- 學位論文
應用PPM理論探討消費者從O2O到OMO的轉換意圖
Applying PPM Theory to Explore Consumers' Switching Intention from O2O to OMO
摘要
全球 COVID-19 疫情的爆發改變了人們的生活方式和消費習慣，給傳統實體店鋪帶來了極大的挑戰，但同時也加速了電子商務的發展，推動了 OMO(Online Merge Offline, OMO)成為全球零售業的主流趨勢。隨著台灣電商市場的快速成長，OMO 模式的普及程度不斷提高，但學界對於消費者從 O2O(Online To Offline, O2O)到 OMO 轉換意圖的研究仍然相對有限。在這樣的背景下，本研究旨在探討消費者從 O2O轉向 OMO 的意圖及其影響因素。過去的 O2O 研究多依賴交易成本理論、客戶關係管理理論、技術接受模型等，而 OMO 研究則主要基於全渠道行銷理論、整合行銷溝通理論、體驗經濟理論等。因此，本研究採用推力-拉力-維繫力理論(Push-Pull-Mooring, PPM)來探討推力、拉力和維繫力對消費者從 O2O 轉向 OMO 的轉換意圖影響。並將便利性、平台服務品質視為推力因素；信任、替代品吸引力視為拉力因素；慣性視為維繫力因素。 本研究以描述性統計分析、各變數相關分析以及結構模式分析中徑路係數與 t 統計量，運用SPSS與Smart PLS統計軟體作為主要分析工具，針對收集的408份有效樣本進行實證分析。研究結果顯示，當消費者考慮由O2O轉換至OMO模式時，便利性和平台服務品質並未對其產生正向影響。然而，替代品吸引力和信任卻對轉換意圖產生了顯著的正向影響。相反地，慣性行為則對轉換意圖產生了影響，這表明消費者可能因為習慣而不願意改變原有的消費模式。因此，本研究建議企業在制定轉換策略時需充分考慮這些因素，並有針對性地設計促進措施，以提高消費者對於OMO模式的接受度和轉換意圖。
並列摘要
The outbreak of the global COVID-19 pandemic has changed people’s lifestyles and consumption habits, posing great challenges to traditional physical stores. However, it has also accelerated the development of e-commerce and made the Online Merges with Offline (OMO) model a major trend in the global retail industry. With the rapid growth of Taiwan’s e-commerce market, the OMO model has become increasingly popular, but academic research on consumers’ intention to switch from Online-to-Offline (O2O) to OMO is still relatively limited. In this context, this study aims to explore consumers’ intention to switch from O2O to OMO and its influencing factors. In the past, O2O research mostly relied on the transaction cost theory, customer relationship management theory, and technology acceptance model, while OMO research was based mainly on the omni-channel marketing theory, integrated marketing communication theory, and experience economy theory. Therefore, this study employs the Push-Pull-Mooring (PPM) theory to investigate the effects of push, pull, and mooring on consumers’ intention to switch from O2O to OMO. Convenience and platform service quality are regarded as push factors; trust and alternative attractiveness are considered pull factors; and inertial behavior acts as a mooring factor. This study involves descriptive statistical analysis, correlation analysis for each variable, and structural model analysis (path coefficients and t-statistics). SPSS and Smart PLS statistical software are mainly used to empirically analyze 408 valid samples. Research results show that when consumers consider switching from O2O to OMO, convenience and platform service quality do not have a positive effect on their switching intention. However, alternative attractiveness and trust have a significant positive effect on switching intention. Contrarily, inertial behavior has a negative effect on switching intention, indicating that consumers may be unwilling to change their original consumption patterns due to their habits. Therefore, this study recommends that companies fully consider these factors when formulating O2O-to-OMO switching strategies and design targeted promotion measures to improve consumers’ acceptance and switching intention for the OMO model.