消費者於多通路環境下之跨通路搭便車行為之決定因素

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曾詩悅(Shih-Yueh Tseng) 查詢紙本館藏

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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)

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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

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指導教授

謝依靜(Yi-Ching, Hsieh)

審核日期

2008-6-10

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