臺灣博碩士論文加值系統

隨著消費者對服裝的消費概念從傳統的物質消費逐漸轉向體驗消費。消費者追求的不僅僅是優質的產品服務，更是消費過程中的體驗。本研究由設計的角度探討線上資訊服務應用於線下實體店內的限制與機會，採用顧客體驗、滿意度與行為意圖來了解消費者使用上的感受為何，並以消費者決策過程理論來釐清線上資訊服務對消費者各決策階段所產生的影響。透過與女性服飾商家合作來構建體驗原型，並在實體店內進行實驗，以量化問卷、質性訪談和觀察的方式搜集資料，並將分析結果歸納如下:線上資訊服務能為消費者帶來較好的思考體驗，其中情感體驗是影響滿意度的主要因素，而行動體驗則是影響行為意圖的主要因素，而線上資訊服務作為實體店內新的資訊來源管道，讓消費者能更為自主、便捷地獲取資訊，且提供了更為豐富、詳盡的商品資訊和操作上方便易用，確實對消費者決策過程的某些階段有實質幫助，其中不同類型的消費者需要的資訊各異，且對消費決策過程的影響也發生在不同階段。本研究認為在未來應用上，應考量店內的購物環境和使用上的互動方式，並配合易用的操作介面和適量的資訊內容，最後推論此線上資訊服務的價值不僅能讓顧客更高效地去評估商品，也能增加方案並從中找出適合自己的商品，做出更精明的決策。

As consumers' concept of clothing consumption gradually shifts from traditional material consumption to experience consumption. Consumers are not only pursuing products and services with high quality, but also experiences in the consumption process. This study, from the perspective of design, explores the limitations and opportunities that online information services apply to offline stores. It uses customer experience, satisfaction and behavioral intentions to understand how consumers feel when using products and clarifies the impact of online information services on consumers' decision- making stages by consumer decision-making process theory. Cooperating with women's clothing merchants to build experience prototypes, conducting experiments in physical stores, and collecting data by quantitative questionnaires, qualitative interviews and observations, this study summarizes the analysis results as follows: online information services can bring consumers better cognitive experience, in which emotional experience is the main factor affecting satisfaction, and Behaviors and lifestyle experience is the main factor affecting behavioral intention. Online information service as a new source of information in the store, so that consumers can access to information more independently and more conveniently. It provides richer and more detailed product information and ease of use in operation, which indeed helps consumers a lot in some stages of the decision- making process, where different types of consumers need different information, and the impact on the consumer decision-making process also occurs at different stages. This study believes that in the future application, we should consider the shopping environment and the interaction method in the store and cooperate with the easy-to-use user interface and the appropriate amount of information content. Finally, it is concluded that the value of this online information service can not only make customers evaluate the goods more efficiently, but also add new programs and find the right products for oneself to make more informed decisions.

摘要 ii
ABSTRACT iii
致謝 v
目錄 vi
圖目錄 ix
表目錄 x
第壹章 緒論 - 1 -
1.1 研究背景 - 1 -
1.2 研究動機 - 2 -
1.3 研究目的 - 4 -
1.4 研究範圍 - 5 -
1.5 研究流程 - 6 -
第貳章 文獻探討 - 7 -
2.1 虛實整合 - 7 -
2.1.1 虛實整合定義與概述 - 7 -
2.1.2 虛實整合的內容 - 7 -
2.1.3 服飾零售O2O的現狀 - 8 -
2.1.4 小結 - 9 -
2.2 消費者決策過程 - 10 -
2.3 顧客體驗 - 14 -
2.3.1 顧客體驗定義與概述 - 14 -
2.3.2 顧客體驗的衡量方式 - 15 -
2.3.3 小結 - 17 -
2.4 滿意度 - 18 -
2.5 行為意圖 - 19 -
第參章 研究設計 - 21 -
3.1 研究架構 - 21 -
3.2 研究方法 - 22 -
3.3 實驗設計 - 23 -
3.3.1 實驗之原型設計 - 23 -
3.3.2 介面架構與資訊內容 - 27 -
3.3.3 訪談問卷設計 - 33 -
3.4 正式實驗 - 37 -
第肆章 研究結果與討論 - 39 -
4.1 樣本資料分析 - 39 -
4.2 信效度分析 - 40 -
4.2.1 信度分析 - 40 -
4.2.2 效度分析 - 41 -
4.3 敘述性統計分析 - 42 -
4.4 顧客體驗與滿意度之關聯性 - 45 -
4.4.1 顧客體驗與滿意度之相關分析 - 45 -
4.4.2 顧客體驗與滿意度之迴歸分析 - 46 -
4.5 顧客體驗與行為意圖之關聯性 - 47 -
4.5.1 顧客體驗與行為意圖之相關分析 - 47 -
4.5.2 顧客體驗與行為意圖之回歸分析 - 48 -
4.6 後台數據 - 50 -
4.7 訪談結果分析 - 52 -
4.7.1 需求認知 - 52 -
4.7.2 資訊搜索 - 53 -
4.7.3 方案評估 - 58 -
4.7.4 購買決策 - 61 -
4.7.5 評價與建議 - 62 -
第伍章 研究結論與建議 - 68 -
5.1. 研究結論 - 68 -
5.1.1 消費者對於線下實體店內使用線上資訊服務的感受 - 68 -
5.1.2 四種不同的顧客體驗構面對於滿意度與行為意圖的影響 - 69 -
5.1.3 線上資訊服務對消費者決策過程的影響 - 70 -
5.2 研究建議 - 73 -
5.2.1 設計應用建議 - 73 -
5.2.2 後續研究建議 - 76 -
參考文獻 - 77 -
附錄一：線上問卷 - 83 -
附錄二：質性訪談大綱 - 87 -

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