博碩士論文 954203028 詳細資訊




以作者查詢圖書館館藏 以作者查詢臺灣博碩士 以作者查詢全國書目 勘誤回報 、線上人數:16 、訪客IP:3.236.124.77
姓名 曾詩悅(Shih-Yueh Tseng)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 消費者於多通路環境下之跨通路搭便車行為之決定因素
(The Determinants of Consumer's Cross-Channel Free Riding Behavior in a Multi-Channel Environment)
相關論文
★ 網站設計探討—以國內外連鎖飯店集團為例★ 智慧型手機使用者介面與消費者態度之關聯
★ 零售業全通路策略分析 -以Family Mart為例★ 顧客對折扣促銷的評價-探討商店定價策略、促銷語意線索與折扣深度對消費者認知的影響
★ 網路拍賣中外部線索的一致性:在不同的資訊不對稱程度下,起始價格以及賣方聲譽對於拍賣結果影響之探討。★ 影響金融服務業之多重通路使用者評估通路整合性的因素
★ 影響網路口碑行為意圖之因素分析★ 在多通路環境中,實體通路的存在如何影響顧客決策
★ 混合情緒操控與間接體驗產品途徑對消費者之影響-以創新產品為主★ 服務業不同廣告型式的效果如何受消費者性別及代言人類型而改變
★ 如何撰寫較好的網路口碑★ 探討線上環境中互動與故事對廣告效果之影響
★ 不同決策特質與搜尋時間壓力下部落格設計與使用者滿意度之探討★ 主購社群關係與主購經驗分享對網路合購行為因素影響之探討
★ 使用者產生內容:展新的比較式廣告手法★ 網路拍賣的原諒行為對潛在消費者信任度及購買意圖之影響
檔案 [Endnote RIS 格式]    [Bibtex 格式]    [相關文章]   [文章引用]   [完整記錄]   [館藏目錄]   至系統瀏覽論文 ( 永不開放)
摘要(中) 在多重管道的時代中,消費者可以在不同的購買階段輕易地轉換。當消費者使用某一家零售店的某種管道(例如網路商店)來獲得產品資訊後,卻在另外一家零售店的另一管道(例如實體店鋪)進行購買,即是跨管道搭便車行為。他們從沒有得到顧客貢獻的商店獲得利益。因此,跨管道的顧客留存是一間企業持續獲利一個重要的驅動因子;然而跨管道的搭便車行為卻會削弱企業的獲利。
在本研究中,以服務轉換模型:PPM 為研究基礎架構。所謂的PPM 是指(1)push 效果:將消費者趨離原本通路的負向因素;(2) pull 效果:將消費者拉進另一個通路的正向因素;(3) mooring 效果:阻礙消費者轉換行為發生的因素。並僅以線上管道搜尋產品資訊後,再到實體管道購買之消費者為樣本,再以結構方程模型進行驗證。研究結果發現:消費者所知覺到的網路購物風險越高,愈會進行跨管道的搭便車意圖。並且實體商店吸引力愈強,消費者愈會進行跨管道的搭便車意圖。而服務品質和關係連結對實體商店的吸引力有正向顯著關係。透過提升鎖定效果可以降低跨管道的搭便車意圖。而轉換成本對鎖定效果有正向顯著關係。在線上購物經驗的干擾效果方面,低網路經驗的人在轉換成本對鎖定效果的關係中比高網路經驗的人較受顯著影響。而低網路經驗的人在服務品質對實體商店吸引力的關係中比高網路經驗的人較受顯著影響。另外,低網路經驗的人在鎖定效果對跨管道搭便車意圖的關係中比高網路經驗的人較受顯著影響。最後,低網路經驗的人在實體商店吸引力對跨管道搭便車的意圖的關係中比高網路經驗的人較受顯著影響。
摘要(英) In the multi-channel environment, consumers can transfer channels which they select easily in different purchase phases. When consumers who engage in cross-channel free riding use one channel of a retailer only to obtain
information or evaluate products and transfer to another retailer to complete their transaction, they benefit from the firm to which they did not contribute. Therefore, cross-channel retention is the most important drivers of a firm gains profits continually; however, cross-channel free riding erodes profits certainly.
