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題名 從服務記憶來探討消費者對線上線下消費轉換之影響
Exploring customer switching in O2O e-commerce: The perspective of service memory
作者 高洋洋
Gao, Yang-Yang
貢獻者 洪為璽<br>楊建民
高洋洋
Gao, Yang-Yang
關鍵詞 服務記憶
O2O商務模式
轉換成本
轉換意圖
Service Memory
Online-to-Offline Business Model
Switching Intention
Switching Behavior
日期 2019
上傳時間 7-八月-2019 16:09:06 (UTC+8)
摘要 隨著資訊科技的發展，以及智慧型手機的普及化，新的電子商務模式- O2O（Online to Offline）已經興起。O2O是結合線上和線下消費的流程，這一模式很大程度上也改變了傳統的商業模式，使得交易方式變得更加多元化。本研究參考現有理性行為理論和線上、線下購物特有的因素，通過內隱記憶和外顯記憶以及服務的觀點，來了解它們對服務記憶的影響以及有哪些因素會影響到消費者從線下消費轉線上消費的轉換意圖，和服務記憶對於消費者對線下消費轉線上消費轉換意圖的影響。本研究進行問卷調查，共搜集了672份問卷，刪除42份無效問卷後得到630份有效問卷。本研究發現以下重要結果：（1）內隱記憶對於消費者線下消費轉線上消費意圖具有負向影響。（2）外顯記憶對於消費者線下消費轉線上消費意圖具有正向影響。（3）購物便利性對於消費者線下消費轉線上消費意圖具有正向影響。（4）資訊搜尋對於消費者線下消費轉線上消費意圖具有正向影響。（5）多樣性搜尋對於消費者線下消費轉線上消費意圖具有正向影響。（6）消費者的線下消費轉線上消費意圖對於消費者的轉換行為具有正向影響。（7）轉換成本對於內隱記憶、購物便利性和消費者的線下消費轉線上消費的轉換意圖之間的關係具有調節作用。本研究結果未來可供學術界和產業界做發展O2O商務之參考。
With the development of information technology and the popularization of smart phones, the new e-commerce model—O2O (Online to Offline) has rapidly emerged. O2O is the combination of online and offline e-commerce processes. This model has changed the traditional business model and diversified the commerce transaction processes. This study is focused on the rational behavior theory and the relevant factors of online and offline shopping. Through the perspectives of implicit memory, explicit memory, and service, we tend to understand their influence on service memory and how relevant factors will affect consumers` conversions between offline to online and online to offline consumptions. Moreover, it is to study whether the conversion intentions and service memories of online consumption have an impact on consumers` conversion intentions for consumption of offline consumption. This study conducted a questionnaire survey, collected a total of 672 questionnaires, and deleted 420 valid questionnaires after deleting 42 invalid questionnaires. This research provides several key findings. Firstly, shopping convenience, information seeking, and variety search have positive effect on consumers` switching intentions from offline to online. Implicit memory, explicit memory these two variables have negative effect on consumers` switching intentions from offline to online on the other hand. Secondly, consumers` switching intentions from offline to online have positive affect to consumers’ behavior. Finally, switching cost has a moderating effect on the impacts on the switching intention of consumers made from implicit memory and shopping convenience. The results contribute both academic and practical development of e-commerce.
