多通路購物者市場區隔以及搜尋─購買行為模式：購物導向觀點

Market segmentation and search – purchase behavior pattern of the Multi-channel shoppers : On the point of view of shopping orientation

巫坤霖(Kun-Lin Wu)

指導教授 ： 林心慧

國立臺中科技大學/商管學群/流通管理系碩士班/碩士(2010年)

摘要

依目前顧客區隔化愈來愈細，在競爭激烈的環境下促使通路激爭，於是多通路成功與否扮演重要的角色，因此企業必須考慮到通路類型的差異如何影響著各種不同的消費者族群。故本研究採調查法，探討消費者不同心理特性之多通路購物導向因素，再以多通路購物導向為基礎，將消費者區隔為不同的群體，最後建構一個完整的多通路行為模式；當中亦深入瞭解品類對於各多通路購物導向因素之差異以及各通路型態之比較分析。本研究以多通路購物者為研究對象，並以結構方程模式進行模型關係之驗證。研究結果發現七種不同之多通路消費者購物導向因素並分為六種購物導向群，另外，品類在經濟、意見領袖、娛樂購物導向顯示具有差異情形；接著，進一步探討行為模式，在多通路購物導向對搜尋態度方面，除了意見購物導向以外之多通路購物導向顯示皆具有顯著正向影響，在多通路購物導向對購買態度方面，只有便利以及娛樂購物導向顯示具有顯著正向影響，在態度對行為意圖方面，除了搜尋態度對購買意圖顯示具有顯著負向影響，其餘皆具有顯著正向影響，在搜尋對購買方面，顯示皆具有顯著正向影響；此外，本研究將樣本依照搜尋和購買分類，結果發現各種不同的多通路購物導向因素在不同的通路搜尋或購買組別會有不同的差異。

關鍵字

行銷通路 ； 多重通路 ； 購物導向 ； 市場區隔

並列摘要

Nowadays, due to division of customer segmentation has become much more detailed than ever; channels contend under a more competitive environment, the success of multi-channels strategy plays an important role. Therefore, enterprises have to consider how difference types of channels influence different consumer groups. This research adopts survey method and discusses consumers' shopping orientation factors in multi-channels with their mental characteristics. Then, based on multi-channel shopping orientation, we separate consumers into different groups. Finally, a complete multi-channel behavior pattern is constructed. In the study, we make a better understanding of differences among categories toward multi-channel shopping orientation factors and comparative analysis of various channel types. This research takes multi-channel purchasers as the object, proceeding examination of the model relations by structural equation model. As to the results, we discovered that there are seven kinds of multi-channel shopping orientations and can be divided into six shopping orientation groups. Besides, there are differences demonstrated among economical, opinion leader, and entertainment shopping orientation. We further explore the behavior patterns: As to the aspect of multi-channel orientations toward searching attitude, all of the shopping orientations has significant positive effects on searching attitude except opinion shopping guidance; on the multi-channel shopping orientations toward shopping attitude aspect, both convenience and entertainment shopping orientation has significant positive effect; on attitudes towards behavior intention aspect, only searching attitudes demonstrates a significant negative effect towards shopping intention, all the others show positive effect; on searching towards shopping aspect, it shows significant positive effect. In addition, this study separates research samples into two categories: searching and shopping. The results show that, different multi-channel shopping orientation factors will have differences on searching and shopping groups.

並列關鍵字

Marketing Channel ； Multi-Channel ； Shopping orientation ； Market Segmentation

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