1. NCCU Academic Hub
  2. 學術產出
  3. College of Commerce
  4. Theses
  5. Item

學術產出-Theses

Article View/Open

Publication Export

Google ScholarTM

政大圖書館

Citation Infomation

題名 全通路經營模式切入點之探討 －以博客來和誠品為例
The Entry Point of Omni-Channel Business – Taking Books.com.tw and Eslite as Examples.
作者 陳妤涵
Chen, Yu-Han
貢獻者 白佩玉
陳妤涵
Chen, Yu-Han
關鍵詞 全通路
顧客投入
品牌形象
品牌信任
購買意願
Omni-channel
Customer Engagement
Brand Image
Brand Trust
Purchase Intention
日期 2019
上傳時間 7-Aug-2019 17:10:42 (UTC+8)
摘要 隨著網際網路的發達，電子商務快速崛起，並結合實體零售不可取代的優勢，逐漸形成一種全新的商業模式，此種商業模式強調虛實整合和完善消費者的體驗流程，被稱為「全通路商業模式」。
因應此趨勢，本研究透過整理過去文獻和採用量化分析方法，以台灣圖書零售業的兩大巨頭，博客來和誠品，為情境去探討全通路商業模式的最佳切入點。希望此研究能夠協助企業在未來計畫經營全通路模式時，更有效配置資源，找到最有效的接觸點，吸引消費者，並將消費者帶入其他通路進行消費。
本研究從消費者在線上或線下通路的顧客投入為自變項，探討其對另一虛實通路所形成的品牌形象、品牌信任和購買意願之影響。研究結果顯示：
1.線上顧客投入對線下品牌信任、線下品牌形象和線下購買意願皆有顯著的正向影響。
2.線下顧客投入除對線上購買意願無顯著影響外，對線上品牌形象和線上品牌信任皆有顯著的正向影響。
3.不論是線上或線下情境，品牌形象對品牌信任都有顯著的正向影響。

根據本研究發現，本研究提出新創企業可參考之實務建議為：
1.線上通路為更有效的全通路經營模式切入點。
2.業者可透過強化品牌形象和品牌信任提升消費者購買意願。
3.業者可利用月暈效應之效果，針對各通路做出完善的規劃，讓虛實通路之間彼此影響，帶動消費者的O型消費。

關鍵字：全通路、顧客投入、品牌形象、品牌信任、購買意願
With the development of the Internet, e-commerce have expanded rapidly and soon integrated with physical retail stores, in order to gain its irreplaceable advantage. The combination of e-commerce and physical stores has gradually formed a new business model so-called “Omni-channel business”. This new business model emphasizes on doing Click-and-Mortar business and bring the best experience to consumers.
In response to the trend, this study aims to find out the most effective entry point of Omni-channel business by searching for and organized the past literature, adopting quantitative analysis method, and take the two leaders of Taiwan’s book retail industry, Books.com.tw and Eslite, as Examples. It is hoped that this research can contribute to future companies’ plan of allocating their resources on the most effective touch point, attract consumers, and lead their consumers into other channels to finish their consumption.
The study explores how consumers’ online and offline brand engagement affect brand image and brand trust on the other channel. The research shows:
1.Online consumer engagement has significant and positive impact on offline brand image, offline brand trust and offline purchase intention.
2.Offline consumer engagement has no significant impact on online purchase intention, but can positively affect online brand image and online brand trust.
3.Online brand image has a significant positive impact on online brand trust, so does offline brand image to offline brand trust.

Based on the above conclusions, this study has proposed practical recommendations that new ventures can refer to:
1.Online channel is the most effective entry point for Omni-channel business model.
2.Organizations can enhance consumers purchase intention by improving brand image and brand trust.
3.Organizations should leverage the outcome of Halo effect, make perfect plans for each channel, in order to create circular commerce.

Key Words: Omni-channel, Customer Engagement, Brand Image, Brand Trust, Purchase Intention.
參考文獻 中文部分：
91APP (2017)，新零售、全通路、O2O | 為何觀念大家都有，卻少有品牌做得到位，https://blog.91app.com/new-retail-concept/，擷取日期：2019年6月12日。

Deloitte (2018)，2018零售力量與趨勢展望，
https://www2.deloitte.com/content/dam/Deloitte/tw/Documents/consumer-
business/tw-2018CB_report_TC.pdf，擷取日期：2019年6月12日。

Facebook誠品人 (2019)，週四讀詩，
https://www.facebook.com/eslite.member/posts/10156991156432649/，擷取日期：2019年6月4日。

Kantar (2018)，你怎麼還在純電商？現在是全通路時代，
https://www.kantarworldpanel.com/tw/news/2018-Omni-Channel-Era，擷取日期：2019年6月10日。

王明鈞 (2018)，9年來 台灣書店已消失400家 重慶南路書店街將成旅館街，
https://www.cmmedia.com.tw/home/articles/9603，擷取日期：2019年6月13日。

王曉鋒、張永強、吳笑一 (2015)，零售4.0：零售革命，邁入虛實整合的全通路時代，台北：天下文化。

尼爾森 (2017)，尼爾森：2017年台灣網購消費者透過行動裝置購物首度超越電腦，https://www.nielsen.com/tw/zh/press-room/2017/taiwan-mobile-shopping-
overpassed-shopping-via-pc.html，擷取日期：2019年6月10日。

何佩珊 (2018)，亞馬遜、阿里巴巴積極搶攻線下零售，台灣電商平台為什麼靜悄悄，https://www.bnext.com.tw/article/51119/taiwan-ec-platform-develop-
offline-market-slowly，擷取日期：2019年6月10日。

別蓮蒂 (2017)，O型消費來了，創造接觸點帶動銷售，
https://www.hbrtaiwan.com/article_content_AR0007299.html，擷取日期：2019年6月12日。

周中理、陳正 (2007)，體驗行銷策略、顧客關係管理與行銷績效關係：模式研究－台灣旅館業之驗證。行銷評論，第四卷第三期，頁339-364。

易觀 (2018)，中國智慧零售專題分析2018，
https://www.analysys.cn/article/detail/1001405，擷取日期：2019年6月10日。

林瑀婕 (2015)，探討O2O實體體驗店對消費者購買意圖之影響。國立中山大學資訊管理學系未出版碩士論文。

洪菱鞠 (2018)，博客來走入超商，全台2間實體書店都在台大公館，
https://www.ettoday.net/news/20181226/1341120.htm#ixzz5qGi8e8zg，擷取日期：2019年6月3日。

海通證券 (2017) 新零售的邏輯、案例與展望，
http://img4.iyiou.com/Editor/image/20170928/1506603310873187.pdf，擷取日期：2019年6月10日。

張慧雯 (2019)，誠品佈局全通路，台灣24小時書店不熄燈，
https://ec.ltn.com.tw/article/paper/1292392，擷取日期：2019年6月4日。

許文貞 (2015)，博客來實體店不賣實體書，推App掃碼O2O購物，
https://www.bnext.com.tw/article/37975/BN-2015-11-16-182715-143，擷取日期：2019年6月1日。

陳宣佑 (2013)，線上顧客參與行為成效探究。臺北大學資訊管理研究所學位論文。

陳純德、陳美如 (2014)，部落客意見領袖信任轉移影響之研究：推敲可能性模式觀點。Journal of e-business，第十六卷第三期，頁247-276。

博客來 (2019)，博客來官網，https://www.books.com.tw/，擷取日期：2019年6月1日。

誠品 (2019)，誠品網路書店，http://www.eslite.com/，擷取日期：2019年6月4日。

廖述賢、鐘鈺鈞、胡大謙 (2011)，品牌形象、品牌信任與網路口碑關聯性之研究:以線上遊戲魔獸世界為例。創新與管理，第八卷第一期，頁25-48。

蔡瑤昇、呂文琴、洪榮照 (2011)，網路意見領袖量表之建構。電子商務學報，第十三卷第四期，頁759-779。

欒斌、陳苡任、羅凱揚 (2011)，電子商務 (第七版)，台北：滄海書局。

英文部分：
Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.

