Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/122470
|
| Title: | O2O決策動機與行為
O2O Purchasing Motives and Behaviors |
| Authors: | 戴敬庭
Tai, Ching-Ting |
| Contributors: | 張郁敏
Chang, Yuhmiin
戴敬庭
Tai, Ching-Ting |
| Keywords: | O2O
通路轉換
線上線下
使用動機
轉換動機
使用與滿足 |
| Date: | 2018 |
| Issue Date: | 2019-03-07 13:03:25 (UTC+8) |
| Abstract: | 虛實店面的蓬勃發展下，台灣的O2O消費行為已成為趨勢。消費者在不同購物階段會選擇最符合自己需求的購物管道來獲取產品資訊及購買商品，為了確立品牌能有效建立絕佳的購物體驗，故充分瞭解消費者在線上線下的轉換動機行為，顯得格外重要。
本研究彙整使用與滿足理論等學理觀點，試圖提出最適於解釋O2O轉換行為需求的觀點，並探究台灣消費者的O2O轉換動機。透過立意抽樣法，針對20～44歲且近一年內曾在線上與線下通路進行O2O購物的民眾進行問卷調查後，共募集了 317 個有效樣本。研究結果支持了整合性觀點。在O2O動機上，消費者從線上轉換到線下（online to offline）的動機包含資訊性、娛樂與社交性、產品多樣性、可體驗與安全性、跨通路服務品質與安全性；從線下轉換到線上（offline to online）的動機包含產品多樣性與資訊性、娛樂性、經濟性、便利性與跨通路效率，顯現O2O兩種轉換動機不盡相同，各有其不可取代性。其中，娛樂與社交性動機對促成線上到線下的次數有正向影響；娛樂性動機對線下到線上的次數有正向影響。透過額外的分析發現，休閒娛樂購物傾向會促進O2O轉換行為，但產品類別則否。
The trend of integrating virtual world and physical world at commerce domain, O2O shopping has become one of the latest trends in Taiwan. Consumers are more and more used to switching their mind and action among all possible and available channels based on their specific needs. Thus, from the service provider point of view which attempts to conduct attractive shopping experience to maximize O2O effectiveness, it’s essential to fully understand consumers’ motivation and behavior of channel migration between online and offline.
This study develops models for O2O purchasing motives and behaviors which synthesizes uses and gratifications framework and other related theories and views. In addition, the consumer O2O channel migration motivations in Taiwan are also identified. The 317 web questionnaires collected from aged 20-44, online and offline channel migration users within past one year in Taiwan based on purposive sampling method reveals results supportive of the Integrated model. The motivations of people who switch from online to offline include information, entertainment and sociality, variety, experiential and security, service quality and privacy. However, the motivations of people who transfer from offline to online include variety and information, entertainment, economy, convenience and efficiency. No matter which transferring way is, the unique value of the certain channel for the consumers shows its irreplaceable importance. Furthermore, entertainment and sociality motive indicates significance influence to the frequency of people channel-switching from online to offline. But the frequency of people switching from offline to online only affected by entertainment motive. By the extra analysis, an individual with recreational shopping orientation affects O2O switching frequency positively, but product category doesn’t. |
| Reference: | 一、中文部分
〈87％台灣網路消費者有網購意願〉（2014年8月27日）。取自尼爾森網
頁：http:／／www.nielsen.com／tw／zh／press-room／2014／news-2014-Taiwan-online-shopping.html
王曉鋒、張永強、吳笑一（2015）。《零售4.0：零售革命，邁入虛實整合的全通路時代》。台北：天下文化。
林璻萱（2017）。《用科技接受模型來探討O2O創新行銷可行性評估——以精靈寶可夢GO為例》。開南大學資訊學院碩士論文。
周芳宜（2009）。《以產品類型看市場行家的線上資訊搜尋動機與行為》。交通大學傳播學院碩士論文。
段心婕（2017）。《華語教學導入O2O商業模式之研究——以A公司為
例》。逢甲大學經營管理碩士在職專班碩士論文。
〈消費者購物虛實整合 全通路策略有助拓展商機〉（2017年3月21日）。取自尼爾森網頁： http:／／www.nielsen.com／tw／zh／press-room／2017／nielsen-report-omni-channel-strategy-driving-growth-as-consumers-embrace-both-online-and-offline-channels.html
翁秀琪（2011）。《大衆傳播理論與實證》。台北：三民。
徐瑀岑（2016）。《O2O虛實整合之電子票券整合模式——以大型休憩園區為例》。高雄應用科技大學資訊管理系在職專班碩士論文。
區谷怡（2016）。《O2O消費的使用與滿足和科技接受整合模式——以線上買票，線下觀影為例》。政治大學傳播研究所碩士論文。
郭貞（2015）。Web 2.0 時代台灣消費者購物模式的轉變: 檢驗 AISAS 網路消費模式。中華傳播學刊，27，139-165。
張偉玲（2017）。《探討消費者透過適地性APP進行O2O消費模式之持續使用意願：以多層跨通路服務品質模型為基礎》。成功大學工業與資訊管理學系碩士在職專班論文。
