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題名 全通路零售之顧客體驗與投入研究:因果路徑與調節效果之探討
The Study of Customer Experience and Engagement in Omnichannel Retailing: Examining the Causal Paths and Moderating Effects作者 黃韋仁
Huang, Wei-Jen貢獻者 張愛華<br>白佩玉
Chang, Ai-Hwa<br>Pai, Pei-Yu
黃韋仁
Huang, Wei-Jen關鍵詞 全通路零售
顧客體驗
顧客投入
認知需求
科技準備度
顧客關係傾向
Omnichannel Retailing
Customer Experience (CX)
Customer Engagement (CE)
Need for Cognition (NFC),
Technology Readiness (TR)
Customer Relationship Proneness (CRP)日期 2024 上傳時間 1-Mar-2024 14:28:14 (UTC+8) 摘要 當越來越多的零售商強調以全通路零售策略去維持公司競爭優勢時，顧客體驗就成為在此情境下的重要議題之一。然而，關於如何在全通路零售環境中提供更好的顧客體驗和顧客投入的研究仍然很少。本研究應用SOR模型，提出並驗證全通路零售環境中顧客體驗的前因與後果的研究模型。並使用SmartPLS統計軟體去驗證研究假設，研究資料來自台灣的全通路零售商(即全聯福利中心與宜家宜居家具家飾專賣連鎖店)的544位受訪顧客。 本研究發現：通路整合品質與企業社會責任對顧客體驗產生正面影響，進而提高顧客投入和顧客忠誠度。此外，科技準備度的不安全感會對通路整合品質與顧客體驗之間的關係產生負面影響。再者，本研究也發現：全通路環境下的顧客體驗與顧客投入之間的因果關係。最後，本研究為零售商在全通路環境下，如何去管理顧客體驗提供了實務的意涵。
When more and more retailers emphasize omnichannel retailing to maintain company’s competitive advantages, customer experience becomes is one of the important issues in this context. However, research on how to provide a better customer experience and customer engagement in an omnichannel retailing context is still scarce. Drawing on the SOR model, this study proposes and tests a research model of antecedents and outcomes of customer experience in the omnichannel retailing context. This study used SmartPLS to examine the research hypotheses, and the research data were obtained from 544 customers of omnichannel retailers (i.e., PX Mart and IKEA) in Taiwan. This study indicates that channel integration quality and corporate social responsibility positively influence customer experience, which in turn leads to customer engagement, and customer loyalty. 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國立政治大學
企業管理學系
103355506資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103355506 資料類型 thesis dc.contributor.advisor 張愛華<br>白佩玉 zh_TW dc.contributor.advisor Chang, Ai-Hwa<br>Pai, Pei-Yu en_US dc.contributor.author (Authors) 黃韋仁 zh_TW dc.contributor.author (Authors) Huang, Wei-Jen en_US dc.creator (作者) 黃韋仁 zh_TW dc.creator (作者) Huang, Wei-Jen en_US dc.date (日期) 2024 en_US dc.date.accessioned 1-Mar-2024 14:28:14 (UTC+8) - dc.date.available 1-Mar-2024 14:28:14 (UTC+8) - dc.date.issued (上傳時間) 1-Mar-2024 14:28:14 (UTC+8) - dc.identifier (Other Identifiers) G0103355506 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/150301 - dc.description (描述) 博士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理學系 zh_TW dc.description (描述) 103355506 zh_TW dc.description.abstract (摘要) 當越來越多的零售商強調以全通路零售策略去維持公司競爭優勢時，顧客體驗就成為在此情境下的重要議題之一。然而，關於如何在全通路零售環境中提供更好的顧客體驗和顧客投入的研究仍然很少。本研究應用SOR模型，提出並驗證全通路零售環境中顧客體驗的前因與後果的研究模型。並使用SmartPLS統計軟體去驗證研究假設，研究資料來自台灣的全通路零售商(即全聯福利中心與宜家宜居家具家飾專賣連鎖店)的544位受訪顧客。 本研究發現：通路整合品質與企業社會責任對顧客體驗產生正面影響，進而提高顧客投入和顧客忠誠度。此外，科技準備度的不安全感會對通路整合品質與顧客體驗之間的關係產生負面影響。再者，本研究也發現：全通路環境下的顧客體驗與顧客投入之間的因果關係。最後，本研究為零售商在全通路環境下，如何去管理顧客體驗提供了實務的意涵。 zh_TW dc.description.abstract (摘要) When more and more retailers emphasize omnichannel retailing to maintain company’s competitive advantages, customer experience becomes is one of the important issues in this context. However, research on how to provide a better customer experience and customer engagement in an omnichannel retailing context is still scarce. Drawing on the SOR model, this study proposes and tests a research model of antecedents and outcomes of customer experience in the omnichannel retailing context. This study used SmartPLS to examine the research hypotheses, and the research data were obtained from 544 customers of omnichannel retailers (i.e., PX Mart and IKEA) in Taiwan. This study indicates that channel integration quality and corporate social responsibility positively influence customer experience, which in turn leads to customer engagement, and customer loyalty. Additionally, technology