臺灣博碩士論文加值系統

由於網路的蓬勃發展，對實體零售商而言要如何增強消費者前往實體商店的動機以及吸引其在商店內購買商品，是增加實體零售商營收的重要議題，因此本論文以交易成本理論為基礎，針對消費者消費模式中的反展示廳行為進行探討。由於商品的屬性會影響消費者對於商品的資訊需求，因此本論文進一步透過比較不同的商品體驗性來了解是否會影響消費者的反展示廳行為意圖。本研究採用網路問卷調查，共回收256份問卷。分析結果顯示商品體驗性與商品涉入性會正向影響感官動機；感官動機與服務品質會正向影響消費者的反展示廳行為意圖，若消費者對商品產生感官動機就會使其前往實體商店，並且當實體商店提供的服務品質越好，消費者留在商店中進行購物的意願就會增強。另外，經分群比較後，本研究證實在不同的商品體驗性中會對反展示廳行為意圖產生影響的因素不盡相同。在購買低體驗性的商品時消費者較看重實體商店提供的服務品質。相反而言，在購買高體驗性商品時消費者受到感官動機與不確定性的影響更多。本研究透過上述研究結果提出如何吸引或是留住消費者在實體商店中進行購物的建議，並幫助實體零售商更加了解消費者為何做出反展示廳行為。

Due to the development of the Internet, how to enhance the motivation for consumer to go to brick-and-mortar stores and attract them to purchase products in store is an important issue to increase the revenue of physical stores. Therefore, based on the transaction cost theory, this study proposed and investigated a consumer’s Webrooming behavioral model, In this study, 256 samples were collected by using online questionnaire. The results show that, product’s need for touch, product involvement will positively affect motivation to sense. Motivation to sense, server quality will positively affect intention to Webrooming. Furthermore, this study divided the samples into two groups based on subjects’ product’s need for touch and made comparisons between groups. The results showed that with the low need for touch products, consumers care more on brick-and-mortar stores’ service quality. On the contrary, when buying high need for touch products, consumers’ intention to webroom is affected by motivation to sense and uncertainty. The results of this study enhances the understanding of consumer webrooming behaviors, which in turn will help online and offline retailers in devising more effective marketing strategies.

誌謝
摘要
Abstract
目錄
表目錄
圖目錄
1. 緒論
1.1 研究背景與動機
1.2 研究目的
1.3 研究流程
1.4 研究架構
2. 文獻探討
2.1 反展示廳現象(Webrooming Phenomenon)相關研究
2.1.1 反展示廳行為定義與現況
2.1.2 消費者的反展示廳行為意圖(intention)
2.2 線上交易特質
2.2.1 不確定之影響
2.2.2 感官動機
2.3 線上商品資訊內容
2.3.1 線上商品資訊
2.3.2 電子口碑
2.4 商品特性
2.4.1 商品體驗性
2.4.2 商品涉入性
2.5 服務品質對消費者之影響
3. 研究方法
3.1 研究架構與假設
3.2 研究變數定義與衡量問項
3.3 問卷設計
3.4 資料蒐集與分析方法
3.4.1 研究對象
3.4.2 資料分析方法與工具
4. 研究結果
4.1 敘述性統計分析
4.2 樣本構面之統計分析
4.3 樣本構面之信效度分析
4.4 總樣本結構模式分析
4.4.1 路徑分析
4.4.2 假設檢定
4.5 商品體驗性分群結構模式分析
4.5.1 路徑分析
4.5.2 高商品體驗性與低商品體驗性樣本之差異分析
5. 結論
5.1 研究結果
5.1.1 線上商品資訊內容對不確定性之關係
5.1.2 不確定性與商品特性對感官動機之關係
5.1.3 不確定性、感官動機與服務品質對反展示廳行為意圖之關係
5.1.4 商品體驗性分群之結果差異
5.2 研究貢獻
5.3 研究限制與未來研究方向
6. 參考文獻
附錄、研究問卷

