網路的興起愈快速發展,讓原有的電子商務B2B、B2C、C2C等商業模式外,產生了另一新的模式O2O(虛實整合)。讓傳統零售業在網路平台上曝光,可有效增加其銷售,而能更加瞭解消費者所需,兩者相助下對行銷上會更有助益。現今社會開始興起飼養寵物的風潮,寵物產業快速發展,為能滿足更多消費者需求、及便利,許多的寵物傳統零售業,也發展出網路購物及服務,讓消費者能更便利、及時選擇所需商品, 因此,本研究以虛實整合應用於零售業-以寵物產業為例為研究主題加以探討。 本研究以消費者特徵、關係連結、網路服務等,分析是否會影響購物決策,本研究採用不記名方式收集有效問卷116份,並使用統計軟體IBM SPSS Staistics 22.0版本逕行敘述性分析統計,與迴歸分析加以討論,分析結果驗證如下:消費者特徵並不影響購物決策,消費者對於關係連結則是較為注重結構性及財務性,對於網路服務的評價、服務、訊息等,都有顯著影響消費者的購物決策。
Conventional e-commerce business models include B2B, B2C and C2C, etc. The rapid development of Internet technology has led to a new business model of online-to-offline (O2O), also known as click-and-mortar, which combines offline business opportunities with online Internet. More internet exposure can benefit marketing of conventional retail industry by more effectively increasing sales and better understanding the needs of consumers As raising pets becomes more fashionable, many traditional retailers of the pet industry also developed online sales and services which allow consumers to conveniently and timely get the merchandizes they need. This research presents a study of the integration bussiness models for Clicks and Mortar in the retail industry using the pet industry as a subject of study. This research looks into consumer demographics, financial, social and structural bonds, and online services to see whether these factors affect consumers’ purchasing decisions. The study conducted a survey using 116 anonymous questionnaires and analyzed the results using a statistics software, IBM SPSS Statistics 22.0 edition, to obtain a descriptive statistics and regression analysis. The result of our analysis is as follows: consumers’ purchasing decisions are not affected by demographics and more notably affected by structural and financial bonds and evaluations of online services 。