在多通路環境中，實體通路的存在如何影響顧客決策

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：138

、訪客IP：18.223.213.76

姓名

張柏元(Bo-Yuan Chung) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

在多通路環境中，實體通路的存在如何影響顧客決策
(How the existence of physical channel affects the customers' decision in the 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	★ 應用服務藍圖及顧客旅程優化汽車租賃業之服務流程: 以某汽車租賃業為例
★ 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
★ 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
★ 消費者於多通路環境下之跨通路搭便車行為之決定因素	★ 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

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)

近年來伴隨著網際網路的快速發展，提供了電子商務發展的基礎，使得網路已成為僅次於傳統實體通路外的最重要銷售管道。在網路泡沫化之後，目前更產生兼具虛擬與實體的競爭模式，零售業者可以藉由網路來擴大與顧客接觸的機率，並與純虛擬的零售業者在網路上競爭，虛實兼具的經營方式將會是未來零售業中主要的競爭模式，其隱藏龐大的市場潛能。因此，對於想要跨足虛擬空間或是實體店面的純虛擬零售商或是傳統零售商，瞭解顧客所重視的因素就變的格外重要。
本研究結合科技接受模式、資訊系統成功模式及加入趣味性的因子，提出一個整合性的解釋模型來探討在多通路的環境中，資訊品質、系統品質及服務品質如何影響認知有用性(perceived usefulness)、認知易用性(perceived ease of use)，並且探討一個實體通路的存在如何影響顧客的購買決策，本研究透過網路問卷及實體問卷收集有使用多通路方式購買經驗的樣本資料，並使用LISREL及SPSS來進行信度和效度分析，以檢驗本研究模型和相關假說。
本研究結果發現資訊品質對於認知易用性有正向顯著的影響，而對於認知有用性的影響卻不顯著，服務品質對於認知易用性及認知有用性的影響並不顯著，多通路的系統品質對於認知有用性和認知易用性的影響是顯著且正向的，而在多通路環境中，認知易用性與認知有用性為顧客行為意圖的重要影響因子。

摘要(英)

Because of fast development of the Internet and increasing number of global Internet populations, many investors think there is a new commercial channel which is appearing on Internet. To brick-and-mortar retailers, the Internet is becoming a new channel. Therefore, explore the factors that influence consumers’ intention to use multi-channels is important.
The research combines the technology acceptance model (TAM) and the IS success model to measure how the existence of the physical channel affects the customers decision in the multi-channel environment. The research model was tested with data from 329 of multi-channel shoppers in Taiwan. The study shows that information quality and system quality are significant positive predictors of perceived ease of use and perceived usefulness, and further the perceived ease of use and perceived usefulness are significant positive predictors of behavioral intention. This study provides the evidence which the TAM and the IS success model could use on the multi-channel environments. This study also extends the perceived playfulness to e-commerce and provides the some suggestions for practice and future research.

關鍵字(中)

★ 資訊系統成功模式
★ 多通路
★ 趣味性
★ 電子商務
★ 科技接受模式

關鍵字(英)

★ e-commerce
★ the IS success model
★ multi-channe
★ TAM

論文目次

中文摘要 I
ABSTRACT II
誌謝 III
TABLE OF CONTENTS IV
LIST OF FIGURES V
LIST OF TABLES VI
CH1 INTRODUCTION: 1
CH2 CONCEPTUAL BACKGROUND: 4
2.1 CONCEPTUAL FRAMEWORK: 4
2.2 TECHNOLOGY ACCEPTANCE MODEL 6
2.2.1 Usefulness: 7
2.2.2 Ease of use: 8
2.2.3 Playfulness: 9
2.3 THE INFORMATION SYSTEM SUCCESS MODEL: 12
2.3.1 Information quality: 14
2.3.2 System quality: 15
2.3.3 Service quality: 16
CH3 METHOD: 19
3.1 MEASURE: 19
3.2 SAMPLE CHARACTERISTIC: 21
3.3 ANALYSIS AND RESULT: 23
3.3.1 Reliability: 23
3.3.2 Validity: 28
3.3.3 Hypotheses testing: 33
CH4 DISCUSSION AND MANAGERIAL IMPLICATION: 37
4.1 CONCLUSION: 37
4.2 MANAGERIAL IMPLICATION: 39
4.3 LIMITATIONS AND FUTURE RESEARCH: 40
REFERENCE: 42
APPENDIX: 50

