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研究生:粘尹柔
研究生(外文):Yin-Jou Nian
論文名稱:探討虛實整合模式中消費者滿意度對再購意向之交互影響關係-以產品屬性作為調節變項
論文名稱(外文):Exploring the Moderating Effect of Product Attributes on the Relationship between Consumers’ Satisfaction and Repurchase Intention in the O2O Business Model
指導教授:林金賢林金賢引用關係
指導教授(外文):Chin-Shien Lin
口試委員:羅芳怡姜真秀
口試委員(外文):Fang-Yi LoJin-Su Kang
口試日期:2017-06-08
學位類別:碩士
校院名稱:國立中興大學
系所名稱:企業管理學系所
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:2017
畢業學年度:105
語文別:中文
論文頁數:54
中文關鍵詞:虛實整合交互作用通路轉換產品屬性涉入程度
外文關鍵詞:O2Ointeraction effectchannel switchproduct attributesproduct involvement
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近年來,虛實整合漸受到各界重視,無論是學術界抑或實務界皆十分關注相關議題,許多業者紛紛投入資源於建置兩通路整合的規劃中,然而,通路整合後績效表現不佳、更甚於結束營運的企業案例亦不在少數,於此背景下,便衍生出了本研究欲探討之問題:虛實通路的整合真的是必要的嗎?
本研究首先參考過去文獻,將產品依消費者需求分為三大類,即功能性、象徵性及體驗性,並根據此基礎,選擇寢具類產品、服飾類產品以及果汁類產品作為研究產品類別進行問卷的發放,發放對象則為已具備一企業虛實兩通路使用經驗之顧客,本研究最後回收546份有效問卷,服飾類產品共165份、寢具類產品共147份、果汁類產品共回收234份樣本。
本研究欲探討虛擬及實體兩通路間的顧客滿意度及再購意向,是否會產生跨通路之交互作用,同時,因考量到消費者於購買不同產品時,所偏好使用之購買通路可能有所差異,故將產品屬性視為調節變項進行研究。實證結果顯示:(1) 於服飾類產品之案例時,僅虛擬滿意度對於實體再購意向呈現正向顯著影響;(2) 於寢具類產品案例時,虛實通路之顧客滿意度與再購意向間之交互影響皆為正向關係;(3) 於果汁類產品案例時,僅實體滿意度對於虛擬通路再購意向呈現正向顯著結果。
綜合以上,可得知跨通路間的滿意度及再購意向交互影響確實存在,然會因產品別不同而使得兩者間關係呈現差異性,本研究最終將實證結果結合產品涉入程度之概念作進一步討論,以釐清產品屬性對於消費者通路使用選擇可能帶來之影響。
Recently, O2O business model has become increasingly popular in different fields, both scholars and practitioners are closely concerned about this issue. Many retailers put their resources into channel integration. However, there aren't few cases of poor performance or bankruptcy after integrating. Therefore, we are dealing with research to clarify whether O2O strategy is necessary to conduct.
Referring to literature of academic studies, this research classified the product attributes based on consumers’ demand, as functional, symbolic, and experiential. Further, choosing bedding products, clothing products, and juice products as the researching cases to send the questionnaire. The questionnaires were issued to the consumers having experience of using both online and offline channels. Finally, there are 546 valid questionnaires had been collected, including 165 for clothing products, 147 for bedding products, and 234 for juice products.
The purpose of this research is to explore whether the relationships between online/offline satisfaction and repurchase intention produce cross-channel effects with each other. Moreover, considered that consumers prefer using different channels when buying different products. Thus, this research takes product attributes as moderator. The empirical finding shows: (1) In the case of clothing products, only online satisfaction can significantly affect offline repurchase intention; (2) In the case of bedding products, consumers’ satisfaction in online/offline channels both have significant effects on repurchase intention; (3) In the case of juice products, only offline satisfaction show a significant effect on online repurchase intention.
In summary, these findings indicate that the relationships between satisfaction and repurchase intention truly exist, while these will present different results depending on the difference of product attributes. Last, this study uses the concept of product involvement to explain the empirical finding, clarifying how product attributes take influence on consumers’ channel choice behavior.
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 虛實整合 5
第二節 三成份態度模型 6
第三節 顧客滿意度及再購意向 8
第四節 產品屬性 11
第三章 研究方法 16
第一節 研究架構 16
第二節 變數定義及衡量 17
第三節 研究設計 20
第四章 資料分析 23
第一節 抽樣誤差檢定 23
第二節 信度與效度分析 24
第三節 敘述性統計 27
第四節 因素分析 28
第五節 相關分析 30
第六節 假說驗證 31
第五章 結論與建議 39
第一節 研究結果與討論 40
第二節 理論與實務意涵 42
第三節 研究限制與未來研究方向 44
參考書目 46
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