博碩士論文 etd-0727115-121049 詳細資訊


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姓名 林瑀婕(Yu-Chieh Lin) 電子郵件信箱 E-mail 資料不公開
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 碩士(Master) 畢業時期 103學年第2學期
論文名稱(中) 探討O2O實體體驗店對消費者購買意圖之影響
論文名稱(英) The Effect of Offline Stores on Consumer’s Purchase Intention in O2O Business Models
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    紙本論文:2 年後公開 (2017-08-27 公開)

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    論文語文/頁數 中文/83
    統計 本論文已被瀏覽 5510 次,被下載 2958 次
    摘要(中) O2O模式在近幾年被越來越多商家與企業採用,行動裝置與網路的普及更加速了O2O模式的發展,而O2O模式中,線上(Online)與線下(Offline)是並存的關係,少了任何一方都不行,而在過去的研究中,多在探討線上網路商店對於消費者的影響,或是通路間的關係,而鮮少將研究重點放在線下的實體商店,且多在衡量服務的品質,而不是針對消費者情感上的主觀感受。因此,本研究為探討O2O模式中,實體商店的角色以及適合開設實體體驗店的商品,以交易成本與體驗品質來衡量消費者在購買產品時,增開實體體驗店對其購買意圖之影響。本研究利用交易成本及體驗品質兩個構念,透過價值風險的架構,來建構一個探討對購買意願的模式,並以線上實驗法來收集資料加以驗證。

    研究結果發現,增開實體商店能夠有效的降低顧客所感知的交易成本,與提供顧客消費體驗,並能影響消費者的知覺價值,提高消費者的購買意願,實體體驗對消費者的購賣意圖更有顯著的直接影響,而增開實體店面確實能夠提供顧客實質的體驗效益,且能與網路商店相輔相成,彌補網路商店無法給予消費者的消費體驗,並降低網路購物時所感受到的交易成本。體驗店所產生的交易成本降低對經驗品的影響大過對於搜尋品的影響。
    摘要(英) In recent years, Online to Offline (O2O) business models have attracted a lot of attention. In past studies, many scholars have studied the role of online stores or the retailing channels , and not many have focused on the effect of offline physical stores. Furthermore, previous researchers usually use the service quality, rather than consumer's subjective feelings, to measure the performance.
    The purpose of this study is to investigate the effect of the physical store using the transaction costs theory and the quality of consumer experience. A research framework based on the value-risk paradigm was developed and evaluated in an online experiment. The results indicate that the physical store can effectively reduce transaction costs perceived by customers, and provide positive customer shopping experience. These two factors can then affect the consumer's perceived risk and perceived value, which will further influence consumers’ willingness to buy. The effect of transaction costs on perceived risks is more significant for the experience product than for the search product.
    關鍵字(中)
  • 體驗品質
  • 知覺價值
  • 知覺風險
  • 購買意圖
  • 交易成本
  • 關鍵字(英)
  • Purchase intention
  • Perceived risk
  • Perceived value
  • Experiential quality
  • Transaction costs
  • 論文目次 論文審定書 i
    誌謝 ii
    摘要 iii
    Abstract iv
    目錄 v
    圖次 vii
    表次 viii
    第一章 緒論 1
    第一節 研究背景 1
    第二節 研究動機 3
    第三節 研究目的與問題 4
    第四節 研究流程 4
    第二章 文獻探討 6
    第一節 O2O模式 6
    第二節 交易成本理論 11
    第三節 體驗品質 15
    第四節 知覺價值 18
    第五節 知覺風險 19
    第六節 購買意圖 20
    第三章 研究架構與研究方法 21
    第一節 研究架構 21
    第二節 推論與研究假說 22
    第三節 變數之操作型定義 25
    第四節 實驗設計 30
    第五節 資料分析方法 31
    第六節 前測 32
    第七節 正式研究設計 36
    第四章 研究結果與分析 38
    第一節 樣本資料檢定 38
    第二節 信度分析 42
    第三節 效度分析 42
    第四節 共線性分析 45
    第五節 共同方法偏誤檢測 46
    第六節 模型適配度分析 47
    第七節 研究假說驗證分析 48
    第八節 延伸分析 50
    第五章 結論與建議 57
    第一節 研究發現與結論 57
    第二節 研究貢獻 59
    第三節 研究限制與未來研究方向之建議 60
    參考文獻 61
    附錄 問卷內容 68
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  • 梁定澎 - 指導教授
  • 口試日期 2015-07-24 繳交日期 2015-08-27

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