多媒體-多通路零售之整合行銷模式綜效或競蝕

近年來，在競爭激烈的市場中，零售業皆以創新的行銷及經營手法，以達永續經營目標。現今，企業行銷策略，除了藉由多元媒體進行產品與服務的溝通與推廣，亦結合實體、網路等多元通路，提供消費者有效率的交易管道，有助於刺激消費者購買行為。在多元媒體與多通路環境下，消費者會使用多種媒體來接收收購物資訊、增加對資訊的了解程度，進而影響通路選購。因此，本研究探討消費者在多媒體與多通路購買決策行為，探討企業使用多媒體與多通路，為企業帶來綜效或競蝕之關係，再探討多媒體傳播效果與多通路購買意願相互影響之關係，最後，進而探討多媒體組合效果對實體通路與網路通路之影響。本研究之研究對象為一般消費大眾，採用便利抽樣調查，總計發放362份問卷。所採用分析方法，包括敘述統計分析、因素分析、信效度分析、Pearson相關、典型相關、結構方程模式。本研究結果電視媒體與網路媒體具有正向相關(綜效)，多媒體之溝通效果與多通路購買行為意圖具有正向相關(綜效)，消費者接收電視媒體資訊之反應，部份顯著影響實體通路購買行為意圖，消費者接收網路媒體資訊之反應，顯著影響網路通路購買行為意圖。

關鍵字

多媒體；多通路；綜效；競蝕

並列摘要

In recent years, in a competitive market, retail marketing using practices with innovative in order to achieve sustainable development goals. In common, corporate using communication and promotion services by multi-media marketing as marketing strategies, in addition to use multi-channel combined with physical channel and Internet channel providing consumers with efficient trading channels, to promote consumer to purchase. So, In the multi-media and multi-channel environment, consumers will use a variety of media and wide receiver diverse information, to increase consumer’s understanding of information, thereby affecting the behavior of buying. Accordingly, this study was to investigate consumer’s buying decision behavior of using multi-media and multi-channel, explore the effect of using multi-media and multi-channel to bring synergy and Cannibalization, we explored the effect of multimedia and multi-channel mutual influence purchase intention, finally, explored to the effect of composing multi-media impact Internet channel and physical channel of consumer‘s choice. The object of this study for the general consumer public, using convenience sampling survey, a total of 362 copies distributed. Analytical methods used, including descriptive statistics analysis, factor analysis, reliability and validity analysis, Pearson correlation, canonical correlation, structural equation modeling. This study investigated the television media and online media is a positive relationship (synergy), Multi-media communication effects and multi-channel buying behavior is intended to have positive correlation (synergy), multi-media communication in television media have partly significant affected on buying behavior intentions of physical channel, multi-media communication in internet media significantly affect on buying behavior intentions of Internet channel.

並列關鍵字

Multimedia ； Multi-channel ； Synergy ； Cannibalization

參考文獻

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國際替代計量

多媒體-多通路零售之整合行銷模式綜效或競蝕

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