參考文獻

1. Ahn ,T, Ryu, S. and Han, I. (2004), “The impact of the online and offline features on the user acceptance of Internet shopping malls”, Electronic Commerce Reasearch and Applications, Vol.3, pp.405-420
2. Aladwani, A.M. and Palvia, P.C. (2002), “Developing and validating an instrument for measuring user-perceived Web quality”, Information & Management, Vol. 39, Iss. 6, pp.467
3. Baal, S.V. and Dach, C. (2005), “Free riding and customer retention across retailers’ channels”, Journal of Interactive marketing, Vol.19, No.2
4. Bagozzi, Richard, P. and Youjae, Y. (1988), "On the Evaluation of Structure Equation Models," Journal of the Academy of Marketing Science, 16 (Spring), 74-94.
5. Bakos, Y. (2001), “The Emerging Landscape for Retail E-Commerce”, Journal of Economic Perspectives, Vol.15, No.1, pp.69-80
6. Barnett, L.A. (1990), “Playfulness: definition, design, and measurement”, Play and Culture, Vol.3, No.4, pp.319-336
7. Bendoly, W., Blocher, J.D., Bretthauer, K.M., Krishnan, S., Ven, M.A. etc. “Online/In-Store Integration and Customer Retention”, Journal of Service Research, May 2005; 7,4; pg. 313
8. Bhatti, N., Bouch, A. and Kuchinsky, A. (2000), “Integrating user-perceived quality into web server design”, Computer Network, Vol.33, No.1-6, pp.43-54
9. Burt, S. and Sparks, L. (2003), “E-commerce and the retail process: a review”, Journal of Retailing and Consumer Service, Vol. 10, pp 275-286.
10. Cao, M.;, Zhang, Q. and Seydel, J. (2005), “B2C e-commerce web site quality: an empirical examination”, Industrial Management & Data Systems, Vol. 105, Nos. 5/6, pp.645
11. Chen, L., Gillenson, M. and Sherrell, D. (2002), “Enticing online consumers: an extended technology acceptance perspective”, Information & Management, Vol. 39, No. 8, pp. 705-719
12. Chen, S. and Leteny, F. (2000), “Get real! Managing the next stage of internet retail”, European Management Journal,Vol.18, No.5, pp.556-569
13. Coughlan, A.T., Anderson, E., Stern, L.W. and EI-Ansary, A.I. (2001), Marketing Channels (6th ed), Upper Saddle River, NJ: Prentice-Hall
14. Csikszentmihalyi, M.(1975), “Beyond Boredom and Anxiety, Jossey-Bass”, San Francisco
15. Dabholkar, P.A. (1996), “Consumer evaluations of new technology-base self-service options”, International Journal of Research in Marketing, Vol.13, No. 1, pp. 29-51
16. Davis, F.D., Bagozzi, P.R. and Warshaw, P.R. (1992), “Extrinsic and intrinsic motivation to use computers in the workplace”, Journal of Applied Social Psychology, Vol. 22, pp.1111-1132
17. Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1989), “User acceptance of computer technology: A comparison of two theoretical models”, Management Science, 35, pp982-1003
18. Deci, E.L. and Ryan, R.M. (1985), “Intrinsic Motivation and Self-Determination in Human Behavior, Plenum Press” New York
19. Devaraj, S., Fan, M. and Kohli, R. (2002), “Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics”, Information System Research, Vol. 13 No. 3, pp 316-333.
20. Eighmey, and McCord (1998) “Adding value in the information age: Uses and gratifications of sites on the World Wide Web”, Journal of Business Research, Vol. 41, Iss. 3; pp. 187-195
21. Enders, A. and Jelassi, T (2000), “The converging business models of internet and bricks-and-mortar retailers”, European Management Journal, Vol.18, No.5, pp.542-550
22. Fink, J. and Kobsa, A. (2000), “A review and analysis of commercial user modeling servers for personalization on the world wide web”, User Modeling and User-Adapted Interaction, Vol. 10, Nos. 3/4, pp. 209-49
23. Fishbein, M., Ajzen, I. (1975) “Belief, Attitude, Intentions and Behavior: An Introduction to Theory and Research”, Addison-Wesley, Boston
