系統識別號 | U0002-0307201915021800 |
---|---|
DOI | 10.6846/TKU.2019.00077 |
論文名稱(中文) | 以馬可夫轉換模式探討O2O購物旅程 |
論文名稱(英文) | A Markov Switching Model for O2O Shopper Journeys |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 企業管理學系碩士班 |
系所名稱(英文) | Department of Business Administration |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 107 |
學期 | 2 |
出版年 | 108 |
研究生(中文) | 楊佩珊 |
研究生(英文) | Pei-Shan Yang |
學號 | 606610060 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2019-05-20 |
論文頁數 | 67頁 |
口試委員 |
指導教授
-
張瑋倫
委員 - 李月華 委員 - 張巧真 |
關鍵字(中) |
消費者購物旅程 O2O 馬可夫鏈 EKB模式 |
關鍵字(英) |
Shopper Journeys O2O Markov Chain EKB Model |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
在O2O整合的發展下,使得線上與線下的界線趨於模糊,消費者的購物行為可在虛實通路中自由進行與切換,造就了購物旅程呈現多樣性。而過去O2O相關的研究主要探討消費者對通路的選擇、銷售通路的策略,以及消費者的特徵,卻缺少研究討論消費者在O2O模式下所發展出線上與線下轉移的購物旅程。因此,本研究以Harris, Riley & Hand (2018)之研究為基礎,納入EKB模式中決策過程之概念,將購物旅程分成三階段:產品資訊搜尋、方案評估與購買決策等階段,並以3C家電與保養品作為研究標的,分別探討以線下搜尋與線上搜尋為起始點的購物旅程。透過發放網路問卷收集500份有效樣本,進而整理出消費者在購物旅程的狀態序列,再根據馬可夫鏈轉移之概念預測出消費者的購物旅程。 從本研究結果可知,3C家電與保養品的購物旅程相似,在每個決策階段中發現,線上與線下轉移的行為,會受到產品資訊來源、性別、產品使用經驗與個人需求所影響。在資訊搜尋階段中,線下搜尋的購物旅程主要受線下資訊影響,如親朋好友、實體店,而線上搜尋的購物旅程則是受線上資訊影響,如網際網路、網路論壇與社群媒體;在方案評估中,會受到性別與產品購買經驗影響,女性會透過線上與線下交叉收集與評估產品相關訊息,而若具備豐富購買經驗之消費者,有較大可能性在線上從事購物活動;最後在購買決策階段中,有觸摸體驗需求者偏好於實體店購物,而便利體驗需求者偏好於線上購物。 |
英文摘要 |
With the development of online to offline (O2O), the boundary between online and offline has become blurred. Consumers' shopping behavior may occur in the virtual and physical channels with a diversity of shopping journeys. Past research focused on consumer’s choice of channels, strategies for selling channels, and consumer characteristics in terms of O2O. However, little research discusses the shopper journeys about how to transfer between online and offline channel. This study utilizes the research of Harris, Riley & Hand (2018) and adopts the concept of decision process in the EKB model by dividing the shopper journeys into product information search, evaluation of alternatives, and purchase. We target the users of computer, communication, and consumer electronics (3C) and skin care products to discuss about offline search shopper journeys and online search shopper journeys. We collected data through online questionnaires and finally 500 valid samples were collected. This study sorts out the shopping status sequence of shopping journeys and utilizes Markov chain model to predict shopper journeys. The results of 3C and skin care products showed similar shopper journeys. In each decision stage, it is found that online and offline transfer behaviors are affected by product information sources, gender, user experience and individual needs. In the information search stage, offline search shopper journeys are mainly affected by offline information such as friends, family, and physical stores. Additionally, online search shopper journey is influenced by online information such as the Internet, Web forums and social media. In the evaluation of alternatives stage, it will be affected by gender and product purchase experience. Women will collect and evaluate product information through online and offline channels. Consumers with rich purchasing experience have greater possibility to shop online. Finally, in the purchase stage, those who with touching experience prefer to shop in the store, while those who with convenient experience prefer online shopping. |
第三語言摘要 | |
論文目次 |