【中文文獻】
1.呂雅雯，洪瑞雲，侯世環，呂柏輝. (2011). 購物網站的個人化商品資訊服務與社群設計對消費者忠誠度的影響. 資訊社會研究, 19, 71-100.
2.梁定澎. (2012). 資訊管理理論: 前程文化出版總經銷.
【網路文獻】
3.CouponFollow，The Millennial Shopping Report 2019，上網日期：2019年3月19日，檢自: https://couponfollow.com/research/millennial-shopping-report
4.MIC 產業情報研究所，消費者網購資訊來源：網路廣告佔81.3%，上網日期：2014年04月01日，檢自：
https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=354
5.MIC 產業情報研究所，【網購大調查系列二】行動網購普及率達64.9％，上網日期：2018年03月15日，檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=489
6.MIC 產業情報研究所，【網購大調查系列二】行動網購普及率達64.9％，上網日期：2018年03月15日，檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=489
7.PushOn，Webrooming vs Showrooming，上網日期：2018年，檢自：https://www.pushon.co.uk/showrooming-webrooming-report/
8.Shopping.fm，67 Fascinating Facts About Online Vs Offline Commerce，上網日期：2016年，檢自：https://love.shopping.fm/online-vs-offline/
9.Thinking of Google，小資精神崛起，行銷人準備好了沒？，上網日期：2017年2月，檢自：https://www.thinkwithgoogle.com/intl/zh-tw/consumer-insights/consumer/win-the-benefit-driven-consumers-in-tw/
10.數位時代，在哪裡買不重要，72%消費者購物決策同時受虛實通路影響，上網日期：2018年2月9日，檢自：https://www.bnext.com.tw/article/48146/ubs-research-reveal-72-percent-tw-consumer-do-pre-purchase-research-both-online-and-offline
11.Global online consumer report，The truth about online consumers，上網日期；2017年，檢自：https://assets.kpmg/content/dam/kpmg/xx/pdf/2017/01/the-truth-about-online-consumers.pdf
12.Nownews，網路交易盛行 近3年信用卡詐欺額攀升 9成5境外交易，上網日期：2017年02年13日，檢自：https://www.nownews.com/news/20170213/2404070/
 
