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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.
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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
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dc.identifier.doi (DOI) 10.6814/NCCU201900578en_US