隨著網路行銷逐漸成為主流，到底擁有實體通路的店家是否要跟著網路風潮開設虛擬的通路？還是固守實體通路就好，成為實體店家要思考的議題。
本研究主要以虛實通路兼備的企業主為訪談對象，目的在了解目前網路開店與網路行銷的風潮之下，對於企業選擇通路型態，能否達成企業轉型的目的。希望透過本研究的探索，提供企業在選擇虛實通路的考量予以有參考價值的建議，故本研究針對三個主要構面來進行研究，分別是企業轉型、通路特性的考量以及消費者行為。
本研究訪談四個個案公司後發現：企業轉型的衝突與調和，需要內外部協調一致；透過價格的同步或不全面同步，達到虛實整合；實體通路的優勢：體驗行銷與服務；虛擬通路的優勢：搜尋成本與固定成本低、速度與創新；消費行為的更迭，通路特性必須因應；系統開發委外，容易產生危機，失去主導權。本研究在實務上提出二點建議：善用虛實通路的優勢，做到虛實整合；內建系統開發能力有其必要性。

It is an important issue to bulid virtual channel or keep physical channel when internet marketing becoming mainstream for physical store.
The main subject of interview in this study is the enterprise with virtual channel and physical channel. Our purpose is to undersatand how these enterprises chose channel type for enterprise transformation in the case of internet shopping and internet marketing. This study hopes to provide valuable advice for enterprises to select virtual channel or physical channel. Therefore, this study uses three main facets, namely, enterprise transformation, channel characteristics and consumer behavior.
Through four case study we find that transformation and reconcile conflicts need internal and external coherence; through price synchronization or part price synchronization arrive integration of price; the advantage of physical channel: experiential marketing and services; the advantage of virtual channel: searching costs and low fixed costs, speed and innovation; channel characteristic must respond to variation of consumer behavior; the outsourcing of systems development is prone to crisis and losing dominance.
This study provides two practical suggestions: use the advantages of vitual and physical channel and the integration of both channels; it is necessary to built system development capabilities by itself.

論文審定書 i
誌　謝 ii
摘　要 iii
Abstract iv
目　錄 v
圖 次 vi
表 次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究流程 2
第二章 文獻探討 3
第一節 企業轉型 3
第二節 通路特性 3
第三節 消費者行為 7
第三章 研究設計 9
第一節 研究架構 9
第二節 研究範圍 9
第三節 研究方法：深度訪談(in-depth interviewing) 11
第四章　研究結果與分析 14
第一節　個案簡介 14
第二節　G公司訪談結果與分析 19
第三節　T公司訪談結果與分析 28
第四節　Y公司訪談結果與分析 35
第五節　S公司訪談結果與分析 44
第六節　小結 48
第五章　結論與建議 55
第一節　結論 55
第二節　建議 57
參考文獻 58

一、中文
方世榮譯（2003）《行銷管理學》，第五版，台北市，東華書局。
王玉玲(2008) 價格折扣與通路型態對購買意願之影響--心情與產品知識為干擾變數，台北：大同大學事業經營學系所碩士論文。
呂錦婷 (2004) 涉入、知覺風險與降低風險策略關聯性之研究－以台北市行動電話消費者為例，台北：實踐大學企業管理研究所碩士論文。
吳致瑋（2012）網站服務品質、知覺價值、網站信任、顧客滿意度與顧客忠誠度之研究－以購物網站為例，台中：國立台中科技大學流通管理系碩士論文。
林宜靜(2005) 產品類型與實虛通路型態對顧客價值、顧客滿意度與顧客忠誠度之影響，屏東:國立屏東商業技術學院 行銷與流通管理系碩士論文。
二、英文
A.G. Sawyer and R.P. Dickson (1990), The price knowledge and search of supermarket shoppers. Journal of Marketing 54: 42-53.
Alba, Joseph, John Lynch, Barton Weitz, Chris Janiszewskim, Richard Lutz, Alan Sawyer & Stacy Wood (1997), “Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces,” Journal of Marketing, 61(3), 38-53.
Arjun, C. and Morris, B. H. (2001), The chain of effects from brand trust and brand affect tobrand performance: The role of brand loyalty, Journal of Marketing, 65, pp. 81-93.
Bibeault, D. B. (1982), Corporate Turnaround-How Mangers Turn Losers Into Winners, McGraw-Hill, New York.
Booner, P. G., & Nelson R. (1985), Product Attributes and Perceived Quality: Foods in Perceived Quality: How Consumers View Stores and Merchandise. In Jacoby J. & Olson J. C. (Eds.), Perceived Quality. Lexington, MA: Lexington Books.
Bowersox, D. C. & M. B. Copper (1992), Strategic Marketing Channel Management,2nd, N. Y.: McGraw-Hill.
Demby, E. (1973), “Psychographics and Form Where It Comes,” Lifestyle and Psychographics, W. D. Wells, Chicago: AMA, 22.
Eisenhardt, K. M. (1989), Building theories from case study research. Academy of Management Review. 14(4): 532-550.
Garretson, J. A., & Clow, K. E. (1999), The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry. Journal of Service Marketing, 13(1), 59-72.
Jacoby, J., & Kaplan, L. (1972), The components of perceived risk. In Venkatesan, M. (Eds.), 3th Annual Conference of the Association for Consumer Research (pp. 382-393). Chicago, IL: Association for Consumer Research.
Kotler P. & K. L. Keller (2006), Marketing Management, 12th ed., NJ: Prentice Hall.
Kotler, P. (1996), Marketing Management: Analysis, Planning, Implementation and Control, 9th ed., NJ: Prentice Hall.
Kotler, P. (1988), Marketing management: Analysis, planning and control (6th ed.).Englewood Cliffs, NJ: Prentice-Hall.
Kotler, Philip (2003), “A Framework for Marketing Management,” Prentice-Hall, N. J., 6th ed.
M.U. Kalwani and C.K. Yim (1992), Consumer price and promotion expectations: An experimental study. Journal of Marketing Research 27: 251-262.
Parasuraman, A. (1997), “Reflections on gaining competitive advantage through customer value,” Journal of the Academy of Marketing Science, 25(2), 154-161.
Peng, S. C. & P. Dennis (2003), “Succeeding in the Dotcom Economy: Challenges for Brick & Mortar Companies,” International Journal of Management, 20(1), 11-16.
Stone, R. N., & Gronhaug, K. (1993), Perceived risk: Further considerations for the marketing discipline. European Journal of Marketing, 27(3), 39-50.
Walters, C. G., and G. W. Paul (1970), “Consumer Behaviors: An Integrated Framework,” Homewood: R. D. Irwin, 3rd ed.
Zaltman, G. and M. Wallendarf (1983), “Consumer Behavior Basic Findings and Management Implications,” New York: John-Wiley and Sons, 622-624.
Zeithaml, V.A. (1988), Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing 52: 2-22.