隨著網路普及、使用網路人口增加,網路已經逐漸改變我們的生活型態及購物模式。近年來許多廠商紛紛採用多重通路的模式以增加其效益,而消費者也依本身偏好利用不同通路進行產品資訊蒐集及交易等行為。然而化妝品之產品特性使得消費者會先蒐集資訊後再進行購買,且有實體及虛擬之多重通路,因此本研究以化妝品產業為例,透過文獻整理過去學者相關研究,並擬定一研究架構,以化妝品消費者為研究對象,透過問卷調查法,並以結構方程式模型探討品牌形象、知覺風險、服務品質與多重通路之關係。 研究結果發現:品牌形象對知覺風險、實體及虛擬通路服務品質對知覺風險、實體及虛擬通路服務品質對多重通路皆有顯著負向影響;知覺風險對多重通路有顯著正向影響;品牌形象對多重通路並無顯著的影響。以此研究結果,可研擬行銷策略提供業界做為參考,期望對多重通路之行為探討有所貢獻。
Due to the popularity of the network, the Internet population are increasing; moreover, the network has been gradually changing our lifestyle and shopping patterns. In recent years, many manufacturers have adopted the model of multi-channel to increase their performance, and consumers were taking different approaches which depend on their preferences for gathering product information and transactions. However, the characteristics of cosmetic products make consumers gather information of products and then purchase the item from physical and virtual channels. Thus, this research takes the industry of cosmetics as the experimental subject, through literature review to develop a research framework. The cosmetics consumers in Taiwan have chosen as the subject of the research, through the methodology of the questionnaire linear structure model, to examine the interrelated concepts of brand image, perceived risk relationships, service quality and multi-channel. Research findings consist of significant and negative correlation between brand image and perceived risk, between service quality and perceived risk, and between service quality, multi-channel. However, there is not significant and positive correlation between brand image and multi-channel. The contribution of the findings can provide reference for corporate in related industry, anticipating a beneficial effect on marketing strategy, and expect to have contributed on multi-channel behavior exploration.
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