Responsive image
博碩士論文 etd-0727115-121049 詳細資訊
Title page for etd-0727115-121049
論文名稱
Title
探討O2O實體體驗店對消費者購買意圖之影響
The Effect of Offline Stores on Consumer’s Purchase Intention in O2O Business Models
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
83
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-07-24
繳交日期
Date of Submission
2015-08-27
關鍵字
Keywords
體驗品質、知覺價值、知覺風險、購買意圖、交易成本
Purchase intention, Perceived risk, Perceived value, Experiential quality, Transaction costs
統計
Statistics
本論文已被瀏覽 5960 次,被下載 3448
The thesis/dissertation has been browsed 5960 times, has been downloaded 3448 times.
中文摘要
O2O模式在近幾年被越來越多商家與企業採用,行動裝置與網路的普及更加速了O2O模式的發展,而O2O模式中,線上(Online)與線下(Offline)是並存的關係,少了任何一方都不行,而在過去的研究中,多在探討線上網路商店對於消費者的影響,或是通路間的關係,而鮮少將研究重點放在線下的實體商店,且多在衡量服務的品質,而不是針對消費者情感上的主觀感受。因此,本研究為探討O2O模式中,實體商店的角色以及適合開設實體體驗店的商品,以交易成本與體驗品質來衡量消費者在購買產品時,增開實體體驗店對其購買意圖之影響。本研究利用交易成本及體驗品質兩個構念,透過價值風險的架構,來建構一個探討對購買意願的模式,並以線上實驗法來收集資料加以驗證。

研究結果發現,增開實體商店能夠有效的降低顧客所感知的交易成本,與提供顧客消費體驗,並能影響消費者的知覺價值,提高消費者的購買意願,實體體驗對消費者的購賣意圖更有顯著的直接影響,而增開實體店面確實能夠提供顧客實質的體驗效益,且能與網路商店相輔相成,彌補網路商店無法給予消費者的消費體驗,並降低網路購物時所感受到的交易成本。體驗店所產生的交易成本降低對經驗品的影響大過對於搜尋品的影響。
Abstract
In recent years, Online to Offline (O2O) business models have attracted a lot of attention. In past studies, many scholars have studied the role of online stores or the retailing channels , and not many have focused on the effect of offline physical stores. Furthermore, previous researchers usually use the service quality, rather than consumer's subjective feelings, to measure the performance.

The purpose of this study is to investigate the effect of the physical store using the transaction costs theory and the quality of consumer experience. A research framework based on the value-risk paradigm was developed and evaluated in an online experiment. The results indicate that the physical store can effectively reduce transaction costs perceived by customers, and provide positive customer shopping experience. These two factors can then affect the consumer's perceived risk and perceived value, which will further influence consumers’ willingness to buy. The effect of transaction costs on perceived risks is more significant for the experience product than for the search product.
目次 Table of Contents
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的與問題 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 O2O模式 6
第二節 交易成本理論 11
第三節 體驗品質 15
第四節 知覺價值 18
第五節 知覺風險 19
第六節 購買意圖 20
第三章 研究架構與研究方法 21
第一節 研究架構 21
第二節 推論與研究假說 22
第三節 變數之操作型定義 25
第四節 實驗設計 30
第五節 資料分析方法 31
第六節 前測 32
第七節 正式研究設計 36
第四章 研究結果與分析 38
第一節 樣本資料檢定 38
第二節 信度分析 42
第三節 效度分析 42
第四節 共線性分析 45
第五節 共同方法偏誤檢測 46
第六節 模型適配度分析 47
第七節 研究假說驗證分析 48
第八節 延伸分析 50
第五章 結論與建議 57
第一節 研究發現與結論 57
第二節 研究貢獻 59
第三節 研究限制與未來研究方向之建議 60
參考文獻 61
附錄 問卷內容 68
參考文獻 References
中文部分
李奇勳. (2007). 知覺風險對消費者知覺價值之形成所扮演角色的探討. 管理學報, 24(2), 167-190.
林政逸. (2001). 網路商店經營型態與產業特性對經營績效之影響. 國立中山大學.
姜奇平. (2011). O2O商業模式剖析. 互聯網周刊(19).
洪富凱. (2003). 網站及產品認知品質與消費者特性對網路購物意願及決策影響之研究. 國立成功大學.
張金順. (2003). 以成本與服務品質探討顧客價值對行為意圖的影響—以網路書店為例. (碩士論文), 國立中央大學.
梁定澎. (2002). 資訊管理理論: 前程文化.
陳正男 , 林., 丁學勤 , 詹琇蓉. (2004). 產品涉入、消費者特性與情境對網路購物的影響:風險的觀點.
陳鈺婷. (2007). 實體與虛擬通路顧客購物價值之比較及其對通路選擇之研究. 國立高雄第一科技大學.

