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    题名: 全通路經營模式切入點之探討 －以博客來和誠品為例
    The Entry Point of Omni-Channel Business – Taking Books.com.tw and Eslite as Examples.
    作者: 陳妤涵
    Chen, Yu-Han
    贡献者: 白佩玉
    陳妤涵
    Chen, Yu-Han
    关键词: 全通路
    顧客投入
    品牌形象
    品牌信任
    購買意願
    Omni-channel
    Customer Engagement
    Brand Image
    Brand Trust
    Purchase Intention
    日期: 2019
    上传时间: 2019-08-07 17:10:42 (UTC+8)
    摘要: 隨著網際網路的發達，電子商務快速崛起，並結合實體零售不可取代的優勢，逐漸形成一種全新的商業模式，此種商業模式強調虛實整合和完善消費者的體驗流程，被稱為「全通路商業模式」。
    因應此趨勢，本研究透過整理過去文獻和採用量化分析方法，以台灣圖書零售業的兩大巨頭，博客來和誠品，為情境去探討全通路商業模式的最佳切入點。希望此研究能夠協助企業在未來計畫經營全通路模式時，更有效配置資源，找到最有效的接觸點，吸引消費者，並將消費者帶入其他通路進行消費。
    本研究從消費者在線上或線下通路的顧客投入為自變項，探討其對另一虛實通路所形成的品牌形象、品牌信任和購買意願之影響。研究結果顯示：
    1.線上顧客投入對線下品牌信任、線下品牌形象和線下購買意願皆有顯著的正向影響。
    2.線下顧客投入除對線上購買意願無顯著影響外，對線上品牌形象和線上品牌信任皆有顯著的正向影響。
    3.不論是線上或線下情境，品牌形象對品牌信任都有顯著的正向影響。

    根據本研究發現，本研究提出新創企業可參考之實務建議為：
    1.線上通路為更有效的全通路經營模式切入點。
    2.業者可透過強化品牌形象和品牌信任提升消費者購買意願。
    3.業者可利用月暈效應之效果，針對各通路做出完善的規劃，讓虛實通路之間彼此影響，帶動消費者的O型消費。

    關鍵字：全通路、顧客投入、品牌形象、品牌信任、購買意願
    With the development of the Internet, e-commerce have expanded rapidly and soon integrated with physical retail stores, in order to gain its irreplaceable advantage. The combination of e-commerce and physical stores has gradually formed a new business model so-called “Omni-channel business”. This new business model emphasizes on doing Click-and-Mortar business and bring the best experience to consumers.
    In response to the trend, this study aims to find out the most effective entry point of Omni-channel business by searching for and organized the past literature, adopting quantitative analysis method, and take the two leaders of Taiwan’s book retail industry, Books.com.tw and Eslite, as Examples. It is hoped that this research can contribute to future companies’ plan of allocating their resources on the most effective touch point, attract consumers, and lead their consumers into other channels to finish their consumption.
    The study explores how consumers’ online and offline brand engagement affect brand image and brand trust on the other channel. The research shows:
    1.Online consumer engagement has significant and positive impact on offline brand image, offline brand trust and offline purchase intention.
    2.Offline consumer engagement has no significant impact on online purchase intention, but can positively affect online brand image and online brand trust.
    3.Online brand image has a significant positive impact on online brand trust, so does offline brand image to offline brand trust.

    Based on the above conclusions, this study has proposed practical recommendations that new ventures can refer to:
    1.Online channel is the most effective entry point for Omni-channel business model.
    2.Organizations can enhance consumers purchase intention by improving brand image and brand trust.
    3.Organizations should leverage the outcome of Halo effect, make perfect plans for each channel, in order to create circular commerce.

    Key Words: Omni-channel, Customer Engagement, Brand Image, Brand Trust, Purchase Intention.
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    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    106363010
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106363010
    数据类型: thesis
    DOI: 10.6814/NCCU201900578
    显示于类别:[企業管理研究所（MBA學位學程）] 學位論文

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