| 摘要: | 隨著科技發展，許多新的商務模式興起，零售業亦受其影響，其中全通路模式出現即為其中一例，此模式會對消費者購物與通路選擇上產生影響。本研究目的為以全通路模式為研究情境，探究服務便利性、購物價值與通路一致性對於消費者滿意度與知覺信任之影響，進而影響其於全通路模式之環境下通路選擇意圖。本研究以網路問卷進行資料蒐集，刪除無效問卷後，共計341份有效問卷作為後續資料分析所用，即從事描述性統計分析、信效度分析與結構方程式模型分析。研究分析結果證實於全通路環境下，通路服務便利性、通路購物價值、通路一致性皆對知覺信任與滿意度呈顯著正向影響，而知覺信任與滿意度亦均顯著正向影響通路選擇意圖。最後，除了此研究結果提供予企業經營管理者作為決策之參考依據外，研究限制與未來研究方向亦被呈現於本論文中。
With the development of technology, many new business models have emerged, and the retail industry has also been affected by them. One example is that emergence of the omni-channel model, which will have an impact on consumers' behavior and channel choices. The purpose of this study is to use the omni-channel model as the research context to explore the influences among service convenience, shopping value, channel congruence, consumer satisfaction, perceived trust, and channel select intentions in the omni-channel environment. This study used online questionnaire survey for data collection. After deleting invalid questionnaire survey, a total of 341 valid questionnaires were used for data analysis, that is, descriptive statistics analysis, reliability and validity analysis, and structural equation modeling analysis. The results confirm that channel service convenience, channel shopping value, and channel congruence all have the significant impact on perceived trust and satisfaction, and both perceived trust and satisfaction also significantly and positively affect channel select intention in an omni-channel environment. Finally, in addition to the research results can enable business managers to serve as a reference for decision-making, research limitations and directions for future research are also presented in this study. |
