| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.author (Authors) | 盧韋芊 | zh_TW |
| dc.creator (作者) | 盧韋芊 | zh_TW |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 18-Sep-2009 19:59:20 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 19:59:20 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 19:59:20 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0095351035 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/36868 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 95351035 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 自從網路蔚為潮流，消費者的商業購物模式就產生了巨大的變化。消費者既對於實體通路的優勢無法忘情，又希望享有網路世界的種種好處，因此發展出多重通路購物的模式。多重通路購物係包含:在網路搜尋產品之後再到實體店家實際觀察並檢視產品；或是先在實體店家體驗、了解產品之後再到網路去購買的方式。 本研究想要針對先在實體店家接觸實際產品後，再到網路購買的行為模式裡，了解除了產品特性、風險意識、社交人際、售後服務等影響單一通路選擇的因素在多重通路購物裡是否會產生和單一通路選擇時相同的激盪。 而最重要的便是本研究最後了解消費者的道德觀感確實會影響他們對於多重通路購物的態度，而且在哪些情況下消費者容易合理化自身不道德、不合宜的行為。以期透過調整五種中和不道德因子(techniques of neutralization)來提升消費者的道德心，避免消費者購物時，不斷追尋多重通路的模式。關鍵字：多重通路購物、道德觀、態度 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論--------------------------------------------------011-1、研究動機------------------------------------------------01 1-2、研究目的------------------------------------------------051-3、研究架構------------------------------------------------05 第二章 文獻探討----------------------------------------------06 2-1、多重通路購物-------------------------------------------06 2-1-1 多重通路購物的模式-------------------------------062-2、由實體轉向虛擬購物的道德--------------------------------07 2-2-1 五個中和不道德因子-------------------------------08 2-3、由實體轉向虛擬通路的態度--------------------------------12 2-3-1 態度--------------------------------------------12 2-3-2 影響消費者傾向到網路購買商品的因素--------------12 2-3-3 影響消費者傾向到實體店面選購商品的因素----------14 2-3-4 衡量態度的變數----------------------------------16第三章 研究方法----------------------------------------------24 3-1、研究架構-----------------------------------------------243-1-1 各項變數的定義----------------------------------24 3-2、研究假設-----------------------------------------------28 3-3、前測問卷-----------------------------------------------29 3-3-1 前測問卷的目的----------------------------------30 3-3-2 前測問卷的發放與回收----------------------------313-3-3 前測問卷的數據分析與結論------------------------32 3-4、抽樣方法-----------------------------------------------333-4-1 研究對象----------------------------------------333-4-2 抽樣方法----------------------------------------333-4-3 問卷蒐集----------------------------------------33 3-5、問卷設計-----------------------------------------------343-5-1 問卷內容----------------------------------------34 3-6、資料分析方法-------------------------------------------37 3-6-1 信度分析----------------------------------------37 3-6-2 路徑分析----------------------------------------37第四章 研究結果----------------------------------------------38 4-1、信度分析----------------------------------------------384-2、樣本結構----------------------------------------------38 4-2-1 人口統計變數------------------------------------39 4-2-2 網路購買行為資料--------------------------------434-3、整體模型研究結果---------------------------------------46 4-3-1 路徑分析----------------------------------------46 4-3-2 模型配飾程度統計分析----------------------------504-4研究假設實證結果討論------------------------------------52第五章 結論與討論--------------------------------------------685-1、結論--------------------------------------------------685-1-1 衡量構面與消費者購物態度的關係------------------685-1-2 衡量構面與消費者購物道德觀的關係----------------695-1-3消費者多重通路購物道德觀與態度之間二者的因果關係70 5-2、行銷實務貢獻------------------------------------------725-2-1 