- 學位論文
全通路環境下的衝動購物行為 ─ 以台灣屈臣氏為例
Exploring the Impulse Buying Behaviors in Omni-channel Retailing – A case study of Watsons
摘要
全球的零售巨頭們，如美國亞馬遜（Amazon）、沃爾瑪（Walmart）、中國阿里巴巴（Alibaba），經營策略強調通路的虛實整合，發展全通路零售（Omni-Channel Retailing）致力於提供消費者在多個不同通路中擁有無縫的體驗和品牌服務。零售商透過深度整合線上與線下通路的服務，讓消費者無論在何時何地，都可以獲得一致性的品牌服務、良好的購物經驗，防堵他們離開通路，增加消費者購買的可能性。台灣零售商們也開始發展全通路策略，其中屈臣氏長期積極投資發展全通路環境。因此本研究挑選台灣選擇屈臣氏的消費者為研究對象，使用SOR模型（刺激—個體生理、心理—反應）檢視驅動消費者衝動購物的關鍵因素，並且以全通路環境和展廳現象為調節變項。本研究採問卷調查，總共發出406份問卷，有效問卷 360 份。研究結果顯示，不同通路的消費者受到行銷刺激：折扣促銷和會員計劃，會有不同的衝動購物行為。同時，發現使用線上通路購物的消費者在全通路環境，折扣促銷刺激衝動購物行為更為顯著。根據研究結果發現： （1）消費體驗和消費資訊是建構全通路研究的關鍵核心問題、（2）確立在全通路環境中影響衝動購物的關鍵因素、（3）低價商品的展廳現象行為不明顯。希望上述三點發現提供全通路的未來研究基礎，並且建議相關研究持續深入探討。
並列摘要
Global retailing giants, including Amazon, Walmart, and Alibaba, put greater emphasis on the integration of physical and digital channels to developing Omni-Channel Retailing. The omni-channel strategy aims to provide consumers with a seamless experience and services of brand. Via deep integration of offline and online services, retailers have consumers get brand consistency and great shopping experience at anytime and anywhere, preventing them from leave channels and increasing the opportunity of purchase. Retailers in Taiwan also start developing the omni-channel strategy, especially Watsons who is investing on building omni-channel environment un the long-term. Therefore, this study carried out the questionnaire on consumers of Watsons, and the total samples are 406, the valid ones accounting for 360. This study applied the S-O-R model (Stimulus-Organism-Response) to examine which factors will drive the impulse buying behavior, and putting into the moderator variables, including omni-channel channel characteristic and showrooming. The results show that after receiving the marketing stimuli: discount promotion and loyalty program, consumers from different channels validate two patterns of impulse buying. Meanwhile, this study found out that the online shoppers under the omni-channel environment are impacted by the discount promotion to do impulse buying. Based on the results of this research, the following three finding to provide future researchers with foundation to develop and understand: (1) while building the content of questionnaire, shopping experience and product information are the key factors to examine omni-channel, (2) assure the key factors influencing impulse buying behaviors under omni-channel environment, and (3) the showrooming behavior on lower price products is not significant.