What drives Consumers to Physical or Online Channel - Between the 3C product and Apparel

• Main Authors: Ren-der You, 游仁德
• Other Authors: Pin Luarn
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/88206428478473454251

碩士 === 國立臺灣科技大學 === 管理學院MBA === 100 === Birgelen et al. (2006) mentioned that retailers can use themulti-channel (physical and network) strategy to service customer, if we find out both path ways to bring the value of consumer that can establish its advantages. Therefore, understanding the consumers need values will quickly grasp the market share of consumers. In the Past, the researchs compare the virtual and physical channel, usually talking about single-channel inindustry and less mentioned the cross-industry comparison, so in this divides the value of five features:1. Products 2. Informational 3.trading 4.communication 5.service to investigate the consumers who have purchased the 3C products and apparel products, whether due to the different products, resulting in the characteristic differences of the actual situation pathway, and to understand the characteristics of the industrial pathway, affecting its channel selection.