The Choosing and Switching of the Traditional and Virtual Channels on Consumer Behavior--Using Book Purchasing as an Example

• Main Authors: Chung, Chi-Chiung, 鍾季瓊
• Other Authors: 邱光輝
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/40910905053722613804

碩士 === 國立臺北大學 === 企業管理學系 === 94 === Because the development of the internet, consumers have another choice to search information and buy products which they want. They can compare the traditional channel with the virtual one to decide which channel is better for them. Consumers’ characteristics and favors are different, so they have unlike considerations while choosing the purchasing channel. For example, if a consumer puts emphasis on convenience, he may choose the virtual channel; if a consumer has the conservative trait, he may accept the traditional model to search information and buy products. In addition, if another channel can afford the same incentive which consumers can get from the original channel, is it possible for them to switch the channel? The research chooses book as the product classification and explores if the different characteristics of consumers cause the various selections of the channels (traditional bookstore and virtual bookshop) to search information and buy products. The research finds out consumers’ salary, the experience about internet shopping, life style, and perceived cost will have an influence on channel’s selection. Besides, the research indicates that when the channels can afford the incentives of price and waiting time, these incentives will have a significant influence on consumers’ switching willing.