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研究生:陳韋宏
研究生(外文):CHEN-WEI-HUNG
論文名稱:影響消費者採購消費性電子產品選擇實體或虛擬通路因素之研究
論文名稱(外文):A Research of the Influence on Channel Decision between Physical and Virtual Channel – A Case Study of Consumer Electronics Products
指導教授:邱華凱邱華凱引用關係
指導教授(外文):CHIOU-HUA-KAI
口試委員:朱豔芳,胡惟喻
口試委員(外文):YEN-FANG-CHU, HU-WEI-YU
口試日期:2014-05-24
學位類別:碩士
校院名稱:中華科技大學
系所名稱:經營管理研究所
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:2014
畢業學年度:102
語文別:中文
論文頁數:70
中文關鍵詞:通路選擇實體通路虛擬通路通路特性產品特性消費者特性
外文關鍵詞:Channel decisionPhysical retail channelVirtual retail channelChannel featureProduct featureConsumer feature
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電子商務興起,透過網路消費交易在最近幾年成為相當普遍以及熱門的消費模式。網路消費比較過去傳統至實體店面消費的優勢包括了商品資訊容易取得,商品價格比較透明化,金流整合提供了安全的付款方式,便利且快速的取得商品的,這些優勢吸引了眾多人潮相繼投入開設網際網路商店以及網上消費。智慧型手機與平板電腦自2010年起全球的全面顛覆了傳統的消費性電子設備市場,全球零售業者也全面布局積極搶佔行動電子商務市場。在如此的氛圍下,傳統實體通路對於企業經營者來說是否真的沒有投入企業資源來經營的必要性?實體通路對於消費者在選擇購買通路時,所存在的價值為何?對於零售業者來說,是否有布局實體通路的必要性?希望能藉由此研究,提供虛擬零售通路業者日後要拓展其通路在做佈局規劃的時候能有全盤性的考量,避免錯失實體通路的客源;對於實體零售通路業者,跨足虛擬通路在21世紀是勢在必行的,本研究提供業者對實體通路對消費者的價值與其存在的必要性有深層的了解,莫因發展全新且陌生的新通路而忘了鞏固自身實體通路優勢而失了商機。並期望研究結果將有助於企業在未來擬訂有效的通路策略。
本研究實證部分取樣台灣地區有在實體通路與虛擬通路(本研究以探討網路購物通路、電子商務為主)購買消費性電子產品經驗的消費者,針對三大影響消費者選擇通路的構面:通路特性、產品特性、消費者特性設計問卷,並加入兩個干擾變數:產品涉入度以及逛街傾向來探討比較消費者在面對這些變數中對通路選擇的影響。總計發出185份問卷,完成了158份有效問卷,以SPSS統計軟體進行各假設的檢定。研究結果發現消費者在面對上述三個構面時皆有顯著的影響,進而決定了他們的通路選擇。本研究的發現可以提供未來了解影響消費者做通路選擇等研究的參考,在實務上可以幫助企業進一步了解消費者對不同通路購物價值的認知差異情況,將有助於企業在未來擬訂有效的通路策略。

With the boom of E-commerce, shopping on internet has been becoming a popular consuming way recently. Comparing two channels (physical shop and virtual shop on line), the advantage of on-line shopping includes widely exposure of product information, transparency of price information, variety and flexibility of payment method, rapidness of product delivery, these advantages do bring up the e-commerce business scale. From the year of 2010, the maturity of mobile network and mobile device such as tablet PC and smart phone subvert the consumer’s behavior again, as the information of product, promotion, price could easily be broadcasted to end user via mobile handheld devices. With the revolutionary change, the future of mobile e-commerce is prosperous, even the physical retail channel practitioners attempt to enter the field of virtual retail channel. From the enterprise’s point of view, would it still be essential to maintain virtual retail channel or it would be more prospective to allocate all the resource on virtual retail channel so as to seek for the maximum profit and market share?
This study researches analyzes the factors which affect consumers’ choice when they decide which retail channel to buy the consumer electronics consumer product. The purpose of this research is to provide both physical and virtual retail channel practitioners a reference while they review the marketing strategy and allocate the enterprise’s resource. When practitioners intend to extend the business scale to another brand new field, the findings of this research could remind and prove that each type of retail channel has it’s own unique advantage, while developing the new business type, it’s critical for practitioners to strengthen it’s own advantage at the same time so as not to lose the core competitiveness.

摘要 i
Abstract ii
目 錄 iii
表 目 錄 viii
圖 目 錄 viii
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 研究對象及範圍 5
第五節 研究流程 6
第二章 文獻回顧與探討 7
第一節 實體通路與虛擬通路(網路購物)概述 7
第二節 通路特性 9
第三節 產品特性 12
第四節 消費者特性 15
第五節 產品涉入程度的干擾作用 18
第六節 逛街購物傾向的干擾作用 20
第三章 研究設計與方法 22
第一節 研究架構 22
第二節 變數定義 23
第三節 研究假設 25
第四節 統計分析方法 25
第四章 實證研究 29
第一節 樣本分佈 29
第二節 問卷設計 31
第三節 信度檢驗 34
第四節 效度檢驗 35
第五節 消費者在通路選擇之差異比較 38
第六節 通路選擇特性之關聯分析 41
第七節 干擾變數條件下通路特性之差異分析 45
第五章 結論與建議 51
第一節 結論 51
第二節 建議 54
參考文獻 55
附錄 本研究之問卷調查表 61

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