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。

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.

第一章　緒論 1
第一節　研究動機與目的 1
第二節　研究貢獻 2
第二章　文獻探討 4
第一節　O2O之定義 4
第二節　使用與滿足理論與O2O需求 6
第三節　其他消費者理論與O2O需求 8
第四節　轉換需求：推力拉力需求、獨特需求、整合性需求 14
第三章　研究方法 20
第一節　研究架構 20
第二節　研究對象與抽樣方法 21
第三節　問卷前測 21
第四節　變項測量 22
第四章　資料分析 29
　第一節　樣本輪廓 29
　第二節　研究問題檢驗 31
第五章　討論與建議 50
　第一節　研究發現與討論 50
　第二節　理論貢獻 53
　第三節　實務貢獻 54
　第四節　研究限制與未來研究建議 56
參考文獻 58
附錄、 問卷 66
　　一、線上轉換到線下通路 （online to offline）66
　　二、線下轉換到線上通路 （offline to online）68

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