【英文文獻】
13.Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., and Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. The Journal of Marketing, 38-53.
14.Andrew, J. D., Faubion, C. W., and Palmer, C. D. (2002). The relationship between counselor satisfaction and extrinsic job factors in state rehabilitation agencies. Rehabilitation Counseling Bulletin, 45(4), 223-232.
15.Bailey, A. A. (2005). Consumer awareness and use of product review websites. Journal of Interactive Advertising, 6(1), 68-81.
16.Bansal, H. S., and Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.
17.Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. The Journal of Marketing, 69-82.
18.Chang, T.-Z., and Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
19.Chevalier, J. A., and Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
20.Choi, H.-S., and Yang, S.-B. (2016). An empirical study on influencing factors of switching intention from online shopping to webrooming. Journal of Intelligence Information Systems, 22(1), 19-41.
21.Citrin, A. V., Stem Jr, D. E., Spangenberg, E. R., and Clark, M. J. (2003). Consumer need for tactile input: An internet retailing challenge. Journal of Business Research, 56(11), 915-922.
22.Datta, P. R., Chowdhury, D. N., and Chakraborty, B. R. (2005). Viral marketing: New form of word-of-mouth through Internet. The business review, 3(2), 69-75.
23.Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, 49(10), 1407-1424.
24.Dimoka, A., Hong, Y., and Pavlou, P. A. (2012). On product uncertainty in online markets: Theory and evidence. MIS quarterly, 36.
25.Dodds, W. B., Monroe, K. B., and Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
26.Ennew, C. T., Reed, G. V., and Binks, M. R. (1993). Importance-performance analysis and the measurement of service quality. European Journal of Marketing, 27(2), 59-70.
27.Flavián, C., Gurrea, R., and Orús, C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15(5), 459-476.
28.Grewal, D., Krishnan, R., Baker, J., and Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.
29.Guay, F., Vallerand, R. J., and Blanchard, C. (2000). On the assessment of situational intrinsic and extrinsic motivation: The Situational Motivation Scale (SIMS). Motivation and emotion, 24(3), 175-213.
30.Hennig-Thurau, T., Gwinner, K. P., Walsh, G., and Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing, 18(1), 38-52.
31.Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., and Skiera, B. (2010). The impact of new media on customer relationships. Journal of service research, 13(3), 311-330.
32.Hong, I. B. (2015). Understanding the consumer's online merchant selection process: The roles of product involvement, perceived risk, and trust expectation. International Journal of Information Management, 35(3), 322-336.
33.Huang, G.-H., and Korfiatis, N. (2015). Trying before buying: The moderating role of online reviews in trial attitude formation toward mobile applications. International Journal of Electronic Commerce, 19(4), 77-111.
34.Kollat, D. T., Engel, J. F., and Blackwell, R. D. (1970). Current problems in consumer behavior research. Journal of marketing research, 327-332.
35.McCabe, D. B., and Nowlis, S. M. (2003). The effect of examining actual products or product descriptions on consumer preference. Journal of Consumer Psychology, 13(4), 431-439.
36.Mitchell, V.-W. (1999). Consumer perceived risk: conceptualisations and models. European Journal of Marketing, 33(1/2), 163-195.
37.Mittal, B., and Lee, M.-S. (1989). A causal model of consumer involvement. Journal of economic psychology, 10(3), 363-389.
38.Park, C., Wang, Y., Yao, Y., and Kang, Y. R. (2011). Factors influencing eWOM effects: Using experience, credibility, and susceptibility. International Journal of Social Science Humanity, 1(1), 74.
39.Pauwels, K., Leeflang, P. S., Teerling, M. L., and Huizingh, K. E. (2011). Does online information drive offline revenues?: only for specific products and consumer segments! Journal of Retailing, 87(1), 1-17.
40.Peck, J., and Childers, T. L. (2003a). Individual differences in haptic information processing: The “need for touch” scale. Journal of Consumer Research, 30(3), 430-442.
41.Peck, J., and Childers, T. L. (2003b). To have and to hold: The influence of haptic information on product judgments. Journal of Marketing, 67(2), 35-48.
42.Peterson, R. A., Balasubramanian, S., and Bronnenberg, B. J. (1997). Exploring the implications of the Internet for consumer marketing. Journal of the Academy of Marketing science, 25(4), 329-346.
43.Pillai, K. G., and Hofacker, C. (2007). Calibration of consumer knowledge of the web. International journal of research in marketing, 24(3), 254-267.
44.Pine, B. J., and Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business review, 76, 97-105.
45.Rodríguez-Torrico, P., Cabezudo, R. S. J., and San-Martín, S. (2017). Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior. Computers in Human Behavior, 68, 465-471.
46.Rosen, K. T., and Howard, A. L. (2000). E-retail: Gold rush or fool's gold? California management review, 42(3), 72-100.
47.Senecal, S., and Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159-169.
48.Verhoef, P. C., Neslin, S. A., and Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International journal of research in marketing, 24(2), 129-148.
49.Walsh, G., and Mitchell, V.-W. (2010). The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction. European Journal of Marketing, 44(6), 838-859.
50.Wang, Y. S., Wu, M. C., and Wang, H. Y. (2009). Investigating the determinants and age and gender differences in the acceptance of mobile learning. British journal of educational technology, 40(1), 92-118.
51.White, L., and Yanamandram, V. (2007). A model of customer retention of dissatisfied business services customers. Managing Service Quality: An International Journal, 17(3), 298-316.
52.Williamson, O. E. (1989). Transaction cost economics. Handbook of industrial organization, 1, 135-182.
53.Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.