臺灣博碩士論文加值系統

現今電子商務蓬勃，許多零售商擁有多通路，而消費者在做購買決策前為取得更多產品資訊，會在不同通路間進行轉換，此現象稱之為「研究型購物」。研究型購物可分為兩種：「反展廳現象」與「展廳現象」，線上搜尋線下購買者稱為反展廳，反之則稱為展廳。研究型購物可視為一種決策過程，過去研究大多探討單一研究型購物，少有文獻同時探討反展廳現象與展廳現象。此外，人們內在特質的不同會影響決策過程，最優化傾向者(極大化者)與低優化者(滿意者)會做出不同的決策結果。因此，本研究目的結合消費者內在因子(最優化者傾向)與消費環境外部因子(研究型購物之影響因素)，同時探討消費者反展廳現象與展廳現象之意圖。本研究透過推-拉-阻架構，歸納出六個促進研究型購物的影響因素，透過六個2x2的實驗，探討研究型購物與最優化傾向的交互作用。
　　本研究前三個實驗探討反展廳情境。實驗一發現，不論零售商回應性高與低，最優化者有較高反展廳意圖；相反地，滿意者只有在零售商回應性低的時候，才會有較高的反展廳意圖。實驗二發現，當最優化者與滿意者擁有高程度觸碰動機，兩者都會有較高的反展廳意圖。實驗三發現，最優化者的反展廳意圖不會受到轉換障礙影響，滿意者皆擁有高反展廳意圖；然而，滿意者只有在轉換障礙低的時候，才擁有較高的反展廳意圖。此外，本研究也使用三個實驗探討展廳情境。實驗四發現，最優化者仍擁有高度的展廳意圖，當滿意者知道網路商店能提供更多產品，而滿意者傾向留在實體店面。實驗五發現，當網路商店可以提供更優惠的價格優惠時（儘管價格優惠差異甚小），最優化者比滿意者擁有更高的展廳意圖。實驗六發現，當沉沒成本低時，最優化者比滿意者有更高的展廳意圖。本研究透過最優化傾向探討兩種型態的研究型購物，結果顯示兩者研究型購物具有不同的特性。本研究對於研究型購物具有學術貢獻，同時對於擁有多通路之零售商提出實務意涵。

Consumers can easily perform a channel-switching behavior during the purchasing process because of the propensity of e-commerce. This channel-switching behavior is “Research shopping” which includes two types: webrooming and showrooming. Most studies examined only one type of research shopping and thus this research intends to fill this academic gap by taking both two types into account. Furthermore, this research considers that there is a difference between individuals with high (maximizers) and low (satisficers) maximizing tendency during the purchasing decision-making process. The push-pull-mooring framework is employed to identify six external factors of research shopping and six studies are conducted to investigate the interactive effects between external factors (the antecedents of research shopping) and consumers’ internal factor (maximizing tendency) on consumers’ channel-switching behavior.
For the research shopping of webrooming, three 2 x 2 experimental designs are conducted to examine the interaction effect of external factors of webrooming and maximizing tendency on webrooming intention. Study 1 demonstrates that satisficers have a high webrooming intention only when the responsiveness of the online store is low. However, maximizers’ webrooming intention is not affected by the responsiveness of the online store. Study 2 demonstrates both of maximizers and satisficers have a high webrooming intention when they have a high level of motivation to touch. Study 3 demonstrates satisficers have a higher webrooming intention only when the switching barrier of webrooming is low, whereas maximizers’ webrooming intention is not affected by the switching barrier of webrooming.
For the research shopping of showrooming, the other three 2 x 2 experimental designs are conducted to investigate the interaction effect between external factors of showrooming and maximizing tendency on showrooming intention. Study 4 demonstrated maximizers have a higher showrooming intention (than satisficers) when the offline store provides less assortment, even though maximizers have already found the product they want. In contrast, satisficers tend to stay at the offline store. Study 5 demonstrates maximizers have a higher showrooming intention (than satisficers) when the online store could provide a better price discount (even though there is a little difference of price discount between online and offline store), whereas satisficers tend to stay in the offline store. Study 6 demonstrates maximizers have a higher webrooming intention (than satisficers) when the sunk cost of showrooming is low, whereas satisficers’ showrooming intention is not affected by the sunk cost of showrooming.
The findings showed that consumers have different channel-switching behaviors in the two types of research shopping with different level of maximizing tendency. This research contributes to the field of research shopping by exploring the interactive relationship between research shopping and maximizing tendency, and also provides managerial insights for the retailers with online and offline channels.