In this study, we bases on switching service providers model, PPM, to our conceptual framework. PPM means (1) push effect: the negative factors that let people leave the origin; (2) pull effect: the positive factors that attract people to the destination; (3) mooring effect: the obstacles that prevent switch occurring. We focus on only one type of cross-channel free riding: searching product information through online channel and then purchasing through offline channel. The result shows the higher risk of online shopping consumers perceived, the more engages in cross-channel free riding intention. And the stronger attractiveness the offline store has, the more likely consumers engage in cross channel free riding intention. Service quality and relational bonds have positive effect on attractiveness of offline store. Through raising lock-in effect can reduce cross-channel free riding intention. Switching costs have positive effect on lock-in effect. About the online shopping experience moderate the estimated parameters, the association between switching cost and lock-in effect of low internet experience is higher than that of high internet experience. The correlation between service quality and attractiveness of offline store under low internet experience was proved higher than that under high internet experience. Moreover, the correlation between lock-in effect and cross-channel free riding intention under low internet experience are stronger than those under high internet experience. Finally, the correlation between attractiveness of offline store and cross-channel free riding intention under low
internet experience are stronger than those under high internet experience.
關鍵字(中) ★ 鎖定效果
★ 搭便車
★ 多重管道
關鍵字(英) ★ free riding
★ lock-in effect
★ Multi-channel
論文目次 Table of Contents i
List of Figures ii
List of Tables ii
1. Introduction 1
2. Conceptual background 4
2.1 Conceptual framework 4
2.2 Cross-channel free riding 7
2.3 Perceived risk of online shopping 8
2.3.1 Firm’s reputation 9
2.3.2 Firm’s web site design 10
2.4 Lock-in effect 10
2.4.1 Switching cost 11
2.5 Attractiveness of offline store 12
2.5.1 Service quality 13
2.5.2 Relational bonds 14
3. Method 16
3.1 Measure 16
3.1.1 Cross-channel free riding 16
3.1.2 Perceived risk of online shopping 17
3.1.3 Firm’s reputation 17
3.1.4 Firm’s web site design 17
3.1.5 Lock-in effect 17
3.1.6 Switching costs 18
3.1.7 Attractiveness of offline store 18
3.1.8 Service quality 18
3.1.9 Relational bonds 18
3.1.10 Cross-channel free riding intention 19
3.2 Sample characteristic 19
4. Analysis and results 21
4.1 Reliability 21
4.2 Validity 22
4.3 Hypotheses testing 27
4.4 Analysis between groups 31
5. Discussion and managerial implication 34
5.1 Conclusion 34
5.2 Managerial implication 37
5.3 Limitations and future research 38
Reference 40
參考文獻 1. Alba, Joseph W. and J. Wesley Hutchinson (1987), “Dimensions of Consumer Expertise,” Journal of Consumer Research, 13 (4), 411-454.
2. Bagozzi, Richard P. and Yi Youjae (1988), "On the Evaluation of Structure Equation Models," Journal of the Academy of Marketing Science, 16 (Spring), 74-94.
3. Bansal, Harvir S., Shirley F. Taylor and Yannik St. James (2005), “‘Migrating’ to New Service Providers: Toward a Unifying Framework of Consumers’ Switching Behaviors,” Journal of the Academy of Marketing Science, 33 (1), 96-115.
4. Bansal, Havir S. and Shirley F. Taylor (1999), “The Service Provider Switching Model (SPSM): A Model of Consumer Switching Behavior in the Services Industry,” Journal of Service Research, 2 (2), 200-218.
5. Beatty, Sharon E., Morris Mayer, James E. Coleman, Kristy E. Reynolds and Jungki Lee (1996), “Customer-Sales Associate Retail Relationships,” Journal of Retailing, 72 (3), 223-247.
6. Berry, Leonard L. (1995), “Relationship Marketing of Services: Growing Interest, Emerging Perspectives,” Journal of the Academy of Marketing Science, 23 (4), 236-245.
7. Bhatnagar, Amit, Sanjog Misra and H. Raghav Rao (2000), “On risk, Convenience, and Internet Shopping Behavior,” Communication of the ACM, 43 (11), 98-110.
8. Bobbitt, L. Michelle and Pratibha A. Dabholkar (2001), “Integrating Attitudinal Theories to Understand and Predict Use of Technology-Based Self-Service,” International Journal of Service Industry Management, 12 (5), 423-450.
