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研究生(外文):Ping-Hwa Chen
論文名稱(外文):The Reciprocal Effect of Online and Offline Retail-A Research on the Synergy of Multi-channel Marketing
指導教授(外文):Pei-Hung Chu
外文關鍵詞:Multi-ChannelSelf-Service TechnologyService QualityTrustSatisfactionLoyalty
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隨著網際網路的盛行,許多公司開始利用網際網路為通路進行電子商務。網路零售調查顯示美國排名前十名的網路零售商就有七間同時提供實體和虛擬通路,研究也指出多通路所帶來的利益較單一通路高,因此各行各業的公司都進行多通路行銷。同時,我們也目睹了快速發展的網際網路促使了自助服務科技的發展,例如與我們每天生活接近的零售產業也開始使用多媒體事務機 (Kiosk) 為虛擬銷售通路以獲得更多收益。過去的多通路研究有兩個缺口,第一個缺口為許多研究探討實體公司提供的虛擬通路,也就是說,過去研究專注於探討虛擬通路;第二個缺口為研究專注於探討實體通路對於虛擬通路的影響,他們將虛擬通路視為實體通路的延伸。本研究的目的為探討實體通路和虛擬通路的互惠效應以彌補此兩缺口。本研究根據Oliver的認知 ─ 情感 ─ 意圖理論,探討顧客對於實體通路7-ELEVEn的服務品質、信任及滿意對於忠誠度的影響,以及顧客對於虛擬通路ibon多媒體事務機的自助服務科技服務品質、自助服務科技信任及自助服務科技滿意度對於自助服務科技忠誠度的影響,並驗證7-ELEVEn與ibon的虛實信任及滿意是否會對虛實忠誠度產生互惠效應。本研究在高雄市五個地區的7-ELEVEn進行攔截抽樣,有效問卷共659份,以結構方程模式分析獲得下列結論:(1) 在實體通路方面,實體通路的互動及結果品質對於信任及滿意有正向影響;實體通路的信任及滿意對於忠誠度有正向影響。(2) 在虛擬通路方面,自助服務科技互動、環境及結果品質皆對於自助服務科技信任及滿意有正向影響;虛擬通路的自助服務科技信任及滿意對於自助服務科技忠誠度有正向影響。(3) 虛實信任對於虛實忠誠度無顯著影響;虛實滿意對於虛實忠誠度有正向影響,也就是虛實滿意會對虛實忠誠度產生互惠效應。最後,依據研究結果提出學術貢獻及管理意涵。
With the prevalence of the Internet, many companies start to exploit the Internet to engage in eclectronic commerce. According to recent a surey of Internet Retailer, seven of the top-ten Internet retailers in the USA have both prsence of brick-and-mortar and onlince channels. Studies have shown that companies with multi-channels earn more profit than those of single-channel. As a result, companies of varouis industries are engaging in multi-channel marketing. At the same time, we have witness the rapid growth of Internet-enabled Self-Service Technologies (SST). For an instance, very close to our daily life, retail industry uses Internet-enabled Multi-Media Kiosk as an online channel in order to provide convenient services and gain more profit. Prior literature on multi-channel has two gaps. The first is that most studies answered questions related to the online presence of a brick-and-mortar. In other words, they focused more on virtual channels than offline channels. The second is that when studies exploring the interplay between online channels and offline channels, most of them, if not all, investigate the effects of offline channels to online channels. In other words, they see online channels as an extention of offline channels. The purpose of this thesis is to full the gap, at least partially, by investigate the reciprocal effects between the two types of channels. Consequently, based on the paradigm of cognitive - affective -conative proposed by Oliver, this study investigate the effect of service quality on trust and satisfaction, the effect of trust and satisfaction on loyalty, and the reciprocal effect of online and offline channel.To test the model, we collected data from 7-ELEVEn ibon users in Kaohsiung city, Taiwan. A total of 659 valid responses were obtained. Using SEM as the analysis tool, the results are as follows:(1) In terms of offline channel, both interaction and outcone quality had a positive effect on trust and satisfaction. Trust and satisfaction had a positive effect on loyalty.(2) In terms of online channel, SST interaction, environment and outcome quality had a positive effect on SST trust and SST satisfaction. SST trust and SST satisfaction had a positive effect on SST loyalty.(3) Both trust and SST trust had no direct effect on loyalty, while satisfaction had a positive effect on SST loyalty and SST satisfaction had a positive effect on loyalty. In general, satisfaction had the reciprocal effect on online and offline loyalty. Implications for academics and practitioners are discussed.
中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 多通路整合 8
第二節 多通路互惠效應 21
第三節 忠誠度及自助服務科技忠誠度 25
第四節 信任及自助服務科技信任 31
第五節 滿意及自助服務科技滿意 39
第六節 服務品質與自助服務科技服務品質 44
第三章 研究方法 53
第一節 研究架構 53
第二節 研究假說 54
第三節 研究變數之操作型定義 63
第四節 研究設計 66
第四章 研究結果 74
第一節 敘述統計分析 74
第二節 驗證性因素分析 78
第三節 信效度分析 78
第四節 結構模式分析 83
第五章 結論與建議 87
第一節 研究結論 87
第二節 研究貢獻與管理意涵 92
第三節 研究限制與建議 95
參考文獻 97
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