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系統識別號 U0026-0812200911562681
論文名稱(中文) 影響消費者購物通路選擇關鍵因素之研究
論文名稱(英文) The factors that infected consumer’s shopping channel selection
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 94
學期 2
出版年 95
研究生(中文) 郭俊宏
研究生(英文) Chun-Hung Kuo
學號 r4793101
學位類別 碩士
語文別 中文
論文頁數 84頁
口試委員 口試委員-張紹基
口試委員-吳學良
指導教授-陳忠仁
中文關鍵字 通路特性  通路偏好  通路忠誠度  通路滿意度  產品特性  消費者特性 
英文關鍵字 Channel satisfaction  Channel loyalty  Channel preference  Channel characteristics  Product characteristics  Consumercharacteristics 
學科別分類
中文摘要 虛擬通路的普及,逐漸改變了消費者購物行為及銷售業者營運模式,這樣的情形顯示了虛擬通路購物逐漸蓬勃的發展趨勢,突顯出虛擬通路的重要性及未來性。通路特性會直接影響消費者購物選擇,使消費者產生不同之購物行為,可知通路不只扮演提供產品及資訊的角色,當中更負責服務的重責大任。而產品特性與消費者特性通常也是影響消費者決定購買的重要因素之一,因為在消費者購買行為中,消費者首先會先確認自己的需求,了解本身需求後就會牽涉到產品特性的課題,產品本身若是給消費者很好的感受,進而會影響消費者的認知,而進行購買動作。對於通路與消費者購物通路選擇卻是相關文獻中較少探討之課題,本研究以此為研究動機,試圖由過去學者所提出的理論整理出影響消費者購物通路決策之因素,配合實證的方式來驗證本研究假設,並提出本研究目的爲探討通路特性及與產品特性及消費者特性是否會對通路特性與消費者購物通路選擇之關係有所影響。為了瞭解消費者在通路選擇及滿意度所受外在及本身影響,在母體的選擇採用較常上網的學生,以成功大學管理學院學生為主要普查對象,本研究以便利抽樣方法選定願意協助本研究具有上網經驗之同學進行調查,希望能藉由分析受訪者主觀意見,以瞭解消費者的購物通路選擇之決策。共計發放379份問卷,回收問卷334份,有效問卷332份,整體的有效回收率為87.6﹪。
研究結果發現通路特性會對消費者購物通路選擇傾向有所影響,尤其在通路特性的交運成本與娛樂/安心利益對消費者購物通路選擇傾向產生顯著影響;產品特性的價格與技術變化,與通路特性的娛樂/安心利益對消費者購物通路選擇傾向產生顯著調和影響;消費者特性的創新,與通路特性的娛樂/安心利益對消費者購物通路選擇傾向產生調和影響;而消費者特性的便利重要性,與通路特性的交運成本對消費者購物通路選擇傾向產生顯著調和影響;通路特性、產品特性及消費者特性均會對消費者通路滿意度有所影響,尤其通路特性中的產品選擇及資訊與娛樂/安心利益、產品特性的技術變化及消費者特性中的衝動、便利重要性與價格知覺分別對通路滿意度具有顯著影響;消費者購物通路選擇分別與通路特性中的產品選擇及資訊與交運成本、產品特性中的功能及消費者特性中的創新、衝動與便利重要性三項分別對消費者通路滿意度產生顯著調和影響;消費者通路滿意度分別對通路偏好與通路忠誠度產生顯著影響。鑑於上述結果,通路業者首先若是可以在交運成本方面有好的表現,很容易便可以給予消費者一個好印象,配合上滿足消費者對娛樂/安心的需求會使消費者會認為此購物通路是一個內外兼備的優良購物通路;經營通路業者也必須瞭解到通路特性與產品特性及消費者特性的調和關係,如此在佈建購物通路時,才可以規劃出一個符合目標消費群特性的高品質購物通路,進而讓消費者願意繼續在此通路消費。
英文摘要 The diffusion of the Virtual channel shopping has changed the consumer’s buying behavior. Recently, the Virtual channel for people is much more important than before. The channel characteristics affected people to choice goods. Channel characteristics is one key factor that may influences the Virtual channel shopping. Product characteristics is another factor that may influences the Virtual channel shopping. Consumers will have good perceived attitudes on products, if products make them feel nice. Although the increasing importance of the Virtual channel shopping, little has been done in the literature in examining the relationships among the internal and external determinants, the channel characteristics, and consumer’s shopping channel selection. Therefore, this study attempts to fill the gap in the literature by providing an integrative research framework through extensive literature review to identify the key determinants and to examine the relationships among these determinants. Based on the extension of literature review, hypotheses were proposed and then examined through an empirical study.
A convenient sampling method was used to select respondents. 379 questionnaires were asked. 334 responses were received. 332 valid and complete questionnaires were used for the quantitative analysis. It represents a useable response rate of 87.6%.
The major finding of this study includes: First, the results of the regression suggest that the channel characteristics have direct impacts on the consumer’s shopping channel selection. Secondly, the result of the channel characteristics with product characteristics and consumer characteristics has interaction effects on consumer’s shopping channel selection. Thirdly, the results of the regression suggest that the channel characteristics、product characteristics and consumer characteristics have direct impacts on the satisfaction of consumer’s shopping channel. Fourth, the results of consumer’s shopping channel selection with channel characteristics、product characteristics and consumer characteristics has interaction effects on the satisfaction of consumer’s shopping channel. Finally, the results of the consumer’s shopping satisfaction have effects on the channel preference and the channel loyalty.
論文目次 第一章 緒論................................................. 1-1
第一節 研究背景與動機....................................... 1-1
第二節 研究目的............................................. 1-2
第三節 研究流程............................................. 1-4
第四節 論文架構............................................. 1-5

第二章 文獻探討............................................. 2-1
第一節 消費者通路選擇相關研究............................... 2-1
第二節 研究假設............................................. 2-12

第三章 研究設計與研究方法................................... 3-1
第一節 研究架構............................................. 3-2
第二節 研究假設............................................. 3-4
第三節 變數衡量構面與問項................................... 3-6
第四節 資料蒐集............................................. 3-9
第五節 問卷回收及樣本結構................................... 3-10
第六節 資料分析方法......................................... 3-11

第四章 研究結果分析與討論................................... 4-1
第一節 因素分析及信度檢定................................... 4-1
第二節 各變數與購買通路選擇之羅吉斯迴歸分析................. 4-7
第三節 各變數與通路滿意度之迴歸分析......................... 4-12

第五章 結論與建議........................................... 5-1
第一節 研究結果............................................. 5-1
第二節 研究貢獻............................................. 5-5
第三節 建議................................................. 5-7
第四節 研究限制............................................. 5-8
第五節 結論................................................ 5-9

參考文獻.................................................... I
附錄--問卷.................................................. II
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