.C., 2012. The effect of blog trustworthiness, product attitude, and blog involvement on purchase intention. International Journal of Management & Information Systems (Online), 16(3), p.265.
Zeithaml, V.A., 1988. Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, pp.2-22.
남미우 and 김광경, 2003. 여자 대학생의 쇼핑성향에 따른 의복추구혜택, 정보원활용 유형에 관한 연구. Family and Environment Research, 41(9), pp.55-67.
박은주 and 김지은, 2008. 화장품 온라인 시장에서 쇼핑 성향, 쇼핑몰 특성, 소비자 만족, 충성도의 관계. 복식문화연구, 16(4), pp.696-708.
정진호, 양이웅 and 박혜령, 2012. 한국과 중국 대학생의 쇼핑성향에 따른 인터넷쇼핑몰 의류제품 구매유형의 차이. 한국디자인포럼, 36, pp.55-68.
주예, 이지연 and 박재옥, 2013. 인터넷 쇼핑 성향에 따른 한국과 중국 소비자의 의류 제품 구매행동. 한국의상디자인학회지, 15(3), pp.51-67.
채세연, 2012. 화장품 구매 시 최종의사결정에 관한 연구 - 온라인 구매를 중심으로 -
최소진, 2017. 화장품소비자의 쇼핑성향과 정보탐색유형의 채널선택에 관한 연구
Internet World Stats (2014). http://www.internetworldstats.com/asia/kr.htm
Internet World Stats (2014). http://www.internetworldstats.com/asia/tw.htm