消費者對虛實通路選擇決策因素之研究

The determinants of the customers' choices to purchase between physical and virtual channels.

蘇哲煌(Che-Huang Su)

指導教授 ： 江義平

國立臺北大學/商學院/資訊管理研究所/碩士(2008年)

摘要

網路電子商務的興起使得企業主與消費者紛紛投入於虛擬網路交易市場，依據資策會市場情報中心2007年企業對消費者（B2C）網路購物產值約1,080億相較去年增加31.2％，資策會市場情報中心針對2008年消費者（B2C）網路購物產值之預測約為1,384億年成長率將達 28.1％。
本研究鑒於過去相關研究變數定義的不足，主要原因係著眼於國內研究者對於實體通路與虛擬通路服務品質表現、信任、知覺風險、轉換成本、及購買意向之研究數量不多，亦多以單一通路服務品質為研究對象，尚無研究者以實體通路與虛擬通路服務品質為研究範圍。本研究擬以消費者同時考慮實體及虛擬通路服務品質知覺水準下，對選擇虛擬通路消費意向之影響探究服務品質對信任、知覺風險、轉換成本、及購買意向之影響為本研究探討之重點。
本研究經由文獻探討建構理論模型，樣本經由線性結構方程模式之配適度檢定，顯示本研究整體理論模式配適符合可接受的適合度檢定水準，本研究結論認為，當網路商店通路服務品質愈佳時，會對網路商店（虛擬通路）產生信任提升、知覺風險降低、轉換成本減少，將對虛擬通路的購買意向有顯著正向影響。最後，本研究提出相關結論與意涵。

關鍵字

電子商務 ； 線上購物行為 ； 虛實通路 ； 服務品質 ； 信任 ； 知覺風險 ； 轉換成本 ； 購買意向

並列摘要

Electronic commerce emergence causes the business owner and the consumer invests into the internet trading market, according to the Market Intelligence Center（MIC） based on the capital plan in 2007, the on-line shopping output value approximately 1,080 hundred million to compare to the B2C last year to increase 31.2%, the MIC forecast report the on-line shopping output value is approximately 1,384 hundred million years growth rate reaches 28.1% of 2008.
The past research was not enough, the reason was focused on the domestic researcher regarding the entity circuit and the hypothesized circuit service quality, the trust, perceived risk, the switching cost, and purchase intention paper are not enough, and also take the sole circuit service quality as the object of research. It still did’not have the researcher take the entity circuit and the hypothesized circuit service quality as the research scope. The research intend to consumers base on physical and virtual channel service quality, the choice purchase intention of virtual channel study the effect of the service quality of trust, and perceived risk, switching costs, and purchase intent of this research the effect of a focal point.
This research of literature by construction theory model, samples inspected through the linear structure of the model fitting level test, this research shows that the overall theoretical model fit in line with acceptable standards for certification level, the conclusion for the view that when on-line channel service quality is better improve trust, reduce the perceived risk, switching costs reduction, will purchase intention virtual pathway significant positive impact, the concept of structure, there are indeed significant impact on relations. Finally, the research brings up relevant conclusions and implications.

並列關鍵字

E-Commerce ； On-line Shopping Behavior ； Virtual and Physical Channels ； Service Quality ； Trust ； Preceived Risk ； Switch Cost ； Purchase Intention

參考文獻

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