從線上購物看日本網民：資訊保護與服務品質的雙重關注

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<div class="article__page__box page__box"> <div class="space-y-0 sections__box city__box md:space-y-city-gutter-desktop"> <article class="overflow-hidden"> <div class="mt-40 md:pb-16 container--variant gradient--base"> <div class="-mb-40 transform -translate-y-40 space-y-area-gutter"> <div class="space-y-build-gutter"> <div class="container__inner--variant"> <div class="lg:flex before:bg-fill-colorfull-to-r"> <div class="relative h-auto overflow-hidden lg:w-2/3 cover__box lg:pb-persent42 pb-persent65 lg:order-2"> <span class="img--source"> <small>Shutterstock</small> </span> <img class="absolute object-cover object-center w-full h-full lazyload cover max-w-none" alt="Shutterstock" data-sizes="auto" src="https://bucket-image.inkmaginecms.com/version/list/cabinet/2023/11/b00f3323-41c0-4fcf-b89b-a2daa23d0ce0.jpg" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" data-srcset="https://bucket-image.inkmaginecms.com/version/list/cabinet/2023/11/b00f3323-41c0-4fcf-b89b-a2daa23d0ce0.jpg 320w,https://bucket-image.inkmaginecms.com/version/mobile/cabinet/2023/11/b00f3323-41c0-4fcf-b89b-a2daa23d0ce0.jpg 640w,https://bucket-image.inkmaginecms.com/version/desktop/cabinet/2023/11/b00f3323-41c0-4fcf-b89b-a2daa23d0ce0.jpg 1280w,https://bucket-image.inkmaginecms.com/version/hd/cabinet/2023/11/b00f3323-41c0-4fcf-b89b-a2daa23d0ce0.jpg 2560w"/> </div> <div class="relative -mt-10 container__inner lg:flex lg:w-1/3 lg:px-0 lg:mt-0 lg:order-1"> <div class="flex flex-col items-center justify-center py-10 text-center bg-white border border-gray-200 space-y-item-gutter lg:text-left bg-opacity-95 min-w-1/3 lg:min-h-1/2 lg:w-full lg:max-w-none lg:items-start lg:px-8"> <h1 class="mb-1 font-medium max-w-4/5 h3 lg:max-w-none"> 從線上購物看日本網民：資訊保護與服務品質的雙重關注 </h1> <div class="text-gray-600 max-w-4/5 lg:max-w-none"> <small>2023-12-05</small> <small> • </small> <small><a class="border-b" href="https://research.tnlmedia.com/industry/online_shopping">線上購物</a></small> </div> </div> </div> </div> </div> </div> <div class="container__inner--variant"> <div class="overflow-hidden"> <div class="flex lg:space-x-build-gutter flex-col lg:flex-row space-y-area-gutter lg:space-y-0 mt-5"> <div class="bg-white border-t-4 lg:w-3/4 border-primary article__box space-y-city-gutter-mobile lg:space-y-city-gutter-desktop"> <div class="px-5 lg:px-8"> <section class="-mb-5 transform -translate-y-5 after:bg-fill-colorfull-to-r bg-gradient-to-t from-gray-300 to-white"> <div class="px-5 py-8 lg:py-12 space-y-build-gutter"> <h2 class="font-medium text-center h4">閱讀重點</h2> <p class="font-light leading-loose text-tiny"> 無論在線上購物的使用頻率，購買金額，還是消費佔比上，日本網路用戶都顯示出他們獨特的行為和態度。然而，無論在哪個維度上，他們最重視的始終是'會員資訊保護'，'客戶服務與配送品質'和'產品的促銷價格'。這反映出線上購物的便利性和價值，以及對於安全性和服務質量的高度重視。然而，對於線上購物平台的運營模式，尤其是年輕一代的認識仍然不足，這標誌著我們仍有更多的工作要做，以提高公眾的瞭解和信任。 </p> </div> </section> <section class="leading-loose article__body pt-area-gutter"> <!DOCTYPE html> <html><h3 class="ck-section">日本網購習慣：每月一次最常見，高頻使用者不足20%</h3><p class="ck-section">根據 Z.com Engagement Lab 的最新調查顯示，不分性別和年齡，最常使用線上購物的頻率為每月一次(31%)，或每1-3個月使用一次(20%)。從未使用過線上購物的人約佔15%，而每週至少使用一次線上購物的人，不論男性或女性，比例皆少於20%。</p><p class="ck-section"><img src="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/x3r5iubt0ur66qz6gj6jgy6lvgp31k.png" alt="TNLR_2310_JP_Online_Shopping_01" class="lazyload" data-sizes="100%" data-srcset="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/x3r5iubt0ur66qz6gj6jgy6lvgp31k.png 320w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/x3r5iubt0ur66qz6gj6jgy6lvgp31k.png 640w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/x3r5iubt0ur66qz6gj6jgy6lvgp31k.png 1280w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/x3r5iubt0ur66qz6gj6jgy6lvgp31k.png 2560w" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></p><h3 class="ck-section">輕鬆購物，省錢生活：日本網路族群優選2000-5000日元線上消費</h3><p class="ck-section">日本網路用戶在線上購物平台上每次願意支付的最多金額，以「2000日元以上，但不超過5000日元」最多，佔男女總和約半數(45%)。在每次購物的金額上，16-30歲的年輕族群在「2000日元以下」的低金額消費比例較高(20%)。而在31-40歲的年齡層偏好較高金額的線上購物，「5000日元以上但不超過1萬日元」的比例為29%，「1萬日元以上但不超過2萬日元」的比例為9%。