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    题名: 消費者在不同通路整合程度之下對隱私顧慮、信任以及再購買意願的影響：虛實整合方向的干擾效果
    The influence of consumers on privacy concerns, trust, and purchase intention under different degree of channel integration : The interference effect of virtual and real integration direction
    作者: 曾子諭
    Tseng, Tzu-Yu
    贡献者: 邱志聖
    曾子諭
    Tseng, Tzu-Yu
    关键词: 通路整合
    虛實整合
    信任
    再購意願
    隱私顧慮
    Channel Integrate
    O2O
    Privacy concern
    Trust
    Repurchase intention
    日期: 2021
    上传时间: 2021-07-01 16:30:02 (UTC+8)
    摘要: 隨著消費者在線上與線下的消費場景界線越來越模糊，通路整合是目前零售品牌經營的趨勢，在實體門市體驗之後，再到網路門市購買的情境經常發生，而零售品牌為了提供更多元且專屬的服務給目標族群，積極整合通路服務，藉由消費者購物行為資訊的應用，意圖提供消費者一致且無縫的全通路購物場景；然而，在提供便利的服務之餘，如何兼顧消費者對隱私的顧慮，避免隱私問題成為影響品牌成長的原因，以及在拓展通路過程中，如何持續贏得消費者的信任，並建立長久關係是零售品牌要需要持續面對的問題；另外，通路整合的發展不僅侷限於從虛擬發展到實體的零售品牌，也包含原先經營實體通路再延伸到線上的品牌，而消費者對於這兩類虛實整合背景，也存在可能影響通路經營全通路的因素，因此為了釐清消費者在不同通路整合程度下，對零售品牌的隱私顧慮、信任以及再購意願，是否會受到通路虛實整合背景不同影響，本研究透過實驗設計的方法，建立四種購物情境（通路整合高X通路整合低）Ｘ（從虛擬發展到實體X從實體發展到虛擬）分別讓四組受試者隨機填寫其中一份問卷，而從研究結果可以發現，消費者在通路整合程度高的情況下，更傾向信任從實體發展到虛擬的零售品牌，因此建議從虛擬發展到實體的零售品牌，藉由提供更多接觸點贏的消費者信任，而對於從實體發展到虛擬的零售品牌則可以善用過去在實體與顧客建立的信任關係，深化與消費者在線上交易的往來。
    本研究補足了過去文獻較少討論虛實整合背景不同可能造成消費者對零售品牌在通路發展上觀感上不同的缺口，並提供零售品牌在發展過程中，可以著重溝通的方向，藉此增加消費者對品牌的信任。
    Along with the consumers` online and offline scenarios boundary is getting fuzzier, channel integration is the trend of retailor. People tends to experience the product in the brick and mortal store and purchase online. In order to offer an exclusive and personal service to client retailor actively engages in the channel integration. By the applying consumer shopping behavior information, these retailors can provide consumers with a consistent and seamless all-channel shopping experience.

    However, in addition to providing convenient services, how to take into account consumers` concerns about privacy and avoid privacy issues becoming the cause that affects the growth of the brand. Besides, how to win the trust of consumers and establish long-term relationships in the process of expanding channels integration are the problems that retail brands need to continue to face. Furthermore, the channel integrated development is not only confined to the developed from virtual to physical retail brand, also include the brick and mortal store expand to online. These difference between online-to-offline or offline-to-online could affect people’s perspective to privacy concern, trust and repurchase intention. To clarify the consumer under different channel integration degree, privacy concern, trust and repurchase intention of retail brand, which might be affected by different pathways in the actual integration background, this study construct experimental design by establishing four shopping situation (High channel integration X low channel integration) X (from online-to-offline X from offline-to-online) and sent to four groups of participants randomly, which were asked to fill out a questionnaire. From the results of the study can be found that consumers in the case of channel integration degree is high, are more likely to trust from offline-to-online retail brands. Therefore, this study advices retail brand from online-to-offline to expand more in-time engagement to win customers trust, and the other hands to those retailor from offline-to-online can make use of the trust relationship that already bounded in the past to deepen transactions with consumers online.

    This study makes up for the gap that the different backgrounds of virtual and real integration may lead to the different perceptions of retail brands in the development of channels and provides the direction of communication in the development of retail brands, to increase the trust of consumers in the brand.
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    描述: 碩士
    國立政治大學
    國際經營與貿易學系
    108351036
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0108351036
    数据类型: thesis
    DOI: 10.6814/NCCU202100583
    显示于类别:[國際經營與貿易學系 ] 學位論文

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