Aaker, D.A. (1996). Building Strong Brands, New York : The Free Press.

Aberdeen Group (2004). The Integrated Multichannel Benchmark Study: Gaining
Competitive Advantage by Fulfilling Multichannel Demand, Retrieved from:
http://www.aberdeen.com/summary/report/benchmark/multichannel_selling.asp/
on May 27, 2019

Aghekyan-Simonian, M., Forsythe, S., Suk Kwon, W. and Chattaraman, V. (2012).
The role of product brand image and online store image on perceived risks and
online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19 (3), 325-331.

Alam, S. and Yasin, N. (2010). What factors influence online brand trust: Evidence
from online tickets buyers in Malaysia. Journal of Theoretical and Applied
Electronic Commerce Research, 5 (3), 78-89.

Anderson, E.W., Fornell, C. and Lehman, D.R. (1994). Customer satisfaction, market
share and profitability: Findings from Sweden, Journal of Marketing, 58 (3), 53-
66.

Anderson, R.E., Srinivasan, S.S. (2003). E-satisfaction and E-loyalty: A
contingency framework, Psychology and Marketing, 20 (2), 123-138.

Ashley, C., Noble, S.M., Donthu, N., Lemon, K. (2011) Why customers won`t relate:
obstacles to relationship marketing engagement. Journal of Business Research,
64 (7), 749-756.

Assael, H. (1998). Consumer Behavior and Marketing Action, Ohio: South-Western
College Pub.

Awad, N.F. and Ragowsky, A. (2008). Establishing trust in electronic commerce
through online word of mouth: An examination across genders. Journal of
Management Information Systems, 24 (4), 101-121.

Baker, J., Grewal, D. and Parasuraman, A. (1994). The influence of store environment
on quality inferences and store image. Journal of the Academy of Marketing
Science, 22 (4), 328-339.

Bartlett, M.S. (1951). A further note on tests of significance in factor analysis. The
British Journal of Psychology, 4 (1), 1-2.

Bhatnagar, A., Misra, S. and Rao, H.R. (2000). On risk, convenience, and internet
shopping behavior. Communications of the ACM, 43 (11), 98-105.

Bowden, J.L.H. (2009) The process of customer engagement: A conceptual
framework. Journal of Marketing Theory and Practice, 17 (1), 63-74.

Brodie, R., Ilic, A., Juric, B. and Hollebeek, L. (2013). Consumer engagement in a
virtual brand community: An exploratory analysis. Journal of Business
Research, 66 (1), 105-114.

Brodie, R.J., Hollebeek, L.D., Juric, B. and Ilic, A. (2011). Customer engagement:
conceptual domain, fundamental propositions and implications for research.
Journal of Service Research, 14 (3), 252-271.

Brown, G.H. (1952). Brand loyalty - fact or fiction? Advertising Age, 23, 53-55.

Cardozo, R.N. (1965). An experimental study of customer, effort, expectation and
satisfaction. Journal of Marketing Research, 2 (3), 244-249.

Chan, Y. and Ngai, E. (2011). Conceptualizing electronic word of mouth
activity. Marketing Intelligence & Planning, 29 (5), 488-516.

Chang, H.H. and Chen, W.C. (2008). The impact of online store environment cues on
purchase intention. Online Information Review, 32 (6), 818-841.

Chaudhuri, A., and Holbrook, M.B. (2001). The chain of effects from brand trust and
brand affect to brand performance: The role of brand loyalty. Journal of
Marketing, 65 (2), 81-93.

Chen, Y.H., Hsu, I.C., Lin, C.C. (2010). Website attributes that increase consumer
purchase intentions: A conjoint analysis. Journal of Business Research, 63 (9-
10), 1007-1014.

Churchill, G.A. and Suprenant, C. (1982). An investigation into determinants of
customer satisfaction. Journal of Marketing Research, 19 (4), 491-504.

Connolly, R. and Bannister, F. (2008). Factors influencing Irish consumers’ trust in
internet shopping. Management Research News, 31 (5), 339-358.

Cornwell, T. (2019). Less “Sponsorship as Advertising” and more sponsorship-
linked marketing as authentic engagement. Journal of Advertising, 48 (1), 49-
60.

Cronbach, L.J. (1951). Coefficient alpha and the internal structure of tests.
Psychometrika, 16 (3), 297-334.

Dauw, S.Z., Zui, C.L. and O’Neal, G. (2011). Mr. Risk! Please trust me: Trust
antecedents that increase online consumer purchase intention. Journal of Internet
Banking and Commerce, 16 (3), 1-23.

Day, G.S. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising
Research, 9 (3), 29-35.

Dayal, S., Landesberg, H., and Zeisser, M. (1999). How to build trust online.
Marketing Management Fall, 8 (3), 64-69.


Dehghani, M. and Tumer, M. (2015). A research on effectiveness of Facebook
advertising on enhancing purchase intention of consumers. Computers in Human
Behavior, 49, 597-600.

Delgado, B.E. (2003). Development and validation of a brand trust scale.
International Journal of Market Research, 45 (1), 335-353.

Delgado, B.E., and Munuera, A.J.L. (2001). Brand trust in the context of consumer
loyalty. European Journal of Marketing, 35 (11/12), 1238-1258.

Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of
online feedback mechanisms. Management Science, 49 (10), 1407-1424.

Dick, A.S., and Basu, K. (1994). Customer loyalty: Toward an integrated conceptual
framework. Journal of the Academy of Marketing Science, 22 (2), 99-113.

Dobni, D. and Zinkhan, G.M. (1990). In Search of Brand Image: A Foundation
Analysis. Advances in Consumer Research, 17 (1), 110-120.

Doney, P.M. and Cannon, J.P. (1997). An examination of the nature of trust in buyer-
seller relationship. Journal of Marketing, 61 (2), 35-51.

Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its
impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109.

EConsultancy (2008) Online Customer Engagement Report, Retrieved from:
http://econsultancy.com/reports/online-customer-engagement-report-2008 on May 15, 2019

eMarketer. (2018) Worldwide Retail and Ecommerce Sales: eMarketer’s Estimates
for 2016–2021, Retrieved from https://www.emarketer.com/Report/Worldwide-
Retail-Ecommerce-Sales-eMarketers-Updated-Forecast-New-Mcommerce-
Estimates-20162021/2002182 on June 4, 2019

Fukuyama, F. (1995) Trust: The Social Virtues and The Creation of Prosperity. New
York: The Free Press.

Fulgoni, G. (2014). “Omni-channel” retail insights and the consumer`s path-to-
purchase. Journal of Advertising Research, 54 (4), 377-380.

Gambetti, R.C. and Graffigna, G. (2010). The concept of engagement. International
Journal of Market Research, 52 (6), 801-826.

Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28 (6), 725-
737.

Gefen, D. and Straub D.W. (2003) Managing user trust in B2C e-services. eService
Journal, 2 (2), 7-24.

Gefen, D., Karahanna, E. and Straub, D. (2003). Inexperience and experience with
online stores: The importance of TAM and trust. IEEE Transactions on Engineering Management, 50 (3), 307-321.

Gremler, D.D. and Brown, S.W. (1996). Service loyalty: Its nature, importance, and
implications. Proceedings American Marketing Association, 171-180.

Greve, G. (2014). The moderating effect of customer engagement on the brand
image – Brand loyalty relationship. Procedia - Social and Behavioral Sciences, 148 (25), 203-210.

