The factors that infected consumer’s shopping channel selection

• Main Authors: Chun-Hung Kuo, 郭俊宏
• Other Authors: Chung-Jen Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/99333677748629558742

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 94 === The diffusion of the Virtual channel shopping has changed the consumer’s buying behavior. Recently, the Virtual channel for people is much more important than before. The channel characteristics affected people to choice goods. Channel characteristics is one key factor that may influences the Virtual channel shopping. Product characteristics is another factor that may influences the Virtual channel shopping. Consumers will have good perceived attitudes on products, if products make them feel nice. Although the increasing importance of the Virtual channel shopping, little has been done in the literature in examining the relationships among the internal and external determinants, the channel characteristics, and consumer’s shopping channel selection. Therefore, this study attempts to fill the gap in the literature by providing an integrative research framework through extensive literature review to identify the key determinants and to examine the relationships among these determinants. Based on the extension of literature review, hypotheses were proposed and then examined through an empirical study. A convenient sampling method was used to select respondents. 379 questionnaires were asked. 334 responses were received. 332 valid and complete questionnaires were used for the quantitative analysis. It represents a useable response rate of 87.6%. The major finding of this study includes: First, the results of the regression suggest that the channel characteristics have direct impacts on the consumer’s shopping channel selection. Secondly, the result of the channel characteristics with product characteristics and consumer characteristics has interaction effects on consumer’s shopping channel selection. Thirdly, the results of the regression suggest that the channel characteristics、product characteristics and consumer characteristics have direct impacts on the satisfaction of consumer’s shopping channel. Fourth, the results of consumer’s shopping channel selection with channel characteristics、product characteristics and consumer characteristics has interaction effects on the satisfaction of consumer’s shopping channel. Finally, the results of the consumer’s shopping satisfaction have effects on the channel preference and the channel loyalty.