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系統識別號 U0002-1306201913484000
中文論文名稱 O2O (線上線下虛實整合) 購物使用行為之研究
英文論文名稱 Study of O2O (Online to Offline) purchase behavior
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 107
學期 2
出版年 108
研究生中文姓名 謝覲安
研究生英文姓名 Ching-An Hsieh
學號 606550209
學位類別 碩士
語文別 中文
口試日期 2019-05-31
論文頁數 96頁
口試委員 指導教授-何怡芳
委員-田正利
委員-劉菊梅
中文關鍵字 線上購物  線下購物  虛實整合購物  O2O  消費者使用意願 
英文關鍵字 Online shopping  Offline shopping  Click-and-Mortar Shopping  O2O  Consumer’s Using Intention 
學科別分類
中文摘要 在科技如此發達的時代,消費者的購物模式從過去的出門購物、電視購物,進而發展為現今的
網路購物(online shopping)。而過去的傳統市場,相對於網路購物,多屬於線下消費(offline shopping)
的模式。如今,透過O2O (Online to Offline,線上到線下,或稱Offline to Online,線下到線上)的商業
模式,代表著未來不論是消費者從挑選商品、下單、付款等,或者是業者從行銷、商品上架到商品寄
送,買、賣雙方都能利用虛擬網路與現實的結合,成為「虛實整合」市場的參與者。本研究的目的乃
探討O2O 虛實整合購物是否相互影響,本研究對象為曾經有在網路上購買過商品一次以上的經驗
者,並研究能否藉由O2O 作為策略性行銷工具,以提升顧客的使用意願,再進一步影響顧客消費。
本研究採取網路問卷進行隨機抽樣調查,並使用SPSS22.0 版統計分析軟體作為本研究之資料分
析工具。透過本研究之迴歸分析驗證假說,得到以下結論:
一、「線上購物對線上購物轉換線下購物」、「線上購物對線下購物轉換線上購物」及「線上購物對
消費者使用意願」皆產生正向影響,而當中的線上購物轉換線下購物之經驗扮演著中介的角色。
二、「線下購物對線上購物轉換線下購物」、「線下購物對線下購物轉換線上購物」及「線下購物對
消費者使用意願」皆會產生正向影響,而當中的線上購物轉換線下購物及線下購物轉換線上購物之經
驗則扮演中介的角色。
三、O2O 購物使用經驗會對消費者使用意願產生正向影響,但其中線上購物及線下購物轉換線上購
物對消費者使用意願則不一定產生正向影響。
英文摘要 In account of the well-developed technology, consumption patterns varied from
brick-and-mortar shopping, TV shopping to online shopping. Compared with the e-commerce, the
traditional commerce, in the past, was based on offline shopping behavior. Nowadays, with the advent
of O2O e-commerce(Online to Offline or Online to Offline), consumers can select, order, and pay
goods through O2O mode while businessmen are allowed to promote goods, launch the goods, and
deliver the goods through clicks-and-mortar integration. This study aims to investigate whether the
online and the offline markets would impact each other or not. In this study, the questionnaire takers
once have had online-shopping experience. Overall, the conclusion will reveal if O2O mode could be
used as a strategic marketing tool to enhance the consumer's intention of purchase.
This essay conducted a random survey on the Internet and used SPSS Statistics V22.0 to analyze
the collected data. Through the regression analysis of reference data used in this study, the conclusion
is as below:
1. “Online to online to offline shopping”, “online to offline to online shopping”, and “the influence of
online shopping on consumer’s using intention” all have positive effects. The experience of online to
offline plays a medium role in the process.
2. “Offline to online to offline shopping”, “offline to offline to online shopping”, and “the influence of
offline shopping on consumer’s using intention” all have positive effects. The experience of online to
offline shopping and that of offline to online shopping play the medium role in the process.
3.The user experience of O2O platform has positive influence on the consumer’s using intention while
“online to offline to online shopping” has a negative influence on the consumer’s using intention.