Ha, Y. and Stoel, L. (2004). Internet apparel shopping behaviors: the influence of
general innovativeness. International Journal of Retail & Distribution Management, 32 (8), 377-385.

Habibi, M., Laroche, M. and Richard, M. (2014). The roles of brand community and
community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161.

Hahn, K. and Kim, J. (2009). The effect of offline brand trust and perceived internet
confidence on online shopping intention in the integrated multi‐channel context. International Journal of Retail & Distribution Management, 37 (2), 126-141.

Hanna, R., Rohm, A. and Crittenden, V.L. (2011). We’re all connected: The power of
the social media ecosystem. Business Horizons, 54 (3), 265-273.

Hawes, J. and Lumpkin, J. (1986). Perceived risk and the selection of a retail
patronage mode. Journal of the Academy of Marketing Science, 14 (4), 37-42.

Herbst, K., Hannah, S. and Allan, D. (2012). Advertisement disclaimer speed and
corporate social responsibility: “Costs” to consumer comprehension and effects on brand trust and purchase intention. Journal of Business Ethics, 117 (2), 297-311.

Hollebeek, L.D. (2011). Demystifying customer brand engagement: Exploring the
loyalty nexus. Journal of Marketing Management, 27 (7/8), 785-807.

Hsu, C., Chang, K. and Chen, M. (2012). The impact of website quality on customer
satisfaction and purchase intention: perceived playfulness and perceived flow as mediators. Information Systems and e-Business Management, 10 (4), 549-570.

Ismail, A.R. (2011). Experiential marketing: An empirical investigation. Journal of
Relationship Marketing, 10 (3), 167-201.

Jacoby, J. and Chestnut, R.W. (1978). Brand Loyalty: Measurement and
Management. New York: Wiley.

Jarvenpaa, S. L. and Todd, P.A. (1997). Consumer reactions to electronic shopping on
the world wide web. Journal of Electronic Commerce, 2 (1) 59-88.

Jarvenpaa, S.L., Tractinsky, N. and Vitale, M. (2000). Consumer trust in an internet
store. Information Technology and Management, 1 (1-2), 45-71.

Jarvenpaa, S.L., Tractinsky, J. and Saarinen, L. (1999). Consumer trust in an internet
store: A cross-cultural validation. Journal of Computer Mediated Communication, 5 (2).

Jones, T. and Taylor, S.F. (2007). The conceptual domain of service loyalty: How
many dimensions? Journal of Services Marketing, 21 (1), 36-51.

Kaiser, H.F. (1970). A second generation Little Jiffy. Psychometrika, 35, 401-415.

Kamins, M.A. and Marks, L.J. (1991). The perception of kosher as a third party
certification claim in advertising for familiar and unfamiliar brands. Journal of the Academy of Marketing Science, 19 (3), 177-185.

Kaplan, A. and Haenlein, M. (2010). Users of the world, unite! The challenges and
opportunities of Social Media. Business Horizons, 53 (1), 59-68.

Keller K.L. and Aaker D.A. (1992) The effects of sequential introduction of brand
extensions. Journal of Marketing Research, 29 (1), 35-50.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based
brand equity. The Journal of Marketing, 57 (7), 1-22.

Kim, C.K., Lavack, A.M. and Smith, M.J. (2001). Consumer evaluation of vertical
brand extensions and core brands. Journal of Business Research, 52 (3), 211-222.

Kim, D. and Benbasat, I. (2003). Trust-related arguments in Internet stores: A
framework for evaluation. Journal of Electronic Commerce Research, 4 (2),
49-64.

Kim, J. (2012). An empirical study on consumer first purchase intention in online
shopping: Integrating initial trust and TAM. Electronic Commerce Research, 12
(2), 125-150.

Kotler, P. (1988). Marketing Management: Analysis, Planning and Control, 9th ed.
New Jersey: Prentice-Hall Inc.

Kotler, P. (2000). Marketing Management : Analysis, Planning, Implementation, and
Control, 10th Edition. New Jersey: Prentice-Hall Inc.

Kotler, P., Kartajaya, H. and Setiawan, I. (2017). Marketing 4.0. Hoboken: John
Wiley and Sons.

Kuan, H.H. and Bock, G.W. (2007). Trust transference in brick and click retailers: An
investigation of the before-online-visit phase. Information & Management, 44 (2), 175-87.

Kuehn, A. (1962). Consumer brand choice as a learning process. Journal of
Advertising Research, 2, 10-17.

Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., and Tillmanns, S.
(2010). Undervalued or overvalued customers: capturing total customer engagement value. Journal of Service Research, 13 (3), 297-310.

Kuo, Y., Wu, C. and Deng, W. (2009). The relationships among service quality,
perceived value, customer satisfaction, and post-purchase intention in mobile
value-added services. Computers in Human Behavior, 25 (4), 887-896.

Kwon, W. and Lennon, S. (2009a). Reciprocal Effects Between Multichannel
Retailers’ Offline and Online Brand Images. Journal of Retailing, 85 (3), 376-390.

Kwon, W.S., Lennon, S.J., (2009b) What induces online loyalty? Online versus
offline brand images. Journal of Business Research, 62 (5), 557-564.

Latusek, D. and Gerbasi, A. (2010). Trust and Technology in a Ubiquitous Modern
Environment: Theoretical and Methodological Perspectives, 1st ed. Hershey, PA: Information Science Reference.

Lau, G.T., and Lee, S.H. (1999). Consumers` trust in a brand and the link to brand
loyalty. Journal of Market-Focused Management, 4 (4), 341-370.

Lee, K.C., Kang, I. and McKnight, D.H. (2007). Transfer from offline trust to key
online perceptions: an empirical study. IEEE Transactions on Engineering Management, 54 (4), 729-41.

Leuthesser, L., Kohli C.S. and Harich K.R. (1995) Brand equity: the halo effect
measure. European Journal of Marketing, 29 (4), 57-66.

Liang, T.P. and Lai, H.J. (2002). Effect of store design on consumer purchases: van
empirical study of online bookstores. Information and Management, 39 (6), 431-444.

Liebermann, Y. and Flint-Goor, A. (1996). Message strategy by product-class type:
A matching model. International Journal of Marketing Research, 13 (3),
237−249.

Lim, K., Sia, C., Lee, M. and Benbasat, I. (2006). Do I trust you online, and if so,
will I buy? An empirical study of two trust-building strategies. Journal of Management Information Systems, 23 (2), 233-266.

Lipstein, B. (1959). The Dynamics of Brand Loyalty and Brand Switching.
Proceedings of the Fifth Annual Conference of the Advertising Research
Foundation. (pp. 101–108). New York: Advertising Research Foundation.

Loken, B. and John, D.R. (1993). Diluting brand beliefs: When do brand extensions
have a negative impact? Journal of Marketing, 57 (3), 71–84.

Lusch R.F. and Vargo S.L. (2010) S–D Logic: Accommodating, Integrating,
Transdisciplinary. Cambridge, England: University of Cambridge.

Martinez, E. and Pina, J.M. (2003). The negative impact of brand extensions on
parent brand image. Journal of Product and Brand Management, 12 (7), 432-48.

Mata, F., and Quesada, A. (2014). Web 2.0, Social networks and e-commerce as
marketing tools. Journal Of Theoretical And Applied Electronic Commerce Research, 9 (1), 11-12.

McKnight, D.H., Cummings, L.L. and Chervany, N.L. (1998). Initial trust formation
in new organizational relationships. Academy of Management Review, 23 (3), 472-490.

Merilees, B. and Miller, D. (2001). Superstore interactivity: new self-service
paradigm of retail service? International Journal of Retail and Distribution Management, 29 (8/9), 379-389.

