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研究生:楊翔如
研究生(外文):Hsiang-Ju Yang
論文名稱:虛實通路選擇和顧客價值之分析--以消費者觀點
論文名稱(外文):The analysis of channel choice and customer value
指導教授:趙義隆趙義隆引用關係
指導教授(外文):Yi- Long Jaw
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:國際企業學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:128
中文關鍵詞:通路選擇虛擬通路實體通路通路特性顧客價值
外文關鍵詞:channel choicevirtual channelphysical channelchannel characteristiccustomer value
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Kotler (2003)提出在「顧客導向」的時代,資訊爆炸、科技一日千里,虛擬世界無遠弗界。當消費者購物時,面臨多元的通路環境將會如何選擇?相對的,廠商又該如何擬定適當之通路策略?引發了本研究探討消費者通路選擇的前因後果。
整理前人研究與因素分析,本研究以「社交嚐新動機、娛樂移轉動機、運動接觸動機」3項構面衡量購買動機,以「口碑推薦經驗、滿意續購經驗、廣告促銷經驗、商品特質經驗」4項構面衡量先前購買經驗,以「空間性、時間性、隱私性、互動性、服務、價格」6項構面衡量通路特性,以「效率價值、情感價值、社會價值、享樂價值、功能價值」5項構面衡量顧客價值。
經過研究結果得知:購買動機對於通路選擇具有顯著影響;先前購買經驗對於通路選擇則是沒有顯著影響。其次,虛實通路的通路特性存在部份認知差異(空間性、時間性、隱私性、互動性、服務);虛擬通路的通路特性對通路選擇產生了顯著影響,也對顧客價值產生顯著影響。最後,虛實通路之間的顧客價值存在部分認知差異(效率價值、情感價值、社會價值、功能價值),而消費者也可從虛擬通路的消費經驗中獲得5項顧客價值。
藉由上述分析,本研究建議可嚐試從消費者的購買動機著手,吸引消費者選擇到此通路進行消費;再以實體通路為主,虛擬通路為輔,融合兩者長處;另外應找出消費者重視的通路特性進行改善,創造更高的顧客價值。
Kotler (2003) mentioned that during the "customer-oriented" age, it is full of information and technology is made progress at a tremendous pace, the virtual world is no boundary. When consumers go shopping, how they will choose under multi-channel environment? Relatively, how should the companies build up their channel strategy? This is the reason why our research induced, for discussing the cause and effect of channel choice.
Reorganizes the previous research and through Factor Analysis, our research divides Shopping Motivation into 3 factors: "Social Motivation”, “Entertainment Motivation” and “Contact Motivation". Than separated Formerly Shopping Experience in 4 constructions; "World-of-mouth Experience”, “Satisfaction Experience”, “Promotion Experience”, and “Product Experience". We use "Space, Time, Privacy, Interaction Price and Service” these 6 dimensions for measuring Channel Characteristic. And 5 constructions for Customer Value: “Functional Value, Emotional Value, Social Value, Hedonic Value, and Utilitarian Value"
According to the findings, Shopping Motivation has significant influence on Channel Choice; Formerly Shopping Experience is not revealed the significant influence regarding Channel Choice. Next, Physical Channel and Virtual Channel existed cognition difference in Channel Characteristic (Space, Time, Privacy, Interaction and Service). Channel Characteristic of Virtual Channel produced significant influence on Channel Choice and Customer Value.Finally, there is existed partial cognition difference of Customer Value between Physical Channel and Virtual Channel (Functional Value, Emotional Value, Social Value, and Utilitarian Value), and consumers also obtain 5 items of Customers Values from Virtual Channel.
Based on the above analysis, we suggest it may start from the Motivation at beginning, attracting consumers to go shopping through your channel. Furthermore, take Physical Channel into primarily, and Virtual Channel as subsidiary, combine those two strong parts. Moreover it should discover the channel characteristic which consumers carry on and made them improved, to create the higher Customer Value.
目錄
致謝 一
中文摘要 二
英文摘要 三
表次 七
圖次 九

第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第二節 研究範圍 3
第四節 研究流程 5
第二章 文獻探討 7
第一節 通路選擇 7
第二節 購買動機 9
第三節 先前購買經驗 13
第四節 通路特性 16
第五節 顧客價值 29
第三章 研究方法 35
第一節 研究架構 35
第二節 變數之操作型定義 36
第三節 研究之虛無假設 41
第四節 問卷設計 43
第五節 資料分析方法 44
第六節 研究構面因素分析與信度分析 47
第七節 樣本特性 51
第四章 研究結果 67
第一節 購買動機與通路選擇的關係 67
第二節 購買經驗與通路選擇的關係 72
第三節 虛擬通路和實體通路的通路特性差異 77
第四節 通路特性與通路選擇的關係 81
第五節 虛擬通路和實體通路的顧客價值差異 87
第六節 通路選擇與顧客價值的關係 89
第七節 通路特性與顧客價值的關係 96
第八節 假設驗證結果 106
第五章 結論與建議 108
第一節 研究結論 108
第二節 管理意涵 113
第三節 後續研究建議 114
參考文獻 115
一、中文部分 115
二、英文部分 116
附錄 問卷 119
一、中文部分
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19.蘇席儀(2000),「商品資訊搜尋任務暨網際網路特性之配適程度對網站接受度之影響」,台灣大學資訊管理研究所碩士論文。
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