| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 105 === Recently, O2O business model has become increasingly popular in different fields, both scholars and practitioners are closely concerned about this issue. Many retailers put their resources into channel integration. However, there aren''t few cases of poor performance or bankruptcy after integrating. Therefore, we are dealing with research to clarify whether O2O strategy is necessary to conduct.
Referring to literature of academic studies, this research classified the product attributes based on consumers’ demand, as functional, symbolic, and experiential. Further, choosing bedding products, clothing products, and juice products as the researching cases to send the questionnaire. The questionnaires were issued to the consumers having experience of using both online and offline channels. Finally, there are 546 valid questionnaires had been collected, including 165 for clothing products, 147 for bedding products, and 234 for juice products.
The purpose of this research is to explore whether the relationships between online/offline satisfaction and repurchase intention produce cross-channel effects with each other. Moreover, considered that consumers prefer using different channels when buying different products. Thus, this research takes product attributes as moderator. The empirical finding shows: (1) In the case of clothing products, only online satisfaction can significantly affect offline repurchase intention; (2) In the case of bedding products, consumers’ satisfaction in online/offline channels both have significant effects on repurchase intention; (3) In the case of juice products, only offline satisfaction show a significant effect on online repurchase intention.
In summary, these findings indicate that the relationships between satisfaction and repurchase intention truly exist, while these will present different results depending on the difference of product attributes. Last, this study uses the concept of product involvement to explain the empirical finding, clarifying how product attributes take influence on consumers’ channel choice behavior.
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