購物牆的行銷模式是利用廣告看板，放上許多要販售的商品，讓路過的消費者可以用手機掃描QR-code直接下單購買，不需要再花許多時間逛街購物，更可以運用瑣碎的時間。這樣的行銷手法，被認為是電子商務虛實整合的有效方式之一，在實務上有些成功但是也有失敗的案例。例如,順豐物流在中國開設了購物牆的專門商店，但是最終以失敗收場。但在韓國，HomePlus超市在地鐵站擺設的購物牆，卻讓HomePlus的成長超乎預期。近幾年台灣的企業也投入資源來測試購物牆這個模式，但是大多以失敗收場。例如，7-11統一企業曾經引進了購物牆在便利商店的實體店內展示，效果卻不如預期。不過近年PCHome也在台北設置了購物牆這樣的行銷模式，配合旗下Pi子公司的數位錢包，讓PCHome的購物牆購物更方便。
所以本研究以這種新的行銷模式，購物牆為研究目標，探討消費者在不同的情境下，對於在購物牆選擇的商品、對於購物牆的瀏覽意圖、購物牆商品的購買意圖，是否會因為不同的情境或是商品因素有差異性，並且找出在商品與情境交互作用影響下，是高適配性的購物牆環境展示情境，和高適配性之商品。
因此，本研究的目的在由消費者的角度，分析對購物牆模式的成功因素，分別利用網路問卷及現場實驗的兩種實驗方式來蒐集資料。現場實驗是透過和FamilyMart合作。研究結果發現在研究中所設置的公共環境情境、交通環境情境、工作環境情境，對於消費這來說是適合展示購物牆的，而研究也發現在這些情境下，沖泡麵食、鋁箔包裝飲品、可口可樂罐裝飲品、洋芋片這些商品，消費者有興趣的比例也是非常高的。

Shopping walls is an e-commerce model that puts product information on the shopping wall so that consumers can purchase by scanning associated QR-codes. So customers can save their time to shopping. Some success cases have been reported but there are also failed cases. For example, the S.F. Express in China set up many shopping-wall based stores but was not successful. HomePlus supermarkets in Korea, on the other hand, set up shopping walls in subway stations to successfully increase revenues. In Taiwan, many corporations invest resources to try the shopping wall model, but most of them failed. For instance, 7-11 had tried the shopping wall but were not successful. Recent years, PCHome also set up shopping walls and used their digital wallet to make the shopping process more convenient.
The purpose of this study is to examine factors that influence the effect of the shopping wall model, two experiments were designed to collect data; one is a questionnaire survey to collect data in simulated scenarios, while the other uses actual shopping walls to collect real shopping data. Findings from these experiments include: public place, transportation station, and working place are more suitable for shopping walls. We also found that instant noodles, milk tea retort pouch , cola canned drinks , potato chips are more suitable for these environments.

論文審定書 ............................................................... i
致謝詞 .................................................................. ii
中文摘要 ............................................................... iii
Abstract ................................................................ iv
圖目錄 ................................................................. vii
表目錄...........................................................viii
第一章 緒論 .............................................................. 1
第一節 研究背景 ........................................................ 1
第二節 研究動機與研究問題 .............................................. 2
第三節 研究流程 ........................................................ 4
第二章 文獻探討 .......................................................... 5
第一節 影響購物的因素 .................................................. 5
第二節 購物的情境理論 .................................................. 7
第三節 適配性 .......................................................... 9
第四節 情境特徵 ....................................................... 11
第五節 瀏覽動機 ....................................................... 12
第六節 商品因素 ....................................................... 14
第七節 效果衡量 ....................................................... 15
第三章 研究架構與研究方法 ............................................... 18
第一節 研究架構 ....................................................... 18
第二節 推論與假說 ..................................................... 19
第三節 操作性定義 ..................................................... 21
第四節 實驗設計 ....................................................... 23
第五節 前測 ........................................................... 27
第六節 正式實驗(實驗一) .............................................. 42
第七節 正式實驗(實驗二) ............................................... 43
第四章 研究結果與分析-實驗一 ............................................ 44
第一節 樣本結構 ....................................................... 45
第二節 敘述統計分析 ................................................... 47
第五章 研究結果與分析-實驗二 ............................................ 51
第一節 樣本結構 ....................................................... 51
第二節 信度分析 ....................................................... 52
第三節 效度分析 ....................................................... 53
第四節 敘述統計分析 ................................................... 55
第五節 資料分析與討論 ................................................. 59
第六章 結論 ............................................................. 70
第一節 結論 ........................................................... 70
第二節 研究限制與建議 ................................................. 73
第三節 研究貢獻 ....................................................... 74
Reference ............................................................... 75
附錄 實驗問卷 .......................................................... 80

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