政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136735
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113478/144464 (79%)
Visitors : 51489207      Online Users : 294
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/136735


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/136735


    Title: 奶粉消費者的聰明購物感受- 全通路購買路徑比較
    The smart shopping feeling of milk buyer: Comparisons between webroomers and showroomers
    Authors: 蔡雨軒
    Tsai, Yu-Shiuan
    Contributors: 白佩玉
    蔡雨軒
    Tsai, Yu-Shiuan
    Keywords: 聰明購物感受
    聰明購物
    展示廳現象
    反展示廳現象
    全通路零售
    Smart shopping feeling
    Smart shopping
    Showrooming
    Webrooming
    Omni-channel retailing
    Date: 2021
    Issue Date: 2021-08-04 16:39:01 (UTC+8)
    Abstract: 隨著電子商務的興起，消費者購買日常用品不再侷限於單一管道，而是傾向綜合更多的購買通路，找尋適合自己的商品，並提升購買過程中的效率、減少花費時間、精力，以獲得更好的購買選擇。而過去研究僅針對大範圍的零售商品進行討論，本研究聚焦在消費者購買兒童奶粉產品行為上，將消費者分為「線上瀏覽線下購買者 (Webroomer)」、「線下瀏覽線上購買者 (Showroomer)」兩大群體，探討(1)購買前行為(包含「搜尋」、「消費規劃」)是否有所差異，(2)這些精明消費者是否因購買行為形塑他們的「聰明購物感受」，(3) 身為聰明消費者，購後是否又會將相關購買資訊分享給親朋好友。