24. Fornell, Claes (1992), "A National Customer Satisfaction Barometer: The Swedish Experience," Journal of Marketing, 56 (January), 6-21.
25. Frazier, GL (1999), “Organizing and managing channels of distribution”, J Acad Mark Sci 27(2): 226-240.
26. Gulati, R., Garino, J (2000), “Get the right mix of brick & clicks”, Harv Bus Rev, Vol.78, No.3, pp.107-114
27. Holbrook, M.B.(1994), “Nostalgia and Consumption Preference: Some Emerging Patterns of Consumer Tastes”, The Journal of Consumer Research, Vol.20, No.2, pp.245-256
28. Horrigan, J.B. and Whinston, A.B. (1997), “Electronic Commerce: A Manager’s Guide”, Addison-Wesley, Reading, MA
29. Horrigan, John, B., Lee, Raini. (2002), Getting serious online. Pew Internet and American Life Project, March 3, (www.pewinternet.org/).
30. Huizingh, E.(2000), “The content and design of web sites: an empirical study”, Information & management, Vol.37, No.1, pp.2-16
31. Igbaria, M., Parasuraman, S. and Baroudi, J.J. (1996), “A motivational model of microcomputer usage”, Journal of Management Information System, Vol. 13, No. 1, pp.127-143
32. Igbria, M, Schiffman, S.J. and Wieckowshi, T.S. (1994), “The respective roles of microcomputer technology”, Behavior and Information Technology, Vol.13, No.6, pp.349-361
33. Jap, Sandy D. and Shankar Ganesan (2000), "Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment," Journal of Marketing Research, 37 (2), 227-45.
34. Karahanna, E. and Srub, D. (1999), “The psychological origins of perceived usefulness and ease of use”, Information and Management, Vol. 25 Nos. 5/6, pp. 237-250
35. Keeney, R.L. (1999), “The value of Internet commerce to the customer”, Management Science, Vol. 45, Iss.4, pp.522
36. Klopping, I.M and McKinney, E. (2004), “Extending the Technology Acceptance Model and the Task-Technology Fit Model to Consumer E-commerce”, Information Technology, Learning, and Performance Journal, Vol. 22, No. 1, pp. 35
37. Koufaris, M. (2002), “Applying the technology acceptance model and flow theory to online consumer behavior”, Information System Research, Vol. 13, Iss. 2, pp.205-225
38. Lederer, A., Maupin, D. , Sena, M. and Zhuang, Y. (2000), “The technology model and world wide web”, Decision Support System, Vol. 29, p. 269-282.
39. Lee, M.K.O. and Turban, E. (2001), “A trust model for consumer internet shopping”, International Journal of Electronic CommerceEJournal of Marketing, Vol.61, No.2, pp.35-51
40. Li, E.Y. (1997), “Perceived importance of information system success factors: A meta analysis of group differences”, Information & Management, Vol.21, No.1, pp.15-28
41. Liebermane, J.N. (1977) “Playfulness: Its Relationship to Imagination and Creativity”, Academic Press, New York.
42. Lilley, J. (2005), “The challenge of multi-channel transactions”, Journal of digital asset management, Vol.1, No.6, pp.420-426
43. Limayem, M., Khalifa, M. and Frini, A.(2000), “What makes consumers buy from the Internet? A longitufinal study of online shopping”, IEEE Trans. Systems, Man, and Cybernetics: Part A-System and Human, Vol.30, No. 4, pp. 421-432
44. Lin, C.J. and Lu, H. (2000), “Towards an understanding of the behavioral intention to use a web site”, International Journal of Information Management, Vol.20, No.3, pp.197-208
45. Liu, C. and Arnett, P.K (2000), “Exploring the factors associated with web site success in the context of electronic commerce”, Information & Management, Vol. 38 No. 1, pp.23-33.
46. Loiacono, E., Watson, R. and Goodhue, D. (2001), “WebQual: A Web Site Quality Instrument”, Working paper, University of Georgia
47. Malone, T.W. (1981), “Toward a theory of intrinsically motivating instruction”, Cognitive Science, Vol.4, pp.333-369
48. Malone, T.W. (1981), “What makes computer games fun?”, Byte, pp.258-276
