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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/98833


    Title: 實體零售商虛實整合之行銷策略
    The Marketing Strategy of Click-and-Mortar Retailers
    Authors: 陳勁宏
    Contributors: 陳建維
    陳勁宏
    Keywords: 虛實整合
    科技接受模式
    促銷
    訊息來源
    顧客價值
    知覺風險
    Date: 2016
    Issue Date: 2016-07-11 16:48:56 (UTC+8)
    Abstract: 隨著資訊科技不斷的進步，消費者的行為逐漸改變，對於傳統的實體零售商造成相當程度的衝擊。因此，許多零售商藉由拓展虛擬通路提供消費者虛實整合的服務，以維持競爭力。

    本研究從消費者層面對於實體零售商虛實整合之行銷策略進行探討。參考過去相關的研究文獻，從消費者本身的內在因素、零售商行銷策略對於消費者的影響、建立顧客忠誠度的因素；以此建立研究的架構模型。

    本研究藉由問卷方式獲取初級資料，期間回收308份問卷，其中有效問卷281份，經過迴歸分析後發現，對消費者而言較高程度的功能價值、享樂價值以及較低的財務/績效知覺風險，能讓其對於零售商產生較高的信任程度，進而增加購買意願與建立長期忠誠。因此，零售商可以透過上述研究結論，擬定行銷策略，找出科技接受程度高的目標客群，建立社群網絡提供消費者個人來源的訊息。在促銷工具使用上，透過立即性促銷工具直接降價、免費贈品，帶給消費者更高的價值。此外，也透過各通路向消費者進行行銷溝通，降低其財務/績效風險。透過顧客價值的增加以及減少消費者的知覺風險的，便能增加消費者對於零售商的信任程度，最後，建立消費者對於零售商的長期顧客忠誠。

    藉由本研究的探討提供實體零售商虛實整合行銷策略之研擬，當中還有許多變數構面之間的交互探討，將於研究內文中一一闡述。
    With the continuous development of information technology, consumer behaviors have gradually changed. Traditional brick and mortar retailers have been facing considerable shocks. In order to remain competitive, many retailers develop virtual distribution systems, providing consumers with online and offline integration services.

    This study analyzes the click and mortar marketing strategy from the consumer perspective. On the basis of existing literature, it establishes a comprehensive model by exploring consumer-related factors, relatilers’ strategy for influencing purchase decisions, and loyalty building factors.

    Data collection was conducted through online questionnaire survey. 308 questionnaires were returned, with 281 valid questionnaires. By a series of regression analyses, it is found thyat higher functional and hedonic value and lower financial / performance perceived risks allow consumers to generate a higher level of trust to retailers, which increases consumers’ willingness to buy and long-term loyalty. The findings of this study can help retailers to develop their marketing strategies. Specifically, they may identify high technology acceptance target audience and create a community network to offer consumers personal message sources. Promotional tools like immediate direct price cuts, and freebies can give consumers greater value. Moreover, both online and offline distribution systems may communicate with consumers to reduce their financial / performance risks. By increasing the value of consumers and reduce their perceived risks, retailers will be able to increase the level of consumer trust and, eventually, establish consumer loyalty.
    Reference: 中文文獻

    1.李錦玫（2011）。網路商店促銷廣告對消費者購買意願影響之研究─以嬰童用品為例(碩士論文)。

    2.林玉棠（2003）。虛實通路特性與顧客價值關係之探討-以數位影像沖印產業為例(碩士論文)。

    3.林怡妏（2013）。資訊搜尋對實體與虛擬通路選擇之研究(碩士論文)。

    4.林芳儀（2012）。網路商城的消費者行為研究(碩士論文)。

    5.曾碧美（2014）。從虛實整合觀點探討關係行銷及科技接受模式對顧客忠誠度之研究(碩士論文)。

    6.資策會。FIND《2014臺灣行動行銷市場關鍵報告發表會》2014年9月18日，取自http://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1402&fm_sqno=14


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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    103351031
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103351031
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

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