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描述 碩士
國立政治大學
資訊管理學系
106356041
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106356041
資料類型 thesis
dc.contributor.advisor 洪為璽<br>楊建民zh_TW
dc.contributor.author (作者) 高洋洋zh_TW
dc.contributor.author (作者) Gao, Yang-Yangen_US
dc.creator (作者) 高洋洋zh_TW
dc.creator (作者) Gao, Yang-Yangen_US
dc.date (日期) 2019en_US
dc.date.accessioned 7-八月-2019 16:09:06 (UTC+8)-
dc.date.available 7-八月-2019 16:09:06 (UTC+8)-
dc.date.issued (上傳時間) 7-八月-2019 16:09:06 (UTC+8)-
dc.identifier (其他 識別碼) G0106356041en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124721-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 106356041zh_TW
dc.description.abstract (摘要) 隨著資訊科技的發展，以及智慧型手機的普及化，新的電子商務模式- O2O（Online to Offline）已經興起。O2O是結合線上和線下消費的流程，這一模式很大程度上也改變了傳統的商業模式，使得交易方式變得更加多元化。本研究參考現有理性行為理論和線上、線下購物特有的因素，通過內隱記憶和外顯記憶以及服務的觀點，來了解它們對服務記憶的影響以及有哪些因素會影響到消費者從線下消費轉線上消費的轉換意圖，和服務記憶對於消費者對線下消費轉線上消費轉換意圖的影響。本研究進行問卷調查，共搜集了672份問卷，刪除42份無效問卷後得到630份有效問卷。本研究發現以下重要結果：（1）內隱記憶對於消費者線下消費轉線上消費意圖具有負向影響。（2）外顯記憶對於消費者線下消費轉線上消費意圖具有正向影響。（3）購物便利性對於消費者線下消費轉線上消費意圖具有正向影響。（4）資訊搜尋對於消費者線下消費轉線上消費意圖具有正向影響。（5）多樣性搜尋對於消費者線下消費轉線上消費意圖具有正向影響。（6）消費者的線下消費轉線上消費意圖對於消費者的轉換行為具有正向影響。（7）轉換成本對於內隱記憶、購物便利性和消費者的線下消費轉線上消費的轉換意圖之間的關係具有調節作用。本研究結果未來可供學術界和產業界做發展O2O商務之參考。zh_TW
dc.description.abstract (摘要) With the development of information technology and the popularization of smart phones, the new e-commerce model—O2O (Online to Offline) has rapidly emerged. O2O is the combination of online and offline e-commerce processes. This model has changed the traditional business model and diversified the commerce transaction processes. This study is focused on the rational behavior theory and the relevant factors of online and offline shopping. Through the perspectives of implicit memory, explicit memory, and service, we tend to understand their influence on service memory and how relevant factors will affect consumers` conversions between offline to online and online to offline consumptions. Moreover, it is to study whether the conversion intentions and service memories of online consumption have an impact on consumers` conversion intentions for consumption of offline consumption. This study conducted a questionnaire survey, collected a total of 672 questionnaires, and deleted 420 valid questionnaires after deleting 42 invalid questionnaires. This research provides several key findings. Firstly, shopping convenience, information seeking, and variety search have positive effect on consumers` switching intentions from offline to online. Implicit memory, explicit memory these two variables have negative effect on consumers` switching intentions from offline to online on the other hand. Secondly, consumers` switching intentions from offline to online have positive affect to consumers’ behavior. Finally, switching cost has a moderating effect on the impacts on the switching intention of consumers made from implicit memory and shopping convenience. The results contribute both academic and practical development of e-commerce.en_US
dc.description.tableofcontents 致謝 I
中文摘要 II
英文摘要 III
目錄 IV
圖目錄 VI
表目錄 VII
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
第三節 研究流程 5
第二章 文獻回顧 6
第一節 電子商務 6
第二節 理性行為理論 12
第三節 服務記憶 15
第四節 轉換成本 (Switching cost) 21
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假說 25
第三節 操作型定義 28
第四節 研究流程與對象 34
第四章 結果與討論 38
第一節 問卷回收 38
第二節 樣本基本資料分析 39
第三節 探索性因素分析 41
第四節 信度分析 43
第五節 效度分析 44
第六節 結構方程模式分析 47
第七節 假說發現 52
第五章 結論與建議 57
第一節 研究結論 57
第二節 研究貢獻與建議 59
第三節 研究限制 60
第四節 未來研究方向與建議 61
附錄 63
參考文獻 66		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106356041en_US
dc.subject (關鍵詞) 服務記憶zh_TW
dc.subject (關鍵詞) O2O商務模式zh_TW
dc.subject (關鍵詞) 轉換成本zh_TW
dc.subject (關鍵詞) 轉換意圖zh_TW
dc.subject (關鍵詞) Service Memoryen_US
dc.subject (關鍵詞) Online-to-Offline Business Modelen_US
dc.subject (關鍵詞) Switching Intentionen_US
dc.subject (關鍵詞) Switching Behavioren_US
dc.title (題名) 從服務記憶來探討消費者對線上線下消費轉換之影響zh_TW
dc.title (題名) Exploring customer switching in O2O e-commerce: The perspective of service memoryen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU201900534en_US