隨著經濟發展全球化和資訊科技普及化再加上行動網路的便利性已打破過去所有不便的限制，無論在食、衣、住、行等日常生活必需，皆可透過網路進行消費，因此人們購物習慣漸漸隨著網路發達而有所改變，在發展的過程中，每個人都有喜歡的購物網站或平台去挑選自己喜歡的購物模式，其中配送、介面及客服等後續服務，也藉由消費上實質感受反映在選擇的考量。
對於網購的消費者來說，除商品價格高低之外，企業的品牌形象影響消費者對於此企業的信任，另外決定消費者購物的重要因素就是知名度價值，特別是對於經營大眾性商品的電商平台來說，由於商品同質化導致價格趨同，使得其他服務也須成為核心競爭力的重要因素之一。
加上前幾年新冠 (Covid-19) 疫情影響，為避免疫情持續擴散，消費者都減少外出購物，導致實體店面的零售走入銷售量急速下降的困境，防疫期間大多數消費者都會選擇在家，故使其必須在電商平台網購所需商品，因此造就巨大商機。商品本身和其價格已經不再是影響消費者購買的最重要因素，取而代之的是商家的服務品質、企業品牌形象等這些的知名度價值。
本研究的實證結果顯示，在購物行為中進行比價的消費者更傾向接受新事物及新購物平台，2023年Coupang在台灣的銷售策略與目標客群設定與消費者對其行銷策略有明顯關聯。雖然疫情後實體購物回升，但受訪者數據顯示電商平台購買次數與金額持續增加。政府公佈的2023年電子商務營收數字也呈現成長趨勢。 然而在強大外商競爭下，台灣本土電商營收有成長與衰退的情況。本研究結果希望能為新進電商如Coupang的營銷策略做為檢視績效的基礎數據，也為未來相關性研究提供重要參考方向。

With the globalization of economies, widespread adoption of information technology, and the convenience of mobile internet, traditional constraints on consumption have been shattered. People can now make purchases for daily necessities such as food, clothing, shelter, and transportation through online channels. Consequently, shopping habits have gradually evolved alongside the development of the internet. Throughout this evolution, individuals tend to gravitate towards their preferred online shopping platforms or websites, where considerations such as delivery services, user interface, and customer support play pivotal roles, reflecting tangible experiences in consumer choices.
For online consumers, apart from the price of goods, a company's brand image significantly influences consumer trust. Additionally, brand recognition plays a vital role in consumer purchasing decisions, especially for e-commerce platforms that deal with mass-market products. Due to the homogeneity of products leading to price convergence, other services become crucial competitive factors.
Furthermore, the impact of the COVID-19 pandemic in recent years has shifted consumer behavior. To avoid the spread of the virus, consumers have reduced physical shopping outings, leading to a rapid decline in retail sales for brick-and-mortar stores. During the pandemic, most consumers opt to stay at home, resulting in a surge in e-commerce opportunities. Consequently, the intrinsic qualities of products and their prices are no longer the primary determinants of consumer purchases; instead, factors such as service quality and brand image have taken precedence.
The empirical findings of this study demonstrate that consumers who engage in price comparisons are more inclined towards embracing new products and platforms. In 2023, Coupang's sales strategies and target customer segmentation in Taiwan were significantly correlated with consumer perceptions of its marketing strategies. Although there has been a resurgence in physical shopping post-pandemic, data from respondents indicate a continuous increase in both the frequency and value of purchases made through e-commerce platforms. Government-reported e-commerce revenue figures for 2023 also exhibit a growth trend. However, amidst stiff competition from foreign players, local Taiwanese e-commerce companies have experienced both growth and decline in revenue. The results of this study aim to provide foundational data for evaluating the effectiveness of marketing strategies for emerging e-commerce platforms like Coupang and offer important directions for future relevant research.

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