全通路策略、知覺風險與涉入程度對購買意圖影響之研究-以平價化妝保養品產業為例

Abstract

近年來，移動互聯網快速地發展，零售4.0-全通路（Omni-Channel Retailing）模式也隨之而生，是以消費者為中心，通過結合各種線上線下的多元通路(O2O)，提供消費者一個無縫零售的消費體驗，旨在塑造突破傳統時間空間限制的全方面購物環境，顧客旅程（Customer Journey）也就成為品牌運營的關注焦點。 本研究採用線上問卷調查方式，回收有效問卷250份。研究目的為探究知覺風險、涉入程度、購買意圖之間的關係，並加入全通路策略為調節變數、知覺風險為中介變數，以迴歸分析及階層迴歸分析進行假設驗證，經由分析結果，本研究結論如下:1. 全通路策略對知覺風險有顯著影響效果2. 全通路策略對購買意圖有正面影響效果3. 知覺風險對購買意圖有顯著影響效果4. 涉入程度對購買意圖有正面影響效果5. 全通路策略對涉入程度、購買意圖具有調節效果6. 知覺風險對全通路策略、購買意圖具有中介效果關鍵字：全通路策略、知覺風險、涉入程度、購買意圖In recent years, the Internet has gone through rapid growth. The Omni-channel Retailing method of Retail 4.0 became prominent due to its development. By adopting a consumer-centric mind, retail channels combine a wide variety of online and offline (O2O) approaches. Consumers are enabled with a comprehensive retail consumption experience. It could establish a complete purchasing environment while eliminating the constrain of time and space in the traditional environment. The concept of Customer Journey also turned into the focus of the brand operation.This research established an online survey,and 250 valid questionnaires were collected. The purpose of the research is to explore the relationship between perceived risk, involvement, and purchase intention, adding the omni-channel strategy as a moderator variable and perceived risk as an intermediary variable, using regression analysis and hierarchical regression analysis to test the hypothesis. The conclusion is as below:1. The omni-channel strategy has a significant effect on perceived risk2. The omni-channel strategy has a positive effect on purchase intention3. Perceived risk has a significant effect on purchase intention4. Involvement has a positive effect on purchase intention5.The omni-channel strategy has a moderating effect between involvement and purchase intention6. Perceived risk has a mediating effect between omni-channel strategy and purchase intentionKeywords: Omni-Channel, Perceived risk, Involvement, Purchase intention