論文目次 目錄
目錄 I
表目錄 III
圖目錄 VI
第一章、緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第四節 研究架構 8
第二章、文獻探討 9
第一節 電子商務背景 9
第二節 O2O 14
第三節 Online及Offline之比較 17
第四節 O2O應用 19
第五節 消費者使用意願 21
第三章、研究方法 23
第一節 假設架構 23
第二節 研究假設 23
第三節 研究設計 28
第四章、研究分析與結果 37
第一節 樣本結構分析 37
第二節 敘述性統計分析 45
第三節 相關分析 53
第四節 信度與效度分析 57
第五節 迴歸分析 60
第六節 假說驗證 71
第五章、結論與建議 73
第一節 研究結論 73
第二節 研究建議 79
參考文獻 82
附錄 正式問卷 91



表目錄
表2-1-1 電子商務種類模型……………………………………………………………..11
表2-3-1 Offline(實體商店)及Online(網路商店)之比較……………………………….18
表3-3-1 研究構面的操作定義………………………………………………………….29
表3-3-2 線上購物問項………………………………………………………………….30
表3-3-3 線下購物問項……………………………………………………………….....31
表3-3-4 線上購物轉換線下購物問項………………………………………………….32
表3-3-5 線下購物轉換線上購物問項………………………………………………….32
表3-3-6 消費者使用意願問項………………………………………………………….33
表3-3-7 問卷回收情形………………………………………………………………….35
表4-1-1 性別分析表…………………………………………………………………….38
表4-1-2 年齡分佈狀況分析表………………………………………………………….38
表4-1-3 教育程度分佈狀況分析表…………………………………………………….39
表4-1-4 職業分佈狀況分析表………………………………………………………….40
表4-1-5 平均收入分佈狀況分析表…………………………………………………….41
表4-1-6 目前最常購買商品的地點分佈狀況分析表………………………………….41
表4-1-7 最常購買的商品分佈狀況分析表…………………………………………….42
表4-1-8 平均多久購物一次分佈狀況分析表………………………………………….43
表4-1-9 平均購買金額分佈狀況分析表……………………………………………….43
表4-1-10 過去半年內前往網路購物商店購物次數分佈狀況分析表………………...44
表4-2-1 O2O平台使用調查整理表…………………………………………………….45
表4-2-2 研究項目敘述性分析表……………………………………………………….48
表4-3-1 相關係數強度大小與代表意義……………………………………………….54
表4-3-2 整體有效樣本相關分析……………………………………………………….54
表4-4-1 信度分析……………………………………………………………………….57
表4-4-2 KMO判斷標準………………………………………………………………...59
表4-4-3 正式問卷之因素分析………………………………………………………….59
表4-5-1 線上購物對線上購物轉換線下購物之線性迴歸分析表…………………….61
表4-5-2 線上購物對線下購物轉換線上購物之線性迴歸分析表…………………….62
表4-5-3 線上購物對消費者使用意願之線性迴歸分析表…………………………….63
表4-5-4 線下購物對線上購物轉換線下購物之線性迴歸分析表…………………….64
表4-5-5 線下購物對線下購物轉換線上購物之線性迴歸分析表…………………….65
表4-5-6 線下購物對消費者使用意願之線性迴歸分析表…………………………….66
表4-5-7 線上購物及線上購物轉換線下購物對於消費者使用意願之線性迴歸分析 表…………………………………………………………………………………………67
表4-5-8 線上購物及線下購物轉換線上購物對於消費者使用意願之線性迴歸分析表…………………………………………………………………………………………68
表4-5-9 線下購物及線上購物轉換線下購物對於消費者使用意願之線性迴歸分析表…………………………………………………………………………………………69
表4-5-10 線上購物及線下購物轉換線上購物對消費者使用意願之線性迴歸分析表…………………………………………………………………………………………70
表4-6-1 假說驗證彙整表……………………………………………………………….71

圖目錄
圖1-1-1 2012及2025數位經濟佔全球生產毛額比…………………………………...3
圖 1-3-1 研究流程圖……………………………………………………………………..7
圖 1-4-1 研究流程圖……………………………………………………………………..8
圖 2-1-1 B2B和B2C之比較…………………………………………………………...12
圖 2-2-1 O2O關係圖…………………………………………………………………...15
圖 2-2-2 O2O 模式……………………………………………………………………...16
圖 3-1-1 研究架構圖……………………………………………………………………23
