O2O模式對購買意願之影響—以服飾業為例

在當今二十一世紀，行動裝置的普及、互聯網及物聯網的迅速發展，使消費者能夠透過電腦、手機等多方設備，在任何地方隨時上網。網路科技的發展使得信息的交流越來越方便，並且創造了一種新型態的商務模式。自2010年開始，O2O及多通路模式的銷售概念逐漸興起，許多零售商開始意識到，在這個快速變化的時代，單一通路的銷售型態已無法符合現代人的消費習慣，越來越多消費者從實體商店移轉到網路商店。服飾產業在O2O新商業模式中仍處於多通路互相競爭的營運方式，鮮少有成功商業案例且其文獻資料極為零散，僅有少數學者針對虛實整合操作模式做比較完整的研究。服飾業投入虛實整合的經營模式後，對消費者對通路的偏好與習慣是否因此改變？當業者推出不同的行銷優惠時，是否能吸引消費者將其拉回實體或是網路商店，甚至刺激買氣？本研究主要以曾經同時在實體與線上通路購買過服飾品的消費者為主要的研究對象，使用量化的方式進行研究，得到以下結論：一、「實體購物對虛實整合購買意願」呈現正向顯著影響。而「網路購物對虛實整合購買意願」與「虛實整合對虛實整合購買意願」則呈現不顯著影響。二、「網路購物轉實體購物之正面關係對虛實整合購買意願」呈現顯著影響。「網路購物轉實體購物之負面關係對虛實整合購買意願」則呈現不顯著影響。三、「實體購物轉網路購物之正、負面關係對虛實整合購買意願」皆呈現顯著影響。

關鍵字

O2O ；網路購物；實體購物；虛實整合購物；購買意願；服飾業

並列摘要

In 21st century, the rapid development of Iot and mobile devices had made consumers to get access to internet much easier. The technology of internet makes it more convenient to communicate with other people and made up a new concept of business model. Since 2010, the concept of O2O and multi-channel gradually spreading to the retailing market. The O2O model in clothing industry still run in an immature way, few of success case and documentary information can support the theory, so there’s no enough studies showing about the business operation in practice. This research mainly focuses on consumers who have purchased clothing items on both physical and online channels as the main research object. Through the regression analysis of reference data used in this study, the conclusion is as below. 1.“Online shopping to purchase intention” and “both online and offline shopping to purchase intention” has no significantly positive effect, “Offline shopping to purchase intention” has significantly positive effects. 2. “The positive relationship between online shopping and offline shopping to purchase intention” has significantly positive effect, “The negative relationship between online shopping and offline shopping to purchase intention” have no significant effects. 3.“The positive and negative relationship between offline shopping and online shopping to purchase intention” has significantly positive effect.