本研究以台灣女性「美麗經濟」導向之電子商務平台「A購物網」為研究對象，整合顧客旅程相關理論（包括 AIDA、5A、Customer Journey Map 及 RACE 模型），並結合轉換率優化（Conversion Rate Optimization, CRO）與顧客關係管理（Customer Relationship Management, CRM）觀點，探討會員經營機制如何影響顧客之購買轉換效率與整體消費品質。

研究採用質性取向之單一個案研究設計，透過數位接觸點觀察、介面紀錄、情境式任務操作與內容分析等方式，重建消費者自認知品牌、資訊評估、下單轉換至購後互動之完整旅程，並系統性歸納旅程中的顯性流程摩擦與隱性心理阻力。

研究結果顯示，「A購物網」於顧客旅程前段具備多元導流與情境互動能力，惟於「Ask → Act」的關鍵轉換階段，因優惠規則複雜、資訊呈現分散與價格壓力過高，導致顧客決策延宕並降低轉換效率。平台會員制度雖具提升回訪與再購之效果，但其權益設計偏重價格誘因，造成顧客回購行為過度依賴促銷活動，進而限制顧客終身價值（Customer Lifetime Value, CLV）之長期累積潛力。

本研究建議，平台應以 RFM 模型與 CLV 指標為基礎進行會員分群，並優化回購節奏設計，以兼顧短期轉換表現與長期關係經營目標，作為女性導向電商平台在會員策略優化之實務參考。

This study examines “A Shopping Platform,” a Taiwan-based women-oriented e-commerce site within the context of the “beauty economy.” Integrating customer journey theories—including AIDA, the 5A framework, Customer Journey Mapping, and the RACE model—along with perspectives from Conversion Rate Optimization (CRO) and Customer Relationship Management (CRM), this research explores how membership management mechanisms influence both purchase conversion efficiency and overall consumer experience quality.

Adopting a qualitative single-case study design, the research reconstructs the complete consumer journey—from brand recognition and information evaluation to purchase conversion and post-purchase interaction—through methods such as digital touchpoint observation, interface recording, scenario-based task testing, and content analysis. The study systematically identifies explicit process frictions and implicit psychological resistances within the customer journey.

Findings indicate that while “A Shopping Platform” demonstrates strong capabilities in multi-channel traffic generation and interactive engagement at the early stages of the journey, key issues emerge during the critical “Ask → Act” transition phase. Complex promotional rules, dispersed information presentation, and high price sensitivity collectively delay decision-making and reduce conversion efficiency. Although the membership program effectively enhances revisit and repurchase behavior, its design overly emphasizes price incentives, leading to promotion-dependent purchasing patterns and limiting the platform’s ability to increase Customer Lifetime Value (CLV) sustainably.

This study recommends applying the RFM model and CLV-based segmentation to refine membership strategies and optimize repurchase timing, thereby balancing short-term conversion performance with long-term relationship management objectives. The results provide practical insights for female-oriented e-commerce platforms seeking to enhance membership strategy effectiveness.

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