多重通路之商店印象對購買意願的影響

The Effect of Multi-Channel Store Image on Purchasing Intention

陳建宏(Chien-Hung Chen)

指導教授 ： 陳家祥

元智大學/管理學院/企業管理學系/碩士(2006年)

摘要

多重通路消費新模式的來臨，人們的消費模式從過去實體通路的單一選擇性，到如今的實體和虛擬通路並用的消費方式，這是傳統的延伸，也是全新的型態。面對多重通路選擇的消費新模式，無論虛擬或是實體通路的使用順序，在搜尋商品資訊的同時，事必對某通路店鋪產生印象，而此印象的好壞必對後續的購買行為有所影響。然而對於多重通路之商店印象卻是國內外相關文獻較少討論到的，因此本研究以此為研究動機，試圖由過去學者所提出的理論整理出一個多重通路商店印象對購物意願之影響因素，配合實證的方式來驗證這些假設，並提出以下三項主要之研究目的：
1. 針對過去學者在實體通路和虛擬通路所談論之商店印象相關文獻做一蒐集與整理，以期發展多重通路之商店印象量表。
2. 發展出一研究架構並探討分析多重通路之商店印象對購買意願的影響。
3. 針對商店印象和購買意願之間的干擾變數作探討，希望可更深一層的了解商店印象和購買意願的關係，以期讓各公司管理層級有所策略性的助益。
本研究以便利抽樣方法，問卷發放對象主要針對有在實體和虛擬通路共同消費經驗的顧客。本研究總共發放280份問卷，最後回收250份問卷，刪除無效問卷4份後，剩餘有效問卷246份，因此問卷有效回收率為87.8%。研究結果發現多重通路之商店印象與消費者購買意願有其正向的影響力，此外不同網路消費者習性的消費者對多重通路之商店印象的感受程度也不同。有鑑於此結果，本研究鼓勵有意經營多重通路購物之業者，若是可以在商店印象方面有好的表現，可以很容易給予瀏覽者一個好印象，除此之外也必須瞭解到多重通路商店印象與消費者特性的交互關係，如此更貼近消費者，了解消費者的需求，在提供多元且豐富接觸管道的同時，建立消費者心中良好的企業形象。

關鍵字： 多重通路之商店印象、消費者特性、購買意願

關鍵字

多重通路之商店印象 ； 消費者特性 ； 購買意願

並列摘要

Due to the coming of multi-channels, a new way of consumption, people can therefore choose from more than the past one option, physical channel. But today they use both physical and virtual channel. This is an extension of traditional methods and a whole new way of consumption. Facing the new way of consumption, multi-channel, they use this will definitely affect the images of the channel stores while people search for the information of the merchandise. Hence, the positive and negative images will influence the following perchance behavior. However, the images of the multi-channel stores have seldom discussed in either domestic or international literatures. I will therefore base on this reason as my research motivation and try to test and verify the hypothesis with the effect of multi-channel store image on purchasing intention from the previous scholars’ theory. The followings are the main three purposes of the research.
A. In terms of the literature of the physical and virtual channels store image discussed by the previous scholars, I will gather and sort the information to develop a multi-channel store image chart.
B. To develop a research structure and analyze the influence of the multi-channel store image on purchasing intention.
C. To discuss the moderator between store image and purchasing intention, I hope to comprehend the relationship between these two factors and to benefit the management levels in each company on the strategy making.
This study uses convenient sampling and questionnaires which would be mainly given to those customers with both the physical and virtual-channel experience. About two-hundred and eighty questionnaires have been given out, but only with two-hundred and fifty feedbacks. There are four invalid questionnaires out of two-hundred fifty. Hence, the actual valid rate of the questionnaires is 87.8 %. The result of this study shows that the influence of the multi-channel store image on consumers’ purchasing intention is positive.
According to the result, I will encourage the entrepreneurs who are in multi-channel consumption business to enhance the performance on the store image. It is easier to make a good impression on browsers. At the same time, the entrepreneurs need to understand the relationships between the multi-channel store image and the consumer characteristic. In this way, the entrepreneur can build up a better company image in consumers’ mind by understanding the needs of consumers and providing multi-channel consumption.

Key word：Multi-channel store image, Consumer Characteristic, Purchasing intention

並列關鍵字

Multi-channel store image ； Consumer Characteristic ； Purchasing intention

參考文獻

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