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系統識別號 U0026-0507201716575400
論文名稱(中文) 探討通路整合後的便利性與信任對消費者搜尋意圖與購買意願的影響-以小米為例
論文名稱(英文) The Impacts of Convenience and Trust on Consumer’s Search Intention and Purchase Intention after Channel Integration - Using Xiaomi as an example
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 105
學期 2
出版年 106
研究生(中文) 古雅萍
研究生(英文) Ya-Ping Ku
電子信箱 ping182050@gmail.com
學號 R96041015
學位類別 碩士
語文別 中文
論文頁數 72頁
口試委員 口試委員-李奇勳
口試委員-黃吉村
口試委員-陳勁甫
指導教授-蔡東峻
中文關鍵字 通路整合  電子商務  實體店面  搜尋意圖  購買意願 
英文關鍵字 Channel Integration  E-commerce  Physical shop  Search Intention  Purchase Intention 
學科別分類
中文摘要 在資通訊產業蓬勃發展的二十一世紀,科技快速發展,提升人類生活的便利性與生活品質,隨著智慧型手機問世及網際網路的普及,愈來愈多消費者傾向網路購物,因此有許多電商零售商因此崛起,隨後體驗經濟的的發展也讓電子商務零售商開始重視實體店面的重要性,因而開始開設實體店面,做通路整合。因此零售商線下跟線上通路的界線逐漸消弭,消費者的行為也變得愈來愈複雜,廠商要如何在線上通路與線下通路之間取得平衡,並如何針對各自的目標客群達到有效的溝通與行銷也就變成了重要的一環。
本研究採用網路問卷與紙本問卷收集了189份曾經拜訪過小米網路商店與實體店面之有效問卷,並使用SPSS與LISREL探討通路整合之零售商的網路商店便利性與信任、整體便利性與信任,對消費者在網路商店與實體店面之搜尋意圖的影響,並進一步討論在不同通路之搜尋意圖是否影響到消費者之購買意願。
本研究結果如下所示:
1. 網路商店便利性對網路商店搜尋意圖影響最大
2. 實體店面搜尋意圖受到整體便利性與整體信任之影響最大
3. 網路商店購買意願只會受到網路商店搜尋意圖影響,而實體店面購買意願也只會受到實體店面搜尋意圖影響
英文摘要 During the 21st century, the information and communications technology industry has grown rapidly, making people’s lives easier and changing their lifestyles. As smartphone technology and the Internet have developed, E-commerce has become more popular, and more and more consumers tend to engage in Internet shopping. Later people focus on experience make E-commerce retailer want to integrate channel and open the physical store. This will make the gap between online and offline commerce disappear gradually, and consumer behavior will become more complicated. How the retailer achieves balance between online and offline channels becomes important.
This study uses structural equation modeling (SEM) analysis as the main research method. We sent out online questionnaires and paper questionnaires to understand the consumers’ thinking. We used SPSS and LISREL to examine the impact from convenience of the online shop, trust toward the online shop, and overall convenience and overall trust to search intention toward the online shop and search intention toward the physical shop. We also examined the impact from search intention toward the online shop and search intention toward the physical shop to purchase intention toward the online shop and purchase intention toward the physical shop.
From the result, we obtained the following findings:
1. Regarding search intention toward the online shop, the online shop’s convenience has the most significant impact.
2. Regarding search intention toward the physical shop, the overall convenience and overall trust have the most significant impact.
3. No matter whether the purchase intention is toward the online shop or the physical shop, it has the most significant impact in the same channel.
Keywords:Channel Integration, E-commerce, Physical shop, Search Intention, Purchase Intention
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究流程 7
第二章 文獻回顧 8
第一節 通路整合 (Channel Integration) 8
第二節 便利性 (Convenience) 13
第三節 信任 (Trust) 15
第四節 消費者反應 (Consumer Reaction) 17
第三章 研究方法 22
第一節 研究架構與假設 22
第二節 研究範圍與對象 24
第三節 研究變數之衡量 25
第四節 資料分析方法 29
第五節 問卷前測 31
第四章 結果分析與討論 34
第一節 填答者基本資料 34
第二節 受訪者對小米的經驗與了解程度 37
第三節 統計資料結果分析 40
第四節 研究變數之敘述性統計 48
第五節 結構方程模型結果分析 50
第五章 結論與建議 57
第一節 研究結論 57
第二節 實務建議 59
第三節 研究限制及未來研究建議 62
參考文獻 64
附錄 正式問卷 69
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