楊世瑩（2016）。《SPSS 22統計分析嚴選教材》。台北：碁峰資訊。
劉麗惠（2015年4月）。〈科技趨勢到位 O2O應用再進化，全通路概念引領新商務時代〉，《商業周刊》，286: 8-11。
蔡嘉凌（2016）。《高齡社會下 O2O 商業模式之研究——以某連鎖藥局為例》。政治大學經營管理碩士學程碩士論文。
戴偉峻、施雅馨（2010）。〈探討性別差異使用網路購物之研究——以使用與滿足理論為基礎〉，「第五屆數位教學暨資訊實務研討會」，台南市：南台科技大學資訊管理學系。
蕭銘鈞（1998）。《台灣大學生網路使用行為、使用動機、滿足程度與網路成癮現象之初探》。交通大學傳播研究所碩士論文。
二、英文部分
Alba, J., Lynch, J.,Weitz, B., Janiszewkski, C., Lutz, R., Sawyer, A., et al. (1997).
Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing, 61, 38−53.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and／or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20, 644−656.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66, 120−141.
Balasubramanian, S., Raghunathan, R., & Mahajan, V. (2005). Consumers in a multichannel environment: Product utility, process utility, and channel choice. Journal of interactive marketing, 19(2), 12-30.
Bashir, S., Anwar, S., Awan, Z., Qureshi, T. W., & Memon, A. B. (2018). A holistic understanding of the prospects of financial loss to enhance shopper`s trust to search, recommend, speak positive and frequently visit an online shop. Journal of Retailing and Consumer Services, 42, 169-174.
Beauchamp, M.B. and Ponder, N. (2010), Perceptions of retail convenience for in-store and online shoppers”, The Marketing Management Journal, Vol. 20 No. 1, pp. 49-65.
Berger, C.R., & Calabrese, R.J. (1975). Some Explorations in Initial Interaction and Beyond: Toward a Developmental Theory of Interpersonal Communication. Human Communication Research, 1, 99–112.
Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 351-370.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. the Journal of Marketing, 57-71.
Borges, A., Chebat, J. C., & Babin, B. J. (2010). Does a companion always enhance the shopping experience?. Journal of Retailing and Consumer Services, 17(4), 294-299.
Burke, R. R. (2002). Technology and the Customer Interface: What Consumers Want in the Physical and Virtual Store. Journal of the Academy of Marketing Science, 30(4), 411-432.
Chang, H. H., Wong, K. H., & Li, S. Y. (2017). Applying push-pull-mooring to investigate channel switching behaviors: M-shopping self-efficacy and switching costs as moderators. Electronic Commerce Research and Applications, 24, 50-67.
Chen, C. D., Huang, C. K., Chen, M. J., & Ku, E. C. (2015). User`s Adoption of Mobile O2O Applications: Perspectives of the Uses and Gratifications Paradigm and Service Dominant Logic. In PACIS (p. 253).
Chiang, W. Y. K., Zhang, D., & Zhou, L. (2006). Predicting and explaining patronage behavior toward web and traditional stores using neural networks: a comparative analysis with logistic regression. Decision Support Systems, 41(2), 514-531.
Childers, T. L., Carr, C. L., Peck, J., and Carson, S(2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77, 511–535.
Chocarro, R., Cortiñas, M., & Villanueva, M. L. (2013). Situational variables in online versus offline channel choice. Electronic Commerce Research and Applications, 12(5), 347-361.
Chou, S. Y., Shen, G. C., Chiu, H. C., & Chou, Y. T. (2016). Multichannel service providers` strategy: Understanding customers` switching and free-riding behavior. Journal of Business Research, 69(6), 2226-2232.
Crespo, A. H., & Del Bosque, I. R. (2010). The influence of the commercial features of the Internet on the adoption of e-commerce by consumers. Electronic Commerce Research and Applications, 9(6), 562-575.
Dabholkar, P. A. (1995). A contingency framework for predicting causality between customer satisfaction and service quality. ACR North American Advances.