對網路賣家的實務建議----------------------------725-2-2 對實體通路的實務建議----------------------------745-3、研究限制---------------------------------------------74 5-3-1 衡量道德感的情境與構面--------------------------74 5-3-2多重通路購物面向---------------------------------74 5-3-3多重通路購物產品的選擇---------------------------74 5-4、後續研究建議-----------------------------------------75參考文獻--------------------------------------------------------76附錄 附錄一： 正式問卷------------------------------------------83 附錄二： 前測問卷------------------------------------------91 圖目錄圖1-1：論文架構-------------------------------------------------06圖4-1：研究架構實證結果（購書）---------------------------------48圖4-1：研究架構實證結果（購車）---------------------------------49表目錄表3-1： 由實體到虛擬購物之研究假設表----------------------------26表3-2： 前測問卷產品選擇結果表----------------------------------27表4-1： 信度分析表----------------------------------------------32表4-2： 樣本年齡、職業交叉分析表--------------------------------33表4-3： 樣本性別、年齡交叉分析表--------------------------------34表4-4： 樣本職業分析表------------------------------------------34表4-5： 樣本教育程度與職業交叉分析表----------------------------35表4-6： 樣本平均月收入與職業交叉分析表---------------------------36表4-7： 樣本性別與平均網購金額交叉分析表-------------------------36表4-8： 樣本職業與網購金額交叉分析表-----------------------------37表4-9： 樣本性別與網購次數交叉分析表-----------------------------38表4-10： 購書情境模型相關矩陣------------------------------------39表4-11： 購車情境模型相關矩陣------------------------------------39表4-12： 模型配適度統計指標表(購書)------------------------------42表4-13： 模型配適度統計指標表(購車)------------------------------43表4-14： 研究假設實證結果表(兩族群購書)--------------------------60表4-14： 研究假設實證結果表(兩族群購車)--------------------------61表5-1： 學生和上班族之異-----------------------------------------69 | zh_TW |
| dc.format.extent | 59747 bytes | - |
| dc.format.extent | 127875 bytes | - |
| dc.format.extent | 195748 bytes | - |
| dc.format.extent | 363764 bytes | - |
| dc.format.extent | 866959 bytes | - |
| dc.format.extent | 729251 bytes | - |
| dc.format.extent | 1280868 bytes | - |
| dc.format.extent | 443989 bytes | - |
| dc.format.extent | 63544 bytes | - |
| dc.format.extent | 767309 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095351035 | en_US |
| dc.subject (關鍵詞) | 多重通路購物 | zh_TW |
| dc.subject (關鍵詞) | 道德觀 | zh_TW |
| dc.subject (關鍵詞) | 態度 | zh_TW |
| dc.title (題名) | 由實體通路搜尋到虛擬通路購物知消費者道德觀與態度之研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 一、中文書目 | zh_TW |
| dc.relation.reference (參考文獻) | 蔡瑞宇，民85，顧客行為學，台北:天一，民國85年。 | zh_TW |
| dc.relation.reference (參考文獻) | 二、英文文獻 | zh_TW |
| dc.relation.reference (參考文獻) | Akers, Ronald, Deviant Behavior: A Social Learning Approach, Wadsworth Publishing Co, 1977 | zh_TW |
| dc.relation.reference (參考文獻) | Alba J, Lynch J, Weitz B, Janiszewski C, Lutz R, Wood S. Interactive Home | zh_TW |
| dc.relation.reference (參考文獻) | Shopping: Consumer, Retailer, and Manufacturer incentives to participate in | zh_TW |
| dc.relation.reference (參考文獻) | electronic marketplace. Journal of Marketing, Vol. 61, No. 3 1997, pp. 38-53 | zh_TW |
| dc.relation.reference (參考文獻) | Andrew J. Rohm, Vanitha Swaminathan, A typology of online shoppers based on shopping motivations, Journal of business research vol.57, 2004, pp.748-757 | zh_TW |
| dc.relation.reference (參考文獻) | Bakos, Y.(2001). The Emerging Landscape for Retail E-Commerce. Journal of economic perspectives, vol.15 no.1, pp.69-80 | zh_TW |
| dc.relation.reference (參考文獻) | Balasubramanian S. Mail versus mall: a strategic analysis of competition | zh_TW |