9. Burnham, Thomas A., Judy K. Frels and Vijay Mahajan (2003), “Consumer Switching Costs: A Typology, Antecedents, and Consequences,” Journal of the Academy of Marketing Science, 31 (2), 109-126.
10. Chen, Yu-Hui and Stuart Barnes (2007), “Initial Trust and Online Buyer Behaviour”, Industrial Management & Data Systems, 107 (1), 21-36.
11. Cox, Donald F. and Stuart U. Rich (1964), “Perceived Risk and Consumer Decision-Making—The Case of Telephone Shopping,” Journal of Marketing Research, 1 (Nov), 32-39.
12. Degeratu, Alexandru M., Arvind Rangaswamy and Jianan Wu (2000), “Consumer Choice Behavior in Online and Traditional Supermarkets: The Effects of Brand Name, Price, and Other Search Attributes,” International Journal of Research in Marketing, 17 (1), 55-78.
13. Donney, Patricia M. and Joseph P. Cannon (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, 61 (2), 35-51.
14. DoubleClick (2003). Multi-Channel Holiday 2002 Shopping Study. New York: Author.
15. DoubleClick (2004a). Holiday 2003 Shopping Study. New York: DoubleClick.
16. Eliashberg, Jehoshua and Thomas S. Robertson (1988), “New Product Preannouncing Behavior: A Market Signaling Study,” Journal of Marketing Research, 25 (3), 282-292.
17. Falk, Tomas, Schepers, Jeroen J. J. L., Hammerschmidt, Maik and Bauer, Hans H., "Identifying Cross-Channel Dissynergies for Multichannel Service Providers", Journal of Service Research, 10 (2), 143-160.
18. Flavian, Carlos and Miguel Guinaliu (2006), “Consumer Trust, Perceived Security and Privacy Policy: Three Basic Elements of Loyalty to A Web Site”, Industrial Management & Data Systems, 106 (5), 601-620.
19. Fornell, Claes (1992), "A National Customer Satisfaction Barometer: The Swedish Experience," Journal of Marketing, 56 (January), 6-21.
20. Fornell, Claes and David F. Larcker (1981), "Evaluating Structural Equation models with Unobservable Variables and Measurement Error," Journal of Marketing Research, 18 (1), 39-50.
21. Forrester research (2006), "Trend 2006:Multichannel Retail," Forrester, Jan 20, 2006.
22. Gefen, David and Detmar W. Straub (2004), “Consumer Trust in B2C E-Commerce and the Importance of Social Presence: Experiments in E-Products and E-Services”, Omega, 32 (6), 407-424.
23. Geyskens, Inge, Katrijn Gielens, and Marnik G. Dekimpe (2002), “The Market Valuation of Internet Channel Additions,” Journal of Marketing, 66 (2), 102-119.
24. Gillett, Peter L. (1976), “In-Home Shoppers: An Overview,” Journal of Marketing, 40 (4), 81-88.
25. Griffith, David A. and Robert F. Krampf (1998), “An Examination of the Web-Based Strategies of the Top 100 U.S. Retailers”, Journal of Marketing Theory and Practice, 6 (3), 12-23.
26. Guiltinan, Joseph P. (1989), “A Classification of Switching Costs with Implications for Relationship Marketing,” In 1989 AMA Winter Educators’ Conference: Marketing Theory and Practice. Eds. Terry L. Childers. Richard P. Bagozzi, and J. Paul Peter. Chicago: American Marketing Association, 216-220.
27. Gwinner, Kevin P., Dwayne D. Gremler and Mary Jo Bitner, “Relational Benefits in Services Industries: The Customer’s Perspective” Academy of Marketing Science, 26 (2), 101-114.
28. Hammond, Kathy, Gil McWilliam and Andrea Narholz Diza (1998), “Fun and Work on the Web: Differences in Attitudes between Novices and Experienced Users,” Advances in Consumer Research, 25 (1), 372-378.
29. Havelena, William J. and Wayne S. Desarbo (1991), “On the Measurement of Perceived Consumer Risk,” Decision Sciences, 22 (4), 927-939.
