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服務便利性與虛擬通路對於消費者購買意願之影響 = Impacts of ...

國立高雄大學亞太工商管理學系碩士班

服務便利性與虛擬通路對於消費者購買意願之影響 = Impacts of Service Convenience and Virtual Channel on Consumer's Purchasing Intention : 以流行飾品H公司為例; The Case of H-Company of Fashionable Accessories

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Impacts of Service Convenience and Virtual Channel on Consumer's Purchasing Intention
副題名:	以流行飾品H公司為例
作者:	施岳廷,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2014[民103]
面頁冊數:	71葉圖,表 : 30公分;
標題:	流行飾品業
標題:	Fashionable Accessories Industry
電子資源:	https://hdl.handle.net/11296/m72h5h
附註:	108年10月31日公開
附註:	參考書目：葉55-58
摘要註:	流行飾品業，除了是屬於時尚產業的高度汰換產品外，同時又涵蓋了零售業的特質，因此，服務便利性將是影響消費者購買意願的重要因素；而近年來網路購物的興起也影響了實體店面業者經營的模式，虛擬通路與實體通路不同，能夠在線上提供各項服務而吸引消費者的選購決策，但虛擬通路是否真的會影響流行飾品消費者的購買意願，亦成為本研究的重點之ㄧ。本研究以流行飾品H公司為研究對象，探討服務便利性與虛擬通路對於消費者購買意願之影響。研究內容中首先，經由問卷調查消費者對於H公司在服務便利性五大構面(包括決策便利性、接近便利性、交易便利性、利益便利性、後利益便利性)和虛擬通路提供的認知程度，以及消費者的購買意願，共發放250份問卷，回收250份，有效問卷為192份，有效回收率為76.8%。回收的問卷首先，經由t檢定與變異數分析(ANOVA)，針對性別、教育程度、年齡、職業以及使用虛擬通路購物頻率，進行差異性分析。其次，透過相關與迴歸分析，探討服務便利性五大構面對於消費者購賣意願之影響，並進一步採用階層迴歸分析，探討虛擬通路在服務便利性與消費者購買意願之間是否具有調節效果。研究結果發現，服務便利性的接近便利性和利益便利性對於消費者購買意願具有正向影響，而決策便利性、交易便利性和後利益便利性則無顯著影響；另外，虛擬通路在服務便利性與消費者購買意願之間具有部分調節效果，也就是說虛擬購物擁有的便利性特點會提升消費者購買之意願。最後，本研究根據以上的實證分析與結果，提出對於流行飾品H公司之管理建議以及對於後續研究方向之建議。 Apart from being high replacement products in fashion industry, fashionable accessories also cover the attributes of retail business. Therefore, service convenience is the important factor that influences consumers' purchasing intention. Recently, the rise of online shopping has affected the business model of physical storefronts as well. The virtual channel is different from the physical one. It can provide online services so as to attract consumers' purchasing decision. However, whether virtual channel really influences the purchasing intention of fashionable accessories buyer leads to the purpose of this study. The present study took H-Company of fashionable accessories as the research target to explore the impact of service convenience and virtual channel on consumers' purchasing intention. Firstly, questionnaire is used to survey the cognitive degree of consumers on the five dimensions of service convenience (including decision convenience, access convenience, transaction convenience, interest convenience and post-interest convenience) of H-Company and the virtual channel, as well as consumers' purchasing intention. There were a total of 250 copies of questionnaire distributed and responded, with 192 valid ones, and the effective response rate is 76.8%. The data was used to conduct difference analysis via t-test and ANOVA aiming at gender, education, age, job and the shopping frequency of using virtual channel. Then, through correlation and regression analysis, this study has explored the impact of five dimensions of service convenience on consumers' purchasing intention. Moreover, the hierarchical regression analysis is adopted to investigate whether virtual channel possesses moderating effect between service convenience and consumers' purchasing intention. The results showed that, the access convenience and interest convenience of service convenience shows positive effect to consumers' purchasing intention, while the decision convenience, transaction convenience and post-interest convenience has no significant effect. In addition, the virtual channel possesses part moderating effect between service convenience and consumers' purchasing intention, meaning that the convenience feature of virtual shopping will enhance consumers' purchasing willingness. Finally, based upon the empirical analysis and results, this study proposes the managerial suggestions to fashionable accessories H-Company and the future researches.

服務便利性與虛擬通路對於消費者購買意願之影響 = Impacts of Service Convenience and Virtual Channel on Consumer's Purchasing Intention : 以流行飾品H公司為例; The Case of H-Company of Fashionable Accessories
施, 岳廷

服務便利性與虛擬通路對於消費者購買意願之影響 = Impacts of Service Convenience and Virtual Channel on Consumer's Purchasing Intention : 以流行飾品H公司為例 / 施岳廷撰 - [高雄市] : 撰者, 2014[民103]. - 71葉 ; 圖,表 ; 30公分.
108年10月31日公開參考書目：葉55-58.
流行飾品業Fashionable Accessories Industry

服務便利性與虛擬通路對於消費者購買意願之影響 = Impacts of Service Convenience and Virtual Channel on Consumer's Purchasing Intention : 以流行飾品H公司為例; The Case of H-Company of Fashionable Accessories
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