虛擬與實體通路組合之交易成本研究

本研究以產品類型為干擾變數、探討消費者在決策過程之各階段中，面臨的通路組合型態。並以消費者主觀意識中之交易成本為依據，找出搜尋產品與經驗產品之最佳通路組合。本研究的研究方法是實驗室實驗法，經過受測者的選擇分析後，以手錶作為搜尋產品的例子，筆記型電腦作為經驗產品的例子。本研究所探討之消費者決策過程分為六個階段，包括：資訊搜尋、資訊評估比較、產品測試、訂購、付款、購後取貨。並以實體、虛擬兩種通路在此六個階段中進行組合，產生八種通路組合。所探討之主觀性的交易成本包括消費者所感受到的時間、心力成本與風險程度成本。實驗結果發現：受測者在購買搜尋產品時，以網路訂購方式進行則交易成本較低，只在產品測試及付款、取貨等較具風險者量的階段，選擇以實體方式則交易成較低。因台灣地狹人稠，處處有實體店面，故在購買產品屬性較不易於線上環境確認之經驗產品時，整個購買過程均以至實體店面交易成本較低。

關鍵字

電子商務；通路整合；消費者行為；交易成本

並列摘要

Past studies regarding channel strategy almost through the manufacturer view, they thought that there is complete substitution among channels, and consumers just can choose one channel style when they purchase in every decision process. But actually consumers choose the purchase channel base on the property of product and channel. Therefore, there are many combination of different channels in every consumer decision process. For the reasons above, this study used the product property as the moderator variable to investigate the channel modle be choosed probably when consumer do the purchase. Finally, this study will infer the best channel combinations of search goods and experience goods according to the consumer's transaction cost. The research method of this study is laboratory experiment, then choose a watch as the search goods and a notebook as the experience goods. The six consumer decision process of this study include: search, alternative evaluation, product on trial, order, payment and ship. Then we take the two channel type (on-line channel and traditional channel) to be permuted as eight channel combination. The result of experiment is: The transaction cost is low when consumer order the search good on line, but choose the traditional channel to test product, pay and ship because of risk consideration. In the other hand, the transaction cost is low when consumer purchase the experience good which the product attribution can not be confirm easily. they choose traditional channel in all purchase stage cause of the convenient environment in Taiwan.