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研究生:李品萱
研究生(外文):Pin-Hsuan Lee
論文名稱:O2O(Online to Offline)情境系絡下消費體驗預期之探討-以流行服飾業為例
論文名稱(外文):Exploring the Expection of Consuming Experiences in the Context of Online to Offline-Example by Fashion Clothes
指導教授:林淑瓊林淑瓊引用關係
指導教授(外文):Shu-Chiung Lin
口試委員:林淑瓊
口試委員(外文):Shu-Chiung Lin
口試日期:2015-07-28
學位類別:碩士
校院名稱:大同大學
系所名稱:資訊經營學系(所)
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:125
中文關鍵詞:體驗行銷/體驗柵格服務主導邏輯O2OSOR價值訴求
外文關鍵詞:SORO2OS-D logicexperiential gridvalue
相關次數:
  • 被引用被引用:3
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  • 收藏至我的研究室書目清單書目收藏:2
自從出現O2O(online to offline)概念,層出不窮的O2O2O2…會走哪兒去?對線上購物或實體商店又有何影響?本研究對消費者怎麼看待這些環境系絡感到興趣。依據Vargo & Lusch (2004)的服務主導邏輯觀點,服務者只能對潛在的受益者提出價值主張,消費者係動態地朝向自主的價值訴求來運作。因此,有效地探測消費者的想法,以及激勵他們的預期,就至為關鍵。本研究應用Schmitt (1999)的體驗柵格及Mehrabian & Russell (1974)的「刺激-個體-反應」構念,論述「消費體驗預期之S-O-R觀念架構」,顯示消費者對消費體驗之預期係以價值訴求為基準,並由以影響消費者的經驗模組。最後,以服飾業作為研究背景,提出實務意涵及後續研究建議。
本研究針對同時有在網路與實體商店購買服飾經驗的消費者進行調查,於網路與實體問卷回收共828份有效樣本。本研究為探索性研究,以SPSS與Smart PLS 2.0工具進行樣本資本資料統計與模型分析。經實證發現,消費者的價值訴求與經驗模組之間的相關性在不同情境下(網路商店與實體商店)有顯著差異;經驗模組與購買意圖之間的相關性在不同情境下(網路商店與實體商店)亦有顯著差異;在實體商店環境下,除感官與行動經驗無顯著外,其他皆有影響;在網路商店環境下則除了感官、思考、關聯經驗無顯著影響外,其他皆有影響。表示業主在不同情境下須著眼於消費者主體意識價值訴求預期之情境變異,及其感悟消費經驗之內在情境脈絡以滿足消費者於不同情境購物的消費體驗預期。後續研究建議可運用「消費體驗預期之S-O-R觀念架構」,分就各行各業消費標的與O2O模式設計進行實徵研究。
Since the concept of O2O (online to offline) emerged, where is O2O2O2… heading? Is there anything to do with online shopping and/or brick-and-mortar? This study takes interest in how consumers situate themselves on these contexts. From the perspective of Service-Dominant logic (Vargo & Lusch 2004), servers can only propose values to potential beneficiaries. Consumers behave themselves dynamically toward their own value pursuit. Hence, the ways to effectively probe into consumers’ mind and motivate their expectations are quit critic. By means of applying the experiential grid (Schmitt 1999) and the construct of stimulus-organism-response (S-O-R) (Mehrabian & Russell 1974), this study portrays a conceptual framework of expectations in consuming experiences. Accordingly, manifests that consumers’ value pursuit underlies the expectations of consuming experience and affects their experience modules. Inaddition, this study is to explore the background of clothes industry and future research are proposed.
This study used a exploratory development analysis, and a questionnaire survey was also performed to evaluate how consumer transaction & search value and consumer experience are related; and how consumer experience and to purchase intent are related. A total of the 828 valid respones are collected from web and paper questionnaire for analysis by partial least squares (PLS) & SPSS.The results show that the factors affecting purchase intent in offline store are feel, think and relate, the main factor is relate; affecting purchase intent in online store are feel and act, the main factor is act. Meanwhile, the results show that are all the consumer experience is affected by the transaction & search value in not only offline store but also in online store. In addition, the result of this study findings in the different environment, the value and experience of customer needs are different, too. The result of this study can assist online store and offline store industry to manage their marketing strategy and also be useful for future academic research.
摘要ii
Abstractiii
圖目錄vivii
表目錄iix
第一章 緒論2
1.1研究背景2
1.2研究動機4
1.3研究目的6
1.4研究流程6
第二章 文獻探討8
2.1 O2O商業模式8
2.1.1 O2O商業模式的源起8
2.1.2 O2O的定義9
2.1.3 O2O商業模式的應用11
2.1.4服飾產業下的O2O商業模式–以東京著衣為例11
2.2購買衝動與購買意圖14
2.2.1 Stern(1962)的四種衝動性購買15
2.2.2 O2O商業模式下的衝動購買與購買意圖16
2.2.3購買衝動的定義17
2.3 體驗行銷18
2.3.1體驗經濟18
2.3.2傳統行銷與體驗行銷19
2.3.3經驗模組(Strategic Experiential Modules;SEMs) 20
2.3.4體驗媒介(Experiential Providers;ExPros) 21
2.3.5體驗柵格(Experiential Grid) 22
2.3.6 O2O商業模式的體驗行銷24
2.3.7消費體驗訴求28
2.4 消費者價值訴求29
2.4.1 ICT影響消費者的轉變(被動到主動) 29
2.4.2消費者購買決策過程之價值訴求31
2.5 SOR模型35
2.5.1實體環境下的SOR模型36
2.5.2網路環境下的SOR模型38
第三章 研究方法42
3.1消費體驗預期之S-O-R觀念架構42
3.2服飾類消費行為之觀念架構45
3.3研究假說46
3.3.1經驗模組與購買意圖(涵攝購買衝動) 46
3.3.2消費者的價值訴求與經驗模組52
3.3.3訊息刺激與消費者的價值訴求、經驗模組間的關係54
3.4研究變數之操作型定義56
3.5問卷設計57
3.6資料檢測工具60
3.7前測問卷60
3.7.1前測問卷分析61
3.7.2前測分析62
3.7.3前測問卷回收問題集74
3.7.4題項修正74
第四章 資料分析76
4.1正式問卷收發情況76
4.2同質性檢定78
4.3 正式問卷樣本結構78
4.4信度分析80
4.5效度分析81
4.5.1收斂效度81
4.5.2區別效度83
4.6價值訴求構面相關分析84
4.7經驗模組構面差異分析86
4.8購買意圖構面相關分析88
4.9價值訴求與經驗模組之間的關係89
4.10經驗模組與購買意圖之間的關係94
4.11討論95
4.11.1本研究之有效樣本代表性95
4.11.2成對樣本t檢定討論95
4.11.3分群檢定討論97
4.11.4路徑分析討論98
第五章 結論103
5.1 研究結論103
5.2 學術貢獻104
5.3 實務貢獻105
5.4 研究限制與後續研究發展108
參考文獻110
中文文獻110
英文文獻110
網頁資料115
附錄一120
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