跨通路的整合對線上線下顧客信任以及購買意圖的影響

Tunghai University Institutional Repository > 管理學院 > 企業管理學系所 > 碩士論文 > Item 310901/31588

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题名:	跨通路的整合對線上線下顧客信任以及購買意圖的影響
其它题名:	The Impact of Cross-Channel Integration on Online and Offline Customer Trust and Purchase Intention
作者:	王浩源 WANG，HAOYUAN
贡献者:	莊旻潔 Min-Chieh Chuang 企業管理學系碩士班
关键词:	跨通路整合;顧客信任;購買意圖;全通路零售 cross-channel integration;customer trust;purchase intention;Omni-channel retailing
日期:	2019
上传时间:	2019-12-16T03:21:04Z (UTC)
摘要:	伴隨著網路與電子商務的發展，許多零售商試圖通過通路整合創造一個全通路的零售環境，包括網站、實體商店、移動應用程序、電視廣播、目錄商店等。全通路零售，即在所有可用通路中經營並消除這些通路之間的區別的零售模式。本研究通過文獻回顧整理出跨通路整合的七個維度，並探討跨通路整合對線上與線下的顧客信任以及購買意圖是否具有正向的影響。本研究使用問卷調查法，有效樣本數為310份；研究對象為台灣地區及大陸地區有跨通路零售消費經驗的顧客。本研究以SPSS軟體來進行信效度分析，再運用Smart PLS統計軟體分析模型配適度，分析結果均較為良好。最後的研究結果中將跨通路整合的七個維度合併為四個維度，分別為產品價格資訊整合､宣傳整合､交易信息整合、訂單履行及後續服務整合。其中除了交易信息整合外，其餘三個維度均與跨通路整合正相關。跨通路整合會顯著影響線上以及線下的顧客信任，線上與線下的的顧客信任又會同時顯著影響線上與線下的購買意圖。 Along with the development of Internet and e-commerce, many retailers are trying to create a full-channel retail environment through channel integration, including websites, physical stores, mobile applications, TV broadcasts, catalog stores and so on. Omni-channel retail, a retail model that operates across all available pathways and eliminates the distinction between these pathways. This study summarizes the seven dimensions of cross-channel integration through literature review and explores whether cross-channel integration has a positive impact on online and offline customer trust and purchase intent. This study used a questionnaire survey with an effective sample size of 310; the study was conducted by people who had experience in shopping in the same brand's online and physical stores. In this study, SPSS software was used to analyze the reliability and validity of the software, and then the Smart PLS statistical software analysis model was used. The analysis results were good.The outcome of this study , the seven dimensions of cross-channel integration were merged into four dimensions, product price information integration, promotion integration, transaction information integration, order fulfillment and follow-up service integration. In addition to the transaction information integration, the other three dimensions are positively related to cross-channel integration. Cross-channel integration can significantly affect online and offline customer trust, and online and offline customer trust can significantly affect online and offline purchase intention.
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