調查:港人選用跨境電商平台最重視產品價格、總體商家信譽及買家保障
淘寶天貓中國香港站(淘寶香港站)委託港大經管學院進行一項有關香港跨境市場的消費者調查,結果顯示,產品價格、總體商家信譽及買家保障,是消費者選用跨境電商平台的三大重要考慮因素。
是次問卷調查對象為年滿18歲並於過去12個月內曾使用跨境電商平台購物的香港居民。在收集到的2,548宗回覆中,2,289宗屬有效。在有效的回覆中,35.7%的受訪者為男性,64.3%為女性。超過60%受訪者年齡介乎21至35歲。
調查發現,18.7%的受訪者認為自己對市場非常熟悉,而分別有41.5%和28.7%的受訪者認為自己相當熟悉和對此問題表示中立。換句話說,大多數受訪者認為自己熟悉香港的跨境電商平台。
過去12個月,受訪者曾光顧的平台依頻次最多為淘寶、本地平台及亞馬遜;而滿意度方面,淘寶的滿意度與本地電商平台的滿意度相若,且淘寶獲得平均分3.83(滿分5分),為各平台中最高,而本地平台僅次於其後,平均分為3.81。
71%的受訪者表示,他們每月至少在跨境電商平台購物一次,而過半數受訪者每周至少瀏覽跨境電商平台一次。有約三分之一的受訪者每次於跨境電商平台上平均消費200至399港元。
調查亦向消費者了解在電商平台選擇或購買產品時的考慮因素,結果顯示消費者最看重以下五大因素:產品價格、總體賣家信譽、買家保障、折扣或促銷活動的吸引力,以及產品種類,它們的平均值分別為4.53、4.37、4.24、4.23和4.22。
消費習慣方面,研究發現,女性受訪者最常在線上購買的三大產品類別,是時尚產品、家具和家居用品,以及食品雜貨。而男性受訪者的三大產品選擇則為電子設備及產品、家具及家居用品,以及時尚產品。
有趣的是,71.2%的女性受訪者習慣在跨境電商平台購買時尚產品,而只有44.7%的男性受訪者表示相同意向。此外,多達59.9%的男性受訪者表示他們會在跨境電商平台上購買電子設備和產品,但只有34.8%的女性受訪者表達同樣傾向。
淘寶天貓港澳事業部負責人陳子堅稱,淘寶香港站留意到香港消費者會在平台上購買的產品品類眾多,部份用戶對於小眾產品的接受程度更愈來愈高。未來仍會積極加強針對垂直類目的服務,進一步提升消費者在淘寶香港站的購物體驗。
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