目錄 目錄 I 表目錄 II 圖目錄 III 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 3 第三節 研究問題 5 第四節 研究目的 6 第二章 文獻探討 7 第一節 Online to Offline (O2O) 7 第二節 EKB模式與消費者購物旅程 12 第三章 研究方法 17 第一節 購物旅程 17 第二節 Engel-Kollat-Blackwell Model 21 第三節 馬可夫鏈(Markov Chain) 22 第四節 資料收集 26 第四章 資料分析 29 第一節 人口統計分析 29 第二節 馬可夫鏈之轉移矩陣 30 第三節 資料驗證 40 第四節 綜合分析 42 第五章 結論 49 第一節 研究結論 49 第二節 學術與管理意涵 51 第三節 研究限制與未來建議 52 參考文獻 54 附錄A 問卷 63 表目錄 表2-1 O2O相關研究彙整表 11 表2-2 EKB模式相關研究彙整表 16 表3-1 購物旅程 19 表3-2 EKB模式與購物旅程之整合 22 表3-3 馬可夫鏈型態之分類 24 表3-4 購物旅程之狀態與相對應選項 27 表4-1 樣本基本資料之結構分析表 29 表4-2 購物旅程樣本數分析 31 表4-3 購物狀態之英文代碼 31 表4-4 平均絕對誤差比較表 41 表4-5 主要研究發現 48 圖目錄 圖1-1 美國千禧世代偏好的購物方式 3 圖3-1 概念性架構 17 圖4-1 3C家電以線下為起始點的購物旅程 33 圖4-2 3C家電以線上為起始點的購物旅程 35 圖4-3 保養品以線下為起始點的購物旅程 37 圖4-4 保養品以線上為起始點的購物旅程 39 圖4-5 購物旅程人數比例 42 圖4-6 3C家電購物旅程 43 圖4-7 保養品購物旅程 45 圖5-1 3C家電與保養品購物旅程 50 |
參考文獻 |
網站文獻 1. Edison Trends (2019). These Were 2018’s Top Selling Product Categories at Amazon and eBay. Retrieved from https://trends.edison.tech/research/2018-ebay-vs-amazon.html 2. Erik R. Peterson, Courtney Rickert McCaffrey, and Ari Sillman, Where Are the Global Millennials?. Retrieved from: https://www.atkearney.com/web/global-business-policy-council/article?/a/where-are-the-global-millennials- 3. Internet Retailer (2018). Internet Retailer 2018 Top 1000. Retrieved from https://www.digitalcommerce360.com/article/online-home-goods-sales/ 4. Krueger, J. (2015). Omnichannel shoppers: An emerging retail reality. Retrieved from https://www.thinkwithgoogle.com/marketing-resources/omnichannel/omni-channel-shoppers-an-emerging-retail-reality/ 5. NICE inContact (2017). NICE inContact Customer Experience Transformation Benchmark Study 2017. Retrieved from https://www.niceincontact.com/call-center-resource-finder/incontact-customer-experience-transformation-benchmark-study-2017 6. Pew Research Center (2019). Millennials. Retrieved from https://www.pewresearch.org/topics/millennials/ 7. Polites, J. (2018). How to Drive Beauty Sales Through Customer Experience. Retrieved from https://blog.atrivity.com/drive-beauty-sales-through-customer-experience 8. Rampell, A. (2010). Why Online 2 Offline commerce is a trillion dollar opportunity Tech Crunch. Retrieved from: https://techcrunch.com/2010/08/07/why-online2offline-commerce-is-a-trillion-dollar-opportunity/ 9. Retail 4.0: The future of retail grocery in a digital world. McKinsey&Company, http://www.sipotra.it/wp-content/uploads/2017/06/The-future-of-retail-grocery-in-a-digital-world.pdf 10. Roth Capital Partners (2018). 2018-2019 Millennial Survey. Retrieved from http://www.roth.com/files/marketing/email_blasts/2018_ROTH_Millennials_Survey.htm 11. Sealey, D. (2012). Omnichannel retailing for digital marketers. Retrieved March 19, 2015 from http://storm81.com/marketing/omnichannel-retailing-for-digital-marketers 12. UPS (2016). 2016 UPS Pulse of the Online Shopper. Retrieved from https://pressroom.ups.com/assets/pdf/2016_UPS_Pulse%20of%20the%20Online%20Shopper_executive%20summary_final.pdf 13. Walker Sands (2017). Future of Retail 2017. Retrieved from https://www.walkersands.com/resources/the-future-of-retail-2017/ 英文文獻 1. Aragoncillo, L., & Orus, C. (2018). Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing-ESIC, 22(1), 42-62. 2. Arslanagi, M., Petek, A., & Beirovi, A. (2012). Influence of Packaging Design on Purchase Decision Making: Comparing Bottled Water Brands on B&H Market. International Journal of Sales, Retailing and Marketing, 1(1), 30-38. 3. Back, Á. J., & Miguel, L. P. (2017). Analysis of the stochastic model of the Markov chain on daily rainfall occurrence in the state of Santa Catarina, Brazil. Management of Environmental Quality: An International Journal, 28(1), 2-16. 