O2O決策動機與行為

虛實店面的蓬勃發展下，台灣的O2O消費行為已成為趨勢。消費者在不同購物階段會選擇最符合自己需求的購物管道來獲取產品資訊及購買商品，為了確立品牌能有效建立絕佳的購物體驗，故充分瞭解消費者在線上線下的轉換動機行為，顯得格外重要。本研究彙整使用與滿足理論等學理觀點，試圖提出最適於解釋O2O轉換行為需求的觀點，並探究台灣消費者的O2O轉換動機。透過立意抽樣法，針對20～44歲且近一年內曾在線上與線下通路進行O2O購物的民眾進行問卷調查後，共募集了 317 個有效樣本。研究結果支持了整合性觀點。在O2O動機上，消費者從線上轉換到線下（online to offline）的動機包含資訊性、娛樂與社交性、產品多樣性、可體驗與安全性、跨通路服務品質與安全性；從線下轉換到線上（offline to online）的動機包含產品多樣性與資訊性、娛樂性、經濟性、便利性與跨通路效率，顯現O2O兩種轉換動機不盡相同，各有其不可取代性。其中，娛樂與社交性動機對促成線上到線下的次數有正向影響；娛樂性動機對線下到線上的次數有正向影響。透過額外的分析發現，休閒娛樂購物傾向會促進O2O轉換行為，但產品類別則否。

關鍵字

O2O ；通路轉換；線上線下；使用動機；轉換動機；使用與滿足

並列摘要

The trend of integrating virtual world and physical world at commerce domain, O2O shopping has become one of the latest trends in Taiwan. Consumers are more and more used to switching their mind and action among all possible and available channels based on their specific needs. Thus, from the service provider point of view which attempts to conduct attractive shopping experience to maximize O2O effectiveness, it’s essential to fully understand consumers’ motivation and behavior of channel migration between online and offline. This study develops models for O2O purchasing motives and behaviors which synthesizes uses and gratifications framework and other related theories and views. In addition, the consumer O2O channel migration motivations in Taiwan are also identified. The 317 web questionnaires collected from aged 20-44, online and offline channel migration users within past one year in Taiwan based on purposive sampling method reveals results supportive of the Integrated model. The motivations of people who switch from online to offline include information, entertainment and sociality, variety, experiential and security, service quality and privacy. However, the motivations of people who transfer from offline to online include variety and information, entertainment, economy, convenience and efficiency. No matter which transferring way is, the unique value of the certain channel for the consumers shows its irreplaceable importance. Furthermore, entertainment and sociality motive indicates significance influence to the frequency of people channel-switching from online to offline. But the frequency of people switching from offline to online only affected by entertainment motive. By the extra analysis, an individual with recreational shopping orientation affects O2O switching frequency positively, but product category doesn’t.