網際網路的盛行與行動裝置的普及化,使得網路購物成為現代人的消費趨勢,更改變了網路商店的經營模式。舉例而言,越來越多的網路原生商店竄起,並為了增加品牌知名度而開始設立實體店面。故本研究選定網路原生女性服飾商店為研究主體,探討網路原生商店開設實體店面對消費者購買意願之影響,並置入「服務品質」、「體驗行銷」、「品牌形象認知」與「購買意願」四大變數作為研究方向,故本研究之目的為:(1)探討服務品質、體驗行銷、品牌形象認知與購買意願間之關係(2)探討服務品質與購買意願之關係是否會因品牌形象認知而有所差異(3)探討體驗行銷與購買意願之關係是否會因品牌形象認知而有所差異。本研究採用問卷調查法,為求調查結果準確,受測者需同時具備於網路原生女性服飾商店的「電子商店」與「實體店面」之購物經驗。而在上述的條件設置下,最終共收集328 份有效樣本,其研究結果顯示:(1)服務品質、體驗行銷與品牌形象認知均對購買意願具有部分之正向影響(2)服務品質、體驗行銷均對品牌形象認知具有部分之正向影響(3)品牌形象認知對服務品質與購買意願間具有部分中介效果(4)品牌形象認知對體驗行銷與購買意願間具有部分中介效果。期望本研究之結果可給予未來欲開設實體店面之網路原生商店做參考依據。
As the internet and mobile devices are getting popular, nowadays, the online shopping will become a trend gradually in the future, in the meanwhile, it also alters the business model of online stores. For instance, there are many Dot-Com Company were builds up for following this trend and set up the physical stores for increasing the brand awareness. As a result, the present study tries to explore the effects of the Dot-Com Company which sets up the physical stores on consumers’ purchase intention. In addition, the present study adds service quality, experiential marketing,brand image perception and purchase intention as possible variables to the aforementioned relationships. Therefore, the purpose of the present study are explore the effects of service quality and experiential marketing, on consumers’ purchase intention. Moreover, brand image perception is considered a possible moderator that might moderated the aforementioned relationships. For test the relationships correctly by questionnaire, the participants should have both the experiences on online and offline shopping. However, 328 samples shows that service quality, experiential marketing and brand image perception have positive effect on purchase intention, and service quality and experiential marketing have positive effect on brand image perception. Moreover, the relationship between service quality, experiential marketing and purchase intention is half mediated by brand image perception.