消費者對直銷與實體通路組合購買意願之研究

A study of consumer purchase intention to the combination of direct marketing and physical channel

吳名倩(Ming-Chien Wu)

指導教授 ： 趙義隆

國立臺灣大學/管理學院/國際企業學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.10104

摘要

隨著國人經濟能力的提升，及女性就業人口的增加，化妝保養品市場趨於重要性。而化妝保養品市場的通路多元，在競爭激烈的市場中，直銷公司如安麗、雅芳等逐漸地改變其經營模式，不僅擁有無店舖的銷售管道，也逐漸地增加實體店面的經營如雅芳在屈臣氐上架而安麗成立體驗中心等，以期望能運用實體店面來增加市場占有率及提升品牌知名度。由於直銷通路與傳統透過零售店面的通路的特質不同，消費者必須透過直銷商才能購買到產品，所以一般大眾對於直銷產品的熟悉度不高，所以第一部份本論文將針對直銷公司在進入實體店面銷售時的消費者認知構面如認知價格、認知品質、認知風險；不同的消費者對於產品涉入程度不同，對於產品配套的意願也不同，故第二部份將探討產品特性如產品配套及產品涉入程度對於消費者購買的意願影響程度；及最後來探討何種實體通路如直銷公司成立的實體店面或是藥妝店等對於直銷公司在進入實體通路販賣時為最適的搭配，使實體通路與直銷通路的特質都能充分發揮，以期望提升消費者的購買意願。

關鍵字

直銷 ； 實體店面 ； 購買意願

並列摘要

As the increasing of our GDP and of female workforce, cosmetic market is getting more important. Accompany with the fierce competition which company should face, Amway and AVON, the giant of non-store cosmetic companies, change their business strategy from direct marketing to matching physical channel with non-store channel in order to encourage their market share and their brand awareness. Compare to other cosmetic company, Amway and AVON face the challenge of well-matching the different characteristics of channels. From business point of view,this paper could not only provide the knowledge of the perception in consumer’s mind including price,quality and risks but also the product mix and the consumer involvement;furthermore, this paper also provide the discussion of the fitness of combining two channels to increase the share of wallet.

並列關鍵字

direct marketing ； physical channel ； purchase intention

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