全通路服務便利性決定因素之探討

Tunghai University Institutional Repository > 管理學院 > 企業管理學系所 > 碩士論文 > Item 310901/31568

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/31568

Title:	全通路服務便利性決定因素之探討
Other Titles:	Investigating the Antecedents of Multi-channel Service Convenience
Authors:	許寶心 HSU, PAO-HSIN
Contributors:	謝慧璋;莊旻潔 Hsieh, Hui-Chang;Chuang, Min-Chieh 企業管理學系碩士班
Keywords:	全通路 O2O
Date:	2019
Issue Date:	2019-12-16T03:17:31Z (UTC)
Abstract:	全通路(Multi-channel)電子商務模式為近年來崛起的全球創新商業模式之一，全通路電子商務發展改變了現有的商業模式，也讓現有消費者消費型態與行為改變。然而全通路電子商務模式於全球各地所展現具相當大的影響力，尤其於商品的服務上，方便、省時與便利將引起消費者持續購買慾望。目前綜觀各類相關領域、學者之研究於整合全通路電子商務模式與服務便利性的模型相關研究尚有不足。本研究將從全通路線上線下中探討影響服務便利性決定之因素，以整合線上線下服務便利性模式。全通路消費模式影響服務之便利性，同時也影響消費者購買之行為；探討四個服務便利性之因素：決策便利性、接觸便利性、交易便利性、後利益便利性與通路的四個變數：界面設計整合、資訊接觸整合、訂單履行整合及顧客服務整合，分析探討。運用線上問卷調查之研究方法，從網路社群平台收集資料以SmartPLS 3.0進行分析探討，研究結果顯示界面設計整合對交易便利性不顯著其餘都顯著，資訊接觸整合對服務便利性四個因素都不顯著，訂單履行整合對服務便利性四個因素都顯著，顧客服務整合對接觸便利性不顯著其餘都顯著，決策便利性對購買意願不顯著，接觸便利性對購買意願、交易便利性對購買意願、後利益便利性對購買意願會顯著影響，根據此結果，本研究可對全通路供應商提出重要的建議。 The multi-channel is one of the global innovative business models that have emerged in recent years, making current consumer consumption pattern and behavior be changed as well. However, multi-channel has a considerable influence around the world, especially for the services of goods, convenience, time saving and facility will cause consumers remain their purchasable desire. So far, there is still a lack of research on models related to the integrated of multi-channel and service convenience in variety of related fields and scholars.This study will investigated the antecedents affecting servicing convenience from the multi-channel to integrate service convenience. Multi-channel affects the service convenience and the purchasing behavior of consumer ; Explore the four factors of service convenience: decision convenience, access convenience, transaction convenience, postbenefit convenience and four variables: integrated interface design, integrated informational access, integrated order fulfillment and integrated customer service analysis.Using online questionnaires researching tools, collecting information from the online community platform and analyzing it with SmartPLS 3.0, the results of research display that integrated interface design causes obvious influence to service convenience except transactional convenience, integrated order fulfillment causes obvious influence among all of service convenience, integrated customer service causes obvious influence to service convenience except access convenience, service convenience causes obvious influence to purchase intention except decision convenience, according to the results , this study can propose important recommendations for multi-channel suppliers.
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