個人賣家選擇實虛通路誘因之初探－以格子店與網路拍賣為例

本研究是從個人賣家的角度來探討選擇實體通路或虛擬通路的考量因素。自現有文獻中擇出適合個人賣家的通路選擇因素，並歸類為產品、市場、技術及顧客四種因素後，對使用網路拍賣與格子店的個人賣家進行深度訪談，探討適合個人賣家之通路選擇因素。從研究結果得知，產品所需資訊量、客製化低且產品特性不需確認的適合使用網路拍賣，反之則使用格子店。在市場因素方面，欲全國性銷售並能承受較高程度的價格競爭者適合網路拍賣，欲維持區域性銷售而不能承受較高度的價格競爭者適合格子店。在技術因素方面，賣家能提供較複雜後勤支援者且對消費者資訊需求高的應使用網路拍賣，反之則可使用格子店；在顧客因素方面，利用格子店可降低交易複雜度。傳統的通路選擇因素未論及個人賣家的信任問題，本研究將信任納入顧客因素中，並據此提出了個人賣家通路選擇之理論架構。

關鍵字

通路選擇；網路拍賣；格子店

並列摘要

This study is to discuss the consideration factor when choosing physical channels or virtual channels from the angle of personal seller. From the current literature documents, we choose factors suitable for personal sellers' channels, then after classify four factors of products, markets, technical, and customers, we interview personal sellers of online auction and grid stores to discuss the factors suitable for personal sellers' channels. As we could know from the research results, for those products with low information needed, low product customization, and do not need to confirm the product characteristics are suitable for online auction; otherwise, a grid store can be chosen. In the aspect of market, those products wish to sell nation wide and can bear high level of price competition are suitable for online auction; those wish to maintain district sales and cannot bear highly price competition are for grid stores. Technically, if sellers can provide more complex logistics and the customers highly demand on the information, online auction should be used; otherwise, a gird store can be chosen. For the customers, a gird store can lower the transaction complexity. The selecting factors of traditional channel do not discuss trust issue. This research puts trust into customers' factor and proposes a theory framework of personal sellers' channel selection according to this.

並列關鍵字

channel selection ； online auction ； grid store

參考文獻

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