隨著社會環境變遷以及科技進步，人們的消費行為受到影響，當人們經歷過農工業、商品、服務經濟時代之後，體驗經濟時代即將來臨。而體驗經濟時代的來臨，消費者行為逐漸地重視購買過程中所體驗到商品或服務所產生的價值，進而影響消費者的購買決策。Nielsen (2017)調查研究報告顯示台灣的受訪者之中，高達85%的消費者願意在網路下單再到線下實體商店進行體驗或領取商品，發現從 2012 年至 2016 年使用虛擬與實體通路購物的消費者從 22%成長到31%。因此，本研究以消費價值理論為基礎來進行探討，針對226份有效樣本進行評估消費者在使用O2O平台或商店之因素對於體驗價值與消費價值之影響，進而影響消費者滿意度與再購意願。結果顯示線下服務品質之有形性與同理心對體驗價值具顯著之影響；線下服務品質之保證性對消費價值具顯著之影響；線上服務品質之效率對體驗價值具顯著之影響；線上服務品質之效率與系統可用性和隱私對消費價值具顯著之影響；體驗價值對再購意願具有顯著之影響；消費價值對顧客滿意度與再購意願具顯著之影響；顧客滿意度對再購意願具有顯著之影響。 With the changes of the social environment and the advancement of science and technology, people's consumption behavior was affected. When people have experienced the era of agro-industrial, commodity, and service economy, the era of experience economy is coming. With the advent of the experience economy era, consumer behavior gradually pays attention to the value of goods or services experienced in the purchase process, which in turn affects consumers' purchasing decisions. The survey result from Nielsen (2017) showed that up to 85% of Taiwanese respondents are willing to go online to offline stores for experience or receive goods. Thus, this study was grounded on theory of consumption values. The effective sample of 226 is used to evaluate the impact of consumers' use of the O2O website platform on consumption values, which in turn affected consumer satisfaction and repurchase intention. The results show that the tangible and empathy of offline service quality have a significant impact on the experience value, assurance of offline service quality has a significant impact on the consumption values, efficiency of online service quality has a significant impact on the experience values, efficiency of online service quality and system availability and privacy have a significant impact on consumption values, experience value has a significant impact on repurchase intention; consumption value has a significant impact on customer satisfaction and repurchase intention, customer satisfaction versus repurchase Will has a significant impact.
