近年來全球實體零售商均面臨經營困難，造成企業紛紛投入虛擬通路。然而女性在購買內衣方面，仍習慣在實體商店購買，這個產業零售商該如何生存，本研究將以內衣商業型態探討實體與虛擬通路的推廣對消費者購買意願的影響；以及虛實整合的新商業模式能否得到消費者認同與使用。最後再以皮爾卡登女性內衣作為個案研究對象給予分析與建議。
本研究針對女性消費者採取線上問卷方式來蒐集樣本，透過問卷調查女性消費者在購買內衣時通路的選擇意願，在刪除無效問卷 13 份之後，得到實際有效問卷 309 份。在 309 份有效樣本中，樣本以 20~29歲之中等收入族群居多。在教育程度方面，以大學畢業的受訪者居多。
研究透過因素分析結果歸納出「高科技在實體通路價值」、「複合式商店價值」、「旗艦店吸引力」、「實體通路體驗」、「新商業模式服務」、「高科技在虛擬通路價值」、「虛擬通路特性」和「虛實平台整合」共八個構面。

In recent years, global physical retailers have faced operational difficulties, causing companies to invest in the virtual channel. However, in the face of women's purchase of lingerie, they are still accustomed to buy in physical stores. How should this industry retailer survive? This study will explore the impact of the promotion of physical and virtual channel on consumers' willingness to purchase; and whether the new business model of virtual and physical integration can be recognized and used by consumers. Finally, Pierre Cardin's lingerie is used as a case study.
  In this study, female consumers were utilized in online questionnaires to collect samples, and the questionnaires were used to investigate the willingness of female consumers to choose between the two channel when purchasing lingerie. After removing 13 invalid questionnaires, 309 valid results were obtained. Among the 309 valid samples, the sample consisted mostly among the middle income groups of 20-29 years old. In terms of education level, most of the respondents were university graduates.
  Through exploratory factor analysis, the results of the study were summed up into eight factors: "High-Tech Value In Physical Channel", "Composite Store Value", "Flagship Store Attraction", "Physical Channel Experience", "New Business Model Service", "High-Tech Value In Virtual Channel”, “Virtual Channel Characteristics” and “O2O Channel Integration”.

ABSTRACT	I
TABLE OF CONTENTS	III
LIST OF TABLES	VI
LIST OF FIGURES	VII
1. INTRODUCTION	1
1.1 RESEARCH BACKGROUND AND MOTIVATION	1
1.2 RESEARCH MOTIVATION	4
1.3 RESEARCH PURPOSE	5
1.4 RESEARCH PROCESS	6
2. LITERATURE REVIEW	7
2.1 THE DEVELOPMENT OF CHANNEL	7
2.2 DEFINITION OF PHYSICAL CHANNEL	8
2.2.2 Functions and Features of Physical Channel	9
2.2.3 Advantages of Physical Channel	9
2.2.4 Disadvantages of Physical Channel	10
2.2.5 Purchase Intention in Physical Channel	10
2.3 DEFINITION OF VIRTUAL CHANNEL	11
2.3.2 Functions and Features of Virtual Channel	11
2.3.3 Advantages of Virtual Channel	12
2.3.4 Disadvantages of Virtual Channel	13
2.3.5 Purchase Intention in Virtual Channel	14
2.4 O2O CHANNEL INTEGRATION	15
2.4.1 O2O Model	15
2.4.2 Online to Offline (O2O)	15
2.4.3 Offline to Online (Reverse O2O)	16
2.4.4 Online to Offline to Online(O2O2O)	16
2.4.5 Benefits of O2O	16
2.5 RELATED RESEARCH ON O2O	17
2.6 MARKET ANALYSIS	21
2.6.1 Taiwan Lingerie Market	21
2.6.2 VIRTUAL MARKETING ANALYSIS	23
2.6.3 Online Lingerie Industry	24
2.6.4 O2O Market Case	25
2.6.5 Flagship Store	27
3. RESEARCH METHODOLOGY	29
3.1 RESEARCH OBJECT	29
3.2 SURVEY DESIGN	29
3.3 DATA ANALYSIS METHOD	30
4. ANALYSIS AND RESULTS	32
4.1 DATA COLLECTION AND SAMPLE CHARACTERISTICS	32
4.2 PURCHASING CHANNEL BEHAVIOR	32
4.3 FACTOR ANALYSIS	34
4.3.1 Physical Channel Purchase Intention	34
4.3.2 Virtual Channel Purchase Intention	36
4.3.3 O2O Channel Purchase Intention	37
4.4 RELIABILITY ANALYSIS	38
4.4.1 Physical Channel Purchase Intention	38
4.4.2 Virtual Channel Purchase Intention	39
4.4.3 O2O Channel Purchase Intention	40
4.5 DESCRIPTIVE STATISTICS ANALYSIS ON THE FACTORS	41
4.6 REGRESSION ANALYSIS	41
4.6.1 Mediation Effect 1	44
4.6.2 Mediation Effect 2	48
5. CASE STUDY	53
5.1 PHYSICAL CHANNEL PROBLEM	53
5.2 VIRTUAL CHANNEL PROBLEM	54
5.3 SUGGESTIONS FOR PIERRE CARDIN TAIWAN	56
5.3.1 Physical Access	56
5.3.2 Virtual Access	58
5.3.3 O2O Channel	59
6. DISCUSSION AND CONCLUSION	61
6.1 RESEARCH CONCLUSIONS	61
6.2 MANAGEMENT IMPLICATIONS AND PRACTICAL ADVICE	62
6.3 RESEARCH LIMITATIONS AND FOLLOW-UP RESEARCH RECOMMENDATIONS	65
6.3.1 Research Restrictions	65
6.3.2 Future Research Recommendations	66
REFERENCES	67
APPENDIX	76

