臺灣博碩士論文加值系統

隨著網際網路與資訊科技的蓬勃發展，企業們紛紛搶進電子商務領域，這使得電子商務市場的競爭日益激烈，但與此同時許多從電子商務起家的業者卻開始開設實體店面擴展線下通路，希望透過這種虛擬與實體通路整合的優勢來滿足不同消費者的購物需求，消費者可以在網站上快速地查詢到想要商品和相關資訊，同時也能夠選擇到實體店實際接觸商品進行體驗以及享有相關服務等，藉由不同通路間彼此合作和優勢的互補達到最大的效益，並更進一步擴大客源和增進消費者的購買欲望。
因此本研究欲了解虛實整合模式中，虛擬和實體通路不同的特性帶給消費者的影響，並從中分析影響消費者購買意願的關鍵因素。本研究採用S-O-R模型作為模型架構的基礎，結合資訊系統成功模型和體驗行銷理論來探討線上網站與線下實體店中影響消費者最終購買意圖的因素，並依此建立合適的研究模型架構與相關假說。之後透過發放網路問卷的方式來進行樣本資料的蒐集，再經由結構方程模型對研究模型和假說做分析與驗證。
經實證後結果顯示，虛擬通路的資訊品質與系統品質還有實體通路的感官體驗和情感體驗皆會對消費者的滿意度和情緒有正向顯著的影響，並進一步影響到消費者的購買意圖，僅有行動體驗對消費者情緒無顯著影響。此外本研究還以性別和職業對受測樣本進行了分群檢驗和比較，在男女分群的結果中發現女性消費者情緒會影響購買意圖而男性不會，另外在非學生族群的結果也顯示其購買意圖不會受到情緒的影響。最後期望本研究所得之研究成果能對未來相關議題的研究以及實務上的發展能有所幫助。

In the swift rise of Internet and information technology, many companies have attempted to get into the increasingly competitive e-commerce market. At the same time, many e-commerce industries, however, begin to open brick-and-mortar stores to establish their offline channels with a view to meeting different consumers’ needs with the advantages of click and mortar. Consumers can quickly search the goods they want and relevant information on the websites. They can also go to the physical stores to try products and get related services. Through the cooperation between different channels, companies can maximize the benefits, further expand their customer base and arouse consumer desire.

The aim of the paper is twofold: (1) To examine the impact of different characteristics of virtual and physical distribution channels on consumers, and (2) to analyze the key factors that influence consumer purchase intentions in the click-and-mortar business model. In this study we will employ the S-O-R Model as a framework and combine it with the Information System Success Model and the Experiential Marketing Theory to explore the factors that affect consumer purchase intentions on websites and in offline stores. Afterwards, we will establish our research model and propose our hypotheses. We will further collect data by means of a questionnaire survey and confirm the research model and hypotheses by using the Structural Equation Modeling (SEM).

The empirical result shows that the information quality, system quality, sense experience and feel experience have significant positive influence on consumer satisfaction and emotions, which further influence the consumer purchase intentions. Only the act experience has no significant impact on consumers’ emotions. In addition, we employed gender and occupation to classify and compare the sample data. In the category of gender, we found the female consumers’ emotions will influence their purchase intentions, but the males’ will not. The results of the category of non-student also show that non-student purchase intentions will not be affected by emotions. In conclusion, we hope that the results of our research can identify directions for the future research on related issues and facilitate the development of business.

致謝 i
摘要 ii
Abstract iii
目錄 iv
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 3
1.3 研究架構 4
1.4 研究流程 5
第二章 文獻探討 7
2.1 虛實整合 7
2.1.1 虛擬通路與實體通路的比較 7
2.1.2 虛實整合的類型 8
2.1.3 虛實整合的效益 10
2.2 理論基礎架構 11
2.2.1 S-O-R模型 11
2.2.2 資訊系統成功模式 14
2.2.3 體驗行銷 17
第三章 研究方法 23
3.1 研究架構 23
3.2 研究假說 24
3.2.1 資訊品質及系統品質與滿意度以及購買意圖之關係 24
3.2.2 感官體驗及情感體驗與行動體驗及消費者情緒之關係 25
3.2.3 消費者情緒與滿意度及購買意圖之關係 27
3.3 問卷設計 28
3.4 資料分析方法 30
3.4.1 敘述性統計 30
3.4.2 因素分析 30
3.4.3 信度分析 31
3.4.4 效度分析 31
3.4.5 結構方程模型分析 32
第四章 實證結果與分析 33
4.1 敘述性統計分析 33
4.2 信度分析 34
4.3 建構效度分析 35
4.4 結構方程分析 38
4.4.1 絕對適配度 39
4.4.2 增值適配度 39
4.4.3 簡約適配度 39
4.5研究假說驗證 40
4.6直接與間接影響 43
4.7 性別差異比較結果 44
4.8 學生族群樣本差異比較結果 49
第五章 結論與建議 55
5.1研究結論 55
5.1.1 資訊品質與系統品質對滿意度之影響關係 55
5.1.2 感官體驗與情感體驗以及行動體驗對消費者情緒之影響關係 56
5.1.3 滿意度對購買意圖之影響關係 57
5.1.4 消費者情緒對滿意度與購買意圖之影響關係 58
5.2 管理意涵與研究貢獻 58
5.2.1 理論性管理意涵與研究貢獻 58
5.2.2 實務性管理意涵與研究貢獻 59
5.3研究限制與未來研究建議 61
參考文獻 63
附錄一 正式問卷 74

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