</p><p class="ck-section"><img src="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/w28td5dvq7mma43inhdll1cg7jey0h.png" alt="TNLR_2310_JP_Online_Shopping_02" class="lazyload" data-sizes="100%" data-srcset="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/w28td5dvq7mma43inhdll1cg7jey0h.png 320w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/w28td5dvq7mma43inhdll1cg7jey0h.png 640w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/w28td5dvq7mma43inhdll1cg7jey0h.png 1280w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/w28td5dvq7mma43inhdll1cg7jey0h.png 2560w" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></p><h3 class="ck-section">實體店仍佔主導：63%日本網民的月消費預算中，線上購物佔比不超過20%</h3><p class="ck-section">63%的網路用戶表示他們每月的總消費預算中，線上購物的支出佔比為20%以下，顯示大部分網路用戶的日常消費渠道仍以實體店舖為主。在考慮線上購物時，「會員資訊保護」(59%)為最重要因素，其次為「客戶服務與配送品質」(57%)、「產品的促銷價格」(56%)、「產品評論與評價」(56%)，以及「支付方式的多樣性」(54%)。</p><p class="ck-section"><img src="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/7pv8hgfkq2fmwz96upaqaa81utts9r.png" alt="TNLR_2310_JP_Online_Shopping_03" class="lazyload" data-sizes="100%" data-srcset="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/7pv8hgfkq2fmwz96upaqaa81utts9r.png 320w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/7pv8hgfkq2fmwz96upaqaa81utts9r.png 640w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/7pv8hgfkq2fmwz96upaqaa81utts9r.png 1280w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/7pv8hgfkq2fmwz96upaqaa81utts9r.png 2560w" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></p><p class="ck-section"><img src="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/7koscteq2h5ilfx2q46helm6m1v8r8.png" alt="TNLR_2310_JP_Online_Shopping_04" class="lazyload" data-sizes="100%" data-srcset="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/7koscteq2h5ilfx2q46helm6m1v8r8.png 320w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/7koscteq2h5ilfx2q46helm6m1v8r8.png 640w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/7koscteq2h5ilfx2q46helm6m1v8r8.png 1280w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/7koscteq2h5ilfx2q46helm6m1v8r8.png 2560w" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></p><h3 class="ck-section">搶折扣、理性消費：揭露日本網民的購物與支付習慣</h3><p class="ck-section">在購物習慣方面，47%的網路用戶表示在「購物車內的商品達到免運費或其他折扣條件時再付款」，18%的人表示會「先將商品放入購物車，等待大型折扣活動時再付款」。在購物頻率最高的商品類別方面，男性最常購買「雜誌與書籍」，女性則以「美容與時尚產品」為最。付款時，65%的人會在確認滿足某些折扣條件後進行支付。</p><p class="ck-section"><br><img src="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/melsxjwgv1e4hhd5yjmf30pb1cp3c3.png" alt="TNLR_2310_JP_Online_Shopping_05" class="lazyload" data-sizes="100%" data-srcset="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/melsxjwgv1e4hhd5yjmf30pb1cp3c3.png 320w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/melsxjwgv1e4hhd5yjmf30pb1cp3c3.png 640w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/melsxjwgv1e4hhd5yjmf30pb1cp3c3.png 1280w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2023/11/melsxjwgv1e4hhd5yjmf30pb1cp3c3.png 2560w" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></p><h3 class="ck-section">走向國際：40%日本網民選擇使用海外線上購物平台</h3><p class="ck-section">約40%的受訪者表示會使用海外的線上購物平台，以Amazon.com最為常用。主要的使用理由為商品價格和多樣性。</p><h3 class="ck-section">B2C、C2C模式難解？70%日本網民對線上購物運營模式不清楚</h3><p class="ck-section">超過70%的網路用戶對於B2C、C2C等線上購物平台的運營模式並未明確理解，特別是在16-30歲的年齡組中，有最多的人回答「不理解，也不覺得有必要理解」。這表示年輕一代對於線上購物平台的運營模式的認識較為缺乏。</p><p class="ck-section">從調查結果可看出，日本網路用戶對於線上購物的使用頻率、購買金額與消費佔比等方面，有著各自獨特的行為與態度。在線上購物時，他們更重視的因素包括「會員資訊保護」、「客戶服務與配送品質」、「產品的促銷價格」等。而在購物習慣上，則有較多的人會在確認達到某些折扣條件後再進行支付。此外，雖然有一部分人會使用海外的線上購物平台，但對於這些平台的運營模式，尤其是年輕一代的認識仍然不足。</p><p class="ck-section">Z.com Engagement Lab 將持續追蹤日本民眾的線上購物習慣並更新調查數據，追蹤市場脈動以及消費者需求的變化。</p><p class="ck-section">執行單位｜Z.com Engagement Lab<br>調查日期｜2023年10月12日至 2023年10月16日<br>調查方法｜網路調查<br>調查對象｜16-60 歲日本網路使用者<br>樣本數｜1325份<br>筆者｜關鍵議題研究中心<br>核稿｜Mason Lin 林孟希<br>*本文初稿為關鍵議題研究中心使用 AI 編撰。</p></html> </section> </div> <div class="gpt-new" style="min-height: 250px"> <script type = "application/json" > { "name": "tnlr_a_bottom_inner", "size": [ [640, 360], [300, 250], [1,1] ], "mapping": [ { "screen": [768, 0], "list": [ [640, 360], [1, 1] ] }, { "screen": [0, 0], "list": [ [320, 250], [1, 1] ] } ], "targeting": {"page_key":"article","page_name":"article","author_key":[1],"author_name":["TNL 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從線上購物看日本網民：資訊保護與服務品質的雙重關注 - 關鍵議題中心 TNL Research