readiness insecurity negatively moderates the relationship between channel integration quality and customer experience. Furthermore, this study verifies the casual relationship between customer experience and customer engagement within the omnichannel context. Finally, this study provides retailers with practical implications for managing the customer experience in an omnichannel context. en_US dc.description.tableofcontents 1.Introduction 1 1.1 Research Background and Motivations 1 1.2 Research Questions 7 1.3 Overview of the Thesis 8 1.4 Research Contributions 9 2.Theoretical Background and Hypotheses Development 10 2.1 Stimulus-Organism-Response Model/Framework 10 2.2 Omnichannel Retailing 13 2.3 Retailers’ CSR, Channel Integration Quality and Customer Experience 14 2.3.1 Retailers’ Corporate Social Responsibility (CSR) 14 2.3.2 Channel Integration Quality 16 2.4 Customer Experience and Customer Engagement 21 2.4.1 Customer Experience (CX) 21 2.4.2 Customer Engagement (CE) 23 2.5 Customer Engagement and Customer Loyalty 27 2.5.1 Customer Loyalty 27 2.6 The Mediating Effect among Retailers’ CSR/Channel Integration Quality, Customer and Experience, Customer Engagement and Customer Loyalty 29 2.6.1 The Mediating Effect between Retailers’ CSR/Channel Integration Quality and Customer Engagement 29 2.6.2 The Mediating Effect between Customer Experience and Customer Loyalty 30 2.7 The Moderating Effect between Retailers’ CSR/Channel Integration Quality andCustomer Experience 30 2.7.1 Need for Cognition (NFC) 31 2.7.2 Technology Readiness Optimism, Innovativeness, Discomfort and Insecurity 32 2.8 The Moderating Effect between Customer Engagement and Customer Loyalty 32 2.8.1 Customer Relationship Proneness 35 3. Research Framework and Methodology 37 3.1 Research Context 38 3.2 Variables Definition and Measurement evelopment 41 3.2.1 Retailers’ Corporate Social Responsibility (CSR) 41 3.2.2 Channel Integration Quality 46 3.2.3 Customer Experience (CX) 52 3.2.4 Customer Engagement (CE) 55 3.2.5 Customer Loyalty (CL) 56 3.2.6 Need for Cognition (NFC) 57 3.2.7 Technology Readiness Optimism, Innovativeness, Discomfort and Insecurity (TRO, TRIN, TRD,TRIS) 60 3.2.8 Customer Relationship Proneness (CRP) 62 3.3 Sampling and Data Collection 63 3.4 Control Variables 66 3.5 Data Analyses Methodology and Model Validation 67 3.6 Pretest Measurement 69 4. Data Analyses and Results 69 4.1 Reliability and Validity Analyses 69 4.2 Common Method Variance Analysis 75 4.3 Hypotheses Testing 76 4.3.1 Testing Model Fit 76 4.3.2 Main Effects 79 4.3.3 Mediation Analyses 81 4.3.4 Moderating Effects 83 4.4 The Causal Relationship Analyses of Customer Experience and Customer Engagement 87 5. Discussion and Conclusion 89 5.1 Summary of Main Findings 89 5.2 Theoretical Implications 91 5.3 Managerial Implications 97 5.4 Limitations and Future Research Directions 101 References 105 Appendix A 130 Appendix B 139 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103355506 en_US dc.subject (關鍵詞) 全通路零售 zh_TW dc.subject (關鍵詞) 顧客體驗 zh_TW dc.subject (關鍵詞) 顧客投入 zh_TW dc.subject (關鍵詞) 認知需求 zh_TW dc.subject (關鍵詞) 科技準備度 zh_TW dc.subject (關鍵詞) 顧客關係傾向 zh_TW dc.subject (關鍵詞) Omnichannel Retailing en_US dc.subject (關鍵詞) Customer Experience (CX) en_US dc.subject (關鍵詞) Customer Engagement (CE) en_US dc.subject (關鍵詞) Need for Cognition (NFC), en_US dc.subject (關鍵詞) Technology Readiness (TR) en_US dc.subject (關鍵詞) Customer Relationship Proneness (CRP) en_US dc.title (題名) 全通路零售之顧客體驗與投入研究:因果路徑與調節效果之探討 zh_TW dc.title (題名) The Study of Customer Experience and Engagement in Omnichannel Retailing: Examining the Causal Paths and Moderating Effects en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Periodicals: Abror, A., Patrisia, D., Engriani, Y., Evanita, S., Yasri, Y., & Dastgir, S. 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