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題名 實體零售商虛實整合之行銷策略
The Marketing Strategy of Click-and-Mortar Retailers
作者 陳勁宏
貢獻者 陳建維
陳勁宏
關鍵詞 虛實整合
科技接受模式
促銷
訊息來源
顧客價值
知覺風險
日期 2016
上傳時間 11-Jul-2016 16:48:56 (UTC+8)
摘要 隨著資訊科技不斷的進步，消費者的行為逐漸改變，對於傳統的實體零售商造成相當程度的衝擊。因此，許多零售商藉由拓展虛擬通路提供消費者虛實整合的服務，以維持競爭力。

本研究從消費者層面對於實體零售商虛實整合之行銷策略進行探討。參考過去相關的研究文獻，從消費者本身的內在因素、零售商行銷策略對於消費者的影響、建立顧客忠誠度的因素；以此建立研究的架構模型。

本研究藉由問卷方式獲取初級資料，期間回收308份問卷，其中有效問卷281份，經過迴歸分析後發現，對消費者而言較高程度的功能價值、享樂價值以及較低的財務/績效知覺風險，能讓其對於零售商產生較高的信任程度，進而增加購買意願與建立長期忠誠。因此，零售商可以透過上述研究結論，擬定行銷策略，找出科技接受程度高的目標客群，建立社群網絡提供消費者個人來源的訊息。在促銷工具使用上，透過立即性促銷工具直接降價、免費贈品，帶給消費者更高的價值。此外，也透過各通路向消費者進行行銷溝通，降低其財務/績效風險。透過顧客價值的增加以及減少消費者的知覺風險的，便能增加消費者對於零售商的信任程度，最後，建立消費者對於零售商的長期顧客忠誠。

藉由本研究的探討提供實體零售商虛實整合行銷策略之研擬，當中還有許多變數構面之間的交互探討，將於研究內文中一一闡述。
With the continuous development of information technology, consumer behaviors have gradually changed. Traditional brick and mortar retailers have been facing considerable shocks. In order to remain competitive, many retailers develop virtual distribution systems, providing consumers with online and offline integration services.

This study analyzes the click and mortar marketing strategy from the consumer perspective. On the basis of existing literature, it establishes a comprehensive model by exploring consumer-related factors, relatilers’ strategy for influencing purchase decisions, and loyalty building factors.

Data collection was conducted through online questionnaire survey. 308 questionnaires were returned, with 281 valid questionnaires. By a series of regression analyses, it is found thyat higher functional and hedonic value and lower financial / performance perceived risks allow consumers to generate a higher level of trust to retailers, which increases consumers’ willingness to buy and long-term loyalty. The findings of this study can help retailers to develop their marketing strategies. Specifically, they may identify high technology acceptance target audience and create a community network to offer consumers personal message sources. Promotional tools like immediate direct price cuts, and freebies can give consumers greater value. Moreover, both online and offline distribution systems may communicate with consumers to reduce their financial / performance risks. By increasing the value of consumers and reduce their perceived risks, retailers will be able to increase the level of consumer trust and, eventually, establish consumer loyalty.
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2.林玉棠（2003）。虛實通路特性與顧客價值關係之探討-以數位影像沖印產業為例(碩士論文)。

3.林怡妏（2013）。資訊搜尋對實體與虛擬通路選擇之研究(碩士論文)。

4.林芳儀（2012）。網路商城的消費者行為研究(碩士論文)。

5.曾碧美（2014）。從虛實整合觀點探討關係行銷及科技接受模式對顧客忠誠度之研究(碩士論文)。

6.資策會。FIND《2014臺灣行動行銷市場關鍵報告發表會》2014年9月18日，取自http://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1402&fm_sqno=14