Mikalef, P., Pappas, I. and Giannakos, M. (2017). Value co-creation and purchase
intention in social commerce: The enabling role of word-of-mouth and trust. Twenty-third Americas Conference on Information Systems. 1-10

Mollen, A. and Wilson, H. (2010). Engagement, telepresence and interactivity in
online consumer experience: reconciling scholastic and managerial perspectives. Journal of Business Research, 63 (9), 919-925.

Morwitz, V.G. and Schmittlein, D. (1992). Using segmentation to improve sales
forecasts based on purchase intent: Which "intenders" actually buy? Journal of Marketing Research, 29 (4), 391-405.

Mukherjee, A. and Nath, P. (2007). Role of electronic trust in online retailing. A re-
examination of the commitment-trust theory. European Journal of Marketing, 41 (9/10), 1173-1202.

Nammir, D., Marane, B. and Ali, A. (2012). Determine the role of customer
engagement on relationship quality and relationship performance. European Journal of Business and Management, 4 (11), 27-36.

Newholm, T., McGoldrick, P., Keeling, K., Macaulay, L. and Doherty, J. (2004).
Multi-story trust and online retailer strategies. International Review of Retail, Distribution & Consumer Research, (14) 4, 437-56.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.

Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of
satisfaction decisions. Journal of Marketing Research, 17 (4), 460-469.

Park, C.W., Jaworski, B. J., and Maclnnis, D. J. (1986). Strategic brand concept-
image management. The Journal of Marketing, 50 (4), 135-145.

Patterson, P.G. and Spreng, R.A. (1997). Modelling the relationship between
perceived value, satisfaction and repurchase intentions in a business-to-business,
services context: an empirical examination. International Journal of Service Industry Management. 8 (5), 414-434.

Patterson, P., Yu, T. and Ruyter, K.D. (2006). Understanding customer engagement
in services. Proceedings, Australia–New Zealand Marketing Academy Conference, Brisbane.

Pavlou, P.A. (2003). Consumer acceptance of electronic commerce: Integrating trust
and risk with the technology acceptance model. International Journal of Electronic Commerce, 7 (3), 101-134.

Payne, A., Storbacka, K. and Frow, P. (2007). Managing the co-creation of value.
Journal of the Academy of Marketing Science, 36 (1), 83-96.

Ranganathan, C. and Ganapathy, S. (2002). Key dimensions of business to consumer
web sites. Information and Management, 39 (6), 457-465.

Richardson, P. S., Dick, A. S. and Jain, A. K. (1994). Extrinsic and intrinsic cue
effect on perceptions of store brand quality. Journal of Marketing Research, 58 (4), pp.28-36.

Roberts, L. M. (2005) Changing faces: Professional image construction in diverse
organizational settings. Academy of Management Review, 30 (4), 685-711.

Robertson, T.S. (1984) Consumer Behavior. (pp. 63-64). Glenview III: Scott,
Foresman and Company.

Rotter, J.B. (1980). Interpersonal trust, trustworthiness, and gullibility. American
Psychologist, 35 (1), 1-7.

Rowley, J. (2004). Just another channel? Marketing communication in e-business.
Marketing Intelligence and Planning, 22 (1), 24-41.

Sashi, C.M. (2012) Customer engagement, buyer-seller relationships, and social
media. Management Decision, 50 (2), 253-272

Schiffman, L. and Wisenblit, J. (2015). Consumer Behavior. 11th ed. Edinburgh:
Pearson.

See-To, E. and Ho, K. (2014). Value co-creation and purchase intention in social
network sites: The role of electronic Word-of-Mouth and trust – A theoretical analysis. Computers in Human Behavior, 31, 182-189.

Shankar, V., Urban, G. and Sultan, F. (2002). Online trust: a stakeholder perspective,
concepts, implications, and future directions. The Journal of Strategic Information Systems, 11 (3-4), 25-344.

Statista (2019). Digital Buyers Worldwide 2021, Retrieved from:
https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/
on May 29, 2019

Statista (2019) Worldwide E-commerce Share of Retail Sales 2015-2021. Retrieved
from: https://www.statista.com/statistics/534123/e-commerce-share-of-retail-
sales-worldwide/ on June 4, 2019.

Stewart, K. (2003). Trust transfer on the world wide web. Organization Science, 14
(1), 5-17.

Tauber E. M. (1981). Brand franchise extension: New product benefits from existing
brand names. Business Horizons, 24, 36-41.

The Michael Aldrich Archive (2011). Internet Online Shopping. Retrieved from
http://www.aldricharchive.com/internet_online_shopping.html/ on June 4, 2019.

Thomas, L. (2017). Store Closures Rocked Retail in 2017. Now 2018 is Set to Bring
Another Round of Them. Retrieved from: https://www.cnbc.com/2017/12/26/store-closures-rocked-retail-in-2017-and-more-should-come-next-year.html on June 5, 2019.

Thorndike, E.L. (1920). A consistent error in psychological ratings. Journal of
Applied Psychology, 4, 25–29.

Travis, D. (2002). Emotional Branding. 1st ed. Roseville: Prima Publishing.

Udo, G.J. (2001). Privacy and security concerns as major barriers for e-commerce:
A survey study. Information Management & Computer Security, 9 (4), 165-174.

van Doorn, J., Lemon K.E., Mittal. V., Pick D, Pirner, P. and Verhoef, P.C. (2010).
Customer engagement behavior: theoretical foundations and research directions.
Journal of Service Research, 13 (3), 253-266.

van Tongeren, M. (2004) Retailing branding/Platform development: The holistic
approach to retail branding. European Retail Digest, 41, 1-3.

Vargo, S.L and Lusch, R.F. (2004). Evolving to a new dominant logic for
marketing. Journal of Marketing, 68 (1), 1-17.

Verhagen, T. and van Dolen, W. (2009). Online purchase intentions: A multi-
channel store image perspective. Information and Management, 46, 77-82.

Verhoef, P., Kannan, P. and Inman, J. (2015). From multi-channel retailing to
omni-channel retailing. Journal of Retailing, 91 (2), 174-181.

Winch, G. and Joyce, P. (2006). Exploring the dynamics of building and losing
consumer trust in B2C e-business. International Journal of Retail &
Distribution Management, 34 (7), 541-55.

Woodside, A.G., Frey, L.L. and Daly, R.T. (1989). Linking service quality,
customer satisfaction, and behavioral intention. Journal of Health Care Marketing, 9 (4), 5-17.

Yoon, S.J. (2002). The antecedents and consequences of trust in online purchase
decisions. Journal of Interactive Marketing, 16 (2), 47-63.