英文部分

Ahn, T., Ryu, S., & Han, I. (2004). The Impact of the Online and Offline Features on the User Acceptance of Internet Shopping Malls. Electronic Commerce Research and Applications, 3(4), 405-420.
Ajzen, I., & Fishbein, M. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research: Addison-Wesley.
Alderson, W. (1957). Marketing Behavior and Executive Action: Richard D. Irwin, Inc.
Arrow, K. J. (1969). The Organization of Economic Activity: Issues Pertinent to the Choice of Market versus Non-market Allocation.
Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS Quarterly, 26(3), 243-268.
Bauer, R. (1960). Consumer Behavior as Risk Taking. Chicago: American Marketing Association.
Bearden, W. O., & Netemeyer, R. G. (1999). Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer SAGE publications.
Chandler, & Jr., A. D. C. (1962). Strategy and Structure: Chapters in the History of the Industrial Enterprise: Cambridge: M.I.T. Press.
Chang, H. H., & Chen, S. W. (2008). The Impact of Online Store Environment Cues on Purchase Intention. Online Information Review, 32(6), 818-841.
Chen, C.-F., & Chen, F.-S. (2010). Experience Quality, Perceived Value, Satisfaction and Behavioral Intentions for Heritage Tourists. Tourism Management, 31(1), 29-35.
Chin, W. W. (2000). Frequently Asked Questions – Partial Least Squares & PLS-Graph. from http://disc-nt.cba.uh.edu/chin/plsfaq.htm
Coase, R. H. (1937). The Nature of the Firm. Economica, 4(16), 386-405.
Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and E-commerce :A Study of Consumer Perceptions. Electronic Commerce Research and Applications, 2, 203-215.
Cox, D. F. (1967). Risk Taking and Information Handling in Consumer Behavior. Boston: Division of Research, Graduate School of Business Administration, Harvard University.
Cox, D. F., & Rich, S. U. (1964). Perceived Risk and Consumer Decision-Making: The Case of Telephone Shopping. Journal of Marketing Research, 1(4), 32-39.
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193-218.
Dodds, W. B., & Monroe, K. B. (1985). The Effect of Brand and Price Information on Subjective Product Evaluations. Advances in Consumer Research, 12, 85-90.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
Dowling, R, G., & Staelin, R. (1994). A Model of Perceived Risk and Intended Risk-handling Activity. Journal of Consumer Research, 21, 119-133.
Du, Y., & Tang, Y. (2014). Study on the Development of O2O E-commerce Platform of China from the Perspective of Offline Service Quality. International Journal of Business and Social Science, 5(4).
Fick, G. R., & Ritchie, J. R. B. (1991). Measuring Service Quality in the Travel and Tourism Industry. Journal of Travel Research, 30(2), 2-9.
Flavián, L. C. C., & Guinalíu, M. (2007). The Impact of Participation in Virtual Brand Communities on Consumer Trust and Loyalty:The Case of Free Software. Online Information Review, 31(6), 775 - 792.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
Gilmore, B. J. P. I. J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 97-105.
Grewal, D., Krishnan, R., Baker, J., & 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.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. The Journal of Marketing, 62(2).
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing, 37(11/12), 1762-1800.
Holbrook, M. B. (1985). Why Business Is Bad For Consumer Research: the Three Bears Revisited. Advances in Consumer Research, 12, 145-156.
Holbrook, M. B. (2000). The Millennial Consumer in the Texts of Our Times: Experience and Entertainment. Journal of Macromarketing, 20, 178-192.
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
Hwang, Y., & Kim, D. J. (2007). Customer Self-service Systems: the Effects of Perceived Web Quality with Service Contents on Enjoyment, Anxiety, and E-trust. Decision Support Systems, 43(3), 746-760.
Jacoby, J., & Kaplan, L. B. (1972). The Components of Perceived Risk. Paper presented at the The Third Annual Conference of the Association for Consumer Research, Chicago.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A Trust-based Consumer Decision-making Model in Electronic Commerce: The Role of Trust, Perceived Risk,and Their Antecedents. Decision Support Systems, 44, 544-564.
Kim, J., & Park, J. (2005). A Consumer Shopping Channel Extension Model Attitude Shift Toward the Online Store. Journal of Fashion Marketing and Management, 9, 106-121.
