Title page for etd-0727115-121049


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URN etd-0727115-121049
Author Yu-Chieh Lin
Author's Email Address No Public.
Statistics This thesis had been viewed 5353 times. Download 2069 times.
Department Information Management
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Effect of Offline Stores on Consumer’s Purchase Intention in O2O Business Models
Date of Defense 2015-07-24
Page Count 83
Keyword
  • Purchase intention
  • Perceived risk
  • Perceived value
  • Experiential quality
  • Transaction costs
  • Abstract 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.
    Advisory Committee
  • Chao-Min Chiu - chair
  • Shu-Chun Ho - co-chair
  • Ting-Ping Liang - advisor
  • Files
  • etd-0727115-121049.pdf
  • Indicate in-campus at 2 year and off-campus access at 2 year.
    Date of Submission 2015-08-27

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