近年來，由於網路環境愈趨成熟，愈來愈多的商家都選擇進行虛實整合，同時於虛擬及實體通路上發展，本研究主要為從消費者之角度切入探討，瞭解具有不同之購物偏好之消費者，對於虛擬及實體通路之購物偏好是否有所差異，進而再探討當商家推出虛擬及實體通路價格具差異化之行銷方案時，消費者對於虛擬及實體通路偏好之差異，是否會影響其對於價格差異化之接受度。本研究採問卷調查法，受訪者以大學生為主，蒐集問卷資料來進行統計分析。結果顯示，具有不同購物通路偏好之消費者，對於價格差異化之接受度有顯著差異。

In recent years, due to the increasingly mature environment of online shopping infrastructure, more and more businesses choose to develop online as well as offline stores at the same time and carry out the integration of both channels. This study explores consumer behavior to understand what factors will affect consumer’s preference to shop online or offline stores, and will those preferences affect the consumer’s acceptance of a brand’s pricing policy if a product has been set with different prices in online and offline stores? This study conducts a questionnaire survey to collect data for statistical analysis, respondents are mainly college students. The results show that factors to affect consumer’s preference to shop online and offline stores will vary, and online consumers do accept the price difference policy between the stores more than offline consumers do.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii

英文摘要　．．．．．．．．．．．．．．．．．．．．． iv

誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v

內容目錄　．．．．．．．．．．．．．．．．．．．．． vi

表目錄　　．．．．．．．．．．．．．．．．．．．．． viii

圖目錄　　．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
第二章　　文獻探討．．．．．．．．．．．．．．．．．． 3
第一節　　電子商務．．．．．．．．．．．．．．． 3
第二節　　網路商店購物．．．．．．．．．．．．．．． 3
第三節　　實體商店購物．．．．．．．．．．．．．．．　　　 5
第四節 虛實通路整合．．．．．．．．．．．．．．． 8
第三章　　研究方法．．．．．．．．．．．．．．．．． 10
第一節　　研究變數之操作型定義．．．．．．．．．．．． 10
第二節　　研究假設．．．．．．．．．．．．．．． 14
第三節　　研究架構．．．．．．．．．．．．．．． 15
第四節　　問卷設計．．．．．．．．．．．．．．． 16
第五節 研究對象與樣本選取．．．．．．．．．． 17
第六節 資料分析．．．．．．．．．．．．．．． 18
第四章　　研究結果．．．．．．．．．．．．．．．．． 20
第一節　　樣本結構分析．．．．．．．．．．．．． 20
第二節　　問卷結果描述性分析．．．．．．．．．．．．．．． 21
第三節 信度分析．．．．．．．．．．．．．．．． 25
第四節 效度分析．．．．．．．．．．．．．．． 30
第五節 因素分析．．．．．．．．．．．．．．． 33
第六節 結構方程式．．．．．．．．．．．．．． 35
第七節 假說檢定．．．．．．．．．．．．．．． 36
第八節 探索性分析．．．．．．．．．．．．．． 40
第五章　　結論與建議．．．．．．．．．．．．．．．． 45
第一節　　結論．．．．．．．．．．．．．．．．． 45
第二節　　理論與管理意涵．．．．．．．．．．．． 46
第三節 研究限制與未來研究方向．．．．．．．． 46
參考文獻　．．．．．．．．．．．．．．．．．．．．． 48
附錄 ．．．．．．．．．．．．．．．．．．．．． 56

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