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描述 碩士
國立政治大學
國際經營與貿易學系
103351031
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103351031
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 陳勁宏zh_TW
dc.creator (作者) 陳勁宏zh_TW
dc.date (日期) 2016en_US
dc.date.accessioned 11-Jul-2016 16:48:56 (UTC+8)-
dc.date.available 11-Jul-2016 16:48:56 (UTC+8)-
dc.date.issued (上傳時間) 11-Jul-2016 16:48:56 (UTC+8)-
dc.identifier (Other Identifiers) G0103351031en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/98833-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 103351031zh_TW
dc.description.abstract (摘要) 隨著資訊科技不斷的進步，消費者的行為逐漸改變，對於傳統的實體零售商造成相當程度的衝擊。因此，許多零售商藉由拓展虛擬通路提供消費者虛實整合的服務，以維持競爭力。

本研究從消費者層面對於實體零售商虛實整合之行銷策略進行探討。參考過去相關的研究文獻，從消費者本身的內在因素、零售商行銷策略對於消費者的影響、建立顧客忠誠度的因素；以此建立研究的架構模型。

本研究藉由問卷方式獲取初級資料，期間回收308份問卷，其中有效問卷281份，經過迴歸分析後發現，對消費者而言較高程度的功能價值、享樂價值以及較低的財務/績效知覺風險，能讓其對於零售商產生較高的信任程度，進而增加購買意願與建立長期忠誠。因此，零售商可以透過上述研究結論，擬定行銷策略，找出科技接受程度高的目標客群，建立社群網絡提供消費者個人來源的訊息。在促銷工具使用上，透過立即性促銷工具直接降價、免費贈品，帶給消費者更高的價值。此外，也透過各通路向消費者進行行銷溝通，降低其財務/績效風險。透過顧客價值的增加以及減少消費者的知覺風險的，便能增加消費者對於零售商的信任程度，最後，建立消費者對於零售商的長期顧客忠誠。

藉由本研究的探討提供實體零售商虛實整合行銷策略之研擬，當中還有許多變數構面之間的交互探討，將於研究內文中一一闡述。		zh_TW
dc.description.abstract (摘要) With the continuous development of information technology, consumer behaviors have gradually changed. Traditional brick and mortar retailers have been facing considerable shocks. In order to remain competitive, many retailers develop virtual distribution systems, providing consumers with online and offline integration services.

This study analyzes the click and mortar marketing strategy from the consumer perspective. On the basis of existing literature, it establishes a comprehensive model by exploring consumer-related factors, relatilers’ strategy for influencing purchase decisions, and loyalty building factors.