Kotler, & Philip. (2002). Marketing Management(11th): Prentice Hall.
Kotler, P., & Armstrong, G. (2008). Principles of Marketing. (12 ed.): New Jersey: Prentice Hall
Li, J., & Mo, W. J. (2015). The O2O Mode in Electronic Commerce. Paper presented at the International Conference on Education, Management, Commerce and Society.
Liang, T.-P., & Huang, J.-S. (1998). An Empirical Study on Consumer Acceptance of Products in Electronic Markets: A Transaction Cost Model. Decision Support Systems, 24(1), 29-43.
Liang, T.-P., Lin, C.-Y., & Chen, D.-N. (2004). Effects of Electronic Commerce Models and Industrial Characteristics on Firm Performance. Industrial Management & Data Systems, 104(7), 538-545.
Mitchell, V. (1999). Consumer Perceived Risk: Conceptualizations and Models. European Journal of Marketing, 33(1/2), 163-195.
Monroe, K., & Krishnan, R. (1985). The Effect of Price on Subjective Product Evaluations: Lexington: Lexington Books.
Monroe, K. B. (1990). Pricing: Making Profitable Decisions McGraw-Hill/Irwin.
Otto, J. E., & Ritchie, J. R. B. (1996). The Service Experience in Tourism. Tourism Management, 17(3), 165-174.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Perceived Service Qualtiy as a Customer-Based Performance Measure: An Empirical Examination of Organizational Barriers Using an Extended Service Quality Model. Human Resource Management, 30(3), 335-364.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. The Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Peter, J., & Sr, L. T. (1975). A Comparative Analysis of Three Consumer Decisions Strategies. Journal of Consumer Research, 2(1), 29-37.
Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the Implications of the Internet for Consumer Marketing. Journal of the Academy of Marketing Science, 25(4), 329-346.
Pura, M. (2005). Linking Perceived Value and Loyalty in Location-based Mobile Services. Managing Service Quality: An International Journal, 15(6), 509-538.
Richard, V. (1980). How advertising works: A planning model. Journal of Advertising Research, 20(5), 27-33.
Rindfleisch, A., & Heide, J. B. (1997). Transaction Cost Analysis: Past, Present, and Future Applications. Journal of Marketing, 61(4), 30-54.
Roselius, T. (1971). Consumer Rankings of Risk Reduction Methods. Journal of Marketing, 35(1), 56-61.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior: Pearson Prentice Hall.
Schmitt, & H., B. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands.: Simon & Schuster.
Simon, H. A. (1955). A Behavioral Model of Rational Choice. The Quarterly Journal of Economics, 69(1), 99-118.
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The Role of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment. Journal of Retailing, 75(1), 77-105.
Taylor, J. W. (1974). The Role of Risk in Consumer Behavior. The Journal of Marketing, 38(2), 54-60.
Taylor, S. A., & Baker, T. L. (1994). An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of Consumers' Purchase Intentions. Journal of Retailing, 70(2), 163-178.
Teo, T. S. H., & Yu, Y. (2005). Online Buying Behavior: A Transaction Cost Economics Perspective. The International Journal of Management Science, 33(5), 451-465.
Thaler, R. (1985). Mental accounting and consumer choice. Marketing science, 4(3), 199-214.
Weng, X., & Zhang, L. (2015). Analysis of O2O Model’s Development Problems and Trend. Scientific Research Publishing, 7, 51-57.
Williamson, O. E. (1985). The Economic Institutions of Capitalism: Firms,Markets, Relational Contracting. New York: The Free Press.
Williamson, O. E., Wachter, M. L., & Harris, J. E. (1975). Understanding the Employment Relation: The Analysis of Idiosyncratic Exchange. The Bell Journal of Economics, 6(1), 250-278.
Wood, C. M., & Scheer, L. K. (1996). Incorporating Perceived Risk into Models of Consumer Deal Assessment and Purchase Intent. Advances in Consumer Research, 23, 399-404.
Woodruff, R. B. (1997). Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End
Model and Synthesis of Evidence. The Journal of Marketing,, 52(3), 2-22.


網站部分

金融家月刊:http://www.financier.com.tw/
TechCrunch:http://techcrunch.com/
中華民國電子商務年鑑:http://ecommercetaiwan.blogspot.tw/
資策會FIND:http://www.find.org.tw/find/home.aspx
數位時代:http://www.bnext.com.tw/
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code