    本研究針對曾購買過兒童奶粉的家長進行問卷調查，共收集 224 份有效問卷。

    研究結果歸納如下:
    一、奶粉購買者中，Webroomer 和 Showroomer 在產品搜尋有顯著差異 ; 而 在購買規劃行為則沒有顯著差異。
    二、奶粉購買者購物前的產品搜尋及購買規劃程度越高，聰明購物感受度也會越高。
    三、奶粉購買者對於三大購物影響因素(省時間/精力、省錢、精準購買)的重視程度，與聰明購物感受度有顯著的正向關係。
    四、奶粉購買者中，聰明購物感受度與分享消費資訊行為有顯著的正向關係。
    With the trend of e-commerce, consumers are no longer limited to a single channe l for purchasing everyday products, but tend to integrate many purchasing channels to find the right products for themselves, and to improve the efficiency of the purchasing process, reduce time and effort, and get the right purchase. This research focuses on the behavior of consumers in purchasing children`s formula products. Consumers are divided into two groups: “Webroomers” and “Showroomers”. This study aims to gain a better understanding of the smart shopping behavior between Webroomers and Showroomers, including pre-purchase behavior (“information search” and “planning for purchases”), the motivation of smart shopping (“time/effort saving”, “money saving” and “right purchase”) and post-purchase behavior (“sharing”). Moreover, we try to prove the smart shopping behavior which we mentioned above are correlated with smart shopping feeling.
    224 valid samples were collected in the research. All the respondents are parents who had purchased toddler formula for their children in the last 3 years. The results of the study are summarized as follows.
    • Webroomers put more effort on information searching than showroomers. But there is no significant difference in planning for purchases behavior between webroomers and showroomers.
    • The information searching and planning for purchases behaviors of toddler formula buyers are positively correlated with smart shopping feeling.
    • The purchasing motivation of toddler formula buyers (“time/effort saving”, “money saving” and “right purchase”) are positively correlated with smart shopping feeling.
    • The sharing behavior of toddler formula buyers is positively correlated with smart shopping feeling.
    Reference: 一、中文文獻
    Facebook Business(2019)。「母嬰品牌如何在行動世代掌握受眾」。擷取自 網站: https://www.facebook.com/business/news/zff-baby-1(最後瀏覽:2021 年 3月 10日)
    iQC 商品安全資料庫(2014)。開放一歲以下嬰兒奶粉廣告，但禁以贈品促銷、 宣傳。擷取自網站: https://iqc.tw/31344(最後瀏覽:2021 年 3 月 18 日)
    未來流通研究所(2020)。「台灣實體零售業的網路銷售大追擊」。擷取自網 站:https://fc.bnext.com.tw/articles/view/1059(最後瀏覽:2021 年 3 月 10 日)
    行政院衛生福利部食品藥物管理署(2014)。嬰兒與較大嬰兒配方食品廣告及 促 銷 管 理 辦 法 。 擷 取 自 網 站 : https://www.mohw.gov.tw/cp-3199-22 26 4- 1.html(最後瀏覽:2021 年 3 月 18 日)
    行政院衛生福利部國民健康署(2019)。母乳哺育國內現況。擷取自網站: https://www.hpa.gov.tw/Pages/Detail.aspx?nodeid=506&pid=463(最後瀏覽: 2021年 3月 10日)
    別蓮蒂，李郁怡(2017)。O 型消費來了，創造接觸點帶動銷售。擷取自哈佛 商業評論網站:https://www.hbrtaiwan.com/article_content_AR0007299.html (最後瀏覽:2021 年 6 月 23 日)
    品牌通(2020)。低成本高轉換的行銷工具!好友推薦活動成功的 6 大關鍵。 擷 取 自 品 牌 通 網 站 : https://branding-now.com/case-study/product- strategy/referral-program/(最後瀏覽:2021 年 6 月 23 日)
    財團法人醫藥品查驗中心(2017)。簡介特殊營養食品國內外管理概況。當代 醫 藥 法 規 月 刊 ， 卷 79 。 擷 取 自 網 站 : https://www.cde.org.tw/Content/Files/Know ledge/df 7c75bc -a4c2-49ed-9c d5- 721422caaea1.pdf(最後瀏覽:2021 年 3 月 18 日)
    梅雨婷 (2020)。探討品牌信賴的建立及其對品牌負面訊息容忍度和聰明購物 知覺的影響。臺北，國立暨南國際大學國際企業學系學位論文。
    黃瑽寧(2016)。選嬰兒配方奶的基本指標。擷取自親子天下網站: https://www.parenting.com.tw/artic le/5070236?utm_source=Drhuang.FB&utm_ m e d iu m = s o c ia l& u t m _ c a m p a i g n = c p - f 1 0 - e d i t o r -
    170721&fbclid=IwAR3N kXlbxOPHxXIhQ 2XjbSsOsxVu57lDuTdWQ qVIm2z5 Z7p6yKBQQ3EDKmU(最後瀏覽:2021 年 3 月 18 日)
    媽咪拜(2018)。新生兒奶粉怎麼買?0-1 歲嬰兒奶粉怎麼挑?不是價格越貴越 好!。擷取自媽咪拜網站:https://mamibuy.com.tw/talk/article/112324(最 後瀏覽:2021年 3月 18日)
    達摩媒體 Blogger Ads (2011)。2011 網路媽媽團購行為大調查。取自達摩媒體， 擷取自網址:http://www.bloggerads.net/AdsPortal/BlogIndustryNews (最後 瀏覽:2021年 3月 18日)
    鄧宇惠(2018)。3C 零售業之全通路管理策略。臺北，國立政治大學企業管理 研究所碩士論文。
    戴筠(2020)。配方奶可提供寶寶成長營養，兒科醫師:1 歲後「這樣喝」比 較好!。擷取自嬰兒 & 母親網站:https://www.mababy.com/knowledge- detail?id=10337(最後瀏覽:2021 年 3 月 18 日)

