| dc.contributor | 資管系 | |
| dc.creator (作者) | 周彥君 | |
| dc.date (日期) | 2019-10 | |
| dc.date.accessioned | 9-Jun-2026 13:15:13 (UTC+8) | - |
| dc.date.available | 9-Jun-2026 13:15:13 (UTC+8) | - |
| dc.date.issued (上傳時間) | 9-Jun-2026 13:15:13 (UTC+8) | - |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=182838 | - |
| dc.description.abstract (摘要) | 網際網路造成由實體店面至電子商務的第一次零售革命，引起了實務及學術廣泛的討論；然而行動零售所代表著由電腦至行動裝置的第二次零售革命，相較於第一次革命的探討相對欠缺。故本研究以第二次零售革命為出發點，除了探討電子零售商踏入行動零售的決策，並進一步驗證在採用之後的零售表現。首先，我們依據過往文獻，探討零售商產品資訊複雜度與即時購買性，與行動零售通路獨特的特徵之配適性。被在此理論架構下，以實證資料驗證該配適性對電子零售商踏入行動零售的決策及其表現之影響。除了行動商務之獨特性，由於行動零售在本質上仍是電子零售的延伸服務，我們也考慮了電子零售與行動零售之相依性，並檢驗相依性對行動零售表現之影響。除了文獻中常見以產品銷售為績效衡量指標，我們也考慮了訪客轉換率，因其補強了產品銷售所無法反應之購買人數之比例，以及流失銷售之程度。我們希望透過檢驗行動零售商的兩種績效指標的表現，能夠依據不同特徵的行動零售商提出簡單的行動方針，如加強購物機制以促進轉換率，或是優化產品資訊以促進來訪人數。 | |
| dc.description.abstract (摘要) | While the Internet drives the first transition of sales channels from physical stores to web storefronts, it is mobile devices like smartphones that provide the mobility and ubiquity wired desktop computers lack and that enable the second transition from e-retailing to m-retailing. Unlike the first transition that has been well studied in the literature, the follow-up transition from e-retailing to m-retailing has been under-explored. In this paper, we examine this transition by studying the timing of e-retailers' initiation of m-retail sales channels (as years of adoption) and the performance of such adoption (as business value). We employ a theoretical contingency framework that classifies firms by the fit between characteristics of merchants and capabilities of the mobile channel (i.e., ubiquitous access capability and limited information search capability). Apart from the distinct capabilities of the mobile sales channel, we further explore the dependency from existing e-retailing on a firm's m-retailing performance. Especially, we include not only sales but also conversion rates to measure a firm's m-retailing performance. While the measure of sales is important and common performance metric seen in the literature, the measure of conversion rates not only reflects the proportion of mobile visitors who actually make purchases but also reflects the level of lost sales (i.e., visitors who do not purchase). | |
| dc.format.extent | 116 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 科技部, MOST107-2410-H004-090, 107.08-108.07 | |
| dc.subject (關鍵詞) | 行動零售; 電子商務相依性; 行動商務特性; 電商轉換率 | |
| dc.subject (關鍵詞) | mobile retailing; dependency on e-retailing; distinct capabilities of the mobile channel; conversion rate | |
| dc.title (題名) | 行動零售採用及績效：行動商務之特性與電子商務之相依性 | |
| dc.title (題名) | Adoption and Performance of Mobile Retailing: the Fit with M-Retail Characteristics and the Dependency on E-Retailing | |
| dc.type (資料類型) | report | |
