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    题名: 由實體通路搜尋到虛擬通路購物知消費者道德觀與態度之研究
    作者: 盧韋芊
    贡献者: 邱志聖
    盧韋芊
    关键词: 多重通路購物
    道德觀
    態度
    日期: 2007
    上传时间: 2009-09-18 19:59:20 (UTC+8)
    摘要: 自從網路蔚為潮流，消費者的商業購物模式就產生了巨大的變化。消費者既對於實體通路的優勢無法忘情，又希望享有網路世界的種種好處，因此發展出多重通路購物的模式。多重通路購物係包含:在網路搜尋產品之後再到實體店家實際觀察並檢視產品；或是先在實體店家體驗、了解產品之後再到網路去購買的方式。
    本研究想要針對先在實體店家接觸實際產品後，再到網路購買的行為模式裡，了解除了產品特性、風險意識、社交人際、售後服務等影響單一通路選擇的因素在多重通路購物裡是否會產生和單一通路選擇時相同的激盪。
    而最重要的便是本研究最後了解消費者的道德觀感確實會影響他們對於多重通路購物的態度，而且在哪些情況下消費者容易合理化自身不道德、不合宜的行為。以期透過調整五種中和不道德因子(techniques of neutralization)來提升消費者的道德心，避免消費者購物時，不斷追尋多重通路的模式。


    關鍵字：多重通路購物、道德觀、態度
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    描述: 碩士
    國立政治大學
    國際經營與貿易研究所
    95351035
    96
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0095351035
    数据类型: thesis
    显示于类别:[國際經營與貿易學系 ] 學位論文

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