    二、英文文獻
    Abratt, R., Nel, D., & Nezer, C. (1995). Role of the market maven in retailing: A general
    marketplace influencer. Journal of Business and Psychology, 10(1), 31-55.
    Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal
    of Consumer Research, 13(4), 411-454.
    Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing, 61(3), 38-53.
    American Marketing Association, (2012). About the American Marketing Association. Retrieved March 18, 2021, from http://www.marketingpower.com/AboutAMA/Pages/default.aspx.
    Atkins, K. G. (2008). The smart shopping construct: Scale development and validation. (Doctoral dissertation). University of Tennessee, Knoxville.
    Atkins, K. G., & Hyun, S. Y. J. (2016). Smart shoppers’ purchasing experiences: Functions of product type, gender, and generation. International Journal of Mark eting Studies, 8(2), 1-12.
    Atkins, K. G., & Kim, Y. K. (2012). Smart shopping: conceptualization and measurement. International Journal of Retail & Distribution Management, 40(5), 360-375.
    Aw, E. C. X., Basha, N. K., Ng, S. I., & Ho, J. A. (2021). Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention. Journal of Retailing and Consumer Services, 58, 102328.
    Bettman, J. R., Johnson, E. J., & Payne, J. W. (1990). A componential analysis of cognitive effort in choice. Organizational Behavior and Human Decision Processes, 45(1), 111-139.
    Bhatnagar, A., & Syam, S. S. (2014). Allocating a hybrid retailer`s assortment across retail stores: Bricks-and-mortar vs online. Journal of Business Research, 67(6), 1293-1302.
    Blacewell, R. D., Miniard, P. W., & Engel, J. F. (2005). Consumer behavior 10th ed. Mason, OH: Thomson Learning, pp96-97.
    Bowersox, D. J. and Copper, M. B. (1990). Strategic Marketing Channel Management. New York: McGraw-Hill, 4, 338-361.
    Butler, P ., & Peppard, J. (1998). Consumer purchasing on the Internet: Processes and prospects. European Management Journal, 16 (5), 600-610.
    Chan, P . S., & Pollard, D. (2003). Succeeding in the dotcom economy: Challenges for brick & mortar companies. International Journal of Management, 20 (1), 11-16.
    Chatterjee, P. (2010). Causes and consequences of ‘order online pick up in-store’ shopping behavior. The International Review of Retail, Distribution and Consumer Research, 20(4), 431-448.
    Chatterjee, P. (2010). Multiple‐channel and cross‐channel shopping behavior: role of consumer shopping orientations. Marketing Intelligence and Planning, 28(1), 9– 24.
    Coase, R. H. (1995). The nature of the firm. In Essential readings in economics (pp. 37-54). Palgrave, London.
    Flavián, C., Gurrea, R., & Orús, C. (2019). Feeling confident and smart with webrooming: understanding the consumer`s path to satisfaction. Journal of Interactive Marketing, 47, 1-15.
    Flavián, C., Gurrea, R., & Orus, C. (2020). Combining channels to make smart purchases: The role of webrooming and showrooming. Journal of Retailing and Consumer Services, 52, 1-11.
    Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research, 18(1), 39-50.
    Gensler, S., Neslin, S. A., & Verhoef, P. C. (2017). The showrooming phenomenon: it`s more than just about price. Journal of Interactive Marketing, 38, 29-43.
    Gensler, S., Verhoef, P. C., & Böhm, M. (2012). Understanding consumers’ multichannel choices across the different stages of the buying process. Marketing Letters, 23(4), 987-1003.
    Goersch, D. (2002). Multi-channel integration and its implications for retail web sites. ECIS 2002 Proceedings, 11.
    Hair, J. F. (2009). Multivariate Data Analysis.
    Herzberg, F. I. (1966). Work and the Nature of Man.
    Jang, S., Prasad, A., & Ratchford, B. T. (2017). Consumer search of multiple information sources and its impact on consumer price satisfaction. Journal of Interactive Marketing, 40, 24-40.
    Kalakota, R., & Whinston, A. B. (1997). Electronic commerce: a manager`s guide. Addison-Wesley Professional.
    Kim, Y. K., & Kang, J. (2001). The effects of ethnicity and product on purchase decision making. JournalofAdvertisingResearch,41(2),39-48.
    Kotler, P., (2000). Market Management, millennium ed. Retrieved March 18, 2021, from http://dl.ueb.edu.vn/bitstream/1247/2250/1/Marketing_Management_ - _ M ille n iu m _ E d it i o n . p d f .
