A Research of the Influence on Channel Decision between Physical and Virtual Channel – A Case Study of Consumer Electronics Products

• Main Authors: CHEN-WEI-HUNG, 陳韋宏
• Other Authors: CHIOU-HUA-KAI
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/50173350242367029444

碩士 === 中華科技大學 === 經營管理研究所 === 102 === With the boom of E-commerce, shopping on internet has been becoming a popular consuming way recently. Comparing two channels (physical shop and virtual shop on line), the advantage of on-line shopping includes widely exposure of product information, transparency of price information, variety and flexibility of payment method, rapidness of product delivery, these advantages do bring up the e-commerce business scale. From the year of 2010, the maturity of mobile network and mobile device such as tablet PC and smart phone subvert the consumer’s behavior again, as the information of product, promotion, price could easily be broadcasted to end user via mobile handheld devices. With the revolutionary change, the future of mobile e-commerce is prosperous, even the physical retail channel practitioners attempt to enter the field of virtual retail channel. From the enterprise’s point of view, would it still be essential to maintain virtual retail channel or it would be more prospective to allocate all the resource on virtual retail channel so as to seek for the maximum profit and market share? This study researches analyzes the factors which affect consumers’ choice when they decide which retail channel to buy the consumer electronics consumer product. The purpose of this research is to provide both physical and virtual retail channel practitioners a reference while they review the marketing strategy and allocate the enterprise’s resource. When practitioners intend to extend the business scale to another brand new field, the findings of this research could remind and prove that each type of retail channel has it’s own unique advantage, while developing the new business type, it’s critical for practitioners to strengthen it’s own advantage at the same time so as not to lose the core competitiveness.