4. Bezes, C. (2013). Effect of channel congruence on a retailer's image. International journal of retail & distribution management, 41(4), 254-273. 5. Bilgicer, T., Jedidi, K., Lehmann, D. R., & Neslin, S. A. (2015). Social contagion and customer adoption of new sales channels. Journal of Retailing, 91(2), 254-271. 6. Billard, L. (2015). Markov models and social analysis. International Encyclopedia of the Social & Behavioral Sciences (Second Edition), 576-583 7. Cao, K., Wang, J., Dou, G., & Zhang, Q. (2018). Optimal trade-in strategy of retailers with online and offline sales channels. Computers & Industrial Engineering, 123, 148-156. 8. Cao, L., & Li, L. (2015). The impact of cross-channel integration on retailers’ sales growth. Journal of Retailing, 91(2), 198-216. 9. Cassill, N. L., & Drake, M. F. (1987). Apparel selection criteria related to female consumers' lifestyle. Clothing and Textiles Research Journal, 6(1), 20-28. 10. Chen, Y. C., Lee, Y. H., Wu, H. C., Sung, Y. C., & Chen, H. Y. (2018). Online apparel shopping behavior: Effects of consumer information search on purchase decision making in the digital age. In Awareness Science and Technology (iCAST), 2017 IEEE 8th International Conference on (pp. 143-148). IEEE. 11. Chen, Y. S., Tso-Jen, C., & Lin, C. C. (2016). The analyses of purchasing decisions and brand loyalty for Smartphone consumers. Open Journal of Social Sciences, 4(07), 108. 12. Cheng, X., & Zhou, M. (2010, August). Study on effect of eWOM: A literature review and suggestions for future research. In 2010 International Conference on Management and Service Science (pp. 1-4). IEEE. 13. Cummins, S., Peltier, J. W., & Dixon, A. (2016). Omni-channel research framework in the context of personal selling and sales management: a review and research extensions. Journal of Research in Interactive Marketing, 10(1), 2-16. 14. Dholakia, U. M., Kahn, B. E., Reeves, R., Rindfleisch, A., Stewart, D., & Taylor, E. (2010). Consumer behavior in a multichannel, multimedia retailing environment. Journal of Interactive Marketing, 24(2), 86-95. 15. Donnelly, C., & Scaff, R. (2013). Who are the Millennial shoppers? And what do they really want?. Accenture Outlook, 2, 1-7. 16. Du, S., Wang, L., & Hu, L. (2018). Omnichannel management with consumer disappointment aversion. International Journal of Production Economics. https://doi.org/10.1016/j.ijpe.2018.05.002 17. Du, Y., Cui, M., & Su, J. (2018). Implementation processes of online and offline channel conflict management strategies in manufacturing enterprises: A resource orchestration perspective. International Journal of Information Management, 39, 136-145. 18. Edelman, D. C., & Singer, M. (2015). Competing on customer journeys. Harvard Business Review, 93(11), 88-100. 19. Engel, J. F., Blackwell, R. D., & Kollat, D. T. (1968). Consumer Behavior, New York. Eşi, M., Nedelea, A.-M.,(2014) Mission of business organiyations and the social-economic entrepreneurship, 252. 20. Engel, J.F., Kollat, D.T., & Blackwell, R.D. (1968). Consumer Behavior. New York: Holt, Rinehart & Winston. 21. Frasquet, M., Molla Descals, A., & Ruiz-Molina, M. E. (2017). Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment. International Journal of Retail & Distribution Management, 45(6), 608-625. 22. Frasquet, M., Mollá, A., & Ruiz, E. (2015). Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping. Electronic Commerce Research and Applications, 14(6), 654-665. 