臺灣博碩士論文加值系統

近十年來，全世界因網路的發展使得電子商務商業行為逐漸成為主流並蓬勃發展。然而，傳統實體通路並未因此而消失，對於市場銷售仍佔有重要地位。觀察實務商業環境，不難發現許多企業採用雙重通路的銷售模式。因此，探討即深入聊解影響消費者選擇通路的因素，對於企業而言，是個重要的行銷管理議題之一。
在資管領域相關研究中，鮮少同時以產品類型所產生之認知價值及認知風險兩個觀點，探討其對消費者通路選擇之影響。而行銷相關之領域，過去較著重於探討單一通路為主。本研究則將兩種網路與實體通路納入研究，探討產品類型所衍生之認知價值與風險是否影響消費者的決策過程，以及通路差異所帶來的價值與風險是否影響消費者的決策。
本研究共回收302份問卷。根據本研究結果指出產品類型與銷售通路之組合會造成消費者對於產品本身與通路差異上認知價值與認知風險的差異，其中搜尋品在認知價值中的功能價值、情感價值上遠高於經驗品。相反的，經驗品在認知風險中的效能風險上與搜尋品相比有顯著上之差異。過去在認知價值與認知風險的文獻之情境多為網路通路，較缺乏實體通路及二者間的比較，因此本研究試圖以實證研究結果，擴展認知價值與認知風險在兩者通路下消費者對通路選擇之行為，以作為企業進行行銷通路設計之參考。

Due to the development of Internet, it makes e-commerce business practices become mainstream and flourish. However, traditional physical channel has not disappeared and it still being an important position in the market. The practices of business environment show that many companies using multi-channel sales model. Therefore, one of the important topics of marketing management for enterprises is to explore the factors which influence consumer choose channel.
In the field of information management, there isn’t any discussion mentioned of both perceived value and perceived risk working on channel decision-making under a variety of product type. However, in the field of marketing, much research has only been done under single channel. Therefore, this study will cover both virtual channel and physical channel, discuss whether if the process of customer channel decision-making with different product type and channel will various in customer perceived value and perceived risk.
This study collect 302 questionnaires. According to the study, the difference between product type and channel will cause the variation of customer perceived value and perceived risk. In which, search goods has higher functional value and emotional value in perceived value than experience goods, while experience goods has significant difference in effective risk of perceived risk than search goods. In the past, the literature of condition in both perceived value and perceived risk were mostly virtual channel as well as lacking of physical channel and comparing both cannels. Therefore, the study attempts to use empirical results to expand the perceived value and perceived risk in both channel and consumer behavior on the channel selection, as a reference of the enterprise design marketing channel.

謝詞 I
中文摘要 II
英文摘要 III
目次 V
表次 VII
圖次 VIII
第一章 緒論 1
第一節研究背景 1
第二節研究動機與目的 3
第三節研究流程 5
第二章 文獻探討 6
第一節產品類型 6
第二節認知價值 8
第三節認知風險 12
第四節產品涉入 16
第五節產品知識 20
第六節通路選擇 22
第七節性別差異 23
第三章 研究方法 25
第一節研究架構 25
第二節假說發展 26
第三節變數定義與測量 30
第四節研究設計 38
第五節資料分析方法 41
第四章 資料分析 42
第一節敘述性統計 42
第二節探索性因素分析 43
第三節信度分析 45
第四節多變量共變異數分析 46
第五章 結論 50
第一節研究結果與討論 50
第二節學術意涵 52
第三節實務貢獻 53
第四節研究限制與未來發展 54
參考文獻 55
附錄一 本研究正式問卷題項 67
簡歷 74
著作權說明 75

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http://www.caizischool.com/blog/22673
資策會 FIND (2014) 全國首創智慧商圈走廊悠點行動購物牆帶動雙北10億行動商機。線上檢索日期：民 103年 6 月 20 日，網址：
http://www.iii.org.tw/(X(1)S(aeccat45fzaozh45bbzfjm55))/m/News-more.aspx?id=1341

西文部分
BCG (Boston Consulting Group), 2001, The Multi-Channel Consumer: The Need to
Integrate Online and Offline Channels in Europe.BCG, Boston,MA
http://www.bcg.com/publications/files/MultichannelConsumer_summary.pdf