Zhao, S., Grasmuck, S. and Martin, J. (2008). Identity construction on facebook:
digital empowerment in anchored relationships. Computers in Human Behavior, 24 (5), 1816-1836.
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363010
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363010
資料類型 thesis
dc.contributor.advisor 白佩玉zh_TW
dc.contributor.author (Authors) 陳妤涵zh_TW
dc.contributor.author (Authors) Chen, Yu-Hanen_US
dc.creator (作者) 陳妤涵zh_TW
dc.creator (作者) Chen, Yu-Hanen_US
dc.date (日期) 2019en_US
dc.date.accessioned 7-Aug-2019 17:10:42 (UTC+8)-
dc.date.available 7-Aug-2019 17:10:42 (UTC+8)-
dc.date.issued (上傳時間) 7-Aug-2019 17:10:42 (UTC+8)-
dc.identifier (Other Identifiers) G0106363010en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125052-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 106363010zh_TW
dc.description.abstract (摘要) 隨著網際網路的發達，電子商務快速崛起，並結合實體零售不可取代的優勢，逐漸形成一種全新的商業模式，此種商業模式強調虛實整合和完善消費者的體驗流程，被稱為「全通路商業模式」。
因應此趨勢，本研究透過整理過去文獻和採用量化分析方法，以台灣圖書零售業的兩大巨頭，博客來和誠品，為情境去探討全通路商業模式的最佳切入點。希望此研究能夠協助企業在未來計畫經營全通路模式時，更有效配置資源，找到最有效的接觸點，吸引消費者，並將消費者帶入其他通路進行消費。
本研究從消費者在線上或線下通路的顧客投入為自變項，探討其對另一虛實通路所形成的品牌形象、品牌信任和購買意願之影響。研究結果顯示：
1.線上顧客投入對線下品牌信任、線下品牌形象和線下購買意願皆有顯著的正向影響。
2.線下顧客投入除對線上購買意願無顯著影響外，對線上品牌形象和線上品牌信任皆有顯著的正向影響。
3.不論是線上或線下情境，品牌形象對品牌信任都有顯著的正向影響。

根據本研究發現，本研究提出新創企業可參考之實務建議為：
1.線上通路為更有效的全通路經營模式切入點。
2.業者可透過強化品牌形象和品牌信任提升消費者購買意願。
3.業者可利用月暈效應之效果，針對各通路做出完善的規劃，讓虛實通路之間彼此影響，帶動消費者的O型消費。

關鍵字：全通路、顧客投入、品牌形象、品牌信任、購買意願		zh_TW
dc.description.abstract (摘要) With the development of the Internet, e-commerce have expanded rapidly and soon integrated with physical retail stores, in order to gain its irreplaceable advantage. The combination of e-commerce and physical stores has gradually formed a new business model so-called “Omni-channel business”. This new business model emphasizes on doing Click-and-Mortar business and bring the best experience to consumers.
In response to the trend, this study aims to find out the most effective entry point of Omni-channel business by searching for and organized the past literature, adopting quantitative analysis method, and take the two leaders of Taiwan’s book retail industry, Books.com.tw and Eslite, as Examples. It is hoped that this research can contribute to future companies’ plan of allocating their resources on the most effective touch point, attract consumers, and lead their consumers into other channels to finish their consumption.
The study explores how consumers’ online and offline brand engagement affect brand image and brand trust on the other channel. The research shows:
1.Online consumer engagement has significant and positive impact on offline brand image, offline brand trust and offline purchase intention.
2.Offline consumer engagement has no significant impact on online purchase intention, but can positively affect online brand image and online brand trust.
3.Online brand image has a significant positive impact on online brand trust, so does offline brand image to offline brand trust.

Based on the above conclusions, this study has proposed practical recommendations that new ventures can refer to:
1.Online channel is the most effective entry point for Omni-channel business model.
2.Organizations can enhance consumers purchase intention by improving brand image and brand trust.
3.Organizations should leverage the outcome of Halo effect, make perfect plans for each channel, in order to create circular commerce.

Key Words: Omni-channel, Customer Engagement, Brand Image, Brand Trust, Purchase Intention.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究流程 6
第二章 文獻探討 7
第一節 顧客投入 (Customer Engagement) 7
第二節 品牌形象 (Brand Image) 10
第三節 品牌信任 (Brand Trust) 11
第四節 購買意願 (Purchase Intention) 14
第五節 信任傾向 (Disposition to Trust) 15
第六節 品牌忠誠 (Brand Loyalty) 15
第七節 顧客滿意度 (Customer Satisfaction) 17
第八節 月暈效應 (Halo Effect) 18
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假設 21
第三節 研究變數與衡量 26
第四節 研究情境 29
第五節 研究設計 36
第四章 研究結果 38
第一節 樣本結構 38
第二節 信度分析 40
第三節 效度分析 41
第四節 研究假說檢定 45
第五節 成對樣本t檢定 57
第六節 假說驗證結果 58
第五章 結論與建議 59
第一節 研究結論 59
第二節 實務意涵 62
第三節 研究限制 64
第四節 未來研究建議 65
參考文獻 67
附錄 82		zh_TW
dc.format.extent 4217038 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363010en_US
dc.subject (關鍵詞) 全通路zh_TW
dc.subject (關鍵詞) 顧客投入zh_TW
dc.subject (關鍵詞) 品牌形象zh_TW
dc.subject (關鍵詞) 品牌信任zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) Omni-channelen_US
dc.subject (關鍵詞) Customer Engagementen_US
dc.subject (關鍵詞) Brand Imageen_US
dc.subject (關鍵詞) Brand Trusten_US
dc.subject (關鍵詞) Purchase Intentionen_US
dc.title (題名) 全通路經營模式切入點之探討 －以博客來和誠品為例zh_TW
dc.title (題名) The Entry Point of Omni-Channel Business – Taking Books.com.tw and Eslite as Examples.en_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分：
91APP (2017)，新零售、全通路、O2O | 為何觀念大家都有，卻少有品牌做得到位，https://blog.91app.com/new-retail-concept/，擷取日期：2019年6月12日。

Deloitte (2018)，2018零售力量與趨勢展望，
https://www2.deloitte.com/content/dam/Deloitte/tw/Documents/consumer-
business/tw-2018CB_report_TC.pdf，擷取日期：2019年6月12日。

Facebook誠品人 (2019)，週四讀詩，
https://www.facebook.com/eslite.member/posts/10156991156432649/，擷取日期：2019年6月4日。

Kantar (2018)，你怎麼還在純電商？現在是全通路時代，
https://www.kantarworldpanel.com/tw/news/2018-Omni-Channel-Era，擷取日期：2019年6月10日。

王明鈞 (2018)，9年來 台灣書店已消失400家 重慶南路書店街將成旅館街，
https://www.cmmedia.com.tw/home/articles/9603，擷取日期：2019年6月13日。

王曉鋒、張永強、吳笑一 (2015)，零售4.0：零售革命，邁入虛實整合的全通路時代，台北：天下文化。

尼爾森 (2017)，尼爾森：2017年台灣網購消費者透過行動裝置購物首度超越電腦，https://www.nielsen.com/tw/zh/press-room/2017/taiwan-mobile-shopping-
overpassed-shopping-via-pc.html，擷取日期：2019年6月10日。

何佩珊 (2018)，亞馬遜、阿里巴巴積極搶攻線下零售，台灣電商平台為什麼靜悄悄，https://www.bnext.com.tw/article/51119/taiwan-ec-platform-develop-
offline-market-slowly，擷取日期：2019年6月10日。

別蓮蒂 (2017)，O型消費來了，創造接觸點帶動銷售，
https://www.hbrtaiwan.com/article_content_AR0007299.html，擷取日期：2019年6月12日。

周中理、陳正 (2007)，體驗行銷策略、顧客關係管理與行銷績效關係：模式研究－台灣旅館業之驗證。行銷評論，第四卷第三期，頁339-364。

易觀 (2018)，中國智慧零售專題分析2018，
https://www.analysys.cn/article/detail/1001405，擷取日期：2019年6月10日。

林瑀婕 (2015)，探討O2O實體體驗店對消費者購買意圖之影響。國立中山大學資訊管理學系未出版碩士論文。

洪菱鞠 (2018)，博客來走入超商，全台2間實體書店都在台大公館，
https://www.ettoday.net/news/20181226/1341120.htm#ixzz5qGi8e8zg，擷取日期：2019年6月3日。

海通證券 (2017) 新零售的邏輯、案例與展望，
http://img4.iyiou.com/Editor/image/20170928/1506603310873187.pdf，擷取日期：2019年6月10日。

張慧雯 (2019)，誠品佈局全通路，台灣24小時書店不熄燈，
https://ec.ltn.com.tw/article/paper/1292392，擷取日期：2019年6月4日。