23. Gagniuc, P. A. (2017). Markov chains: from theory to implementation and experimentation. John Wiley & Sons. 24. Gao, F., & Su, X. (2016). Online and offline information for omnichannel retailing. Manufacturing & Service Operations Management, 19(1), 84-98. 25. Gómez-Díaz, J. A. (2016). Reviewing a Consumer Decision Making Model in Online Purchasing: An ex-post fact Study with a Colombian Sample. Avances en Psicología Latinoamericana, 34(2), 273-292. 26. Greenberg, S., & Randall, D. (2009). Convergence rates of Markov chains for some self-assembly and non-saturated Ising models. Theoretical Computer Science, 410(15), 1417-1427. 27. Grosso, C., Forza, C., & Trentin, A. (2017). Supporting the social dimension of shopping for personalized products through online sales configurators. Journal of Intelligent Information Systems, 49(1), 9-35. 28. Hansen, R., & Sia, S. K. (2015). Hummel's Digital Transformation Toward Omnichannel Retailing: Key Lessons Learned. MIS Quarterly Executive, 14(2). 29. Haridasan, A. C., & Fernando, A. G. (2018). Online or in-store: unravelling consumer’s channel choice motives. Journal of Research in Interactive Marketing, 12(2), 215-230. 30. Harris, P., Riley, F. D. O., & Hand, C. (2018). Understanding multichannel shopper journey configuration: An application of goal theory. Journal of Retailing and Consumer Services, 44, 108-117. 31. Howard, J. A. (1989). Consumer behavior in marketing strategy. Prentice Hall. 32. Hsieh, J. K. (2017). The role of customers in co-creating m-services in the O2O model. Journal of Service Management, 28(5), 866-883. 33. Huang, C. F., & Hsueh, S. L. (2010). Customer behavior and decision making in the refurbishment industry‐a data mining approach. Journal of Civil Engineering and Management, 16(1), 75-84 34. Huang, L., Lu, X., & Ba, S. (2016). An empirical study of the cross-channel effects between web and mobile shopping channels. Information & Management, 53(2), 265-278. 35. Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in psychology, 8, 1256. 36. Hult, G. T. M., Sharma, P. N., Morgeson III, F. V., & Zhang, Y. (2018). Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases?. Journal of Retailing. https://doi.org/10.1016/j.jretai.2018.10.003 37. Juaneda-Ayensa, E., Mosquera, A., & Sierra Murillo, Y. (2016). Omnichannel customer behavior: key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in psychology, 7, 1117. 38. Kardes, F. R., Cronley, M. L., & Cline, T. W. (2011). Consumer Behavior, Mason, OH: South-Western, Cengage Learning, 2011. 39. Kirk, C. P., Chiagouris, L., Lala, V., & Thomas, J. D. (2015). How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online?: A Model for Predicting Consumer Attitudes and Intentions to Use Digital Information Products. Journal of Advertising Research, 55(1), 81-94. 40. Kumar, S., Ghildayal, N., & Ghildayal, N. (2017). Markov chain decision model for urinary incontinence procedures. International journal of health care quality assurance, 30(2), 187-202. 41. Lazaris, C., & Vrechopoulos, A. (2014, June). Human-computer vs. consumer-store interaction in a multichannel retail environment: Some multidisciplinary research directions. In International Conference on HCI in Business (pp. 339-349). Springer, Cham. 42. Lu, C., & Liu, S. (2016). Cultural Tourism O2O Business Model Innovation-A Case Study of CTrip. Journal of Electronic Commerce in Organizations (JECO), 14(2), 16-31. 43. Martinez, B., & Kim, S. (2012). Predicting purchase intention for private sale sites. Journal of Fashion Marketing and Management: An International Journal, 16(3), 342-365. 