30. Hoffman, Donna L. and Thomas P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60 (3), 50-68.
31. Hsieh, Yi-Ching, Hung-Chang Chiu and Mei-Yi Chiang (2005), “Maintaining a Committed Online Customer: A Study across Search-Experience-Credence Products,” Journal of Retailing, 81 (1), 75-82.
32. Jackson, Barbara B. (1985), Winning and Keeping Industrial Customers: The Dynamics of Customer Relationships. D.C.: Lexington, MA.
33. Jacoby, J. and L. B. Kaplan (1972), “The Components of Perceived Risk” In M. Venkatesan (ed.), Proceedings 3rd Annual Conference Association for Consumer Research, 382-393.
34. Jap, D. Sandy and Erin Anderson (2003), “Safeguarding Interorganizational Performance and Continuity under Ex Post Opportunism,” Management Science. 49 (12). 1684-1701.
35. Jarvenpaa, Sirkka L., Noam Tractinsky and Michael Vitale (2000), “Consumer Trust in an Internet Store”, Information Technology and Management, 1 (12), 45-71.
36. Jones, Michael A., David L. Mothersbaugh and Sharon E. Beatty (2000), “Switching Barriers and Repurchase Intentions in Services,” Journal of Retailing, 76 (2), 259-274.
37. Klein, Lisa R. and Gary T. Ford (2003), “Consumer Search for Information in the Digital Age: An Empirical Study of Prepurchase Search for Automobiles,” Journal of Interactive Marketing, 17 (3), 29-49.
38. Koufaris, Marios and William Hampton-Sosa (2004), “The Development of Initial Trust in An Online Company by New Customers”, Information & Management, 41 (3), 377-397.
39. Kumar, V. and Rajkumar Venkatesan (2005), “Who Are the Multichannel Shoppers and How Do They Perform?: Correlates of Multichannel Shopping Behavior,” Journal of Interactive Marketing, 19 (2), 44-62.
40. Lee, Jonathan, Janghyuk Lee, and Lawrence Feick (2001), "The Impact of Switching Costs on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France," The Journal of Services Marketing, 15 (1), 35-48.
41. McKinsey. (2000). “Multi-Chnannel Marketing: Making ‘Bricks and Clicks’ Stick.” Retrieved April 18, 2003, from http://www.marketing.mckinsey.com
42. Murray, Keith B. and John L. Schlacter (1990), “The Impact of Services versus Goods on Consumers’ Assessment of Perceived Risk and Variability,” Academy of Marketing Science, 18 (1), 51-65.
43. Parasuraman, A., Valarie A. Zeithaml and Leonard L. Berry (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, 64 (1), 12-40.
44. Pavlou, P.A. (2003), “Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model”, International Journal of Electronic Commerce, 7 (3), 101-134.
45. Pavlou, Paul A. and David Gefen (2004), “Building Effective Online Marketplaces with Institution-Based Trust,” Information Systems Research, 15 (1), 37-59.
46. Peltier, James W. and John Westfall, “Dissecting the HMO-Benefits Managers Relationship: What to Measure and Why,” Marketing Health Services, 20 (2), 4-13.
47. Peterson, Robert A. (1995), “Relationship Marketing and the Consumer,” Journal of the Academy of Marketing Science, 23 (4), 278-281.
48. Porter, Michael E. (1980), Competitive Strategy; Techniques for Analyzing Industries and Competitors. New York: Macmillan.
49. Ranaweera, Chatura and Jaideep Prabhu (2003), "The Influence of Satisfaction, Trust and Switching Barriers on Customer Retention in A Continuous Purchasing Setting," International Journal of Service Industry Management, 14 (3/4), 374-395.
50. Samuelson, William and Richard Zeckhauser (1988), “Status Quo Bias in Decision Making,” Journal of Risk and Uncertainty, 1 (1), 7-59.
51. Schlosser, Ann E., Tiffany B. White and Susan M. Lloyd (2006), “Converting Web Site Visitors into Buyers: How Web Site Investment Increases Consumer Trusting Beliefs and Online Purchase Intentions”, Journal of Marketing, 70 (2), 133-148.
52. Shankar, Venkatesh and Russell S. Winer (2005), “Interactive Marketing Goes Multichannel,” Journal of Interactive Marketing, 19 (2), 2-3.