Data collection was conducted through online questionnaire survey. 308 questionnaires were returned, with 281 valid questionnaires. By a series of regression analyses, it is found thyat higher functional and hedonic value and lower financial / performance perceived risks allow consumers to generate a higher level of trust to retailers, which increases consumers’ willingness to buy and long-term loyalty. The findings of this study can help retailers to develop their marketing strategies. Specifically, they may identify high technology acceptance target audience and create a community network to offer consumers personal message sources. Promotional tools like immediate direct price cuts, and freebies can give consumers greater value. Moreover, both online and offline distribution systems may communicate with consumers to reduce their financial / performance risks. By increasing the value of consumers and reduce their perceived risks, retailers will be able to increase the level of consumer trust and, eventually, establish consumer loyalty.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
一、消費者本身的內在因素 3
二、零售商行銷策略對於消費者的影響 3
三、探討建立顧客忠誠之因素 3
第二章 文獻探討 4
第一節 虛實整合通路商(Click and Mortar) 4
一、虛實整合模式 5
二、虛實整合的效益 6
第二節 科技接受模式(Technology Acceptance Model) 9
第三節 訊息來源(Information Search) 10
一、資訊蒐集 11
二、訊息來源 11
三、訊息來源類型 12
第四節 促銷(Promotion) 14
第五節 顧客價值(Costumer Value) 16
一、顧客價值 16
(一)、功能價值 17
(二)、社會價值 17
(三)、情感價值 18
(四)、享樂價值: 18
(五)、效用價值: 18
二、科技接受模式與顧客價值 19
三、訊息來源與顧客價值 20
四、促銷與顧客價值 21
第六節 知覺風險(Perceived risk) 23
一、知覺風險 23
二、科技接受模式與知覺風險 24
三、訊息來源與知覺風險 25
四、促銷與知覺風險 26
第七節 信任(Trust) 27
一、信任 27
二、顧客價值與信任 28
三、知覺風險與信任 28
第八節 顧客忠誠度(Customer Loyalty) 29
一、顧客忠誠度 29
二、顧客價值與顧客忠誠度 30
三、知覺風險與顧客忠誠度 31
四、信任與顧客忠誠度 32
第三章 研究方法 33
第一節 研究構面 33
第二節 變數定義與衡量構面 34
一、科技接受模式之衡量項目與參考資料 34
(一)、易用性 34
(二)、有用性 34
二、訊息來源之衡量項目與參考資料 36
三、促銷活動之衡量項目與參考資料 38
(一)、金錢性與非金錢性促銷工具 38
(二)、立即性與延緩性促銷工具 38
四、顧客價值之衡量項目與參考資料 41
五、知覺風險之衡量項目與參考資料 43
六、信任之衡量項目與參考資料 44
七、顧客忠誠度之衡量項目與參考資料 44
第三節 問卷設計 46
第四節 資料蒐集 46
一、研究母體 46
二、問卷樣本 47
第五節 資料處理與分析方法 47
一、敘述性統計分析 47
二、因素分析 47
三、信度分析 48
四、迴歸分析 48
第四章 資料分析 50
第一節 敘述性統計分析 50
第二節 因素分析 55
一、科技接受模式因素分析 56
二、訊息來源因素分析 58
三、促銷因素分析 61
四、顧客價值因素分析 64
五、知覺風險因素分析 69
六、信任因素分析 71
七、顧客忠誠度分析 73
第三節 信度檢定 75
第四節 迴歸分析 85
一、依變數為功能價值 85
二、依變數為社會價值 87
三、依變數為享樂價值 88
四、依變數為效用價值 89
五、依變數為財務/績效風險 90
六、依變數為時間風險 91
七、依變數為信任 92
八、依變數為顧客忠誠度 94
第五章 結論與未來研究建議 103
第一節 研究結果 103
一、科技接受模式與顧客價值之間的關係 103
二、訊息來源與顧客價值之間的關係 103
三、促銷與顧客價值的之間的關係 104
四、科技接受模式與知覺風險之間的關係 104
五、訊息來源與知覺風險之間的關係 105
六、促銷與知覺風險之間的關係 105
七、顧客價值與信任之間的關係 105
八、知覺風險與信任之間的關係 106
九、顧客價值與顧客忠誠度之間的關係 106
十、知覺風險與顧客忠誠度之間的關係 107
十一、信任與顧客忠誠度之間的關係 107
第二節 管理意涵 108
第三節 研究限制與未來建議 110
一、研究限制 110
二、研究未來建議 110
參考文獻 112
中文文獻 112
英文文獻 112
附錄:問卷 117		zh_TW
dc.format.extent 1359166 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103351031en_US
dc.subject (關鍵詞) 虛實整合zh_TW
dc.subject (關鍵詞) 科技接受模式zh_TW
dc.subject (關鍵詞) 促銷zh_TW
dc.subject (關鍵詞) 訊息來源zh_TW
dc.subject (關鍵詞) 顧客價值zh_TW
dc.subject (關鍵詞) 知覺風險zh_TW
dc.title (題名) 實體零售商虛實整合之行銷策略zh_TW
dc.title (題名) The Marketing Strategy of Click-and-Mortar Retailersen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻

1.李錦玫（2011）。網路商店促銷廣告對消費者購買意願影響之研究─以嬰童用品為例(碩士論文)。

2.林玉棠（2003）。虛實通路特性與顧客價值關係之探討-以數位影像沖印產業為例(碩士論文)。

3.林怡妏（2013）。資訊搜尋對實體與虛擬通路選擇之研究(碩士論文)。

4.林芳儀（2012）。網路商城的消費者行為研究(碩士論文)。

5.曾碧美（2014）。從虛實整合觀點探討關係行銷及科技接受模式對顧客忠誠度之研究(碩士論文)。

6.資策會。FIND《2014臺灣行動行銷市場關鍵報告發表會》2014年9月18日，取自http://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1402&fm_sqno=14


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