44. Melis, K., Campo, K., Breugelmans, E., & Lamey, L. (2015). The impact of the multi-channel retail mix on online store choice: does online experience matter?. Journal of Retailing, 91(2), 272-288. 45. Nelson, E. (1967). Dynamical theories of Brownian motion (Vol. 3). Princeton university press. 46. Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and opportunities in multichannel customer management. Journal of service research, 9(2), 95-112. 47. Park, S., & Lee, D. (2017). An empirical study on consumer online shopping channel choice behavior in omni-channel environment. Telematics and Informatics, 34(8), 1398-1407. 48. Paul, J. (2013). Revisiting cognitive dissonance theory: Pre-decisional influences and the relationship to the consumer decision-making model. Atlantic Marketing Journal, 2(1), 3. 49. Pauwels, K., & Neslin, S. A. (2015). Building with bricks and mortar: The revenue impact of opening physical stores in a multichannel environment. Journal of Retailing, 91(2), 182-197. 50. Raiguru, M. S., & Misra, N. R. (2018). An Exploratory Research on Buying Behavior Model in Insurance Sector. INDIAN JOURNAL OF APPLIED RESEARCH, 7(2). 51. Rawson, A., Duncan, E., & Jones, C. (2013). The truth about customer experience. Harvard Business Review, 91(9), 90-98. 52. Rodríguez-Torrico, P., Cabezudo, R. S. J., & San-Martín, S. (2017). Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior. Computers in Human Behavior, 68, 465-471. 53. Seock, Y. K., & Bailey, L. R. (2008). The influence of college students' shopping orientations and gender differences on online information searches and purchase behaviours. International Journal of Consumer Studies, 32(2), 113-121. 54. Song, L., Lv, T., Chen, X., & Gao, J. (2016, January). Architecture of Demand Forecast for Online Retailers in China Based on Big Data. In International Conference on Human Centered Computing (pp. 759-764). Springer, Cham. 55. Tee, K. F., Ekpiwhre, E., & Yi, Z. (2018). Degradation modelling and life expectancy using Markov chain model for carriageway. International Journal of Quality & Reliability Management, 35(6), 1268-1288. 56. Tsai, T. M., Wang, W. N., Lin, Y. T., & Choub, S. C. (2015). An O2O commerce service framework and its effectiveness analysis with application to proximity commerce. Procedia Manufacturing, 3, 3498-3505. 57. Van Bruggen, G. H., Antia, K. D., Jap, S. D., Reinartz, W. J., & Pallas, F. (2010). Managing marketing channel multiplicity. Journal of Service Research, 13(3), 331-340. 58. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2), 174-181. 59. Vimala, C., & Radha, V. (2012). Speaker independent isolated speech recognition system for Tamil language using HMM. Procedia Engineering, 30, 1097-1102. 60. Wang, X., & Zhang, Q. (2018). Does online service failure matter to offline customer loyalty in the integrated multi-channel context? The moderating effect of brand strength. Journal of Service Theory and Practice, 28(6), 774-806. 61. Wen, C., R. Prybutok, V., Blankson, C., & Fang, J. (2014). The role of E-quality within the consumer decision making process. International Journal of Operations & Production Management, 34(12), 1506-1536. 62. Yuan, C., Song, D., Guo, B., & Xie, N. (2012). Prediction of China's energy consumption structure. Kybernetes, 41(5/6), 559-567. 63. YÜKSEL, H. F. (2016). Factors affecting purchase intention in YouTube videos. The Journal of Knowledge Economy & Knowledge Management, 11(2), 33-47. 64. Yusuf, A. S., Che Hussin, A. R., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493-504. |
論文全文使用權限 |
如有問題,歡迎洽詢!
圖書館數位資訊組 (02)2621-5656 轉 2487 或 來信