| Summary: | 碩士 === 國立屏東商業技術學院 === 經營管理研究所 === 100 === The emergence of the network has led to a significant change in all channel types. In the past, most companies and customers match their deals in physical stores. Thanks to the widespread use of the network, the business operation that is built on network has led to the success of many companies nowadays. However, each business operation has its own limit and disadvantage, either it’s through network or physical store. Thus, it is not easy for the company to achieve a profitable performance in the long-term. For this reason, in the recent years, many companies are transforming into click and mortar companies by integrating the advantages of online business channels and in-store transaction channels.
Nevertheless, the company can not achieve a better performance by just investing a huge amount of money in integrating both virtual and physical channels. For example, the toy retailer in U.S., named KB toys, had claimed the bankruptcy protection in 2008 due to the poor and deficient integration. Therefore, integration is not only the unilateral problems, but it should also be considered extensively from overall dimensions
Consequently, this study first based on the theory of interrelationship and value chain., and the model developed by Gulati and Garino（2000）, Kohli and Jaworski（1993）, and Steinfield et al.（2002）of an integrated framework. This study was tested with users of company, two major auction websites in Taiwan, such as Yahoo and Ruten. Then, this study introduces the problematics by using quantitative analysis methods while studying the relation between click and mortar strategy and integrated performance. And, we expect to explore whether the different types of market turbulence will affect the relationship between those two dimension variables. Finally, we use multiple regression analysis to verify the hypothesis. Based on these results, this study will provide related suggestions to click and mortar companies in Taiwan.
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