由於網路的普及，許多產業的商業模式已將數位行銷作為一種策略，研究者注意到傳統生鮮雜貨業似乎並未完全的受到這種趨勢影響。因此想找到填補這一空白的答案，本研究的目的不僅在於探索客戶對線上生鮮雜貨商的態度，希望還能為將來的線上生鮮雜貨商提供一些指導。進行訪談前有先探討台灣的線上電子商務跟實體生鮮雜貨零售的概況，台灣的便利商店密度是世界上最高的，加上台灣電子商務的規模不及實體通路的規模所以很難併購，導致台灣整體零售還是以實體為主，但近年加上疫情的推波助瀾下技術發展跟消費習慣的改變，因此研究者想探討台灣消費者對線上購買生鮮雜貨的態度。為了進一步探討台灣人對透過線上購買生鮮雜貨的態度，研究者使用半結構式訪談談作為主要研究策略。這項研究將對 12 位來自台灣各城市的人進行大約 25 分鐘的訪談至少乙次。研究者使用歸納法將 12 次訪談的回覆做一個統整並找出所有共同點，並依研究者在台灣近 60 年的個人經驗來全面分析和分享台灣人的消費習慣和價值觀，最後利用共同點做進一步的分析。根據訪問結果整理出的結論，發現優惠價格、穩定產品品質、產品多樣化與免運費是增加消費者線上購買生鮮雜意願的主要因素。然而產品的質量，接收時間和個人選擇食品的習慣是消費者對於線上購買生鮮雜貨最大的顧慮。但是此研究只針對 12 次訪談的回覆並加入研究者的個人經驗整理出的結論，可能無法代表整個社會背景，另外，本研究僅提供台灣消費者對線上購買生鮮雜貨的態度，包括一些意見、想法和建議，由於一些建議可能會增加成本並導致企業無法獲利，因此需要將這些意見和建議提交給企業來評估其是否有機會實施。

Due to the development of the Internet, business models in many industries have Due
to the development of the Internet, many industries have adopted digital marketing as a
business strategy, and the researcher notes that the traditional grocery industry does not seem to be fully affected by this trend. Therefore, to find an answer to fill this gap, the purpose of the study is not only to explore customer attitudes towards online groceries, but also to provide some guidance for future online grocers. Before conducting the interview, the researcher will discuss the situation of online e-commerce and physical grocery retailing in Taiwan. Taiwan has the highest density of convenience stores in the world. In addition, the
scale of e-commerce in Taiwan is not as large as that of brick-and-mortar channels, so
mergers and acquisitions are difficult, grocery retail is still dominated by physical stores. In
recent years, with the help of the COVID-19, consumers' consumption habits have changed.
Therefore, the researcher wanted to explore the purchasing attitudes of consumers towards
food retail combined with E-commerce in Taiwan
To further explore Taiwanese attitudes towards purchasing food groceries online, the
researcher used semi-structured interviews as the main research strategy. The study will
conduct at least one interview of approximately 25 minutes with 12 people from various cities in Taiwan. The researcher used the inductive method to organize the responses of the 12 interviews and found all commonalities. Based on the researcher's personal experience in
Taiwan for nearly 60 years, the researcher comprehensively analyzed and shared the
consumption habits and values of Taiwanese. According to the conclusions drawn from the
interview results, it is found that discounts, stable product quality, product diversification and free shipping are the main factors that increase consumers' willingness to buy fresh and
miscellaneous products online. However, product quality, receipt time and consumers' habits of choosing food are the biggest concerns consumers have when buying food groceries online. However, this study is only based on the responses to 12 interviews and the conclusions drawn from the researcher's personal experience may not represent the entire social background. In addition, this study only provides Taiwanese consumers' attitudes towards online grocery shopping, including some opinions, ideas, and suggestions, which need to be submitted to enterprises as some suggestions may increase costs and make businesses unprofitable.

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