49. Molla, A. and Licker, P.S. (2001), “E-commerce system success: An attempt to extend and respecify the DeLone and McLean model of IS success”, Journal of Electronic Commerce Success, Vol.2, No.4, pp.1-11
50. Monsuwe, T.P., Dellaert, Benedict, G.C., Ruyter, K.D.(2004), “What drives consumers to shop online? A literature review”, International Journal of Service Industry management, Vol.15, Iss. 1, pp.102
51. Moon, J.W. and Kim, Y.G. (2001), “Extending the TAM for a World-Wide-Web context”, Information & Management, Vol. 38, pp.217-230
52. Parasuraman, A., Zeithaml, A., Valaric, A. and Berry, Leonard, L. (1988), “SERVQUAL: A multi-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol.64, No.1, pp.12-40
53. Pitt, L.F., Waston, R.T. and Kavan, C.B. (1995), “Service quality: A measure of information systems effectiveness”, MIS quarterly, Vol.19, No.2, pp.173-188
54. Porter, M.E. (2001), “Strategy and the Internet”, Harv Bus Rev, Vol.79, No.3, pp.63-78
55. Rabinovich, E. and Bailey, J.P. (2004), “Physical distribution service in internet retailing: service pricing, transaction attributes, and firm attributes”, Journal of Operations Management, Vol.21, pp.651-672
56. Robbins, S. and Stylianou, A. (2003), “Global corporate web sites: an empirical investigation of content and design”, Information & Management, Vol. 40 No. 33, pp. 205-212.
57. Sandelands, L.E., Asford, S.J. and Dutton, J.E. (1983), “Reconceptualizing the overjustification effect effect: a template-matching approach” Motivation and Emotion, Vol. 7, No.3, pp.229-255
58. Settles, C. (1995), “Cybermarketing: Essentials for success”, New York: Ziff-Davis Press
59. Shanker, V. and Winer, R.S., “Interactive marketing goes multichannel”, Journal of Interactive Marketing, Vol. 19, pg.2
60. Smith, B.A. and Merchant, E.J. (2001), “Designing an attractiveness web sites: variables of importance”, Proceedings of the 32nd Annual Conference of the Decision Sciences Institute, San Francisco, CA.
61. Soliman, F. and Youssef, M.A. (2003), “Internet-based e-commerce and its impact on manufacturing and business operations”, Industrial Management & Data Systems, Vol. 103, Iss. 8/9, pp. 546-553
62. Sousa, R. and Voss, C.A (2006), “Service Quality in Multi-channel Services Employing Virtual Channels”, Journal of Service Research, Vol. 8 No. 4, pp. 356-371.
63. Tractinsky, N. and Rao, V.S. (2001), “Social dimensions of internet shopping: theory-based arguments for web-store design”, Human Systems Management, Vol. 21, No. 2, pp. 195-208
64. Trindis, H.C. (1971), “Attitude and Attitude Change”, Wiley, New York
65. Venkatesh, V. (2000), “Veterminants of perceived ease of use: integrating control, intrinsic motivation, and emotion into the technology acceptance model”, Information Systems Research, Vol. 79, No. 1, pp.1-28
66. Webster, J., Heian, J.B. and Michelman, J.E., “Computer training and computer anxiety in the educational process: an experimental analysis”, in Proceedings of the Eleventh International Conference on Information System, 16-19, Copenhagen, Denmark, pp. 171-182
67. William H. DeLone, Ephraim R. McLean (2003), “The DeLone and McLean Model of Information Systems Success: A Ten-Year Update”, Journal of Management Information Systems, Vol. 19 No. 4 pp.9-30
68. Zeithaml, V.A., Parasuraman, A. and Malhotra, A. (2002), “Service quality delivery through Web sites: A crtical view of extant knowledge”, Journal of the Academy of Marketing Science, Vol.30, No.4, pp.362-375
69. Zhang, X., Prybutok V.R. and Koh, C.E. (2006), “The Role of Impulsiveness in a TAM-Based Online Purchasing Behavior Model”, Information Resources Management Journal, Vol.19, No. 2, pp.54

指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2007-7-5

推文