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題名 消費者在不同通路整合程度之下對隱私顧慮、信任以及再購買意願的影響：虛實整合方向的干擾效果
The influence of consumers on privacy concerns, trust, and purchase intention under different degree of channel integration : The interference effect of virtual and real integration direction作者 曾子諭
Tseng, Tzu-Yu貢獻者 邱志聖
曾子諭
Tseng, Tzu-Yu關鍵詞 通路整合
虛實整合
信任
再購意願
隱私顧慮
Channel Integrate
O2O
Privacy concern
Trust
Repurchase intention日期 2021 上傳時間 1-Jul-2021 16:30:02 (UTC+8) 摘要 隨著消費者在線上與線下的消費場景界線越來越模糊，通路整合是目前零售品牌經營的趨勢，在實體門市體驗之後，再到網路門市購買的情境經常發生，而零售品牌為了提供更多元且專屬的服務給目標族群，積極整合通路服務，藉由消費者購物行為資訊的應用，意圖提供消費者一致且無縫的全通路購物場景；然而，在提供便利的服務之餘，如何兼顧消費者對隱私的顧慮，避免隱私問題成為影響品牌成長的原因，以及在拓展通路過程中，如何持續贏得消費者的信任，並建立長久關係是零售品牌要需要持續面對的問題；另外，通路整合的發展不僅侷限於從虛擬發展到實體的零售品牌，也包含原先經營實體通路再延伸到線上的品牌，而消費者對於這兩類虛實整合背景，也存在可能影響通路經營全通路的因素，因此為了釐清消費者在不同通路整合程度下，對零售品牌的隱私顧慮、信任以及再購意願，是否會受到通路虛實整合背景不同影響，本研究透過實驗設計的方法，建立四種購物情境（通路整合高X通路整合低）Ｘ（從虛擬發展到實體X從實體發展到虛擬）分別讓四組受試者隨機填寫其中一份問卷，而從研究結果可以發現，消費者在通路整合程度高的情況下，更傾向信任從實體發展到虛擬的零售品牌，因此建議從虛擬發展到實體的零售品牌，藉由提供更多接觸點贏的消費者信任，而對於從實體發展到虛擬的零售品牌則可以善用過去在實體與顧客建立的信任關係，深化與消費者在線上交易的往來。本研究補足了過去文獻較少討論虛實整合背景不同可能造成消費者對零售品牌在通路發展上觀感上不同的缺口，並提供零售品牌在發展過程中，可以著重溝通的方向，藉此增加消費者對品牌的信任。
Along with the consumers` online and offline scenarios boundary is getting fuzzier, channel integration is the trend of retailor. People tends to experience the product in the brick and mortal store and purchase online. In order to offer an exclusive and personal service to client retailor actively engages in the channel integration. By the applying consumer shopping behavior information, these retailors can provide consumers with a consistent and seamless all-channel shopping experience.However, in addition to providing convenient services, how to take into account consumers` concerns about privacy and avoid privacy issues becoming the cause that affects the growth of the brand. Besides, how to win the trust of consumers and establish long-term relationships in the process of expanding channels integration are the problems that retail brands need to continue to face. Furthermore, the channel integrated development is not only confined to the developed from virtual to physical retail brand, also include the brick and mortal store expand to online. These difference between online-to-offline or offline-to-online could affect people’s perspective to privacy concern, trust and repurchase intention. To clarify the consumer under different channel integration degree, privacy concern, trust and repurchase intention of retail brand, which might be affected by different pathways in the actual integration background, this study construct experimental design by establishing four shopping situation (High channel integration X low channel integration) X (from online-to-offline X from offline-to-online) and sent to four groups of participants randomly, which were asked to fill out a questionnaire. From the results of the study can be found that consumers in the case of channel integration degree is high, are more likely to trust from offline-to-online retail brands. Therefore, this study advices retail brand from online-to-offline to expand more in-time engagement to win customers trust, and the other hands to those retailor from offline-to-online can make use of the trust relationship that already bounded in the past to deepen transactions with consumers online.This study makes up for the gap that the different backgrounds of virtual and real integration may lead to the different perceptions of retail brands in the development of channels and provides the direction of communication in the development of retail brands, to increase the trust of consumers in the brand.參考文獻 中文部分邱志聖，2016。行銷研究 實務與理論應用 四版 智勝文化吳佳純，「購物網站隱私權政策、聲譽與信任對消費者購買意圖影響之研究」，碩士論文， 實踐大學，台北，2001。