摘要
面對網路經濟的蓬勃發展，亦驅使實體商店往虛實整合的發展，虛實整合的經營模式，以O2O的商業模式推展電子商務的程序創新服務，打破實體通路的距離及產品多樣化的限制。O2O聚焦在「將消費者從網路上帶到實體商店」，例如團購網(GROUPON)和YouBike。現今企業紛紛採用電子化忠誠度方案(e-loyalty program)，透過確認消費者區隔，試圖提供不同之忠誠度方案使消費者具有誘因持續交易，希望達到積極吸引新消費者並留住現有消費者之目的。過去許多消費者行為研究已探討消費者認知價值與顧客忠誠度之關聯性。然而，以往相關研究對於認知價值並未有所區分。本研究認為在O2O服務模式，讓消費者可從線上獲得相關促銷訊息，進而刺激消費者至線下享受實體服務，其服務過程中消費者從接收訊息到享受實體服務，其階段過程中所產生之認知價值應有所區分。故此，本研究以物聯網(Internet of Things, IOT)產業為對象，探討虛實整合(Online to Offline,O2O) 服務模式與於消費者忠誠模式之間的互動關係。 本研究藉由文獻探討進行研究模式、假說與問項發展。研究方法採用問卷調查法，以YouBike平台使用者為對象，透過線上問卷方式進行問卷發放與蒐集，共計回收500份有效問卷，並以結構方程模式(structural equation modeling)驗證研究模式各變數間的因果關係。 研究結果發現在O2O科技創新服務模式中，企業或店家所推行之電子化忠誠度方案(e-loyalty program)型態對於消費者線下實際體驗或消費服務之認知價值有顯著的正向影響。此外，當消費者所獲得之價值高於換取價值所付出的金錢及精神之總合時，將會正向影響消費者對於服務之滿意度與信任，進而影響到忠誠度，研究結果對實務與學術理論面皆具有良好的啟示。
並列摘要
As O2O (online to offline) service model has developed prosperously these recent years, the model where consumers are brought from the Internet to physical stores is receiving more attention. Many business organizations want to increase consumer loyalty through e-loyalty programs, but the effectiveness of such method requires further clarification. Previous researches discussed the correlation between consumer perceived value and customer loyalty, but few of them distinguished significantly perceived value, particularly how consumers’ online perceived value affects offline value. In addition, though satisfaction and trust are expected to influence customer loyalty, only few researches have investigated deeply into how e-loyalty program affects customer loyalty. This study proposes an “integrated O2O consumer behavior model” to verify the relation between e-loyalty program, online and offline perceived values, satisfaction, trust and loyalty. This study adopted the questionnaire survey method which, using YouBike platform users as subjects, distributed and collected questionnaires through online survey. A total of 500 valid questionnaires were collected. The structural equation modeling was used for verifying the causal relationship of variables between structural models. The study proves that online and offline perceived values and e-loyalty program have significant impact on trust and satisfaction. On the other hand, trust and satisfaction influences directly loyalty. The results of the study specifically show that, to affect loyalty, online and offline perceived values and e-loyalty program must use trust and satisfaction. Based on these findings, this study recommends the e-loyalty programs provided by business organizations must have close positive correlation with consumers’ perceived value to form the psychological affections of “satisfaction” and “trust” so that consumers will transform their decision of single consumption to continuous purchase decision.