| dc.relation.reference (參考文獻) | between direct marketers and conventional retailers. Journal of marketing | zh_TW |
| dc.relation.reference (參考文獻) | science vol.17 no.13, 1998, pp.181-195 | zh_TW |
| dc.relation.reference (參考文獻) | Bellenger DN, Korgaonkar PK. Profiling the recreational shopper. Journal of retailing, 1980, pp.77-92 | zh_TW |
| dc.relation.reference (參考文獻) | Boyd, D.W.(1997). From “Mom and Pop” to Wal-Mart：The Impact of the | zh_TW |
| dc.relation.reference (參考文獻) | Consumer Goods Pricing Act of 1975 on the Retail Sector in the United States. Journal of economic issues, vol. 31 no.1, p.223-232 | zh_TW |
| dc.relation.reference (參考文獻) | Carlton, D.W., Chevalier, J.A. (2001). Free Riding and Sales Strategies for the Internet. The Journal of Industrial Economics, vol.49 no.4, pp.441-462 | zh_TW |
| dc.relation.reference (參考文獻) | Chiang, K. Dholakia, R.R. (2003). Factors Driving Consumer Intention to Shop Online：An Empirical Investigation. Journal of Consumer Psychology, vol.13 no.1, 177-183 | zh_TW |
| dc.relation.reference (參考文獻) | Claas Muller-Lankenau, Stefan Klein and Kai Wehmeyer, Developing A Framwork for Multi-Channel Strategies-An analysis of cases from the grocery retail industry. 17th Bled Electronnic Commerce Conference, 2004 | zh_TW |
| dc.relation.reference (參考文獻) | Darden WR, Ashton D. Psychographic profiles of patronage preference groups. Journal of retailing 1975, pp.99-112 | zh_TW |
| dc.relation.reference (參考文獻) | Deleersnyder, B., Geyskens, I., Gielens, K., Dekimpe, M.G. (2001), How Cannibalistic Is the Internet Channel? Working Paper 12-2001, eBusiness research Center, Penn State University, and University Park, PA. | zh_TW |
| dc.relation.reference (參考文獻) | Forsythe Sandra M., Bo shi, Consumer patronage and risk perceptions in | zh_TW |
| dc.relation.reference (參考文獻) | Internet shopping. Journal of Business Research vol.56, 2003, pp.867-875 | zh_TW |
| dc.relation.reference (參考文獻) | Friedman, Lawrence G., and Furcy Timothy R., The Channel Advantage, 2003 | zh_TW |
| dc.relation.reference (參考文獻) | Goldsmith, R.E. Goldsmith, E.B. Buying apparel over the internet, Journal of product and brand Management, vol. 11 no.2, 2002, pp.89-102 | zh_TW |
| dc.relation.reference (參考文獻) | Goolsby, Jerry R. and Shelby Hunt, Cognitive Moral Development and | zh_TW |
| dc.relation.reference (參考文獻) | Marketing, Journal of marketing, vol.56, 1992, pp.55-68 | zh_TW |
| dc.relation.reference (參考文獻) | Hoffman DL, Novak TP. Marketing in Hypermedia Computer-mediated | zh_TW |
| dc.relation.reference (參考文獻) | Environments: Conceptual Foundations. Journal of marketing, 1996, pp.50-68 | zh_TW |
| dc.relation.reference (參考文獻) | Jarvenpaa, S.L. and Tractinsky, N., Consumer trust in an internet store: a | zh_TW |
| dc.relation.reference (參考文獻) | cross-cultural validation, Journal of computer-mediated communication, vol.5 no.2, pp.1-37 | zh_TW |
| dc.relation.reference (參考文獻) | Kohlberg Lawrence, Strategy and Sequence：The Cognitive-Developmental | zh_TW |
| dc.relation.reference (參考文獻) | Approach to Socialization, Handbook of Socialization Theory and Research, | zh_TW |
| dc.relation.reference (參考文獻) | 1969, pp.347-369 | zh_TW |
| dc.relation.reference (參考文獻) | Kohlberg Lawrence, The meaning and measurement of moral development, | zh_TW |
| dc.relation.reference (參考文獻) | Clark University Heinz Wener Institution Press, 1981, pp. 5-52 | zh_TW |
| dc.relation.reference (參考文獻) | Kotler Philips, Marketing management：analysis, planning, implementation, and control. 7th ED., Prentice Hall, 1991 | zh_TW |
| dc.relation.reference (參考文獻) | Kumar V., Vanketesan Rajkumar, Who are the multichannel shoppers and how do they perform: correlates of multichannel shopping behavior, Journal of Interactive Marketing, vo.19 no.2, 2005, 44-p.62 | zh_TW |
| dc.relation.reference (參考文獻) | Levin Aron M., Levin Irwin P., Heath C. Edward, product category dependent consumer preferences for online and offline shopping features and their influence on multichannel retail alliances, Journal of electronic commerce Research, vol.4 no.3 , 2003, pp. 85-92 | zh_TW |
| dc.relation.reference (參考文獻) | Levin Aron M., Levin Irwin P., Weller Joshua A., A multi-attribute analysis of | zh_TW |
| dc.relation.reference (參考文獻) | preferences for online and offline shopping: difference across products, | zh_TW |
| dc.relation.reference (參考文獻) | consumers and shopping stages , Journal of electronic commerce research, | zh_TW |
| dc.relation.reference (參考文獻) | vol.6 no.4 , 2003, pp.281-289 | zh_TW |
| dc.relation.reference (參考文獻) | Liebermann Yehoshua and Stanshevsky Shmuel, Perceived risks as barriers to internet and e-commerce usage, Qualitative Market Research: An International Journal, vol. 5 2002, pp.291-300 | zh_TW |
| dc.relation.reference (參考文獻) | Lynch, P.D., R.J. Kent and S.S. Srinivasan, The global internet shopper: | zh_TW |
| dc.relation.reference (參考文獻) | evidence from shopping tasks in twelve countries, Journal of Advertising | zh_TW |
| dc.relation.reference (參考文獻) | Research, vol. 42 no.3, 2001,pp.15-23 | zh_TW |
| dc.relation.reference (參考文獻) | Maignam I, Lukas BA., The nature and social uses of the internet: a qualitative investigation. Journal of Consum Affairs, 1997, pp.21-32 | zh_TW |
| dc.relation.reference (參考文獻) | Mckinsey. Multi-Channel Marketing：Making “bricks and clicks” Stick. Retrieve April18, 2003 | zh_TW |
| dc.relation.reference (參考文獻) | Miyazaki Anthony D., Ana Fernandez, consumer perceptions of privacy and | zh_TW |
| dc.relation.reference (參考文獻) | security risks for online shopping, Journal of consumer affairs, vol.35 no.1, | zh_TW |
| dc.relation.reference (參考文獻) | 2001, pp.27-44 | zh_TW |
| dc.relation.reference (參考文獻) | Moch, Michael and Stanley E. Seashore, How Norms Affect Behaviors in and of Coporations, Handbook of Organizational Design, vol.1, pp.210-237 | zh_TW |
| dc.relation.reference (參考文獻) | Moon, B.J. Consumer Adoption of the Internet as an Information Search an Product Purchase Channel: Some research hypotheses. International Journal of Internet Marketing and Advertising, 2004, pp.104-118 | zh_TW |
| dc.relation.reference (參考文獻) | Moriarty, R.T., Moran, U. (1990, Nov.-Dec.). Managing Hybrid Marketing Systems. Harvard Business Review, pp.146-155 | zh_TW |
| dc.relation.reference (參考文獻) | Peterson, R.A. and M.C. Merino, Consumer information search behavior and the internet, Psychology and Marketing, vol.20 2003, pp.99-121 | zh_TW |
| dc.relation.reference (參考文獻) | Salam F., Rao H.R. and Pegels C.C., Consumer-Perceived Risk in E-Commerce Transactions, Communications of the ACM, vol. 46 no.12, 2003, pp.325-331 | zh_TW |
| dc.relation.reference (參考文獻) | Schoenbachler Denise D., Gordon Geoffery L., Multichannel shopping: | zh_TW |
| dc.relation.reference (參考文獻) | understanding what drives channel choice, Journal of consumer marketing. | zh_TW |
