臺灣博碩士論文加值系統

隨著時代的變遷，零售商務近年來被視為商業與金融創新上不可缺乏的現代經營理念，其經營模式主要受到科技發展的影響，以及將以加強全球客戶的吸引力為商務的優先策略。近年因考量到消費者便利的需求，許多零售商家從傳統實體店的經營模式轉移到線上市場。而透過不同的傳統實體店及線上購物的營業方式，零售家可以在線下與線上市場份額上鞏固自己的地位。此外，為了跟上新商務趨勢的步伐以及如何在不斷變化的經營環境中尋找生存的道路及留住忠誠的客戶，已成為各零售家不斷地思考與建構其經營模式與策略之動力。從2012年，全通路零售 (Omni channels retailing) 這詞出現於媒體與研討會上。雖然關於這方面的研究受到很多的限制，但不得不承認「全通路零售」仍是有趣及值得研究的主題。「全通路零售」是從「單通路」(Mono-channel)、「多通路」(Multi-channel) 、「跨通路」 (Cross-channel) 的演變結果，其所指的是消費者體驗的意涵，主要透過各通路的連接來滿足與提升消費者在購物、社交等綜合體驗上之需求。「全通路零售」不僅被視為會影響消費者的購買行為以及增加產品滿意度的新營業策略，且逐漸獲得更高消費者的忠誠度。因此，本研究主要透過「全通路零售」的經營概述，更加了解其重要性及有用性，進而探究它如何增加消費者的滿意度及忠誠度做為本研究所欲達成的目標。此外，在市場上，了解消費者的喜好、性格及購買行為已扮演非常重要的因素，其可以決定如何創造永續利益以及擴大短期和長期的經營計劃。
本論文的主要研究方法如下：透過問卷發放的方式，調查越南消費者的購買行為以及他們對「全通路零售」經營模式的接受程度。本研究所獲得的調查結果可提供欲從網路和實體市場吸引顧客的越南零售商公司可行的建議或方向。

Title Page
Acknowledgements i
Abstract ii
Table of Content iv
List of Figures vii
List of Tables viii
Chapter 1 Introduction 1
1.1 Background 1
1.2 Motivation 2
1.3 Research Objectives 2
1.4 Research Procedure 3
Chapter 2 Literature Review 4
2.1 Background of retailing Vietnam 4
2.1.1 Online retailing in Vietnam 4
2.1.2 Overview of using computers, smartphone and Internet service in VN 5
2.2 Multichannel retailing 7
2.2.1 What is multichannel retailing? 7
2.2.2 Moving from Multichannel to Omni-channel retailing 8
2.3 Omni-channel retailing 9
2.3.1 Definition of Omni-channel retailing 9
2.3.2 Characterizing of Omni-channel retailing 10
2.3.3 Benefits of Omni-channel retailing 11
2.4 Customer experience 12
2.4.1 Definition of customer experience 12
2.4.2 Omni-channel customer experience 12
2.4.3 Two cases of Omni-channel 13
2.5 Customer behavior 14
2.5.1 Today’s customer behavior 14
2.5.2 The important of customer satisfaction and loyalty 15
2.5.3 Customer satisfaction 15
2.5.4 Customer loyalty 15
2.6 Development of research model and hypothesis 16
2.6.1 Factors of Omni-channel customer experience 16
2.6.2 The relationship of customer satisfaction and customer loyalty 19
2.6.3 Research framework 20
2.6.4 Summary of Hypothesis 21
Chapter 3 Methodology 22
3.1 Data collection methods 22
3.1.1 Exploratory research: Secondary data 22
3.1.2 Descriptive Research: Questionnaire survey 22
3.2 Method of data analysis 26
3.3 Steps applied for analysis 28
Chapter 4 Finding and Analysis 29
4.1 Descriptive statistics 29
4.1.1 Respondents’ Demographic analysis 29
4.1.2 Shopping behavior and attitude of respondents 32
4.2 Reliability analysis 39
4.3 Factor analysis 41
4.4 Research hypothesis testing 46
Chapter 5 Conclusion 52
5.1 Conclusion of research model and hypothesis 52
5.2 Conclusion of consumer shopping behavior and attitude in Vietnam 54
5.3 Recommendation 55
References 59
Appendix I English questionnaire on Omni-channel customer experience 67
Appendix II Vietnamese questionnaire on Omni-channel customer experience 70
Appendix III Frequencies of basic information of respondents and respondents’’ shopping behavior 73
Appendix IV Reliability analysis 76
Appendix V Factor analysis in Omni-channel customer experience 81
Appendix VI Factor analysis in Customer satisfaction and loyalty 84
Appendix VII The results of examining relationship between Omni-channel customer experience and customer satisfaction 86
Appendix VIII The results of examining relationship between customer satisfaction and customer loyalty 88