1. NCHU Institution Repository
  2. 管理學院
  3. 科技管理研究所
Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22506
標題: 多通路零售情境下消費者對於社交網絡網站之態度與接受度之研究─以Facebook粉絲專頁為例
Consumers' Attitude and Acceptance toward Social Networking Sites in the Multi-channel Retailing Channel Context - A Study on Facebook Fans Page
作者: 陳柏安
Chen, Po-An
關鍵字: Multi-channel retailing (MCR);多通路零售;attitude;purchase intention;electronic commerce;retailing;態度;購買意願;電子商務;零售
出版社: 科技管理研究所
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摘要: 
此探索性研究檢驗對於在多通路零售的情境下，消費者接受社交網絡網站情形的行為研究。根據過去相似情境的行銷研究，本研究採用量化並使用部分最小平方法(PLS)路徑模式來測試本研究提出十個假設與彼此的對應關係，以及檢測測量模式與結構模式。此項關於態度的實證研究中的203位受訪者指出，多數已經加入由零售店成立的Facebook粉絲專頁的消費者會有更高的意願至該店家的實體商店購買商品，並有較高的意願於網路上搜尋商品資訊，同時也提高到該店家的線上商店購買的意願。本實證研究使用線上問卷來研究消費者在多通路的零售情境下的態度與行為，並提出一個研究模型。
此經過驗證的研究模型將可做為零售店管理人員在實施多通路策略與使用線上免費平台做為網路行銷的一項參考，以協助其銷售與提高利潤。未來的研究可在特定的產業與Facebook使用者已達大規模數量之國家來檢驗此模型，並有必要透過更多實證研究來檢驗。後續研究並可調查Facebook粉絲專頁是否為一個增加消費者線上再購意願的有力因素。

This exploratory research examines consumer behavior for accepting social network sites in the multi-channel retailing channel context. Based on prior marketing studies with the similar context, a quantitative approach was utilized and ten hypotheses were tested by simultaneously testing the proposed relationships using Partial Least Squares (PLS) path modeling to test the proposed measurement model and structural model. This empirical research into the attitude of 203 social networking site users shows that most customers who have joined the Facebook Fans page established by retailing stores will be more willing to purchase in physical stores and have much more intention to search for product information online, and it will increase their intention to purchase online via retailers' online shops. A research model was proposed to study the attitude and behaviors of consumers under multi-channel retailing channel context after an empirical study conducted by using an online questionnaire.

The validated research model can be referenced by retailing store managers who are conducting multi-channel strategy and use the free online platform as the electronic marketing tool to assist sales and increase profit. The future study could be conducted under a more specific industry to examine this proposed model and is suggested to be evaluated in more countries where Facebook users reach to a considerable amount. More empirical studies to examine this new model will be essential, and it is suggested to investigate if Facebook Fans page will be a predominant factor to increase consumers' repurchase intention online.
URI: http://hdl.handle.net/11455/22506
其他識別: U0005-2107201002445100
Appears in Collections:科技管理研究所

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