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研究生:棘品元
研究生(外文):JI,PIN_YUAN
論文名稱:從展示廳行為態度與網購平台態度探討消費者展示廳行為之研究
論文名稱(外文):The Study on Consumer Showrooming Behaviors - Showrooming Attitude and Platform Attitude
指導教授:林娟娟林娟娟引用關係
指導教授(外文):LIN,CHUAN-CHAUN
口試委員:許晉龍鄒仁淳
口試委員(外文):HSU,CHIN-LUNGCHOU,JEN-CHUN
口試日期:2019-07-17
學位類別:碩士
校院名稱:東吳大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:60
中文關鍵詞:展示廳行為意願網購平台態度產品涉入網購熟悉度平台信任度
外文關鍵詞:Showrooming intentionPlatform AttitudeProduct Involvementfamiliaritytrust
相關次數:
  • 被引用被引用:1
  • 點閱點閱:224
  • 評分評分:
  • 下載下載:4
  • 收藏至我的研究室書目清單書目收藏:0
本研究由消費者個人心理層面探討影響展示廳行為發生之因素,試圖藉由研究結果更進一步地了解該行為現況並於實務方面提供相關見解與策略。研究以理性行為理論為基礎探討展示廳行為態度與網購平台態度對展示廳行為意願的影響,在消費者購買時的價格因素與商品因素中本研究納入消費者之價格意識、價格優勢與產品涉入;網購平台層面因素則納入網購熟悉度與平台信任度等構面作為態度前因。本研究採用網路問卷調查進行樣本收集,共回收286份有效問卷。研究結果顯示兩態度皆對展示廳行為意願具顯著影響;產品涉入程度、網購熟悉度、平台信任度均是促成展示廳行為的重要因素;價格意識與價格優勢的不影響說明價格並非過去所想是驅使消費者進行展示廳行為的重要因素。根據研究結果,本研究也多方面分析、解釋行為發生之可能情境與可應對之策略。針對線上、線下零售業者,本研究也提出相關見解與經營策略建議提供參考。
The study investigates the showrooming behavior from the consumers’ psychological perspective, Based on the Theory of Reasoned Action (TRA), a behavioral model is proposed and examined via online questionnaire. The analytical results of 286 samples show that both showrooming and platform attitudes have significant impacts on the showrooming intention. Product involvement, familiarity, and trust are all important factors affecting showrooming intention. Price consciousness and perceived price , however, are insignificant. The results of this study provide some insights and business strategies for both online and offline retailers.
1. 緒論
1.1. 研究背景與動機
1.2. 研究目的
1.3. 研究流程
1.4. 研究架構
2. 文獻探討
2.1. 展示廳現象(Showrooming Phenomenon)相關研究
2.1.1. 展示廳行為定義與現況
2.1.2. 消費者的反展示廳行為意願(intention)
2.2. 商品之價格因素
2.2.1. 價格意識
2.2.2. 價格優勢
2.3. 產品涉入
2.4. 網購熟悉度
2.5. 平台信任度
2.6. 理性行為理論(TRA)
2.6.1 態度與行為意願關係
2.6.2 態度與行為意願關係
3. 研究方法
3.1. 研究架構與假設
3.2. 研究變數定義與衡量問項
3.3. 問卷設計
3.4. 資料蒐集與分析方法
3.4.1. 研究對象
3.4.2. 資料分析方法與工具
4. 研究結果
4.1. 敘述性統計分析
4.2. 樣本構面之統計分析
4.3. 樣本構面之信效度分析
4.4. 結構模式分析
4.4.1. 路徑分析
4.4.2. 假設檢定
5. 結論
5.1. 研究結果
5.2. 研究貢獻
5.3. 研究限制與未來研究方向
6. 參考文獻
附錄、研究問卷

【網路文獻】
1.stock-ai.com,美國電子商務零售銷售額,上網日期:2019年8月19日,檢自:
https://stock-ai.com/eom-1-ECOMNSA.php
2.statista.com,Showrooming and webrooming penetration worldwide as of September 2014,上網日期:2015年2月17日,檢自:
https://www.statista.com/statistics/411560/showrooming-webrooming-worldwide/
3.geomarketing.com,Think With Google: 43 Percent Of Electronics Shoppers Are Showrooming,上網日期:2017年3月2日,檢自:
https://geomarketing.com/think-with-google-43-percent-of-electronics-shoppers-are-showrooming
4.Showrooming: A $217 Billion Problem [Infographic],上網日期:2017年,檢自:
https://www.retailtouchpoints.com/resources/type/infographics/showrooming-a-217-billion-problem-infographic
5.risnews.com,Top 10 Retailers at Risk to Amazon Showrooming,上網日期:2013年3月8日,檢自:
https://risnews.com/top-10-retailers-risk-amazon-showrooming
6.placed.com,Placed Study Reveals Most At-Risk Retailers for Showrooming by Amazon Customers,上網日期:2013年2月27日,檢自:
https://www.placed.com/press-release/aisle-to-amazon-showrooming-retail-impact
7.naipo.com 北美智權報,行動電商來勢洶洶 行動購物成台灣電商主流戰場,上網日期:2018年6月13日,檢自:
http://www.naipo.com/Portals/1/web_tw/Knowledge_Center/Industry_Economy/IPNC_180613_0705.htm
8.marketingcharts.com,The Latest Research on Showrooming,上網日期:2013年3月,檢自:
https://www.marketingcharts.com/industries/retail-and-e-commerce-27430
9.網路溫度計,網購平台大比拚!分析網友最在意的十大服務!,上網日期:2017年11月2日,檢自:
https://dailyview.tw/daily/2017/11/02
10.GVU,GVU's 8th WWW User Survey,上網日期:1997年11月,檢自:
https://www.cc.gatech.edu/gvu/user_surveys/survey-1997-10/
11.techbang.com T客邦,PChome電商消費習慣大調查,女性網購貢獻度80%,上網日期:2019年3月6日,檢自:
https://www.techbang.com/posts/68532-e-commerce-consumption-habits-survey-female-online-shopping-contribution-degree-80
12.MIC 產業情報所,【網購大調查系列一】日常購物頻率 網購已達45%,上網日期:2018年3月15日,檢自: https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=488

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