| dc.relation.reference (參考文獻) | Vol.19 no.1 2002, pp.42-53 | zh_TW |
| dc.relation.reference (參考文獻) | Schoenbachler, D.D., and Gordon, G.L., Multichannel shopping: understanding what drives channel choice. Journal of Consumer Marketing, vol.19, 2002, pp.42-53 | zh_TW |
| dc.relation.reference (參考文獻) | Sheth JN. An integrative theory of patronage preference and behavior. | zh_TW |
| dc.relation.reference (參考文獻) | Patronage Behavior and Retail Management, New York: North-Holland, 1983, pp.9-28 | zh_TW |
| dc.relation.reference (參考文獻) | Sridhar Balasubramanian, Rajagopal Raghunathan and Vijay Mahajan, | zh_TW |
| dc.relation.reference (參考文獻) | Consumers in a multichannel environment: product utility, process utility, and | zh_TW |
| dc.relation.reference (參考文獻) | channel choice, Journal of Interactive Marketing, vol.19 2005, pp.12-30 | zh_TW |
| dc.relation.reference (參考文獻) | Stephenson PR, Willett RP. Analysis of consumers’ patronage strategies. | zh_TW |
| dc.relation.reference (參考文獻) | McDonald PR, Marketing involvement in society and the economy, 1969, pp.316-322 | zh_TW |
| dc.relation.reference (參考文獻) | Strutton David, Pelton Lon E., Ferrell O.C., Ethical Behavior in Retail Setting： Is There a Generation Gap? Journal of Business Ethics vol.16, 1997, pp. 87-105 | zh_TW |
| dc.relation.reference (參考文獻) | Sykes, Gresham M. and David Matza, “Techniques of Neutralization：A | zh_TW |
| dc.relation.reference (參考文獻) | Theory of Delinquency,” American Sociological Review vol.22 1957, | zh_TW |
| dc.relation.reference (參考文獻) | pp.664-667 | zh_TW |
| dc.relation.reference (參考文獻) | Tauber EM, Why do people shop? Journal of Marketing, Vol. 36 No. 4, 1972, pp.46-49 | zh_TW |
| dc.relation.reference (參考文獻) | Vitell, Scott J. and Stephen J. Grove, Marketing ethics and the | zh_TW |
| dc.relation.reference (參考文獻) | techniques of neutralization, Journal of Business Ethics, vol.6 no.3, 1987, | zh_TW |
| dc.relation.reference (參考文獻) | pp.433-438 | zh_TW |
| dc.relation.reference (參考文獻) | Wallace David W., Giese John L., Johnson Jean L., Customer retailer loyalty in the context of multiple channel strategies, Journal of Retailing, vol.80 2004, pp.249-263 | zh_TW |
| dc.relation.reference (參考文獻) | Ward Michael R., Morganosky Michelle, Online consumer search and purchase in a multiple channel environment, C-FAR project No. 99I-027-2. 2000, pp.1-22 | zh_TW |
| dc.relation.reference (參考文獻) | Williams RH, Painter JJ, Nicholas HR. A policy-oriented typology of grocery shoppers. Journal of Retailing, vol. 54, 1978, pp.27-43 | zh_TW |
| dc.relation.reference (參考文獻) | | zh_TW |
| dc.relation.reference (參考文獻) | Wind, Y., Mahajan V., Converge marketing, Journal of Interactive Marketing 2002, pp.64-74 | zh_TW |
| dc.relation.reference (參考文獻) | Yoo-Kyoung Seock, Marjorie Norton, Attitude toward internet websites, online | zh_TW |
| dc.relation.reference (參考文獻) | information search, and channel choices for purchasing, Journal of Fashion | zh_TW |
| dc.relation.reference (參考文獻) | Marketing and Management vol.11 no.4, 2007, 571-586 | zh_TW |
| dc.relation.reference (參考文獻) | Zaharia Silvia I., Consumer behavior in Multi-channel-retailing: how do | zh_TW |
| dc.relation.reference (參考文獻) | consumers use the channel of a multi-channel-retailer during the buying | zh_TW |
| dc.relation.reference (參考文獻) | process. University of Duisburg-Essen, 2005, pp.1-17 | zh_TW |
