臺灣博碩士論文加值系統

隨著網際網路的發展，消費者在購買產品或服務時，已不再侷限於在實體通路進行消費，更可藉由電腦以及網路設備發展出來的新通路直接購買。是故為瞭解一般民眾理想中的通路型態應具備哪些屬性條件，本研究採用聯合分析法（Conjoint Analysis）對此進行分析。
聯合分析法是一種用來開發新產品的分析方法，主要在探討最佳的產品屬性組合，國內已有不少研究採用此種技術，但大多應用在實質產品上，應用在通路結構設計的部分則不多見。利用此技術，本研究得以將不同的通路屬性及其水準進行組合並依據受測者填答之內容對消費者進行市場區隔，針對不同需求的消費者制定其最適通路。
本研究利用三個構面對消費者通路行為進行分析，此三種構面分別為通路知覺、通路偏好以及消費者生活形態，利用交叉分析確定彼此之間的關連性並據以得出結論。
本研究發現，利用此三種構面分別對消費者進行市場區隔時所得出的最適通路設計並不具有一致性；通路知覺與生活形態兩者之間雖具有明顯相關性存在，但對於實際通路偏好結構方面的關連性卻不甚強烈。因此在制訂最適通路以及促銷策略時，必須考慮到消費者真正的通路偏好結構進行設計，才不致浪費行銷資源並達成一對一行銷之境界。

As a result of the development of internet, consumers are now not only consuming products and services in the physical channel but also consuming directly on the new channel forms via computers. In order to understand the attributions that ideal channel forms have, we adopt Adaptive Conjoint Analysis (ACA) to analyze this question.

Conjoint analysis is a method for developing new products, mainly in the mix of the product contributions. The method is adopted widely, and most of them focus on physical products but not on channel design. Using this method, we can combine different channel distributions and their levels and do market segmentation according to the respondents’ responses.

This study uses three dimensions of consumer channel behavior, including channel perception、channel preference and life style, to analyze and figure out the correlation between them.

This study finds out that the fittest channel designs are not consistence under these three different dimensions. There are strong relations between channel perception and life style, but their relations with real channel preference structure are weak. Therefore, while designing the most fitted channel and promotion strategy, we have to consider the real channel preference structures of consumers.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 2
第四節 研究流程 4
第二章 文獻探討 5
第一節 行銷通路 5
第二節 通路設計 10
第三節 通路選擇 14
第四節 多通路衝突 19
第五節 聯合分析法 24
第三章 研究方法 30
第一節 研究架構 30
第二節 變數定義 31
第三節 適應性聯合分析 32
第四節 問卷設計 34
第五節 統計方法簡介 35
第四章 實證分析 37
第一節 樣本資料描述 37
第二節 通路偏好結構分析 38
第三節 通路知覺及生活形態分析 46
第四節 通路偏好結構、通路知覺及生活形態的交叉分析 61
第五章 結論與建議 63
第一節 研究結論與管理意涵 63
第二節 研究限制 64
第三節 後續研究建議 65
參考文獻 66
附錄 72
多通路行銷問卷 72

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二、中文部分

王文宏 (2003). 自助型網路個人化決策設計系統應用於百貨業信用聯名卡之研究. 管理科學研究所. 台北, 真理大學. 碩士班: 29-31.

施朝欽 (2000). 虛擬與實體通路的整合之研究. 管理學院. 台北, 國立台灣科技大學. 碩士班.

張勤昌 (2004). 聯合分析應用於金控後銀行顧客知覺與偏好研究. 統計學系. 台南, 國立成功大學. 碩士班.

連敏秀 (2004). 聯合分析法應用於市場區隔中最佳產品組合之研究-以行動電話為例. 統計系. 台南, 國立成功大學. 碩士班.

陳昱偉 (2001). 電子商務環境下通路結構分析. 運輸與倉儲營運系. 高雄, 高雄第一科技大學. 碩士班.

楊欣怡 (2000). 以網際網路區別消費者之最適通路設計. 商學研究所. 台北, 國立台灣大學. 碩士班.

楊翔如 (2005). 虛實通路選擇和顧客價值之分析-以消費者觀點. 國際企業學系. 台北, 國立台灣大學. 碩士班.