參考文獻 一、中文部分
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2. 侯惠雯(2009)。網路商店創業模式對創業精神、創業動機與經營績效之影響(碩士論文)。國立中央大學企業管理學系研究所,桃園市。
3. 張宏裕(2013)。以消費價值觀膽探討O2O(Offline to Online)模式之使用意願-以Homeplus虛擬商店為例(碩士論文)。大同大學資訊經營研究所,臺北市。
4. 張瓊文(1999)。網路商店中線上人員服務功能對消費者商店印象與其購買意願之影響(碩士論文)。國立中山大學傳播學研究所,高雄市。
5. 曹金燕(2015)。虛實整合餐影服務商業模式研究-以線上點餐為例(碩士論文)。東海大學企業管理研究所,臺中市。
6. 陳少莆(2014)。行動裝置與服務體驗對於O2O模式消費者使用意願之影響(碩士論文)。靜宜大學資訊傳播工程學系研究所,臺中市。
7. 陳鈺婷(2007)。實體與虛擬通路顧客購物價值之比較及其對通路選擇之研究(碩士論文)。國立高雄第一科技大學行銷與流通管理研究所,高雄市。
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10. 葉宛如(2010)。網路商店的體驗行銷以及體驗價值對顧客忠誠度之探討(碩士論文)。淡江大學國際貿易學系國際企業學研究所,新北市。
11. 戴敬庭(2018)。O2O決策動機與行為(碩士論文)。國立政治大學傳播學院傳播碩士學位學程,臺北市。
12. 陶蓓麗、程瑞南(2006)。網路購物顧客價值對顧客關係品質的影響之實証研究。中山管理評論,14(2),517-549。
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二、英文部分
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三、網路資料部分
1. 尼爾森(2017)。2017年台灣網購消費者透過行動裝置購物首度超越電腦。
檢自: https://www.nielsen.com/tw/zh/press-room/2017/taiwan-mobile-shopping
-overpassed-shopping-via-pc.html
2. Daniel J. Paré(2002). B2B E-commerce Services and Developing Countries:
Disentangling Myth from Reality. Association of Internet Researchers (AoIR)
International Conference. Retrieved from
https://www.gov.uk/dfid-research-outputs/b2b-e-commerce-services-and-
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3. McKinsey(2012). Online and Upcoming: the Internet’s Impact on Aspiring
Countries. Retrieved from https://www.mckinsey.com/industries/high-tech/our-insights/impact-of-the-internet-on-aspiring-countries
4. Philip Evans & Thomas S. Wurster(1999). Getting Real About Virtual Commerce. Harvard Business Review, November-December 1999.Retrieved from
https://hbr.org/1999/11/getting-real-about-virtual-commerce
5. Rampell, A.(2014) Why Online2Offline Commerce Is A Trillion Dollar Opportunity. Retrieved from http://techcrunch.com/2010/08/07/why-online2offline-commerce-is-a-trillion-dollar-opportunity/
6. IDC(2017). IDC MarketScape: Worldwide Retail Digital Marketing Technology Services 2017 Vendor Assessment. Retrieved from https://www.idc.com/getdoc.jsp?containerId=US42556916
7. Anitesh Barua, Ramnath Chellappa & Andrew B. Whinston(2009). Creating a collaboratory in cyberspace: Theoretical foundation and an implementation. Retrieved from https://www.tandfonline.com/doi/citedby/10.1080/10919399509540261?scroll=top&needAccess=true
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