影響消費者零售通路選擇影響因素之研究－以台灣與日本之比較

The factors that infected consumer’s retail channel selection - the comparison between Taiwan and Japan

鄭玟珊(Wen-San Cheng)

指導教授 ： 姜傳益 ； 楊宗欣

崑山科技大學/商業管理學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6828/KSU.2011.00044

摘要

伴隨著網路泡沫化，更加突顯虛擬通路的重要性及前瞻性。因此本研究透過通路特性、產品特性與消費者特性等三個構面來探討消費者零售通路選擇之關鍵因素。但以往學者的研究僅侷限於台灣本地做研究，因此，本研究再加入了日本與台灣做對比，加深瞭解兩地消費者在上述三個特性對消費者零售通路選擇之影響因素，是否有所差異？另外，還針對各個產品類別分別做研究，觀測兩地在相同產品類別中所做的選擇是否有所差異；最後，觀察兩國消費者對於所選通路之滿意度的調查。本研究採用Logistic迴歸分析及相關分析檢定台灣及日本消費者在通路特性、產品特性以及消費者特性對通路選擇的關鍵因素之研究、再針對通路特性、產品特性與消費者特性用複迴歸分析看三構面對消費者滿意度的影響，和以t檢定對兩國消費者所選之零售通路的滿意度做影響分析，在母體樣本的選擇上採用台灣與日本Facebook和Skype的用戶，藉由Google問卷設計系統作線上問卷的填答，以了解兩國消費者對零售通路選擇之決策，兩國共計發放600份問卷，回收425份，整體有效回收率為70.83%。
研究結果得知不論是在台灣或是在日本三特性中「通路特性」與「產品特定」對消費者零售通路的選擇有顯著性的影響；而在三構面對滿意度之影響，在台灣為三構面對台灣消費者對通路的滿意度皆有顯著影響，而在日本方面僅為通路特性對日本消費者對通路滿意度有顯著影響；產品類別方面，僅配飾配件類、3C產品與美妝產品類別中，兩國消費者對於通路的選擇才會有顯著性的差異；最後，對所選通路之滿意度的調查，兩國消費者對其所選之實體或虛擬通路之滿意度都有顯著性的差異。鑑於上述結果，零售通路業者應著重本身通路的特點與加強所販售之產品的特性這兩點來吸引消費者；以及在兩國對通路滿意度有顯著性的差異，因此，在制定行銷策略上，不宜一套兩用，仍須依照適合各國的行銷策略來擬訂。

關鍵字

通路特性 ； 產品特性 ； 消費者特性 ； 通路滿意度

並列摘要

With the burst of internet bubbles, to the importance and perspective of virtual channels are more respect. Therefore, this study have been researched through not only channel character, product character but only consumer character to discuss the key aspect of retail channel choice by consumer. In the past, the scholar only collect data in Taiwan area. So, this study adds Japan area to compare with Taiwan. To understand whether the retail channel choice different in the two places by three characters. Besides, for every product categories to getting research. Observed if there are different choice the channels or not in the same product in Taiwan and Japan. Finally, the observe of the selected channel for the different consumer satisfaction survey between Taiwan and Japan. This study used Logistic regression analysis and Correlation analysis to check the key aspect of shopping circuit choice by channel character, product character, consumer character and correlation analysis of product categories and country categories make difference consumer satisfaction survey by t-test. In Taiwan and Japan, the choice of the sample used by Facebook and Skype users through the Google’s online questionnaire, to know both Taiwan and Japan consumer how to decision on retail channel choice. Two countries, 600 questionnaires were asked, 425 responses were received. It represents a useable response rate of 70.83%.
The major finding of this study includes; First, the result of the three characteristics of that channel and product characteristics has interaction effects on consumer’s retail channel selection. Second, on product categories, only the accessories, 3C products and cosmetics categories has significant effect both in Taiwan and Japan. Final, satisfaction survey of two countries consumer’s retail channel selected has different significant effect. Based on these results, retailers should focus on their channel character and strengthening product’s character of they sold to attract consumers; furthermore, two countries consumers’ selected of their satisfaction has different significant effect. Therefore, to draw up the marketing strategy, not a set of dual-use, retailers still need to follow the marketing strategy for different countries.

並列關鍵字

channel character ； product character ； consumer character ； channel satisfaction

參考文獻

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