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台湾のモバイルショッパーの購入意思と行動パターンに対する分析

A Survey on Purchase Intentions and Behavior Patterns of Taiwanese Mobile Shoppers

発行 Market Intelligence & Consulting Institute (MIC) 商品コード 335101
出版日 ページ情報 英文 34 Pages
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台湾のモバイルショッパーの購入意思と行動パターンに対する分析 A Survey on Purchase Intentions and Behavior Patterns of Taiwanese Mobile Shoppers
出版日: 2015年07月09日 ページ情報: 英文 34 Pages
概要

オンラインショッピングサイトは、世界のEコマース収益における最大のシェアに貢献しています。

当レポートでは、台湾のモバイルショッパーの購入意思と行動パターンについて調査分析し、モバイルショッピングへの意欲、モバイルショッピングの行動分析について、体系的な情報を提供しています。

第1章 調査目的と手法

第2章 モバイルユーザーのモバイルショッピングに対する意欲

  • モバイルユーザーの購入意思
  • モバイルショッパーに好ましい要因
  • モバイルショッパーに弊害をもたらす要因
  • モバイルユーザーが購入対象とする製品カテゴリー
  • モバイルユーザーに好ましいモバイルショッピングアプリの機能
  • 店内でも、モバイルユーザーがショッピングアプリをダウンロードする理由

第3章 モバイルショッピングの行動分析

  • モバイルショッパーに好ましいモバイル機器
  • モバイルユーザーに好ましいショッピングチャネル
  • モバイルユーザーに好ましいショッピング時間帯
  • モバイル機器に対する購入意思
  • モバイルショッパーの月間平均可処分所得

第4章 結論

付録

図表

目次
Product Code: DCRPT15070901

Online shopping sites have been contributing the lion's share of global e-commerce revenues. With the growing prevalence of mobile devices, mobile commerce is anticipated to gain more ground. As a result, several e-commerce retailers have stepped up efforts to get connected to mobile devices over the years. Shopping on mobile devices thus has become trendy and too important to be neglected. Based on a survey conducted by MIC (Market Intelligence & Consulting Institute) on Taiwanese mobile users, this report aims to identify intentions and behavior patterns of mobile users when making purchases on their own mobile devices, comprising mainly of smartphone and tablets. Also included are seven major findings about Taiwan's mobile shoppers.

Table of Contents

1.Research Objective and Methodology

  • 1.1. Objective
  • 1.2. Methodology

2. Mobile Users' Willingness Towards Mobile Shopping

  • 2.1. Purchase Intentions of Mobile Users
    • 2.1.1. Past Experience vs. Future Intention of Mobile Shopping
    • 2.1.2. Future Purchase Intentions of Mobile Users
    • 2.1.3. Targeted and Potential Mobile Users
  • 2.2. Favorable Factors for Mobile Shoppers
    • 2.2.1. The Top 3 Favorable Mobile Shopping Factors
    • 2.2.2. Analysis of Respondents' Top 3 Favorable Factors
  • 2.3. Detrimental Factors for Mobile Shoppers
    • 2.3.1. The Top 3 Detrimental Mobile Shopping Factors
    • 2.3.2. Analysis of Respondents' Top 3 Detrimental Factors
  • 2.4. Product Categories Most Intended for Mobile Users
    • 2.4.1. The Top 5 Most Intended Product Categories
    • 2.4.2. Analysis of Respondents' Top 5 Most Intended Product Categories
  • 2.5. Preferred Features of Mobile Shopping Apps for Mobile Users
    • 2.5.1. The Top 3 Preferred Mobile Shopping App Features
    • 2.5.2. Analysis of Top 3 Preferred Mobile Shopping App Features
  • 2.6. Why Mobile Users Download Shopping Apps While In-store
    • 2.6.1. Reasons Mobile Users Download Shopping Apps While In-store
    • 2.6.2. Analysis of Respondents Who Download Shopping Apps While In-store

