臺灣博碩士論文加值系統

近年來，人們透過網路購買產品的比例越來越高，消費者的購物習慣也產生改變，由最初實體店面轉移到虛擬通路，接著又從虛擬通路回到實體店面確認品質後，又回到虛擬通路下訂單。隨著消費者的行為模式不斷在改變，本研究想了解通路特性和產品特性對購買金額和再購意願的影響為何。問卷發放對象為使用過網路購物的消費者。

研究結果指出，在實體通路中，對購買金額有影響的有通路特性中的互動性、服務；對再購意願有影響的為通路特性中的時間性、可靠性、娛樂性和產品特性中的產品價格和產品品質。而在虛擬通路中，對購買金額有影響的為通路特性中的時間性、互動性、可靠性和產品特性中的產品品質和口碑；對再購意願有影響的為所有的通路特性因子和產品特性中的產品價格和口碑。

In recent year, the proportion of customers purchase products through the Internet is getting higher and higher. Customer's shopping habits have altered. Before online shopping, customers would visit physical stores and make purchases at the store. Now many people are switching to shopping online. However, concerns about quality lead many customers to return to physical stores to inspect the goods before they purchase online. As the consumer's behaviors continue changing, the study analyzed the effects of channel characteristics and product characteristics on purchase amount and repurchase intention. The questionnaires are restricted for consumer who has online shopping experience, and the date are collected through the internet.

The results of this study indicated that in the physical channels, the interaction and service of the channel characteristics have impacts on purchase amount. The temporal, reliability and entertainment of the channel characteristics and the price and quality of product characteristics have impacts on repurchase intention.

In the virtual channels, the temporal, interaction, reliability of the channel characteristics and the quality and word-of-mouth of the product characteristics have impacts on purchase amount. All variable of the channel characteristics and the price and word-of-mouth of product characteristics have impacts on the purchase amount.

圖目錄…VI
表目錄…VII
第一章 緒論…1
第一節 研究背景…1
第二節 研究動機與目的…2
第三節 研究流程…4
第二章 文獻探討…5
第一節 行銷與通路…5
第二節 消費者行為…15
第三節 購滿意願…16
第三章 研究方法…18
第一節 研究架構…18
第二節 研究假設…19
第三節 操作性定義與衡量…22
第四節 資料蒐集方法…33
第四章 實證研究結果…35
第一節 樣本結構與敘述性統計…35
第二節 研究變項之效度與因素分析…38
第三節 信度分析…44
第四節 相關分析…45
第五節 迴歸分析…48
第五章 結論與建議…54
第一節 研究結論與討論…54
第二節 研究貢獻…56
第三節 研究限制及建議…56
參考文獻…58
附錄一 正式問卷(實體通路) …64
附錄二 正式問卷(虛擬通路) …68

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