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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」。\n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。\n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：\n1.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。\n2.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。\n3.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。\n\n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：\n1.線上通路為更有效的全通路經營模式切入點。\n2.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。\n3.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。\n\n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.\nIn 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.\nThe study explores how consumers’ online and offline brand engagement affect brand image and brand trust on the other channel. 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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-Han en_US dc.creator (作者) 陳妤涵 zh_TW dc.creator (作者) Chen, Yu-Han en_US dc.date (日期) 2019 en_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) G0106363010 en_US dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=143514 - 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) 106363010 zh_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」。\n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。\n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：\n1.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。\n2.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。\n3.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。\n\n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：\n1.線上通路為更有效的全通路經營模式切入點。\n2.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。\n3.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。\n\n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.\nIn 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.\nThe study explores how consumers’ online and offline brand engagement affect brand image and brand trust on the other channel. The research shows:\n1.Online consumer engagement has significant and positive impact on offline brand image, offline brand trust and offline purchase intention.\n2.Offline consumer engagement has no significant impact on online purchase intention, but can positively affect online brand image and online brand trust.\n3.Online brand image has a significant positive impact on online brand trust, so does offline brand image to offline brand trust.\n\nBased on the above conclusions, this study has proposed practical recommendations that new ventures can refer to:\n1.Online channel is the most effective entry point for Omni-channel business model.\n2.Organizations can enhance consumers purchase intention by improving brand image and brand trust.\n3.Organizations should leverage the outcome of Halo effect, make perfect plans for each channel, in order to create circular commerce.\n\nKey Words: Omni-channel, Customer Engagement, Brand Image, Brand Trust, Purchase Intention. en_US dc.description.tableofcontents 第一章 緒論 1\n第一節 研究背景 1\n第二節 研究動機 4\n第三節 研究目的 6\n第四節 研究流程 6\n第二章 文獻探討 7\n第一節 顧客投入 (Customer Engagement) 7\n第二節 品牌形象 (Brand Image) 10\n第三節 品牌信任 (Brand Trust) 11\n第四節 購買意願 (Purchase Intention) 14\n第五節 信任傾向 (Disposition to Trust) 15\n第六節 品牌忠誠 (Brand Loyalty) 15\n第七節 顧客滿意度 (Customer Satisfaction) 17\n第八節 月暈效應 (Halo Effect) 18\n第三章 研究方法 20\n第一節 研究架構 20\n第二節 研究假設 21\n第三節 研究變數與衡量 26\n第四節 研究情境 29\n第五節 研究設計 36\n第四章 研究結果 38\n第一節 樣本結構 38\n第二節 信度分析 40\n第三節 效度分析 41\n第四節 研究假說檢定 45\n第五節 成對樣本t檢定 57\n第六節 假說驗證結果 58\n第五章 結論與建議 59\n第一節 研究結論 59\n第二節 實務意涵 62\n第三節 研究限制 64\n第四節 未來研究建議 65\n參考文獻 67\n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/#G0106363010 en_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-channel en_US dc.subject (關鍵詞) Customer Engagement en_US dc.subject (關鍵詞) Brand Image en_US dc.subject (關鍵詞) Brand Trust en_US dc.subject (關鍵詞) Purchase Intention en_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) thesis en_US dc.relation.reference (參考文獻) 中文部分：\n91APP (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。\n\nDeloitte (2018)，2018零售力量與趨勢展望，\nhttps://www2.deloitte.com/content/dam/Deloitte/tw/Documents/consumer-\nbusiness/tw-2018CB_report_TC.pdf，擷取日期：2019年6月12日。\n\nFacebook誠品人 (2019)，週四讀詩，\nhttps://www.facebook.com/eslite.member/posts/10156991156432649/，擷取日期：2019年6月4日。\n\nKantar (2018)，你怎麼還在純電商？現在是全通路時代，\nhttps://www.kantarworldpanel.com/tw/news/2018-Omni-Channel-Era，擷取日期：2019年6月10日。\n\n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，\nhttps://www.cmmedia.com.tw/home/articles/9603，擷取日期：2019年6月13日。\n\n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。\n\n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-\noverpassed-shopping-via-pc.html，擷取日期：2019年6月10日。\n\n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-\noffline-market-slowly，擷取日期：2019年6月10日。\n\n別蓮蒂 (2017)，O型消費來了，創造接觸點帶動銷售，\nhttps://www.hbrtaiwan.com/article_content_AR0007299.html，擷取日期：2019年6月12日。\n\n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。\n\n易觀 (2018)，中國智慧零售專題分析2018，\nhttps://www.analysys.cn/article/detail/1001405，擷取日期：2019年6月10日。\n\n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。\n\n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，\nhttps://www.ettoday.net/news/20181226/1341120.htm#ixzz5qGi8e8zg，擷取日期：2019年6月3日。\n\n海通證券 (2017) 新零售的邏輯、案例與展望，\nhttp://img4.iyiou.com/Editor/image/20170928/1506603310873187.pdf，擷取日期：2019年6月10日。\n\n張慧雯 (2019)，誠品佈局全通路，台灣24小時書店不熄燈，\nhttps://ec.ltn.com.tw/article/paper/1292392，擷取日期：2019年6月4日。\n\n許文貞 (2015)，博客來實體店不賣實體書，推App掃碼O2O購物，\nhttps://www.bnext.com.tw/article/37975/BN-2015-11-16-182715-143，擷取日期：2019年6月1日。\n\n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。\n\n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。\n\n博客來 (2019)，博客來官網，https://www.books.com.tw/，擷取日期：2019年6月1日。\n\n誠品 (2019)，誠品網路書店，http://www.eslite.com/，擷取日期：2019年6月4日。\n\n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。\n\n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。\n\n欒斌、陳苡任、羅凱揚 (2011)，電子商務 (第七版)，台北：滄海書局。\n\n英文部分：\nAaker, D.A. 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