知覺利益、知覺風險與科技準備度 影響消費者跨通路行為研究

The Influence of Perceived Benefits, Perceived Risks, and Technology Readiness on Cross-channel Behavior

蔡家瑋(Tsai, Chia Wei)

指導教授 ： 蘇宏仁

國立中正大學/管理學院/企業管理系行銷管理研究所/碩士(2013年)

摘要

在多通路零售的環境中，消費者可以在不同的通路搜尋資訊及購物，其中以網路通路及實體通路之間的關係最受到重視。在網路通路與實體通路各有優缺點的情況下，產生互補作用，導致跨通路行為的產生。當有跨通路行為的消費者在不同的零售商搜尋及購買，就產生跨通路搭便車行為，多重通路零售商無法從跨通路搭便車行為者身上得到利益。另外，科技準備度為消費者願意接受及使用新科技以達成生活中或工作中的目標之傾向，科技準備度對於網路購物的意圖有正向影響，故推測科技準備度亦有可能影響跨通路行為。
本研究利用Logistic迴歸衡量知覺利益、知覺風險與科技準備度是否影響跨通路行為，透過了解影響跨通路行為的原因，給予網路零售商及多通路零售商回饋。研究結果發現，網路購物的知覺利益會正向影響在實體通路搜集資訊，網路購買者，網路購物的知覺風險會負向影響在實體通路搜集資訊，網路購買者；網路購物的知覺利益會負向影響在網路通路搜集資訊，實體購買者；網路購物的知覺利益會正向影響在網路搜集資訊，實體購買的跨通路行為者，科技準備度皆不顯著。

關鍵字

跨通路綜效 ； 科技準備度 ； 知覺風險 ； 知覺利益 ； 搭便車行為

並列摘要

In multi-channel environment, consumers can search information of products in one channel and buy it from others. The most important issue of cross-channel behavior is the relationship between online channel and mortar-and-brick. Online channel and mortar-and-brick have their own weakness and strength. These incur complementary effect to each other, and cause the cross-channel behavior. If consumers who have cross-channel behavior search information of products in one retailer and buy it from the other, we called them as cross-channel freerider. Multi-channel retailer can’t gain profit from them. Furthermore, technology readiness which refers to people’s propensity to embrace and use new technologies for accomplish goals in home life and at work have positive effect to the intention of online shopping, we suppose that technology readiness may affect cross-channel behavior.
We use logistic regression to measure how perceived benefits, perceived risk, and technology readiness affect cross-channel behavior. The results show that perceived benefits would affect positively those who search information of products in mortar-and-brick and buy it from online channel and perceived risks affect negatively. In addition, perceived benefits also affect negatively those who search information of products in online channel but buy it from mortal-and-brick; moreover, perceived benefits affect positively those who search information of products online and buy it from different offline retailer. Last, technology readiness didn’t significant affect cross-channel behavior.

並列關鍵字

technology readiness ； perceived risk ； perceived benefits ； cross-channel synergy ； freeriding

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