隨著電子商務的蓬勃發展，不管是網路速度、網頁技術、網路支付等技術都與時俱進，智慧型手機的普及已將電子商務推升到行動商務，網路商店帶來的衝擊及消費者對於實體、網路商店所做的選擇、轉換問題也越來越受重視，也成為業者必須面對的課題。因此本研究藉由業者提供商品促銷來探討消費者於實體商店轉換網路商店通路購買意圖，以購買便利品作為範圍。
本研究使用結構式問卷調查法，以網友為隨機抽樣對象，分為網路商店有、無提供商品促銷2組問卷，共計回收255份常於實體商店購買便利品者。探討商品促銷干擾消費者的知覺犧牲、商店忠誠度、知覺便利性與轉換通路意圖關係。研究結果顯示，商品促銷對知覺犧牲干擾顯著，對其餘變項無法證明有干擾效果存在。
With the rapid development of e-commerce, network speed, the technologies of web page and Internet payment are advancing with the times, the popularity of smart phones has raised e-commerce to mobile commerce, it is paid more attention on the impact of the Internet shop, such as the choices of consumer made between physical store and internet store, and how it convert between those two kind of stores. It forced the vendor to face the impaction. Therefore, this study is to explore the consumer switching his intention between online and offline channel by vendor to provide commodity promotion, to buy convenience goods as the scope of the investigation. This study used a structured questionnaire, with keypal as the sampling target, divided into 2 group of questionnaire that internet shop with or without providing merchandise promotion, total recovery of 255 buy convenience goods in a physical channel. This study investigated the relationship of merchandise promotion that interfere with consumer perception sacrifice, store loyalty, perceived convenience and converted intention. The results showed that merchandise promotion to perception sacrifice have significant interference, and couldn’t prove the existence of interference effects to the remaining variables.