中文摘要 I
ABSTRACT II
目錄 IV
圖次 VIII
表次 IX
1.Introduction 1
1.1. Research Background 1
1.2. Research Motivation and Purpose 2
2.Literature Review 6
2.1. Research Shopping: Webrooming, Showrooming 6
2.1.1. Webrooming 7
2.1.2. Showrooming 8
2.2. Push-Pull-Mooring Framework 11
2.3. Maximizing Tendency 12
3.Hypotheses Development 14
3.1. Interaction Effects of PPM and Maximizing Tendency on Webrooming
Intention 16
3.1.1. Push Factor – Responsiveness of Online Stores 16
3.1.2. Pull Factor –Motivation to Touch 17
3.1.3. Mooring Factor– Switching Barrier 18
3.2. Interaction Effects of PPM and Maximizing Tendency on Showrooming
Intention 19
3.2.1. Push Factor –Assortment Size 19
3.2.2. Pull Factor – Price Discount 20
3.2.3. Mooring Factor – Sunk Cost of Showrooming 22
4.Methodology 24
5.Study 1: Push Factor and Webrooming Intention 25
5.1. Pilot test 25
5.2. Design & Procedure 25
5.3. Measurement 27
5.3.1. Manipulation Checks 27
5.3.2. Webrooming Intention 28
5.3.3. Control Variables 28
5.3.4. Realism of Experiment 28
5.4. Results 28
5.4.1. Manipulation Checks and Realism of Experiment 28
5.4.2. Main and Interaction Effect 29
5.5. Discussion of Study 1 30
6.Study 2: Pull Factor and Webrooming Intention 31
6.1. Design & Procedure 31
6.2. Measurement 31
6.3. Results 31
6.3.1. Manipulation Checks and Realism of Experiment 31
6.3.2. Main and Interaction Effect 32
6.4. Discussion of Study 2 33
7.Study 3: Mooring Factor and Webrooming Intention 35
7.1. Design & Procedure 35
7.2. Measurement 35
7.3. Results 35
7.3.1. Manipulation Checks and Realism of Experiment 35
7.3.2. Main and Interaction Effect 36
7.4. Discussion of Study 3 37
8.Study 4: Push Factor and Showrooming Intention 39
8.1. Design & Procedure 39
8.2. Measurement 41
8.2.1. Manipulation checks 41
8.2.2. Showrooming Intention 41
8.2.3. Control Variables 42
8.2.4. Realism of Experiment 42
8.3. Results 42
8.3.1. Manipulation Checks and Realism of Experiment 42
8.3.2. Main and Interaction Effect 43
8.4. Discussion of Study 4 44
9.Study 5: Pull Factor and Showrooming Intention 46
9.1. Design & Procedure 46
9.2. Measurement 47
9.3. Results 47
9.3.1. Manipulation Checks and Realism of Experiment 47
9.3.2. Main and Interaction Effect 47
9.4. Discussion of Study 5 49
10.Study 6: Mooring Factor Showrooming Intention 50
10.1. Design & Procedure 50
10.2. Measurement 51
10.3. Results 51
10.3.1. Manipulation Checks and Realism of Experiment 51
10.3.2. Main and Interaction Effect 51
10.4. Discussion of Study 6 53
11.General Discussion 55
12.Implication, Limitation and Future Research 58
12.1. Theoretical Implication 58
12.2. Practical Implication 60
12.3. Limitation and Future Research 61
12.4. Conclusions 61
13.References 63
Appendix A. Factor Stimuli of Study 1 74
Appendix B. Factor Stimuli of Study 2 76
Appendix C. Factor Stimuli of Study 3 78
著作權聲明 80

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