| Summary: | 碩士 === 銘傳大學 === 傳播管理學系碩士班 === 100 === The rapid development of Internet technologies has led many dealers investing in emergence of the virtual channel (e-commerce) and this has definitely revolutionized commercial activities. However, for consumers who used to purchase from physical channels (traditional retailer, special cabinet, open-shelf type, supermarket, department stores) they now faces the emergency of virtual channel and their buying decisions have become diverse, especially in the purchase value and the decision-making. First, the more channel types offer more options, and certainly the factors that influence purchasing decision become more complicated. Furthermore, dealers who intended to attract more consumers usually diversify the selling channels, but due to the keen competition in price at the moment dealers must need to create a new channel strategy which promotes efficiency and optimizes the channel utilization. The strategy has to reduce consumers’ transaction costs in the purchasing process, and thus consumers would be willing to pay for their purchases.
From the dealer perspective, this research is to find how the dealer should formulate an effective model of the transaction. Based on the transaction cost theory literature, we have identified the transaction cost factor (TCF) which can influence consumer purchasing decision during the transaction processes. The transaction process was divided into three phases including of the pre-purchasing, purchasing and post-purchasing. The aim of this study is to find out how TCF involved in these phases. Finally, we would formulate a new model which can be studied and applied to real purchasing performance and different categories of products such as physical products service or compound could be incorporated into this model.
This study then employed structural equation modeling (SEM) techniques to run confirmatory factor analysis (CFA) and clarified the causal relationship between latent variables and manifest variables, and it furthermore explained the TCF that affect consumers’ purchasing decisions. In practice, the product of our case study are cosmetics which consumers are familiar with and have been used (Experience Good) and which consumers are unfamiliar and never used (Search Good) to compare with the different effect of TCF in the purchasing process. According to the results dealers can depends on the efficient model to determine the best marketing and distribution channel strategy.
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