List of Tables
TABLE 1 TOP 3 TAIWANESE LINGERIE BRAND	21
TABLE 2 TAIWAN'S TOP THREE LINGERIE BRAND FACEBOOK FOLLOWERS	23
TABLE 3 OTHER LINGERIE BRAND COMPARISON CHART	24
TABLE 4 ONLINE LINGERIE BRANDS	24
TABLE 5 SAMPLE DATA ANALYSIS	32
TABLE 6. PURCHASING CHANNEL BEHAVIOR.	33
TABLE 7.FREQUENT PURCHASING CHANNEL (TWO OR MORE).	33
TABLE 8. OTHER FAVORITE PURCHASING CHANNEL.	33
TABLE 9. FACTOR ANALYSIS OF PHYSICAL CHANNEL PURCHASE INTENTION.	34
TABLE 10 FACTOR ANALYSIS OF VIRTUAL CHANNEL PURCHASE INTENTION	36
TABLE 11 FACTOR ANALYSIS OF O2O CHANNEL PURCHASE INTENTION	37
TABLE 12 RELIABILITY ANALYSIS OF PHYSICAL CHANNEL PURCHASE INTENTION	39
TABLE 13. RELIABILITY ANALYSIS OF VIRTUAL CHANNEL PURCHASE INTENTION.	40
TABLE 14. RELIABILITY ANALYSIS OF PURCHASE INTENTION.	40
TABLE 15. DESCRIPTIVE STATISTICS ANALYSIS OF FACTORS.	41
TABLE 16. REGRESSION ANALYSIS OF PHYSICAL CHANNEL PURCHASE INTENTION TO O2O CHANNEL PURCHASE INTENTION.	42
TABLE 17. REGRESSION ANALYSIS OF VIRTUAL CHANNEL PURCHASE INTENTION TO O2O CHANNEL PURCHASE INTENTION.	43
TABLE 18 MEDIATION EFFECT ANALYSIS OF VIRTUAL CHANNEL PURCHASE INTENTION	44
TABLE 19. MEDIATION EFFECT ANALYSIS OF VIRTUAL CHANNEL PURCHASE INTENTION.	48
 
List of Figures
FIGURE 1 RESEARCH FLOWCHART	6
FIGURE 2 SURVEY DESIGN	30
FIGURE 3 PHYSICAL CHANNEL PURCHASE INTENTION FACTOR COMPOSITION	35
FIGURE 4 VIRTUAL CHANNEL PURCHASE INTENTION FACTOR COMPOSITION	37
FIGURE 5 RELATED MEDIATOR DIAGRAM #1	47
FIGURE 6 RELATED MEDIATOR DIAGRAM #2	51
FIGURE 7 PIERRE CARDIN OFFICIAL WEBSITE #1	55
FIGURE 8 GOOGLE SEARCH RESULTS	55
FIGURE 9 PIERRE CARDIN OFFICIAL WEBSITE #2	55
FIGURE 10 INTERMEDIARY EFFECT RATIO	60
FIGURE 11 PHYSICAL CHANNEL-BASED MODEL	63
FIGURE 12 VIRTUAL CHANNEL-BASED MODE	64

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