3.Mobile Shopping Behavior Analaysis

  • 3.1. Preferred Mobile Devices for Mobile Shoppers
    • 3.1.1. Preferred Mobile Devices
    • 3.1.2. Analysis of Respondents Who Do Mobile Shopping on Mobile Devices
  • 3.2. Preferred Shopping Channels for Mobile Users
    • 3.2.1. Shopping Channel Selection
    • 3.2.2. Preferred Shopping Channels of Mobile Users
  • 3.3. Preferred Shopping Time Slots for Mobile Users
    • 3.3.1. Shopping Time Slots
    • 3.3.2. Analysis of Respondents' Preferred Shopping Time Slots
  • 3.4. Preferred Purchases on Mobile Devices
    • 3.4.1. Top 5 Preferred Purchases on Mobile Devices
    • 3.4.2. Analysis of Respondents' Preferred Purchases on Mobile Devices
  • 3.5. Average Monthly Disposable Incomes for Mobile Shopper
    • 3.5.1. Average Monthly Disposable Income Distribution
    • 3.5.2. Average Monthly Disposable Incomes for Mobile Shopping: Gender and Age Differences

Conclusion

  • 4.1. Seven Major Findings about Mobile Shoppers
  • 4.2. Future Mobile Commerce Bolstered by Mobile Users' Positive Stance towards Mobile Shopping
  • 4.3. Users Who are Open But Yet to Have to Any Mobile Shopping Experience as Important Growth Driver

Appendix

  • Sample Structure

List of Topics

  • Analysis of targeted and potential mobile users and their most intended product categories, with gender and age differences examined
  • Analysis of preferred features of mobile shopping apps for mobile users and the reasons they download shopping apps while in-store, with gender and age differences examined
  • Analysis of mobile shopping behaviors by examining preferred mobile devices (tablet/smartphone), shopping channels, and shopping time slots, preferred purchase items and average monthly disposable incomes of mobile shoppers, with gender and age differences examined
  • Analysis of Taiwan's mobile shopping behaviors of 1,068 samples, touching on favorable and detrimental factors for mobile purchases, with gender and age differences examined

List of Figures

  • Figure 1: Current Situation and Future Intentions of Respondents towards Mobile Shopping
  • Figure 2: Purchase Intentions of Mobile Users
  • Figure 3: Favorable Factors for Mobile Shoppers and Their Ratios
  • Figure 4: Detrimental Factors for Mobile Shoppers and Their Ratios
  • Figure 5: Product Categories Most Intended for Mobile Users and Their Ratios
  • Figure 6: Preferred Mobile Shopping App Features and Their Ratios
  • Figure 7: Reasons Mobile Users Download Shopping Apps While In-store and Their Ratios
  • Figure 8: Preferred Devices Used for Mobile Shopping and Their Ratios
  • Figure 9: Preferred Shopping Channels and Their Ratios
  • Figure 10: Preferred Shopping Time Slots for Mobile Shoppers
  • Figure 11: Preferred Purchases for Mobile Shoppers
  • Figure 12: Average Monthly Disposable Incomes for Mobile Shopping
  • Figure 13: Sample Structure: Gender, Living Area, and Smartphone Operating System

List of Tables

  • Table 1: Existing and Potential Mobile Shoppers
  • Table 2: Top 3 Favorable Factors of Mobile Purchases: Gender and Age Differences
  • Table 3: Top 3 Detrimental Factors for Mobile Shoppers: Gender and Age Differences
  • Table 4: Top 5 Most Intended Products for Mobile Users: Gender and Age Differences
  • Table 5: Top 3 Preferred Features of Mobile Shopping Apps for Mobile Users: Gender and Age Differences
  • Table 6: Reasons Why Mobile Users Download Shopping Apps While In-store: Gender and Age Differences
  • Table 7: Preferable Mobile Devices for Mobile Shopping: Gender and Age Differences
  • Table 8: Preferred Shopping Channels for Mobile Shoppers: Gender and Age Differences
  • Table 9: Preferred Shopping Time Slots for Mobile Shopping: Gender and Age Differences
  • Table 10: Top 3 Preferred Purchases on Mobile Devices: Gender and Age Differences
  • Table 11: Average Monthly Disposable Incomes for Mobile Shopping: Gender and Age Differences
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