許文貞 (2015)，博客來實體店不賣實體書，推App掃碼O2O購物，
https://www.bnext.com.tw/article/37975/BN-2015-11-16-182715-143，擷取日期：2019年6月1日。

陳宣佑 (2013)，線上顧客參與行為成效探究。臺北大學資訊管理研究所學位論文。

陳純德、陳美如 (2014)，部落客意見領袖信任轉移影響之研究：推敲可能性模式觀點。Journal of e-business，第十六卷第三期，頁247-276。

博客來 (2019)，博客來官網，https://www.books.com.tw/，擷取日期：2019年6月1日。

誠品 (2019)，誠品網路書店，http://www.eslite.com/，擷取日期：2019年6月4日。

廖述賢、鐘鈺鈞、胡大謙 (2011)，品牌形象、品牌信任與網路口碑關聯性之研究:以線上遊戲魔獸世界為例。創新與管理，第八卷第一期，頁25-48。

蔡瑤昇、呂文琴、洪榮照 (2011)，網路意見領袖量表之建構。電子商務學報，第十三卷第四期，頁759-779。

欒斌、陳苡任、羅凱揚 (2011)，電子商務 (第七版)，台北：滄海書局。

英文部分：
Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.

Aaker, D.A. (1996). Building Strong Brands, New York : The Free Press.

Aberdeen Group (2004). The Integrated Multichannel Benchmark Study: Gaining
Competitive Advantage by Fulfilling Multichannel Demand, Retrieved from:
http://www.aberdeen.com/summary/report/benchmark/multichannel_selling.asp/
on May 27, 2019

Aghekyan-Simonian, M., Forsythe, S., Suk Kwon, W. and Chattaraman, V. (2012).
The role of product brand image and online store image on perceived risks and
online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19 (3), 325-331.

Alam, S. and Yasin, N. (2010). What factors influence online brand trust: Evidence
from online tickets buyers in Malaysia. Journal of Theoretical and Applied
Electronic Commerce Research, 5 (3), 78-89.

Anderson, E.W., Fornell, C. and Lehman, D.R. (1994). Customer satisfaction, market
share and profitability: Findings from Sweden, Journal of Marketing, 58 (3), 53-
66.

Anderson, R.E., Srinivasan, S.S. (2003). E-satisfaction and E-loyalty: A
contingency framework, Psychology and Marketing, 20 (2), 123-138.

Ashley, C., Noble, S.M., Donthu, N., Lemon, K. (2011) Why customers won`t relate:
obstacles to relationship marketing engagement. Journal of Business Research,
64 (7), 749-756.

Assael, H. (1998). Consumer Behavior and Marketing Action, Ohio: South-Western
College Pub.

Awad, N.F. and Ragowsky, A. (2008). Establishing trust in electronic commerce
through online word of mouth: An examination across genders. Journal of
Management Information Systems, 24 (4), 101-121.

Baker, J., Grewal, D. and Parasuraman, A. (1994). The influence of store environment
on quality inferences and store image. Journal of the Academy of Marketing
Science, 22 (4), 328-339.

Bartlett, M.S. (1951). A further note on tests of significance in factor analysis. The
British Journal of Psychology, 4 (1), 1-2.

Bhatnagar, A., Misra, S. and Rao, H.R. (2000). On risk, convenience, and internet
shopping behavior. Communications of the ACM, 43 (11), 98-105.

Bowden, J.L.H. (2009) The process of customer engagement: A conceptual
framework. Journal of Marketing Theory and Practice, 17 (1), 63-74.

Brodie, R., Ilic, A., Juric, B. and Hollebeek, L. (2013). Consumer engagement in a
virtual brand community: An exploratory analysis. Journal of Business
Research, 66 (1), 105-114.

Brodie, R.J., Hollebeek, L.D., Juric, B. and Ilic, A. (2011). Customer engagement:
conceptual domain, fundamental propositions and implications for research.
Journal of Service Research, 14 (3), 252-271.

Brown, G.H. (1952). Brand loyalty - fact or fiction? Advertising Age, 23, 53-55.

Cardozo, R.N. (1965). An experimental study of customer, effort, expectation and
satisfaction. Journal of Marketing Research, 2 (3), 244-249.

Chan, Y. and Ngai, E. (2011). Conceptualizing electronic word of mouth
activity. Marketing Intelligence & Planning, 29 (5), 488-516.

Chang, H.H. and Chen, W.C. (2008). The impact of online store environment cues on
purchase intention. Online Information Review, 32 (6), 818-841.

Chaudhuri, A., and Holbrook, M.B. (2001). The chain of effects from brand trust and
brand affect to brand performance: The role of brand loyalty. Journal of
Marketing, 65 (2), 81-93.

Chen, Y.H., Hsu, I.C., Lin, C.C. (2010). Website attributes that increase consumer
purchase intentions: A conjoint analysis. Journal of Business Research, 63 (9-
10), 1007-1014.

Churchill, G.A. and Suprenant, C. (1982). An investigation into determinants of
customer satisfaction. Journal of Marketing Research, 19 (4), 491-504.

Connolly, R. and Bannister, F. (2008). Factors influencing Irish consumers’ trust in
internet shopping. Management Research News, 31 (5), 339-358.

Cornwell, T. (2019). Less “Sponsorship as Advertising” and more sponsorship-
linked marketing as authentic engagement. Journal of Advertising, 48 (1), 49-
60.

Cronbach, L.J. (1951). Coefficient alpha and the internal structure of tests.
Psychometrika, 16 (3), 297-334.

Dauw, S.Z., Zui, C.L. and O’Neal, G. (2011). Mr. Risk! Please trust me: Trust
antecedents that increase online consumer purchase intention. Journal of Internet
Banking and Commerce, 16 (3), 1-23.

Day, G.S. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising
Research, 9 (3), 29-35.

Dayal, S., Landesberg, H., and Zeisser, M. (1999). How to build trust online.
Marketing Management Fall, 8 (3), 64-69.


Dehghani, M. and Tumer, M. (2015). A research on effectiveness of Facebook
advertising on enhancing purchase intention of consumers. Computers in Human
Behavior, 49, 597-600.

Delgado, B.E. (2003). Development and validation of a brand trust scale.
International Journal of Market Research, 45 (1), 335-353.

Delgado, B.E., and Munuera, A.J.L. (2001). Brand trust in the context of consumer
loyalty. European Journal of Marketing, 35 (11/12), 1238-1258.

Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of
online feedback mechanisms. Management Science, 49 (10), 1407-1424.

Dick, A.S., and Basu, K. (1994). Customer loyalty: Toward an integrated conceptual
framework. Journal of the Academy of Marketing Science, 22 (2), 99-113.

Dobni, D. and Zinkhan, G.M. (1990). In Search of Brand Image: A Foundation
Analysis. Advances in Consumer Research, 17 (1), 110-120.

Doney, P.M. and Cannon, J.P. (1997). An examination of the nature of trust in buyer-
seller relationship. Journal of Marketing, 61 (2), 35-51.

Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its
impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109.

EConsultancy (2008) Online Customer Engagement Report, Retrieved from:
http://econsultancy.com/reports/online-customer-engagement-report-2008 on May 15, 2019

eMarketer. (2018) Worldwide Retail and Ecommerce Sales: eMarketer’s Estimates
for 2016–2021, Retrieved from https://www.emarketer.com/Report/Worldwide-
Retail-Ecommerce-Sales-eMarketers-Updated-Forecast-New-Mcommerce-
Estimates-20162021/2002182 on June 4, 2019

Fukuyama, F. (1995) Trust: The Social Virtues and The Creation of Prosperity. New
York: The Free Press.

