| Summary: | 碩士 === 臺中技術學院 === 流通管理系碩士班 === 97 === Today, as the trend of “Channel is the heart of retail”, control channel marketing is the essential of success in the competitive market. That will explain the why own the retail channel will be the winner of business. This study survey topic on single-channel and multi-channel characteristic for consumers, risk and product type for consumers and the influences on consumer channel attitude. And also discover channel choice “lock in” and “cross-channel synergy” during consumers buying decision make. After that, we try to build up one complete consumer channel choice model. The finding are:
1.In channel characteristic: the key factors for consumers channel choice are search convenient, service quality, purchase convenient, negotiation possibilities, purchase effort, purchase risk, enjoyment, assortment, promotion, clientele, and price level. Single-channel and multi-channel search attitude and purchase attitude have significant impact at particular channel type. The effort did not have significant impact both at single-channel and multi-channel search. Consume risk type have significant impact at single-channel but not multi-channel. Product type did not have significant impact at single-channel, the purchase attitude have significant impact to web purchaser but not in other channel.
2.Single-channel have lock-in, and multi-channel have phenomenon of cross-channel synergy.
3.In this study, our channel choice model can apply for ten channel attribute prediction single-channel, include: negotiation possibilities, search convenience, price level, service quality, purchase risk, product type, assortment, enjoyment, clientele and purchase convenience. And this model also can apply for five channel attribute prediction multi-channel, include: clientele, product type, promotion, service quality and purchase risk.
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