中央社（2020）。經濟部統計：受疫情帶動，上半年台灣電商銷售額 YoY 成長 17.5%！。檢https://www.inside.com.tw/article/20580-Taiwan-e-commerce-growth-in-the-first-half-of-2020 搜尋日期：2021年5月15日。凱度消費者指數（2018）。稱霸亞洲零售業的關鍵之一：整合線上線下通路。檢自https://www.brain.com.tw/news/articlecontent?ID=46201#irl3DZZS 搜尋日期：2021年5月15日。財團法人台灣網路資訊中心（2020）。2020台灣網路報告 。檢自https://report.twnic.tw/2020/assets/download/TWNIC_TaiwanInternetReport_2020_CH.pdf 搜尋日期：2021年5月15日。Stuart Wood, 益普索（2018）。消費者購物行為的改變。檢自https://www.ipsos.com/sites/default/files/ct/publication/documents/2018-12/n095_mkt_the_evolution_of_shopper_behavior_2.pdf 搜尋日期：2021年5月15日。LaVie行動家（2015）。 歡迎光臨！多通路時代：零售行銷再進化 。檢自https://www.smartlinkin.com.tw/article/1129 搜尋日期：2021年5月16日。楊辰新，數位時代（2017）。亞馬遜宣布以137億美元併購生鮮超市Whole Foods。檢自https://www.bnext.com.tw/article/44969/amazon-buys-whole-foods-for-13-point-7-billion搜尋日期：2021年5月17日。潘進丁, 王家英（2019）。以後將沒有電商…全家會長從亞馬遜、阿里巴巴轉型，看台灣超商如何對抗市場萎縮。檢自https://www.businessweekly.com.tw/careers/blog/25831搜尋日期：2021年5月18日。英文部分Cao, L. and L. 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國立政治大學
國際經營與貿易學系
108351036資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108351036 資料類型 thesis dc.contributor.advisor 邱志聖 zh_TW dc.contributor.author (Authors) 曾子諭 zh_TW dc.contributor.author (Authors) Tseng, Tzu-Yu en_US dc.creator (作者) 曾子諭 zh_TW dc.creator (作者) Tseng, Tzu-Yu en_US dc.date (日期) 2021 en_US dc.date.accessioned 1-Jul-2021 16:30:02 (UTC+8) - dc.date.available 1-Jul-2021 16:30:02 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2021 16:30:02 (UTC+8) - dc.identifier (Other Identifiers) G0108351036 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/135907 - 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) 108351036 zh_TW dc.description.abstract (摘要) 隨著消費者在線上與線下的消費場景界線越來越模糊，通路整合是目前零售品牌經營的趨勢，在實體門市體驗之後，再到網路門市購買的情境經常發生，而零售品牌為了提供更多元且專屬的服務給目標族群，積極整合通路服務，藉由消費者購物行為資訊的應用，意圖提供消費者一致且無縫的全通路購物場景；然而，在提供便利的服務之餘，如何兼顧消費者對隱私的顧慮，避免隱私問題成為影響品牌成長的原因，以及在拓展通路過程中，如何持續贏得消費者的信任，並建立長久關係是零售品牌要需要持續面對的問題；另外，通路整合的發展不僅侷限於從虛擬發展到實體的零售品牌，也包含原先經營實體通路再延伸到線上的品牌，而消費者對於這兩類虛實整合背景，也存在可能影響通路經營全通路的因素，因此為了釐清消費者在不同通路整合程度下，對零售品牌的隱私顧慮、信任以及再購意願，是否會受到通路虛實整合背景不同影響，本研究透過實驗設計的方法，建立四種購物情境（通路整合高X通路整合低）Ｘ（從虛擬發展到實體X從實體發展到虛擬）分別讓四組受試者隨機填寫其中一份問卷，而從研究結果可以發現，消費者在通路整合程度高的情況下，更傾向信任從實體發展到虛擬的零售品牌，因此建議從虛擬發展到實體的零售品牌，藉由提供更多接觸點贏的消費者信任，而對於從實體發展到虛擬的零售品牌則可以善用過去在實體與顧客建立的信任關係，深化與消費者在線上交易的往來。本研究補足了過去文獻較少討論虛實整合背景不同可能造成消費者對零售品牌在通路發展上觀感上不同的缺口，並提供零售品牌在發展過程中，可以著重溝通的方向，藉此增加消費者對品牌的信任。 zh_TW dc.description.abstract (摘要) Along with the consumers` online and offline scenarios boundary is getting fuzzier, channel integration is the trend of retailor. People tends to experience the product in the brick and mortal store and purchase online. In order to offer an exclusive and personal service to client retailor actively engages in the channel integration. By the applying consumer shopping behavior information, these retailors can provide consumers with a consistent and seamless all-channel shopping experience.However, in addition to providing convenient services, how to take into account consumers` concerns about privacy and avoid privacy issues becoming the cause that affects the growth of the brand. Besides, how to win the trust of consumers and establish long-term relationships in the process of expanding channels integration are the problems that retail brands need to continue to face. Furthermore, the channel integrated development is not only confined to the developed from virtual to physical retail brand, also include the brick and mortal store expand to online. These difference between online-to-offline or offline-to-online could affect people’s perspective to privacy concern, trust and repurchase intention. To clarify the consumer under different