Dommermuth, W. P. (1984). Promotion: Analysis, creativity, and strategy. Kent Publishing Company.
Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of electronic commerce research, 12(1), 78.
Emrich, O., Paul, M., & Rudolph, T. (2015). Shopping benefits of multichannel assortment integration and the moderating role of retailer type. Journal of Retailing, 91(2), 326-342.
Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in internet shopping. Journal of Business Research, 56, 867−875.
Frambach, R. T., Roest, H. C., & Krishnan, T. V. (2007). The impact of consumer internet experience on channel preference and usage intentions across the different stages of the buying process. Journal of interactive marketing, 21(2), 26-41.
Garbarino, E., & Maxwell, S. (2010). Consumer response to norm-breaking pricing events in e-commerce. Journal of Business Research, 63(9-10), 1066-1072.
Gefen, D., & Straub, D. (2003). Managing user trust in B2C e-services. e-Services, 2(2), 7-24.
Goethals, G.R., Allison, S.J., & Frost, M. (1979). Perceptions of the Magnitude and Diversity of Social Support. Journal of Experimental Social Psychology, 15(6), 570–581.
Google Consumer Barometer. (2017). Retrieved from
https:／／www.consumerbarometer.com／en／insights／?countryCode=TW
Gupta, A., Su, B. C., & Walter, Z. (2004). An empirical study of consumer switching from traditional to electronic channels: A purchase-decision process perspective. International Journal of Electronic Commerce, 8(3), 131-161.
Homburg, C., Hoyer, W. D., & Fassnacht, M. (2002). Service orientation of a retailer`s business strategy: Dimensions, antecedents, and performance outcomes. Journal of Marketing, 88, 86−101.
Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927-939.
Hoque, A. Y., & Lohse, G. L. (1999). A information search cost perspective for designing interfaces for electronic commerce. Journal of Marketing Research, 36, 387−394.
Hsiao, C. C., Ju Rebecca Yen, H., & Li, E. Y. (2012). Exploring consumer value of multi-channel shopping: a perspective of means-end theory. Internet research, 22(3), 318-339.
Huang, J., Zhou, J., Liao, G., Mo, F., & Wang, H. (2017). Investigation of Chinese students O2O shopping through multiple devices. Computers in Human Behavior, 75, 58-69.
Jiang, L., Jun, M., & Yang, Z. (2016). Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce?. Service Business, 10(2), 301-317.
Kamhawi, R., & Weaver, D (2003). Mass communication research trends from 1980 to 1999. Journalism and Mass Communication Quarterly, 80, 7-27.
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass
communication by the individual. Beverly Hills, CA: Sage.
Ko, H., Cho, C. H., & Roberts, M. S. (2005). Internet uses and gratifications: A structural equation model of interactive advertising. Journal of advertising, 34(2), 57-70.
Kollmann, T., Kuckertz, A., & Kayser, I. (2012). Cannibalization or synergy?Consumers` channel selection in online–offline multichannel systems. Journal ofRetailing and Consumer Services, 19(2), 186-194.
Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information systems research, 13(2), 205-223.
Kuo, C., & Li, H. Channel Selection as a Function of Consumers’ Shopping Orientations: A Comparison of the Internet Users in.
Lu, H. P., & Yu-Jen Su, P. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442-458.
Lu, Y., Cao, Y., Wang, B., & Yang, S. (2011). A study on factors that affect users’ behavioral intention to transfer usage from the offline to the online channel. Computers in Human Behavior, 27(1), 355-364.
Mandel, N., & Johnson, E. J. (2002). When web pages influence choice: Effects of visual primes on experts and novices. Journal of consumer research, 29(2), 235-245.
Mao, A. Y., Song, Y. Y., & Yu, J. X. (2015). The realization of the O2O model in mobile e-commerce based on the technology of the Wechat platform. In Applied Mechanics and Materials (Vol. 743, pp. 641-645). Trans Tech Publications.
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value:
Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77, 39−56.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and
validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13, 334−359.
Messinger, P. R., & Narsimhan, C. (1997). A model of retail formats based on consumers` economizing on shopping time. Marketing Science, 16, 1−23.
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64.
Montoya-Weiss,M.M., Voss, G. B., & Grewal, D. (2003). Determinants of online channel use and overall satisfaction with a relational multichannel service provider. Journal of the Academy of Marketing Science, 31, 448−458.
Nel, J., & Boshoff, C. (2015). Online-mobile service cross-channel cognitive evaluations in a multichannel context. South African Journal of Business Management, 46(3), 67-78.
Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and opportunities in multichannel customer management. Journal of service research, 9(2), 95-112.
Nicholson, M., Clarke, I., & Blakemore, M. (2002). `One brand, three ways to shop: situational variables and multichannel consumer behaviour. The International Review of Retail, Distribution and Consumer Research, 12(2), 131-148.
Okazaki, S., Mendez, F., 2013. Perceived ubiquity in mobile services. J. Interact. Mark. 27 (2), 98–111.
Palmgreen, P., & Rayburn, J. D. (1979). Uses and gratifications and exposure to public television: A discrepancy approach. Communication Research, 6(2), 155- 179.
Park, C., & Jun, J. K. (2003). A cross-cultural comparison of internet buying behavior: effects of internet usage, perceived risks and innovativeness. International Marketing Review, 20, 534−553.
Paul, Michael, Thorsten Hennig-Thurau, Dwayne D. Gremler, Kevin P. Gwinnerand Caroline Wiertz (2009), “Toward a Theory of Repeat Purchase Driversfor Consumer Services,” Journal of the Academy of Marketing Science, 37(2), 215 – 37.
Phang, C. W., Tan, C. H., Sutanto, J., Magagna, F., & Lu, X. (2014). Leveraging O2O commerce for product promotion: an empirical investigation in Mainland China. IEEE transactions on engineering management, 61(4), 623-632.
Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5-16.
Raghunathan, R., & Irwin, J. R. (2001). Walking the hedonic product treadmill: Default contrast and mood-based assimilation in judgments of predicted happiness with a target product. Journal of Consumer Research, 28(3), 355-368.
Raghunathan, R., & Corfman, K. (2006). Is happiness shared doubled and sadness shared halved? Social influence on enjoyment of hedonic experiences. Journal of Marketing Research, 43(3), 386-394.
Rampell, A. (2010), Why Online2Offline Commerce is a Trillion Dollar
Opportunity, revired from http:／／techcrunch.com／2010／08／07／why-online2offline-commerce-
Ratchford, B. T., Talukdar, D., & Lee,M. S. (2001). A model for consumer choice of the internet as information source. International Journal of Electronic Commerce, 5, 7−21.
Rayburn, J. D. (1996). Uses and gratifications. In M. B. Salwen & D. W. Stacks (Eds.), An integrated approach to communication theory and research (pp. 145-163). Mahwah, NJ: Lawrence Erlbaum.
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass communication & society, 3(1), 3-37.
Sangwan, S., Siguaw, J. A., & Guan, C. (2009). A comparative study of
motivational differences for online shopping. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 40(4), 28-42.
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
Seiders, Kathleen, Glenn B. Voss, Andrea L. Godfrey and Dhruv Grewal (2007),“SERVCON: Development and Validation of a Multidimensional Service Convenience Scale,” Journal of the Academy of Marketing Science, 35 (1),144–56.
Stafford, T. F., & Stafford, M. R. (2002). Identifying motivations for the use of commercial web sites. Strategies for ecommerce success, 14(1), 22-30.
Tsai, T. M., Wang, W. N., Lin, Y. T., & Choub, S. C. (2015). An O2O commerce service framework and its effectiveness analysis with application to proximity commerce. Procedia Manufacturing, 3, 3498-3505.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omnichannel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181.
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129-148.
Wilding, R. (2013). Multichannel or omnichannel? Logistics and Transport Focus, 15(10), 44.
Wu, P. C., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30-39.
Yu, U. J. (2009). Relationship of Body Satisfaction to Virtual Product Experience and Perceived Risk of Product Performance in Online and Multi-channel Apparel Shopping. Iowa State University.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.
Zeithaml, V., Bitner, M. J., & Gremler, D. D. (2002). Services marketing. 3rd.
Zhai, Q., Cao, X., Mokhtarian, P. L., & Zhen, F. (2017). The interactions between e-shopping and store shopping in the shopping process for search goods and experience goods. Transportation, 44(5), 885-904.
Zinkhan, G. M., Kwak, H., Morrison, M., & Peters, C. O. (2003). Web-based chatting: Consumer communication in cyberspace. Journal of Consumer Psychology, 13(1-2), 17-27. |
| Description: | 碩士
國立政治大學
傳播學院傳播碩士學位學程
1054640191 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1054640191 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.COMM.004.2019.F05 |
| Appears in Collections: | [Master`s Program in Communication] Theses
|
Files in This Item:
| File |
Size | Format | |
|---|
| 019101.pdf | 2423Kb | Adobe PDF2 | 234 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