Fulgoni, G. (2014). “Omni-channel” retail insights and the consumer`s path-to-
purchase. Journal of Advertising Research, 54 (4), 377-380.

Gambetti, R.C. and Graffigna, G. (2010). The concept of engagement. International
Journal of Market Research, 52 (6), 801-826.

Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28 (6), 725-
737.

Gefen, D. and Straub D.W. (2003) Managing user trust in B2C e-services. eService
Journal, 2 (2), 7-24.

Gefen, D., Karahanna, E. and Straub, D. (2003). Inexperience and experience with
online stores: The importance of TAM and trust. IEEE Transactions on Engineering Management, 50 (3), 307-321.

Gremler, D.D. and Brown, S.W. (1996). Service loyalty: Its nature, importance, and
implications. Proceedings American Marketing Association, 171-180.

Greve, G. (2014). The moderating effect of customer engagement on the brand
image – Brand loyalty relationship. Procedia - Social and Behavioral Sciences, 148 (25), 203-210.

Ha, Y. and Stoel, L. (2004). Internet apparel shopping behaviors: the influence of
general innovativeness. International Journal of Retail & Distribution Management, 32 (8), 377-385.

Habibi, M., Laroche, M. and Richard, M. (2014). The roles of brand community and
community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161.

Hahn, K. and Kim, J. (2009). The effect of offline brand trust and perceived internet
confidence on online shopping intention in the integrated multi‐channel context. International Journal of Retail & Distribution Management, 37 (2), 126-141.

Hanna, R., Rohm, A. and Crittenden, V.L. (2011). We’re all connected: The power of
the social media ecosystem. Business Horizons, 54 (3), 265-273.

Hawes, J. and Lumpkin, J. (1986). Perceived risk and the selection of a retail
patronage mode. Journal of the Academy of Marketing Science, 14 (4), 37-42.

Herbst, K., Hannah, S. and Allan, D. (2012). Advertisement disclaimer speed and
corporate social responsibility: “Costs” to consumer comprehension and effects on brand trust and purchase intention. Journal of Business Ethics, 117 (2), 297-311.

Hollebeek, L.D. (2011). Demystifying customer brand engagement: Exploring the
loyalty nexus. Journal of Marketing Management, 27 (7/8), 785-807.

Hsu, C., Chang, K. and Chen, M. (2012). The impact of website quality on customer
satisfaction and purchase intention: perceived playfulness and perceived flow as mediators. Information Systems and e-Business Management, 10 (4), 549-570.

Ismail, A.R. (2011). Experiential marketing: An empirical investigation. Journal of
Relationship Marketing, 10 (3), 167-201.

Jacoby, J. and Chestnut, R.W. (1978). Brand Loyalty: Measurement and
Management. New York: Wiley.

Jarvenpaa, S. L. and Todd, P.A. (1997). Consumer reactions to electronic shopping on
the world wide web. Journal of Electronic Commerce, 2 (1) 59-88.

Jarvenpaa, S.L., Tractinsky, N. and Vitale, M. (2000). Consumer trust in an internet
store. Information Technology and Management, 1 (1-2), 45-71.

Jarvenpaa, S.L., Tractinsky, J. and Saarinen, L. (1999). Consumer trust in an internet
store: A cross-cultural validation. Journal of Computer Mediated Communication, 5 (2).

Jones, T. and Taylor, S.F. (2007). The conceptual domain of service loyalty: How
many dimensions? Journal of Services Marketing, 21 (1), 36-51.

Kaiser, H.F. (1970). A second generation Little Jiffy. Psychometrika, 35, 401-415.

Kamins, M.A. and Marks, L.J. (1991). The perception of kosher as a third party
certification claim in advertising for familiar and unfamiliar brands. Journal of the Academy of Marketing Science, 19 (3), 177-185.

Kaplan, A. and Haenlein, M. (2010). Users of the world, unite! The challenges and
opportunities of Social Media. Business Horizons, 53 (1), 59-68.

Keller K.L. and Aaker D.A. (1992) The effects of sequential introduction of brand
extensions. Journal of Marketing Research, 29 (1), 35-50.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based
brand equity. The Journal of Marketing, 57 (7), 1-22.

Kim, C.K., Lavack, A.M. and Smith, M.J. (2001). Consumer evaluation of vertical
brand extensions and core brands. Journal of Business Research, 52 (3), 211-222.

Kim, D. and Benbasat, I. (2003). Trust-related arguments in Internet stores: A
framework for evaluation. Journal of Electronic Commerce Research, 4 (2),
49-64.

Kim, J. (2012). An empirical study on consumer first purchase intention in online
shopping: Integrating initial trust and TAM. Electronic Commerce Research, 12
(2), 125-150.

Kotler, P. (1988). Marketing Management: Analysis, Planning and Control, 9th ed.
New Jersey: Prentice-Hall Inc.

Kotler, P. (2000). Marketing Management : Analysis, Planning, Implementation, and
Control, 10th Edition. New Jersey: Prentice-Hall Inc.

Kotler, P., Kartajaya, H. and Setiawan, I. (2017). Marketing 4.0. Hoboken: John
Wiley and Sons.

Kuan, H.H. and Bock, G.W. (2007). Trust transference in brick and click retailers: An
investigation of the before-online-visit phase. Information & Management, 44 (2), 175-87.

Kuehn, A. (1962). Consumer brand choice as a learning process. Journal of
Advertising Research, 2, 10-17.

Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., and Tillmanns, S.
(2010). Undervalued or overvalued customers: capturing total customer engagement value. Journal of Service Research, 13 (3), 297-310.

Kuo, Y., Wu, C. and Deng, W. (2009). The relationships among service quality,
perceived value, customer satisfaction, and post-purchase intention in mobile
value-added services. Computers in Human Behavior, 25 (4), 887-896.

Kwon, W. and Lennon, S. (2009a). Reciprocal Effects Between Multichannel
Retailers’ Offline and Online Brand Images. Journal of Retailing, 85 (3), 376-390.

Kwon, W.S., Lennon, S.J., (2009b) What induces online loyalty? Online versus
offline brand images. Journal of Business Research, 62 (5), 557-564.

Latusek, D. and Gerbasi, A. (2010). Trust and Technology in a Ubiquitous Modern
Environment: Theoretical and Methodological Perspectives, 1st ed. Hershey, PA: Information Science Reference.

Lau, G.T., and Lee, S.H. (1999). Consumers` trust in a brand and the link to brand
loyalty. Journal of Market-Focused Management, 4 (4), 341-370.

Lee, K.C., Kang, I. and McKnight, D.H. (2007). Transfer from offline trust to key
online perceptions: an empirical study. IEEE Transactions on Engineering Management, 54 (4), 729-41.

Leuthesser, L., Kohli C.S. and Harich K.R. (1995) Brand equity: the halo effect
measure. European Journal of Marketing, 29 (4), 57-66.

Liang, T.P. and Lai, H.J. (2002). Effect of store design on consumer purchases: van
empirical study of online bookstores. Information and Management, 39 (6), 431-444.

Liebermann, Y. and Flint-Goor, A. (1996). Message strategy by product-class type:
A matching model. International Journal of Marketing Research, 13 (3),
237−249.

Lim, K., Sia, C., Lee, M. and Benbasat, I. (2006). Do I trust you online, and if so,
will I buy? An empirical study of two trust-building strategies. Journal of Management Information Systems, 23 (2), 233-266.

Lipstein, B. (1959). The Dynamics of Brand Loyalty and Brand Switching.
Proceedings of the Fifth Annual Conference of the Advertising Research
Foundation. (pp. 101–108). New York: Advertising Research Foundation.

Loken, B. and John, D.R. (1993). Diluting brand beliefs: When do brand extensions
have a negative impact? Journal of Marketing, 57 (3), 71–84.

