全通路整合對消費體驗與購買意願之影響 – 以全聯生鮮雜貨為例

隨著疫情的延燒及網路科技的發展，全通路轉型已成為各大零售業者發展的重點，希望透過更多的通路來接觸到消費者，並讓消費者能夠透過他們更方便的管道來購買商品。此外，許多研究也顯示消費體驗及知覺價值會對購買意願有影響，因此本研究欲探討全通路整合、消費體驗、知覺價值、購買意願間的影響，作為未來零售商轉型的參考及建議。本研究主要研究的對象為全聯的生鮮雜貨零售業，受訪者為去過全聯實體店面以及使用過全聯PX GO APP的消費者為主。總計回收553份有效問卷，並使用SPSS和SMARTPLS進行分析。其研究結果顯示: (1)全通路整合對於消費體驗沒有顯著影響；(2)消費體驗對於購買意願有正向影響；(3)全通路整合對於購買意願有正向影響；(4)消費體驗對於全通路整合及購買意願不具中介效果；(5)消費體驗對於知覺價值沒有顯著影響；(6)知覺價值對於購買意願有正向影響；(7)知覺價值對於消費體驗及購買意願不具中介效果。

關鍵字

全通路；消費體驗；知覺價值；購買意願

並列摘要

With the spread of covid-19 and the development of network technology. The transitions towards omni-channel has become the focus of the development of retailers, hoping to reach consumers through more channels , and enable consumers to purchase goods through their more convenient channels. In addition, many studies have also shown that consumer experience and perceived value have an impact on purchase intention. Therefore, this study intends to explore the influence of omni-channel integration, consumption experience, perceived value, and purchase intention.The results of research will be provided as suggestions for future retailer transformation. The main research object of this research is PX Mart's Fresh Groceries. The respondents are mainly consumers who have been to PX Mart and have used PX GO APP. A total of 553 valid questionnaires were recovered and analyzed using SPSS and SMARTPLS. Research results show: (1)omni-channel has no significant impact on consumption experience (2) consumption experience has a positive impact on purchase intention; (3) omni-channel has a positive impact on purchase intention; (4) consumption experience has no intermediary effect in the relationship between omni-channel and purchase intention; (5) consumption experience has no significant effect on perceived value; (6) perceived value has a positive impact on purchase intention; (7) perceived value has no intermediary effect in the relationship between consumption experience and purchase intention.