53. Shugan, Steven M. (1980), “The Costs of Thinking,” Journal of Consumer Research, 7 (2), 99-111.
54. Smith, Brock (1998), “Buyer-Seller Relationships: Bonds, Relationship Management, and Sex-Type,” Canadian Journal of Administrative Sciences, 15 (1), 76-92.
55. Strauss, Judy and Raymond Frost (2001), E-Marketing, 2nd ed.. Upper Saddle River, NJ: Prentice-Hall.
56. Telser, Lester G. (1960), “Why Should Manufacturers Want Fair Trade?” Journal of Law and Economics, 33 (2), 86-105.
57. Tsai, Hsien-Tung, Heng-Chiang Huang, Yi-Long Jaw, and Wen-Kuo Chen (2006), "Why On-line Customers Remain with a Particular E-tailer: An Integrative Model and Empirical Evidence," Psychology & Marketing, 23 (5), 447-464.
58. Turner, Ralph H. (1970), Family Interaction. New York: John Wiley.
59. Van Baal, Sebastian and Christian Dach (2005), “Free Riding and Customer Retention across Retailers’ Channels,” Journal of Interactive Marketing, 19 (2), 75-85.
60. Vazquez-Carrasco', Rosario and Gordon R. Foxall (2006), “Positive vs. Negative Switching Barriers: the Influence of Service Consumers’ Need for Variety,” Journal of Consumer Behaviour, 5 (4), 367-379.
61. Verhoef, Peter C., Scott A. Neslin, and Bјörn Vroomen (2007), “Multichannel Customer Management: Understanding the Research-Shopper Phenomenon,” International Journal of Research in Marketing, 24 (2), 129-148.
62. Wang, Fang, Milena Head and Norm Archer, “E-Tailing: An Analysis of Web Impacts on the Retail Market”, “Journal of Business Strategies, 19 (1), 73-93.
63. Wang, Ye Diana and Henry H. Emurian (2005), “Trust in E-Commerce: Consideration of Interface Design Factors”, Journal of Electronic Commerce in Organizations, 3 (4), 42-60.
64. Wernerfelt, Birger (1985), “Brand Loyalty and User Skills,” Journal of Economic Behavior and Organizations, 6 (4), 381-385.
65. Wind, Yoram, Vijay Mahajan and Robert Gunther (2002), Convergence Marketing: Strategies for Reaching the New Hybrid Consumer. NJ: Prentice Hall.
66. Wu, Jhy-Jeng and Yong-Sheng Chang (2005), “Towards Understanding Members’ Interactivity, Trust, and Flow in Online Travel Community”, Industrial Management & Data Systems, 105 (7), 937-954.
67. Yang, Zhilin and Minjoon Jun (2002), “Consumer Perception of E-Service Quality: From Internet Purchaser and Non-Purchaser Perspectives”, Journal of Business Strategies, 19 (1), 19-41.
68. Yoon, Sung-Joon (2002), “The Antecedents and Consequences of Trust in Online-Purchase Decisions”, Journal of Interactive Marketing, 16 (2), 47-63.
69. Yousafzai, Shumaila Y., John G. Pallister and Gordon R. Foxall (2003), “A Proposal Model of E-Trust for Electronic Banking”, Technovation, 23 (11), 847-860.
70. Zauberman Gal (2003), “The Intertemporal Dynamics of Consumer Lock-In,” Journal of Consumer Research, 30 (3), 405-418.
71. Zeithaml, Valarie A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52 (3), 2-22.
72. Zeithaml, Valarie A., A. Parasurama and Arvind Malhotra (2002), “Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge,” Journal of the Academy of Marketing Science, 30 (4), 362-375.
73. Zethaml, Valarie A. and Mary Jo Bitner (2000), Services Marketing: Integrating Customer Focus Across the Firm, 2nd ed.. Boston:Irwin/McGraw-Hill.
指導教授 謝依靜(Yi-Ching, Hsieh) 審核日期 2008-6-10
推文 facebook   plurk   twitter   funp   google   live   udn   HD   myshare   reddit   netvibes   friend   youpush   delicious   baidu   
網路書籤 Google bookmarks   del.icio.us   hemidemi   myshare   

若有論文相關問題,請聯絡國立中央大學圖書館推廣服務組 TEL:(03)422-7151轉57407,或E-mail聯絡  - 隱私權政策聲明