Lusch R.F. and Vargo S.L. (2010) S–D Logic: Accommodating, Integrating,
Transdisciplinary. Cambridge, England: University of Cambridge.

Martinez, E. and Pina, J.M. (2003). The negative impact of brand extensions on
parent brand image. Journal of Product and Brand Management, 12 (7), 432-48.

Mata, F., and Quesada, A. (2014). Web 2.0, Social networks and e-commerce as
marketing tools. Journal Of Theoretical And Applied Electronic Commerce Research, 9 (1), 11-12.

McKnight, D.H., Cummings, L.L. and Chervany, N.L. (1998). Initial trust formation
in new organizational relationships. Academy of Management Review, 23 (3), 472-490.

Merilees, B. and Miller, D. (2001). Superstore interactivity: new self-service
paradigm of retail service? International Journal of Retail and Distribution Management, 29 (8/9), 379-389.

Mikalef, P., Pappas, I. and Giannakos, M. (2017). Value co-creation and purchase
intention in social commerce: The enabling role of word-of-mouth and trust. Twenty-third Americas Conference on Information Systems. 1-10

Mollen, A. and Wilson, H. (2010). Engagement, telepresence and interactivity in
online consumer experience: reconciling scholastic and managerial perspectives. Journal of Business Research, 63 (9), 919-925.

Morwitz, V.G. and Schmittlein, D. (1992). Using segmentation to improve sales
forecasts based on purchase intent: Which "intenders" actually buy? Journal of Marketing Research, 29 (4), 391-405.

Mukherjee, A. and Nath, P. (2007). Role of electronic trust in online retailing. A re-
examination of the commitment-trust theory. European Journal of Marketing, 41 (9/10), 1173-1202.

Nammir, D., Marane, B. and Ali, A. (2012). Determine the role of customer
engagement on relationship quality and relationship performance. European Journal of Business and Management, 4 (11), 27-36.

Newholm, T., McGoldrick, P., Keeling, K., Macaulay, L. and Doherty, J. (2004).
Multi-story trust and online retailer strategies. International Review of Retail, Distribution & Consumer Research, (14) 4, 437-56.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.

Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of
satisfaction decisions. Journal of Marketing Research, 17 (4), 460-469.

Park, C.W., Jaworski, B. J., and Maclnnis, D. J. (1986). Strategic brand concept-
image management. The Journal of Marketing, 50 (4), 135-145.

Patterson, P.G. and Spreng, R.A. (1997). Modelling the relationship between
perceived value, satisfaction and repurchase intentions in a business-to-business,
services context: an empirical examination. International Journal of Service Industry Management. 8 (5), 414-434.

Patterson, P., Yu, T. and Ruyter, K.D. (2006). Understanding customer engagement
in services. Proceedings, Australia–New Zealand Marketing Academy Conference, Brisbane.

Pavlou, P.A. (2003). Consumer acceptance of electronic commerce: Integrating trust
and risk with the technology acceptance model. International Journal of Electronic Commerce, 7 (3), 101-134.

Payne, A., Storbacka, K. and Frow, P. (2007). Managing the co-creation of value.
Journal of the Academy of Marketing Science, 36 (1), 83-96.

Ranganathan, C. and Ganapathy, S. (2002). Key dimensions of business to consumer
web sites. Information and Management, 39 (6), 457-465.

Richardson, P. S., Dick, A. S. and Jain, A. K. (1994). Extrinsic and intrinsic cue
effect on perceptions of store brand quality. Journal of Marketing Research, 58 (4), pp.28-36.

Roberts, L. M. (2005) Changing faces: Professional image construction in diverse
organizational settings. Academy of Management Review, 30 (4), 685-711.

Robertson, T.S. (1984) Consumer Behavior. (pp. 63-64). Glenview III: Scott,
Foresman and Company.

Rotter, J.B. (1980). Interpersonal trust, trustworthiness, and gullibility. American
Psychologist, 35 (1), 1-7.

Rowley, J. (2004). Just another channel? Marketing communication in e-business.
Marketing Intelligence and Planning, 22 (1), 24-41.

Sashi, C.M. (2012) Customer engagement, buyer-seller relationships, and social
media. Management Decision, 50 (2), 253-272

Schiffman, L. and Wisenblit, J. (2015). Consumer Behavior. 11th ed. Edinburgh:
Pearson.

See-To, E. and Ho, K. (2014). Value co-creation and purchase intention in social
network sites: The role of electronic Word-of-Mouth and trust – A theoretical analysis. Computers in Human Behavior, 31, 182-189.

Shankar, V., Urban, G. and Sultan, F. (2002). Online trust: a stakeholder perspective,
concepts, implications, and future directions. The Journal of Strategic Information Systems, 11 (3-4), 25-344.

Statista (2019). Digital Buyers Worldwide 2021, Retrieved from:
https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/
on May 29, 2019

Statista (2019) Worldwide E-commerce Share of Retail Sales 2015-2021. Retrieved
from: https://www.statista.com/statistics/534123/e-commerce-share-of-retail-
sales-worldwide/ on June 4, 2019.

Stewart, K. (2003). Trust transfer on the world wide web. Organization Science, 14
(1), 5-17.

Tauber E. M. (1981). Brand franchise extension: New product benefits from existing
brand names. Business Horizons, 24, 36-41.

The Michael Aldrich Archive (2011). Internet Online Shopping. Retrieved from
http://www.aldricharchive.com/internet_online_shopping.html/ on June 4, 2019.

Thomas, L. (2017). Store Closures Rocked Retail in 2017. Now 2018 is Set to Bring
Another Round of Them. Retrieved from: https://www.cnbc.com/2017/12/26/store-closures-rocked-retail-in-2017-and-more-should-come-next-year.html on June 5, 2019.

Thorndike, E.L. (1920). A consistent error in psychological ratings. Journal of
Applied Psychology, 4, 25–29.

Travis, D. (2002). Emotional Branding. 1st ed. Roseville: Prima Publishing.

Udo, G.J. (2001). Privacy and security concerns as major barriers for e-commerce:
A survey study. Information Management & Computer Security, 9 (4), 165-174.

van Doorn, J., Lemon K.E., Mittal. V., Pick D, Pirner, P. and Verhoef, P.C. (2010).
Customer engagement behavior: theoretical foundations and research directions.
Journal of Service Research, 13 (3), 253-266.

van Tongeren, M. (2004) Retailing branding/Platform development: The holistic
approach to retail branding. European Retail Digest, 41, 1-3.

Vargo, S.L and Lusch, R.F. (2004). Evolving to a new dominant logic for
marketing. Journal of Marketing, 68 (1), 1-17.

Verhagen, T. and van Dolen, W. (2009). Online purchase intentions: A multi-
channel store image perspective. Information and Management, 46, 77-82.

Verhoef, P., Kannan, P. and Inman, J. (2015). From multi-channel retailing to
omni-channel retailing. Journal of Retailing, 91 (2), 174-181.

Winch, G. and Joyce, P. (2006). Exploring the dynamics of building and losing
consumer trust in B2C e-business. International Journal of Retail &
Distribution Management, 34 (7), 541-55.

Woodside, A.G., Frey, L.L. and Daly, R.T. (1989). Linking service quality,
customer satisfaction, and behavioral intention. Journal of Health Care Marketing, 9 (4), 5-17.

Yoon, S.J. (2002). The antecedents and consequences of trust in online purchase
decisions. Journal of Interactive Marketing, 16 (2), 47-63.

Zhao, S., Grasmuck, S. and Martin, J. (2008). Identity construction on facebook:
digital empowerment in anchored relationships. Computers in Human Behavior, 24 (5), 1816-1836.		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU201900578en_US