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| Title: | 消費者心理與行為特性對展廳現象與反展廳現象的影響：以服飾業為例
The Impact of Consumer Psychology and Behavioral Characteristics on Showrooming and Webrooming : A Case Study in the Apparel Industry |
| Authors: | 溫宛璇
Wen, Wan-Hsuan |
| Contributors: | 陳建維
Chen, Chien-Wei
溫宛璇
Wen, Wan-Hsuan |
| Keywords: | 展廳現象
反展廳現象
消費者購物行為
跨通路購物
消費者特性
Showrooming
Webrooming
Consumer Shopping Behavior
Cross-Channel Shopping
Consumer Characteristics |
| Date: | 2025 |
| Issue Date: | 2025-04-01 12:22:01 (UTC+8) |
| Abstract: | 隨著數位化和電子商務的快速發展，消費者購物行為正經歷重大變革，當代消費者不再侷限於單一的購物通路，而是靈活地運用多種通路來完成他們的購物旅程，從資訊獲取到最終交易，這種跨通路行為既對傳統零售業形成挑戰，也開啟了創新商機。展廳現象（Showrooming）與反展廳現象（Webrooming）這兩種重要的跨通路購物行為引起了學術界和業界的廣泛關注。而過去研究大多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服飾產品行為上，旨在探討消費者的人口統計特徵、心理因素和行為特性如何影響其在 購買服飾產品時採用展廳現象或反展廳現象的傾向。
本研究針對曾跨通路購買服飾產品的消費者進行問卷調查，共蒐集有效問卷382份。研究結果歸納如下:
一、在購買服飾商品時，價格意識、時間意識、創新購買傾向及消費者網路經驗這四個因素 對展廳現象（Showrooming）具有顯著的正向影響。
二、在購買服飾商品時，時間意識、觸摸需求、數位不信任及消費者網路經驗這四個因素對 反展廳現象（Webrooming）具有顯著的正向影響。
總結而言，傳統服飾零售商應深入理解消費者的展廳和反展廳動機，針對展廳的消費者，可以在實體店面提供折扣、強調店內購買的觸覺、視覺和試用優勢來吸引他們在店內完成購買。針對反展廳的消費者，零售商應優化店內購物體驗，並強化實體店的試穿和專業建議服務，從而增強消費者的購買信心，結合線上線下優勢，提升消費者的購物滿意度;純線上服飾零售商針對反展廳的消費者，應加強產品資訊透明度，建立消費者的線上購買信心，提供例如即時客服支援、免費試穿退貨政策和AR/VR虛擬試穿技術，有效降低購物風險，同時 優化整體線上購物體驗。
With the rapid development of digitalization and e-commerce, consumer shopping behavior is undergoing significant changes. Contemporary consumers are no longer limited to a single shopping channel but flexibly use multiple channels to complete their shopping journey, from information acquisition to the final transaction. This cross-channel behavior poses challenges to traditional retail but also opens up opportunities for innovation. Showrooming and Webrooming— two important cross-channel shopping behaviors—have garnered widespread attention in both academia and industry. While past research has largely focused on a broad range of retail products, this study focuses on consumer behavior in purchasing clothing products. The aim is to explore how demographic characteristics, psychological factors, and behavioral traits influence consumers' tendency to engage in showrooming or webrooming when purchasing clothing products.
This study conducted a questionnaire survey among consumers who have engaged in cross- channel purchasing of clothing products, collecting a total of 382 valid responses. The research results are summarized as follows: 1. When purchasing clothing products, price consciousness, time consciousness, innovative buying tendency, and consumers' online experience have significant positive effects on showrooming. 2. When purchasing clothing products, time consciousness, the need for touch, digital distrust, and consumers' online experience have significant positive effects on webrooming.
In summary, traditional apparel retailers should deeply understand consumers' motivations for showrooming and webrooming. For showrooming consumers, retailers can offer discounts in physical stores and emphasize the tactile, visual, and trial advantages of in-store purchases to attract them to complete their purchases in-store. For webrooming consumers, retailers should optimize the in-store shopping experience and strengthen in-store fitting and professional advice services to enhance consumers' purchasing confidence. By combining online and offline advantages, consumer shopping satisfaction can be improved. Pure online apparel retailers, targeting Webrooming consumers, should increase product information transparency to build consumer confidence in online purchases. They can provide services such as instant customer support, free trial and return policies, and AR/VR virtual fitting technologies to effectively reduce shopping risks while optimizing the overall online shopping experience. |
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
111351042 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111351042 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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| 104201.pdf | | 1152Kb | Adobe PDF | 0 | View/Open |
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