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研究生:賴巧容
研究生(外文):Chiao-JungLai
論文名稱:以理性行為理論探討消費者從實體通路轉移至虛擬通路之購買行為因素
論文名稱(外文):Exploration of Consumer Purchasing Behavior - The Influencing Factors of Switching from Traditional to Virtual Channel with the Theory of Reasoned Action
指導教授:黃瀞瑩黃瀞瑩引用關係
指導教授(外文):Ching-Ying Huang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:93
中文關鍵詞:通路轉移虛擬通路網路購物
外文關鍵詞:channel switchingvirtual channelonline shopping
相關次數:
  • 被引用被引用:2
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根據資策會2011年的報告發現,消費者每年平均在網路購物的金額相較2010年成長20%,表示網路購物仍然處於成長階段。本研究欲探討的議題為影響消費者從實體通路轉移到虛擬通路的因素,以理性行為理論為主要研究架構,從個人因素與社會因素探討影響通路轉移的意願。並從消費者決策流程的觀點出發,加入知覺風險以及價格搜尋意願對於消費者通路轉移意願的影響。
本研究的研究對象為過去一年有網路購物經驗的消費者,以網路問卷方式蒐集資料,透過敘述性統計、因素分析、信度分析與迴歸模型分析以探討消費者在選擇購買通路時「行為信念」與「態度」之關係、「規範信念」與「主觀規範」之關係,以及「態度」、「主觀規範」、「知覺風險」、「價格搜尋意願」與「行為意願」之關係,並找出研究結果之管理意涵。研究結果與管理意涵如下:
1.以理性行為理論的觀點,消費者對於通路轉移的態度與消費者對於通路轉移的意願有顯著關係。通路商應藉由有趣的行銷活動以及快速的購物流程增加消費者的行為信念與態度。
2.消費者的價格搜尋意願與消費者對於通路轉移的意願有顯著關係。因此通路商應該採用促銷活動吸引消費者。
3.消費者對於通路轉移的知覺風險消費者對於通路轉移的意願有顯著關係。通路商應該加強網路安全降低消費者的知覺風險。

According to Market Intelligence & Consulting Institute's report in 2011, the average annual spending of online shopping is 20% higher than 2010. Thus, online shopping is at growth. The purpose in this study is to investigate the consumer purchase behavior switching factors from mortar-and-brick to virtual channel with the Theory of Reasoned Action including personal and social factors and take perceived risk and prices search intentions into consideration from perspectives of consumer decision process.
This investigation takes consumers with online shopping experience in last year as the subjects in this study, and collects data through online questionnaires. The objectives in this study are to examine the relationship between behavioral beliefs and attitude, normative beliefs and subjective norms, attitude, subjective norms, perceived risk and prices search intentions and behavioral intentions with descriptive statistics, factor analysis, reliability analysis, and regression analysis and find the managerial implications. The findings and the managerial implications of this study are as following:
Firstly, consumers' attitude toward channel switching is significant related with the channel switching intention from perspectives of the Theory of Reasoned Action. Thus, retailers should use interesting marketing activities and fast shopping processes. Secondly, price search intentions are significant related with the channel switching intention. Therefore, retailers should offer discounts to attract more consumers. Finally, perceived risk is significant related with the channel switching intention. Hence, retailers should enhance internet securities to reduce consumers’ perceived risk.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究流程 7
第二章 文獻探討 8
第一節 多重通路購物 11
第二節 理性行為理論 16
第三節 知覺風險 18
第四節 價格搜尋意願 23
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假設 28
第三節 問卷設計與前測 39
第四節 前測執行與正式問卷 42
第四章 研究結果與分析 50
第一節 敘述性統計分析 50
第二節 因素分析與信度 58
第三節 實證分析與結果 68
第五章 結論 75
第一節 研究結果 75
第二節 研究貢獻 79
第三節 研究限制與未來研究建議 81
參考文獻 83
一、 中文文獻 83
二、 英文文獻 83
附錄一、正式問卷 90

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