channel integration degree, privacy concern, trust and repurchase intention of retail brand, which might be affected by different pathways in the actual integration background, this study construct experimental design by establishing four shopping situation (High channel integration X low channel integration) X (from online-to-offline X from offline-to-online) and sent to four groups of participants randomly, which were asked to fill out a questionnaire. From the results of the study can be found that consumers in the case of channel integration degree is high, are more likely to trust from offline-to-online retail brands. Therefore, this study advices retail brand from online-to-offline to expand more in-time engagement to win customers trust, and the other hands to those retailor from offline-to-online can make use of the trust relationship that already bounded in the past to deepen transactions with consumers online.This study makes up for the gap that the different backgrounds of virtual and real integration may lead to the different perceptions of retail brands in the development of channels and provides the direction of communication in the development of retail brands, to increase the trust of consumers in the brand. en_US dc.description.tableofcontents 第一章 緒論 9第一節 研究背景 9第二節 研究動機 10第三節 研究目的 11第四節 研究程序 11第二章 文獻探討 12第一節 通路整合程度 12第二節 虛實整合方向 13第三節 隱私顧慮 14第四節 信任 15第五節 再購意圖 16第六節 研究推論 17一、通路整合程度在不同虛實發展過程之下對隱私顧慮 17二、通路整合程度在不同虛實發展過程之下對信任的影響 18三、通路整合程度在不同虛實發展過程之下對再購意願之影響。 19第三章 研究設計 20第一節、整體概念與分析架構 20第二節 變數定義與衡量 20一、通路整合程度 21二、虛實整合方向 21第三節、問卷設計與資料收集 22一、 第一次實驗前測 22二、 第二次實驗前測 26三、 正式問卷與實驗設計 30第四節 研究信度與效度分析 32第四章 研究結果 34第一節、問卷結果分析 34第五章 結論與建議 39第一節 研究結果 39第二節 管理意涵與建議 40第三節 研究貢獻 41第四節 研究限制與未來建議 42第六章 參考文獻 44附錄 47正式問卷一：從虛擬拓展到實體通路的高通路整合零售 47正式問卷二：從虛擬拓展到實體通路的低通路整合零售 49正式問卷三：從實體拓展到虛擬通路的高通路整合零售 51正式問卷四：從實體拓展到虛擬通路的低通路整合零售 53 zh_TW dc.format.extent 1150785 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108351036 en_US dc.subject (關鍵詞) 通路整合 zh_TW dc.subject (關鍵詞) 虛實整合 zh_TW dc.subject (關鍵詞) 信任 zh_TW dc.subject (關鍵詞) 再購意願 zh_TW dc.subject (關鍵詞) 隱私顧慮 zh_TW dc.subject (關鍵詞) Channel Integrate en_US dc.subject (關鍵詞) O2O en_US dc.subject (關鍵詞) Privacy concern en_US dc.subject (關鍵詞) Trust en_US dc.subject (關鍵詞) Repurchase intention en_US dc.title (題名) 消費者在不同通路整合程度之下對隱私顧慮、信任以及再購買意願的影響：虛實整合方向的干擾效果 zh_TW dc.title (題名) The influence of consumers on privacy concerns, trust, and purchase intention under different degree of channel integration : The interference effect of virtual and real integration direction en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分邱志聖，2016。行銷研究 實務與理論應用 四版 智勝文化吳佳純，「購物網站隱私權政策、聲譽與信任對消費者購買意圖影響之研究」，碩士論文， 實踐大學，台北，2001。中央社（2020）。經濟部統計：受疫情帶動，上半年台灣電商銷售額 YoY 成長 17.5%！。檢https://www.inside.com.tw/article/20580-Taiwan-e-commerce-growth-in-the-first-half-of-2020 搜尋日期：2021年5月15日。凱度消費者指數（2018）。稱霸亞洲零售業的關鍵之一：整合線上線下通路。檢自https://www.brain.com.tw/news/articlecontent?ID=46201#irl3DZZS 搜尋日期：2021年5月15日。財團法人台灣網路資訊中心（2020）。2020台灣網路報告 。檢自https://report.twnic.tw/2020/assets/download/TWNIC_TaiwanInternetReport_2020_CH.pdf 搜尋日期：2021年5月15日。Stuart Wood, 益普索（2018）。消費者購物行為的改變。檢自https://www.ipsos.com/sites/default/files/ct/publication/documents/2018-12/n095_mkt_the_evolution_of_shopper_behavior_2.pdf 搜尋日期：2021年5月15日。LaVie行動家（2015）。 歡迎光臨！多通路時代：零售行銷再進化 。檢自https://www.smartlinkin.com.tw/article/1129 搜尋日期：2021年5月16日。楊辰新，數位時代（2017）。亞馬遜宣布以137億美元併購生鮮超市Whole Foods。檢自https://www.bnext.com.tw/article/44969/amazon-buys-whole-foods-for-13-point-7-billion搜尋日期：2021年5月17日。潘進丁, 王家英（2019）。以後將沒有電商…全家會長從亞馬遜、阿里巴巴轉型，看台灣超商如何對抗市場萎縮。檢自https://www.businessweekly.com.tw/careers/blog/25831搜尋日期：2021年5月18日。英文部分Cao, L. and L. 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