虛實整合的通路綜效分析：以皮爾卡登女性內衣為例

An Analysis of O2O Channel Integration Synergy: A Case Study of Pierre Cardin Lingerie

郭碧容(Pi-Jung Kuo)

指導教授 ： 曹銳勤

淡江大學/商管學院/經營管理全英語碩士學位學程/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00596

摘要

近年來全球實體零售商均面臨經營困難，造成企業紛紛投入虛擬通路。然而女性在購買內衣方面，仍習慣在實體商店購買，這個產業零售商該如何生存，本研究將以內衣商業型態探討實體與虛擬通路的推廣對消費者購買意願的影響；以及虛實整合的新商業模式能否得到消費者認同與使用。最後再以皮爾卡登女性內衣作為個案研究對象給予分析與建議。
本研究針對女性消費者採取線上問卷方式來蒐集樣本，透過問卷調查女性消費者在購買內衣時通路的選擇意願，在刪除無效問卷 13 份之後，得到實際有效問卷 309 份。在 309 份有效樣本中，樣本以 20~29歲之中等收入族群居多。在教育程度方面，以大學畢業的受訪者居多。
研究透過因素分析結果歸納出「高科技在實體通路價值」、「複合式商店價值」、「旗艦店吸引力」、「實體通路體驗」、「新商業模式服務」、「高科技在虛擬通路價值」、「虛擬通路特性」和「虛實平台整合」共八個構面。

關鍵字

實體商店 ； 虛擬平台 ； 虛實整合 ； 創新服務 ； 購買意願 ； 女性內衣

並列摘要

In recent years, global physical retailers have faced operational difficulties, causing companies to invest in the virtual channel. However, in the face of women's purchase of lingerie, they are still accustomed to buy in physical stores. How should this industry retailer survive? This study will explore the impact of the promotion of physical and virtual channel on consumers' willingness to purchase; and whether the new business model of virtual and physical integration can be recognized and used by consumers. Finally, Pierre Cardin's lingerie is used as a case study.
In this study, female consumers were utilized in online questionnaires to collect samples, and the questionnaires were used to investigate the willingness of female consumers to choose between the two channel when purchasing lingerie. After removing 13 invalid questionnaires, 309 valid results were obtained. Among the 309 valid samples, the sample consisted mostly among the middle income groups of 20-29 years old. In terms of education level, most of the respondents were university graduates.
Through exploratory factor analysis, the results of the study were summed up into eight factors: "High-Tech Value In Physical Channel", "Composite Store Value", "Flagship Store Attraction", "Physical Channel Experience", "New Business Model Service", "High-Tech Value In Virtual Channel”, “Virtual Channel Characteristics” and “O2O Channel Integration”.

並列關鍵字

physical channel ； virtual channel ； O2O channel integration ； innovative service ； willingness to purchase ； lingerie

參考文獻

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