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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/150301


    Title: 全通路零售之顧客體驗與投入研究:因果路徑與調節效果之探討
    The Study of Customer Experience and Engagement in Omnichannel Retailing: Examining the Causal Paths and Moderating Effects
    Authors: 黃韋仁
    Huang, Wei-Jen
    Contributors: 張愛華
    白佩玉
    Chang, Ai-Hwa
    Pai, Pei-Yu
    黃韋仁
    Huang, Wei-Jen
    Keywords: 全通路零售
    顧客體驗
    顧客投入
    認知需求
    科技準備度
    顧客關係傾向
    Omnichannel Retailing
    Customer Experience (CX)
    Customer Engagement (CE)
    Need for Cognition (NFC),
    Technology Readiness (TR)
    Customer Relationship Proneness (CRP)
    Date: 2024
    Issue Date: 2024-03-01 14:28:14 (UTC+8)
    Abstract: 當越來越多的零售商強調以全通路零售策略去維持公司競爭優勢時，顧客體驗就成為在此情境下的重要議題之一。然而，關於如何在全通路零售環境中提供更好的顧客體驗和顧客投入的研究仍然很少。本研究應用SOR模型，提出並驗證全通路零售環境中顧客體驗的前因與後果的研究模型。並使用SmartPLS統計軟體去驗證研究假設，研究資料來自台灣的全通路零售商(即全聯福利中心與宜家宜居家具家飾專賣連鎖店)的544位受訪顧客。
    本研究發現：通路整合品質與企業社會責任對顧客體驗產生正面影響，進而提高顧客投入和顧客忠誠度。此外，科技準備度的不安全感會對通路整合品質與顧客體驗之間的關係產生負面影響。再者，本研究也發現：全通路環境下的顧客體驗與顧客投入之間的因果關係。最後，本研究為零售商在全通路環境下，如何去管理顧客體驗提供了實務的意涵。
    When more and more retailers emphasize omnichannel retailing to maintain company’s competitive advantages, customer experience becomes is one of the important issues in this context. However, research on how to provide a better customer experience and customer engagement in an omnichannel retailing context is still scarce. Drawing on the SOR model, this study proposes and tests a research model of antecedents and outcomes of customer experience in the omnichannel retailing context. This study used SmartPLS to examine the research hypotheses, and the research data were obtained from 544 customers of omnichannel retailers (i.e., PX Mart and IKEA) in Taiwan.
    This study indicates that channel integration quality and corporate social responsibility positively influence customer experience, which in turn leads to customer engagement, and customer loyalty. Additionally, technology readiness insecurity negatively moderates the relationship between channel integration quality and customer experience. Furthermore, this study verifies the casual relationship between customer experience and customer engagement within the omnichannel context. Finally, this study provides retailers with practical implications for managing the customer experience in an omnichannel context.
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    Description: 博士
    國立政治大學
    企業管理學系
    103355506
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103355506
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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