全通路虛實整合策略、消費體驗、涉入程度
與購買意願之關聯性 - 以保養品為例

近年來，台灣通路競爭變得日益激烈及消費者購買行為有巨大的轉變，企業為了繼續生存，必須加快其虛實通路的整合以能因應市場變化而能永續生存。根據尼爾森零售資訊及電子商務零售資訊追蹤顯示，2017年台灣實體通路的快速流通消費品市場成長3.1%，而網路線上銷售的成長率達18.2%，表現大幅超越實體銷售。全球美妝保養品產業蓬勃發展，台灣美妝保養品市場龐大且持續成長。本研究的目的主要為探討，美妝保養產業如何由網路與實體的虛實整合來為全通路提供通路與顧客的無縫接觸點，帶給消費者在每個通路間無差異服務及更多元的購物體驗，提升其對產品的涉入程度進而增加購買意願，再創美妝產業虛實整合新零售的高峰。但現階段關於美妝業O2O新零售商業模式仍處於多通路的多頭馬車互相競爭的營運方式，尚未有成功商業模式並其文獻資料極為零散，僅有少數學者針對虛實整合操作模式做完整的研究。故此研究對美妝保養品業如何發展虛實整合全通路零售並研究促進消費體驗、涉入程度與購買意願之相關文獻與資料深入探究。本研究主要探討「全通路虛實整合策略、消費體驗及涉入程度對購買意願之影響-以美妝保養品為例」，並研究涉入程度的干擾效果。本研究主要樣本來源以台灣地區保養品於虛實通路中，就有購買過或使用過保養品的經驗的人為調查對象，舉凡學生、金融保險、服務零售業、製造業、科技業等都包含其中，並採用了便利之Google線上問卷方式，運用網路發放問卷，發放問卷時間為2019年2月至3月中旬，總計大約1個月的時間，線上問卷共回收450份去進行分析，這項研究的結果如下： 1.全通路虛實整合策略對消費體驗有正向顯著影響 2.消費體驗對購買意願有正向顯著影響 3.全通路虛實整合策略對購買意願有正向顯著影響 4.消費體驗在全通路虛實整合策略與購買意願關係中具中介效果 5.涉入程度在消費體驗及購買意願關係中具干擾效果

關鍵字

全通路；消費體驗；購買意願；涉入程度； O2O ；保養品

並列摘要

In recent years, Taiwan channels competition has become increasingly fierce and consumer buying behavior has undergone tremendous changes. In order to survive, companies must accelerate the integration of their bricks & clicks channels in response to market changes. According to Nielsen Retail Information and e-commerce retail information tracking, the fast-moving consumer goods market in Taiwan offline channel grew by 3.1% in 2017, while the growth rate of online sales reached 18.2%, which significantly exceeded the physical sales. The global beauty care products industry is booming, and Taiwan beauty care products market share is huge and continues to grow. The purpose of this study is to explore how the beauty care industry can provide a seamless interface between omni channels and customer through the O2O integration of the network, giving consumers no difference service in each channel with perfect shopping experience to enhances its involvement in products and increases purchase willingness, creating another new peak in the beauty retail industry. However, the O2O new retail business model in beauty industry is still in a multi-channel competition now. There is not yet successful business model, and only a few scholars have done complete studies on O2O integration operation mode. Therefore, this study explores how the beauty care industry develops O2O channels, researches relevant literature data that promote consumer experience, involvement and purchase intention. This study focuses on " The Association among Omni-Channel Strategy, Consumption Experience, Involvement and Purchase Intention – the Case of Skincare Products" and studying the interference effects of the degree of involvement. The main source of this study is customers whoever use or purchase skincare products from online or offline channels. Sourced variety Taiwan audiences are from different industry: students, financial, retail, manufacturing, and technology industries are all included. Using convenient Google online questionnaire method, and spread questionnaires through internet networks. Tthe questionnaires were issued from February 2019 to mid-March 2019, totaling about 1 month, and 450 questionnaires were collected online for further analysis. The results of this study are as follows: 1. The Omni-Channel Strategy has a positive impact on Consumer Experience. 2. The Consumer Experience has a positive and significant impact on Purchase Intention. 3. The Omni-Channel Strategy has a positive impact on Purchase Intention. 4. The Consumer Experience has an intermediary effect in the relationship. between the Omni-Channel Strategy and Purchase Intention 5. The degree of Involvement has an interference effect in the relationship between Consumption Experience and Purchase Intention.