    Kulkarni, G., Ratchford, B. T., & Kannan, P. K. (2012). The impact of online and offline information sources on automobile choice behavior. Journal of Interactive Mark eting, 26(3), 167-175.
    Lee, H. H., & Kim, J. (2008), “The Effects of Shopping Orientations on Consumers` Satisfaction with Product Search and Purchases in a Multi- Channel Environment,” Journal of Fashion Marketing and Management, 12(2), 193–216.
    Mano, H., & Elliott, M. T. (1997). Smart shopping: the origins and consequences of price savings. ACR North American Advances.
    Noble, S. M., Griffith, D. A., & Weinberger, M. G. (2005). Consumer derived utilitarian value and channel utilization in a multi-channel retail context. Journal of Business Research, 58(12), 1643-1651.
    Nunnally, J. C. (1994). Psychometric theory 3E. Tata McGraw-hill education.
    Pauwels, K., Leeflang, P . S., Teerling, M. L., & Huizingh, K. E. (2011). Does online information drive offline revenues?: Only for specific products and consumer segments!. Journal of Retailing, 87(1), 1-17.
    Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the Internet for consumer marketing. Journal of the Academy of Mark eting Science, 25(4), 329-346.
    Piercy, N. (2012), “Positive and Negative Cross-Channel Shopping Behavior,” Mark eting Intelligence and Planning, 30(1), 83–104.
    PushOn (2018), “Webrooming vs Showrooming.” Retrieved March 18, 2021, from https://bit.ly/ 2IL1a0U.
    Ratchford, B. T., Lee, M. S., & Talukdar, D. (2003). The impact of the Internet on information search for automobiles. Journal of Mark eting research, 40(2), 193- 209.
    Rhee, J. (2015, November). Understanding Smart Shopper Feeling From Consumers` Perspective. In International Textile and Apparel Association Annual Conference Proceedings, 72 (1), 1-2.
    Rigby, D. (2011). The future of shopping. Harvard Business Review, 89(12), 65-76.
    Schindler, R. M. (1998). Consequences of perceiving oneself as responsible for obtaining a discount: Evidence for smart‐shopper feelings. Journal of Consumer Psychology, 7(4), 371-392.
    Schneider, P. J., & Zielke, S. (2020). Searching offline and buying online–An analysis ofshowrooming formsandsegments.JournalofRetailingandConsumerServices, 52, 1-12.
    Smith, R. E., & Swinyard, W. R. (1983). Attitude-behavior consistency: The impact of product trial versus advertising. Journal of Marketing Research, 20(3), 257-267.
    STATISTA (2016), “Share of Internet Users in the United States Who Have Utilized Showrooming and Webrooming as of September 2014.” Retrieved March 18, 2021, from URL: http://www.statista.com/statistics/448677/uswebroom in g - showrooming- penetration.
    Valentini, S., Neslin, S. A., & Montaguti, E. (2020). Identifying omnichannel deal prone segments, their antecedents, and their consequences. Journal of Retailing, 96(3), 310-327.
    Van Baal, S., & Dach, C. (2005). Free riding and customer retention across retailers’ channels. Journal of Interactive Marketing, 19(2), 75-85.
    Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel 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.
    Vessey, I., & Galletta, D. (1991). Cognitive fit: An empirical study of information acquisition. InformationSystemsResearch,2(1),63-84.
    Watson, G. F., Worm, S., Palmatier, R. W., & Ganesan, S. (2015). The evolution of marketing channels: Trends and research directions. Journal of Retailing, 91(4), 546-568.
    Williams, T. & Slama, M. (1995). Market mavens` purchase decision evaluative criteria: implications for brand and store promotion efforts. Journal of Consumer Mark eting, 13(2), 4-21.
    Wright, A. A., & Lynch Jr, J. G. (1995). Communication effects of advertising versus direct experience when both search and experience attributes are present. Journal of Consumer Research, 21(4), 708-718.
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    108363091
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0108363091
    Data Type: thesis
    DOI: 10.6814/NCCU202100952
    Appears in Collections:[MBA Program] Theses

    Files in This Item:

    File SizeFormat
    309101.pdf1030KbAdobe PDF20View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback