淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


系統識別號 U0002-2102201917242800
中文論文名稱 探討O2O電子商務影響消費者服務體驗與體驗價值之因素
英文論文名稱 The determinants of service experience and service value in O2O commerce
校院名稱 淡江大學
系所名稱(中) 資訊管理學系碩士班
系所名稱(英) Department of Information Management
學年度 107
學期 1
出版年 108
研究生中文姓名 邱筱軒
研究生英文姓名 Hsiao-Hsuan Chiu
學號 605630119
學位類別 碩士
語文別 中文
口試日期 2019-01-11
論文頁數 82頁
口試委員 指導教授-解燕豪
委員-董惟鳳
委員-吳雅鈴
委員-解燕豪
中文關鍵字 顧客體驗  O2O  心流  電子商務  服務互動 
英文關鍵字 Customer experience  online to offline  commerce 
學科別分類
中文摘要 研究生:邱筱軒 指導教授:解燕豪
論文提要內容:
網路和行動通訊技術的快速發展推動了電子商務,使得在交易規模及創新商業模式有新的突破,紛紛讓傳統零售商開始發展線上虛擬通路,多通路行銷也逐漸活躍於全球。O2O(Online to Offline ;O2O電子商務模式)是新型態的商務模式,並具有很好的應用前景。O2O電子商務模式使企業能夠提供消費者獨特的消費體驗,增加消費者二次購買的機會。因此,如何提供適當的消費者體驗是一個相當值得探討的問題。然而,O2O電子商務模式不同於傳統商業模式或是網路商店,有許多額外的因素需要討論,這使得企業不易設計與提供令顧客滿意的消費體驗。
為消費者提供良好的O2O心流體驗(O2O flow experience)已經成為企業們提高競爭優勢、攫取市場利潤的制勝關鍵。本研究建構理論去探討各個影響消費者在O2O電子商務平台服務體驗的關鍵因素。而O2O價值(O2O value)是透過與消費者的互動形成的,而非企業本身就能完成,其所感受到的O2O心流體驗不僅與電商行為模式有關,也受到消費者涉入程度影響。因此本論文也利用分析消費者涉入程度與消費者體驗的關係,更深入的將影響O2O心流體驗的關鍵因素進行量化,協助企業有效分配並傳遞最高品質的服務。為了進行資料驗證與統計,本研究總共回收310份有效樣本,檢定結果顯示服務互動與企業無形貢獻對於提升消費者體驗有顯著的正向影響。根據本研究結果可為企業提供增加消費者體驗的方向與建議。
英文摘要 Nowadays, O2O commerce has gradually become an important commerce type of electronic commerce. O2O commerce environments can be considered a service system that customers can perceive unique experiences from enterprises. Delivering appropriate customer experiences should be an important topic. However, it is different from traditional businesses and online stores. It will be difficult for enterprises to design and offer satisfactory customer experiences to their customers since there are lots of concerns and factors needed to take into account carefully.
This study is to build a theoretical model by analyzing and recognizing the critical factors in order to ensure customers to have high quality O2O customer experiences. Besides, this study also discusses the corelation between consumer involvement and customer experience. A total of 310 valid questionnaires were collected. Consequenetly, this study found that service interaction and service convenience have a significantly and positively impact on customer experience in O2O commerce contexts.
論文目次 目錄
第一章 緒論 1
1.1. 研究背景 1
1.2. 研究動機 4
1.3. 研究問題 6
1.4. 研究目的 7
第二章 文獻探討 9
2.1. Online to Offline 9
2.1.1. O2O定義與發展 9
2.1.2. 小結 12
2.2. O2O心流體驗 13
2.2.1. O2O心流體驗定義 13
2.2.2. 服務體驗相關文獻探討 15
2.2.3. 小結 19
2.3. Flow Theory心流理論 19
2.3.1. 小結 20
第三章 研究架構 22
3.1. 研究架構 22
3.2. 研究假說 23
3.2.1. 服務互動與O2O心流體驗 23
3.2.2. 資訊科技創新與O2O心流體驗 24
3.2.3. 企業無形貢獻與O2O心流體驗 25
3.2.4. O2O心流體驗與O2O價值 26
3.2.5. 消費者涉入程度與O2O心流體驗調節 27
3.3. 研究變數之操作型定義 28
3.4. 研究方法與問卷設計 30
3.4.1. 服務互動量表 30
3.4.2. 資訊科技創新量表 31
3.4.3. 企業無形貢獻量表 32
3.4.4. 消費者涉入量表 33
3.4.5. O2O心流體驗量表 34
3.4.6. O2O價值量表 35
第四章 資料分析 37
4.1. 樣本收集與資料分析方法及工具 37
4.2. 基本資料分析 37
4.3. 信度與效度分析 39
4.3.1. 信度與收斂效度 39
4.3.2. 區別效度 42
4.4. 假說檢定結果 44
4.5. 調節影響檢定 45
4.6. 討論 47
第五章 結論 49
5.1. 研究發現 49
5.2. 研究貢獻 50
5.3. 實務意涵 51
5.4. 研究限制 52
5.5. 未來研究 53
參考文獻 54
附錄一 研究問卷 74

圖目錄
圖 3 1研究架構圖 23
圖 4 1假說檢定結果 44


表目錄
表 2 1 O2O商務模式定義與種類相關研究整理 10
表 2 2 各學者對服務體驗定義彙整 14
表 2 3 各學者對O2O心流體驗定義彙整 17
表 3 1 操作型定義 28
表 3 2 服務互動量表 30
表 3 4 資訊科技創新量表 31
表 3 5 企業無形貢獻量表 33
表 3 3 消費者涉入量表 34
表 3 6 O2O心流體驗量表 35
表 3 7 O2O價值量表 36
表 4 1 受測者基本資料分析表 38
表 4 2 信度與收斂效度分析表 40
表 4 3 各構面間相關係數與AVE平方根值 42
表 4 4 各測量變數之交叉因素負荷量(Cross Loadings) 43
表 4 5 假說檢定結果表 44
表 4 6 調節效果結果表 46
參考文獻 1. Åkesson, M., Edvardsson, B., & Tronvoll, B. (2014). Customer experience from a self-service system perspective. Journal of Service Management, 25(5), 677-698.
2. Albrecht, C. M., Hattula, S., Bornemann, T., & Hoyer, W. D. (2016). Customer response to interactional service experience: The role of interaction environment. Journal of service management, 27(5), 704-729.
3. Ali, F., Hussain, K., & Omar, R. (2016). Diagnosing customers experience, emotions and satisfaction in Malaysian resort hotels. European Journal of Tourism Research, 12, 25.
4. Altunel, M. C., & Koçak, Ö. E. (2017). The roles of subjective vitality, involvement, experience quality, and satisfaction in tourists' behavioral intentions. European Journal of Tourism Research, 16, 233.
5. Arnould, E. J., Price, L. L., & Tierney, P. (1998). Communicative staging of the wilderness servicescape. Service Industries Journal, 18(3), 90-115.
6. Barretto, L., & John, J. (2018). Study on online shopping customer experience and buying behaviour of male customers with respect to apparels in mumbai. Sansmaran Research Journal, , 1-13. Retrieved from https://search-proquest-com.ezproxy.lib.tku.edu.tw/docview/2090308032?accountid=14237
7. Belwal, R., & Belwal, S. (2017). Factors affecting store image and the choice of hypermarkets in Oman. International Journal of Retail & Distribution Management, 45(6), 587-607.

8. Benoit, S., Klose, S., & Ettinger, A. (2017). Linking service convenience to satisfaction: dimensions and key moderators. Journal of Services Marketing, 31(6), 527-538.
9. Benoit, S., Klose, S., & Ettinger, A. (2017). Linking service convenience to satisfaction: dimensions and key moderators. Journal of Services Marketing, 31(6), 527-538.
10. Benoit, S., Klose, S., & Ettinger, A. (2017). Linking service convenience to satisfaction: dimensions and key moderators. Journal of Services Marketing, 31(6), 527-538.
11. Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of marketing, 66(3), 1-17.
12. Beyari, H., & Abareshi, A. (2018). Consumer Satisfaction In Social Commerce: An Exploration Of Its Antecedents And Consequences. The Journal of Developing Areas, 52(2), 55-72.
13. Bilgihan, A., Kandampully, J., & Zhang, T. (2016). Towards a unified customer experience in online shopping environments: Antecedents and outcomes. International Journal of Quality and Service Sciences, 8(1), 102-119.
14. Brakus, J., Schmitt, B. and Zarantonello, L. (2009), “Brand experience: what is it? How is it measured? Does it affect loyalty?”, Journal of Marketing, Vol. 73 No. 3, pp. 52-68.
15. Campos, A. C., Mendes, J., do Valle, P. O., & Scott, N. (2017). Co-creating animal-based tourist experiences: Attention, involvement and memorability. Tourism Management, 63, 100-114.
16. Carlson, J., de Vries, N. J., Rahman, M. M., & Taylor, A. (2017). Go with the flow: engineering flow experiences for customer engagement value creation in branded social media environments. Journal of Brand Management, 24(4), 334-348.
17. Changa Ting-Yueh., and Horng, Shun-Ching. (2010). Conceptualizing and measuring experience quality: the customer’s perspective. The Service Industries Journal, 30 (14), 2401–2419.
18. Chen, H., Wigand, R., & Nilan, M.S. (1999). Optimal Experience of Web Activities. Computers in Human Behavior, 15(5), 585-608. http://dx.doi.org/10.1016/S0747-5632(99)00038-2
19. Chen, L. Y., Klièek, T., & Tsai, C. C. (2018). Exploring M2O Service System and Its Impact on Continuous Use Intention. International Journal of Advanced Studies in Computers, Science and Engineering, 7(5), 11-16.
20. Chen, X., Wang, X., & Jiang, X. (2016). The impact of power structure on the retail service supply chain with an O2O mixed channel. Journal of the Operational Research Society, 67(2), 294-301.
21. Chen, Y., Wu, J., Peng, L., & Yeh, R. C. (2015). Consumer benefit creation in online group buying: The social capital and platform synergy effect and the mediating role of participation. Electronic Commerce Research and Applications, 14(6), 499-513.Retrieved from http://www.sciencedirect.com/science/article/pii/S1567422315000411
22. Chen, Yijun (2014). The Study of New Opportunity and Potential Risks in the Mode of O2O E-commerce. Bangkok, Thailand:Master of Business Administration in Management, School of Management Shinawatra University.
23. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.
24. Clover, C. (2016). Tencent's WeChat dominates China's lucrative messaging app market. March 17. The Financial Times http://www.ft.com/cms/s/2/aadd256e-d0ef- 11e5-831d-09f7778e7377.html#axzz4KmQPIaT3. (Accessed 17 March 2015).
25. Csikszentmihalyi, M. (1975). Beyond Boredom and Anxiety. San Francisco, CA: Jossey-Bass.
26. Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York: Harper and Row.
27. Csikszentmihalyi, Mihaly (1975), Beyond Boredom and Anxiety, San Francisco: Jossey-Bass.—— (1988), “The Future of Flow in Optimal Experience: Psychological Studies of Flow in Consciousness,” in Optimal Experience: Psychological Studies of Flow in Consciousness, M. Csikszentmihalyi, University Press, 364–383. Csikszentmihalyi and I.S. eds. Cambridge: Cambridge
28. Dinner, I. M., Van Heerde, H. J., & Neslin, S. A. (2014). Driving online and offline sales: the cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), 527-545.
29. Du Plessis, L., & De Vries, M. (2016). Towards a holistic customer experience management framework for enterprises. South African Journal of Industrial Engineering, 27(3), 23-36.
30. Du, Y., & Tang, Y. (2014). Study on the Development of O2O E-commerce Platform of China from the Perspective of Offline Service Quality. International Journal of Business and Social Science, 5(4).
31. Edvardsson, B., & Enquist, B. (2002). 'The IKEA Saga': How Service Culture Drives Service Strategy. Service Industries Journal, 22(4), 153-186.
32. Edvardsson, B., Enquist, B., & Johnston, R. (2005). Cocreating customer value through hyperreality in the prepurchase service experience. Journal of service research, 8(2), 149-161
33. F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM) an emerging tool in business research. European Business Review, 26(2), 106-121.
34. Fan, C. K., & Lu, W. C. (2015). Analyze Cyber-Channel Conflict While Adopting Bancassurance: A Frequency Perspective. Journal of Applied Finance and Banking, 5(5), 99.
35. Fernandes, T., & Cruz, M. (2016). Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars. Journal of Retailing and Consumer Services, 31, 371-379.
36. Fitzgerald, M. (2012). O2O: O2 for local business. Retrieved from the website: http://www. onlineeconomy. org/tag/online-to-offline.
37. Frow, P. and Payne, A. (2007), “Towards the ‘perfect’ customer experience”, Journal of Brand Management, Vol. 15 No. 2, pp. 89-101.
38. Geetika Varshneya, Gopal Das, Arpita Khare, (2017) "Experiential value: a review and future research directions", Marketing Intelligence & Planning, Vol. 35 Issue: 3, pp.339-357, doi: 10.1108/ MIP-05-2016-0075 Permanent link to this document: http://dx.doi.org/10.1108/MIP-05-2016-0075
39. Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. European management journal, 25(5), 395-410.
40. Geyskens, I., Katrijn, G., and Marnik, G. D., 2002, “The market valuation of internet channel additions,” Journal of Marketing, Vol. 66, No. 2, 102-119.

41. Gilbert, A. and Bacheldor, B. 2000), ``The big squeeze', Information Week, March 27, pp. 46-56. Hogan, K. 2000), ``Not the agents of change', Business 2.0, June 13, p. 225.
42. Gilovich, T., Kumar, A., & Jampol, L. (2015). The beach, the bikini, and the best buy: Replies to Dunn and Weidman, and to Schmitt, Brakus, and Zarantonello. Journal of Consumer Psychology, 25(1), 179-184.
43. Grace, D., & O'Cass, A. (2004). Examining service experiences and post-consumption evaluations. Journal of Services Marketing, 18(6), 450-461.
44. Hair Jr, J. F., & Hult, G. T. M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM) Sage Publications.
45. Hair, J., Anderson, R., Tatham, R., & Black, W. (1992). Multivariate data analysis macmillan. New York, , 47-82.
46. Hajli, M. (2012). An integrated model for e-commerce adoption at the customer level with the impact of social commerce. International Journal of Information Science and Management (IJISM), , 77-97.
47. Han, J.K., Kim, N. and Srivastava, R.K. (1998), “Market orientation and organizational performance: is innovation a missing link?”, Journal of Marketing, Vol. 6 No. 4, pp. 30-45.
48. He, Z., Cheng, T. C. E., Dong, J., & Wang, S. (2016). Evolutionary location and pricing strategies for service merchants in competitive O2O markets. European Journal of Operation Research, 254(2), 595–609. https://doi.org/10.1016/j.ejor.2016.03.030.
49. Helkkula, A., Kelleher, C. and Pihlström, M. (2012), “Practices and experiences: challenges and opportunities for value research”, Journal of Service Management, Vol. 23 No. 4, pp. 554-570.
50. Hellén,K.& Gummerus,J.(2013),Re‐investigating the nature of tangibility/intangibility and its influence on consumer experiences.Journal of Service Management.24(2),130-150
51. Hernandez-Maskivker, G., & Ryan, G. (2016). Priority Systems at Theme Parks from the Perspective of Managers and Customers. Technology Innovation Management Review, 6(11).

52. Holbrook, M. B., & Corfman, K. P. (1985). Quality and value in the consumption experience: Phaedrus rides again. Perceived quality, 31(2), 31-57.
53. Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of marketing management, 27(7-8), 785-807.
54. Hsieh, J. K. (2018). The role of customers in co-creating m-services in the O2O model. Journal of Service Management, 28(5), 866-883.
55. Huang Tseng-Lung, Hsu Liu Feng, (2014) "Formation of augmented-reality interactive technology's persuasive effects from the perspective of experiential value", Internet Research, Vol. 24 Issue: 1, pp.82-109, doi: 10.1108/IntR-07-2012-0133 Permanent link to this document: http://dx.doi.org/10.1108/IntR-07-2012-0133
56. Huang, C. Y., Chou, C. K., & Wu, P. H. (2016). SERVICESCAPE, SERVICE CONVENIENCE, AND SERVICE EVALUATION IN FOOD AND BEVERAGE INDUSTRY. International Journal of Organizational Innovation, 8(3).
57. Huang, L. Y., Hsieh, Y. J., & Wu, Y. C. J. (2014). Gratifications and social network service usage: The mediating role of online experience. Information & Management, 51(6), 774-782.


58. Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259.
59. Hui, M. K., & Bateson, J. E. (1991). Perceived control and the effects of crowding and consumer choice on the service experience. Journal of consumer research, 18(2), 174-184.
60. Hussein, A. S. (2018). Effects of Brand Experience on Brand Loyalty in Indonesian Casual Dining Restaurant: Roles of Customer Satisfaction and Brand of Origin. Tourism and hospitality management, 24(1), 1-14.
61. iResearch (2015). China enterprise O2O commere research report. http:// www.iresearch.com.cn. Accessed 7 Sept 2015.
62. Jayachandran, S., Sharma, S., Kaufman, P. and Raman, P. (2005), “The role of relational, information processes and technology use in customer relationship management”, Journal of Marketing, Vol. 69 No. 4, pp. 177-192.
63. Jiao, H.M. (2013) O2O Business Model. China Computer & Communication, 3, 35-36.
64. Jin Zhang , “Customer' Loyalty Forming Mechanism of O2O E-Commerce,” International Journal of Business and Social Science, Vol. 5, No. 5(1); April 2014
65. Kandampully, J. (2002), “Innovation as the core competency of a service organization: the role of technology, knowledge and Networks”, European Journal of Innovation Management, Vol. 5 No. 1, pp. 18-26.
66. Kanten, S. and Yaslioglu, M. (2012), “Role of innovation in creating customer value in hotel establishments: a study on managers” The Journal of Faculty of Economics and Administrative Sciences, Vol. 17 No. 2, pp. 437-449.



67. Karimi, J., Somers, T.M. and Gupta, Y.P. (2001), “Impact of information technology management practices on customer service”, Journal of Management Information Systems, Vol. 17 No. 4, pp. 125-158.
68. Karpen, I. O., Bove, L. L., & Lukas, B. A. (2012). Linking service-dominant logic and strategic business practice: A conceptual model of a service-dominant orientation. Journal of Service Research, 15(1), 21-38.
69. Keiningham, T., Ball, J., Benoit, S., Bruce, H. L., Buoye, A., Dzenkovska, J., ... & Zaki, M. (2017). The interplay of customer experience and commitment. Journal of Services Marketing, 31(2), 148-160.
70. Keng, C. J., & Ting, H. Y. (2009). The acceptance of blogs: using a customer experiential value perspective. Internet Research, 19(5), 479-495.
71. Keng, C. J., Huang, T. L., Zheng, L. J., & Hsu, M. K. (2007). Modeling service encounters and customer experiential value in retailing: An empirical investigation of shopping mall customers in Taiwan. International Journal of Service Industry Management, 18(4), 349-367.
72. Keng, C.J. and Ting, H.Y. (2009), “The acceptance of blogs: using a customer experiential value perspective”, Internet Research, Vol. 19 No. 5, pp. 479-495.
73. Kevin L. Webb, John E. Hogan, (2002) "Hybrid channel conflict: causes and effects on channel performance", Journal of Business & Industrial Marketing, Vol. 17 Issue: 5, pp.338-356, https://doi.org/10.1108/08858620210439031 Permanent link to this document: https://doi.org/10.1108/08858620210439031
74. Kim, D. (2016). Effects of taxi-service employing O2O mode on consumer welfare: Focusing on KakaoTaxi. In The Korean Association for Information Society 2016 conference (pp. 25e51).
75. Kim, H. S., & Choi, B. (2016). The effects of three customer-to-customer interaction quality types on customer experience quality and citizenship behavior in mass service settings. Journal of Services Marketing, 30(4), 384-397.
76. Klaus, P. (2013). The case of Amazon. com: towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT). Journal of Services Marketing, 27(6), 443-457.
77. Kong, L., Liu, Z., Pan, Y., Xie, J., & Yang, G. (2017). Pricing and service decision of dual-channel operations in an O2O closed-loop supply chain. Industrial Management & Data Systems, 117(8), 1567-1588.
78. Kumar, P., Bera, S., & Chakraborty, S. (2017). An Examination of the Association between Service Convenience Flexibility in Healthcare Delivery Systems and Patient Satisfaction. South Asian Journal of Management, 24(4), 35-54.
79. Landers, V. M., Beatty, S. E., Wang, S., & Mothersbaugh, D. L. (2015). The effect of online versus offline retailer-brand image incongruity on the flow experience. Journal of Marketing Theory and Practice, 23(4), 370-387.
80. Lantos, Z., & Simon, J. (2018). The Community Health Experience Model—value generation from person-centered health transaction network. Public health reviews, 39(1), 29.
81. Lapoule, P., & Colla, E. (2016). The multi-channel impact on the sales forces management. International Journal of Retail & Distribution Management, 44(3), 248-265.
82. Li, J., & Mo, W. J. (2015). The O2O mode in electronic commerce. Development, 1(3), 246-249.

83. Li, Y., Chou, C., & Lin, L. (2014). A social recommender mechanism for location- based group commerce. Information Sciences, 274, 125-142. doi:http://dx.doi.org/10.1016/j.ins.2014.02.079 

84. Liinasuo, M., Dittmar, A., & Kaasinen, E. (2016). A Study on Qualities of Service Experience and Implications for User Experience Research. In Proceedings of the European Conference on Cognitive Ergonomics (p. 6). ACM.
85. Lin, C. J., & Cheng, L. Y. (2017). Product attributes and user experience design: how to convey product information through user-centered service. Journal of Intelligent Manufacturing, 28(7), 1743-1754.
86. Liu, J. T. (2016). RESEARCH ON TAIWAN THEME PARKS'EXPERIENCE MARKETING STRATEGY AND REVISIT WILLINGNESS, PURCHASE WILLINGNESS AND RECOMMENDATION WILLINGNESS. International Journal of Organizational Innovation (Online), 9(1), 35.
87. Lončarić, D., Dlačić, J., & Kos Kavran, A. (2018). Improving quality of life through co-creating tourist experience–What does experience marketing have to do with it?. Ekonomska misao i praksa, (1), 103-121.
88. Luna Cortes, G. (2016). Las redes sociales virtuales como fuente de información y su influencia en el consumo simbólico de la experiencia turística.
89. Ma, H.C. (2012) The Analysis of the Application of O2O E-Commerce Mode in our Country Present Situation. Horizon of Science and Technology, 9.
90. Ma, Q. A., & Osiyevskyy, O. (2017). Maximizing the strategic value of corporate reputation: a business model perspective. Strategy & Leadership, 45(4), 24-32.
91. Mahapatra, S. (2017). Mobile shopping among young consumers: an empirical study in an emerging market. International Journal of Retail & Distribution Management, 45(9), 930-949.
92. Maria Åkesson, Bo Edvardsson, Bård Tronvoll, (2014) "Customer experience from a self-service system perspective", Journal of Service Management, Vol. 25 Issue: 5, pp.677-698, https://doi.org/10.1108/ JOSM-01-2013-0016 Permanent link to this document: https://doi.org/10.1108/JOSM-01-2013-0016
93. Mathwick, C., Malhotra, N. and Rigdon, E. (2001), “Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment”, Journal of Retailing, Vol. 77 No. 1, pp. 39-56.
94. Mattsson,J.,Sorensen,F.(2015).Destination brand experience and visitor behavior: Testing a scale in the tourism context. Annals of Tourism Research,48(0),121-139.
95. Neuhofer, B., Buhalis, D., & Ladkin, A. (2012). Conceptualising technology enhanced destination experiences. Journal of Destination Marketing & Management, 1(1-2), 36-46.
96. Normann, R. (2001). Reframing business: When the map changes the landscape. John Wiley & Sons.
97. Ostrom, A.L., Parasuraman, A., Bowen, D.E., Patrício, L. and Voss, C.A. (2015), “Service research priorities in a raplidly changing context”, Journal of Service Research, Vol. 18 No. 2, pp. 127-159.
98. Otnes, C. C., Ilhan, B. E., & Kulkarni, A. (2012). The language of marketplace rituals: implications for customer experience management. Journal of Retailing, 88(3), 367-383.

99. Otto, J. E., & Ritchie, J. B. (1996). The service experience in tourism. Tourism management, 17(3), 165-174.
100. Pantano, E., & Gandini, A. (2017). Exploring the forms of sociality mediated by innovative technologies in retail settings. Computers in Human Behavior, 77, 367-373.
101. Parrott, G., Danbury, A., & Kanthavanich, P. (2015). Online behaviour of luxury fashion brand advocates. Journal of Fashion Marketing and Management, 19(4), 360-383.
102. Phang, C. W., Tan, C. H., Sutanto, J., Magagna, F., & Lu, X. (2014). Leveraging O2O commerce for product promotion: an empirical investigation in Mainland China. IEEE transactions on engineering management, 61(4), 623-632.
103. Pine,B.J.&Gilmore,J.H.(1999) The Experience Economy. Harvard Business Press
104. Pondy, L. R., 1967, “Organizational conflict: Concepts and models,” Administrative Science Quarterly, Vol. 12, No. 3, 296-296.
105. Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: Co-creating unique value with customers. Harvard Business Press.
106. Prahalad, C.K. and Ramaswamy, V. (2014), “Co-creation experiences: the next practice in value creation”, Journal of Interactive Marketing, Vol. 18 No. 3, pp. 1-14.
107. Rampell, A. (2010). Why online 2 Offline commerce is a trillion dollar opportunity. Techcrunch,[URL] http://techcrunch. com/2010/08/07/why-online2offline-commerce-is-a-trillion-dollar-opportunity.
108. Rendtorff, J. D. (2018). Managing Authentic Experience in the Hypermodern Economy: Sociological and Philosophical Foundations. Journal of Management Policy & Practice, 19(1).


109. Rihova, I., Buhalis, D., Moital, M., & Gouthro, M. B. (2015). Conceptualising customer‐to‐customer value co‐creation in tourism. International Journal of Tourism Research, 17(4), 356-363.
110. Schlesinger, W., Cervera, A., & Pérez-Cabañero, C. (2015). Contrasting quality of service experience for northern and southern Mediterranean tourists. EuroMed Journal of Business, 10(3), 327-337.
111. Shostack L. (1985). Planning the service encounter: The service encounter: Managing employee customer interaction in service businesses. Lexington, MA:Lexington Books.
112. Siu, N. Y. M., Wan, P. Y. K., & Dong, P. (2013). The impact of the servicescape on the desire to stay in convention and exhibition centers: The case of Macao. International Journal of Hospitality Management, 31(1), 236-246.
113. Slater, S.F. and Narver, J.C. (2000), “The positive effect of a market orientation on business pro tability: a balanced replication”, Journal of Business Research, Vol. 48 No. 1, pp. 69-73.
114. Solomon, B. (2016). Apple's iMessage just became a WeChat clone. June 13. Forbeshttp://www.forbes.com/sites/briansolomon/2016/06/13/apples-imessage-just-became-a-wechat-clone/#154f1d591ca3/. (Accessed 17 March 2015).
115. Song, S. (2015). Identifying on-line shopping experiences from the perspective of shopping motives. Academy of Marketing Studies Journal, 19(3), 139.
116. Spence, J., & Benford, S. (2018). Sensibility, narcissism and affect: using immersive practices in design for embodied experience. Multimodal Technologies and Interaction, 2(2), 15.

117. Steinfield, C., Bouwman, H., and Adelaar, T., 2002, “The dynamics of click-and-mortar electronic commerce: Opportunities and management strategies,” International Journal of Electronic Commerce, Vol. 7, No. 1, 93-119.
118. Su, T. (2013) The Analysis of O2O Business Model. Journal of Business and Management, 1, 34-35.
119. Subramony, M. and Pugh, S.D. (2015), “Services management research: review, integration, and future directions”, Journal of Management, Vol. 41 No. 1, pp. 349-373.
120. Subramony, M. and Pugh, S.D. (2015), “Services management research: review, integration, and future directions”, Journal of Management, Vol. 41 No. 1, pp. 349-373.
121. Swaminathan, V., Zinkhan, G. M., & Reddy, S. K. (1996). The evolution and antecedents of transformational advertising: A conceptual model. ACR North American Advances.
122. Swanson,K.K. & Timothy,D.J.(2012). Souvenirs: Icons of meaning, commercialization and commoditization. Tourism Management,33(3), 489–499
123. Syed Alwi, S. F., Nguyen, B., Melewar, T. C., Loh, Y. H., & Liu, M. (2016). Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image. Industrial Management & Data Systems, 116(5), 858-882.
124. Szarucki, M., & Menet, G. (2018). Service marketing, value co-creation and customer satisfaction in the airsoft industry: case of a technology-based firm. Business, Management and Education, 16, 94-107.
125. Tan, J., & Dwyer, L. (2014). Managing distribution channel conflict in the hotel industry. International Journal of Marketing & Business Communication, 3(1).
126. Tang, T. W., Wang, M. C. H., & Tang, Y. Y. (2015). Developing service innovation capability in the hotel industry. Service Business, 9(1), 97-113.
127. Theodosiou, M. and Katsikea, E. (2012), “Antecedents and performance of electronic business adoption in the hotel industry”, European Journal of Marketing, Vol. 46 Nos 1/2, pp. 258-283.
128. Thuy, V. T. N., & Thao, H. D. P. (2018). Impact of students’ experiences on brand image perception: the case of Vietnamese higher education. International Review on Public and Nonprofit Marketing, 14(2), 217-251.
129. Tiansheng, X., & Jiong, Z. (2015). A Development Strategy of O2O Business in China. In International Conference on Computer Sciene and Intelligent Communication (CSIC) (pp. 337-340).
130. Toufaily, E., Zalan, T., & Lee, D. (2018). What Do Learners Value in Online Education? An Emerging Market Perspective. e-Journal of Business Education and Scholarship of Teaching, 12(2), 24-39.
131. Truong, N. B., Lee, H., Askwith, B., & Lee, G. M. (2017). Toward a trust evaluation mechanism in the social internet of things. Sensors, 17(6), 1346.
132. 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. https://doi.org/10.1016/j.promfg.2015.07.668.
133. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.


134. Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31-41.
135. Walsh, F., & Tickle, A. (2017). Listen to me, I’m talking: involvement and recovery. Mental Health Review Journal, 22(2), 111-123
136. Walter, U., Edvardsson, B., & Öström, Å. (2010). Drivers of customers' service experiences: a study in the restaurant industry. Managing Service Quality: An International Journal, 20(3), 236-258.
137. Wang, K. (2015). Determinants of mobile value-added service continuance: The mediating role of service experience. Information & Management, 52(3), 261-274.
138. Weaver, A. N., McCaw, T. R., Fifolt, M., Hites, L., & Lorenz, R. G. (2017). Impact of elective versus required medical school research experiences on career outcomes. Journal of Investigative Medicine, jim-2016.
139. Wei, W., Torres, E. N., & Hua, N. (2017). The power of self-service technologies in creating transcendent service experiences: The paradox of extrinsic attributes. International Journal of Contemporary Hospitality Management, 29(6), 1599-1618.
140. Weng, X. and Zhang, L. (2015) Analysis of O2O Model’s Development Problems and Trend. iBusiness, 7, 51-57. doi: 10.4236/ib.2015.71006.
141. Wilburn, M., 2006. Managing the Customer Experience: A Measurement-based Approach. ASQ Quality Press, Milwaukee, WI.

142. Woszczynski, A.B., Roth, P.L., & Segars, A.H. (2002). Exploring the theoretical foundations of playfulness in computer interactions. Computers in Human Behavior, 18(4), 369-388. http://dx.doi.org/10.1016/S0747-5632(01)00058-9
143. Wu, C. H. J., & Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586-593.
144. Wu, T. J., Zhao, R. H., & Tzeng, S. Y. (2015). An empirical research of consumer adoption behavior on catering transformation to mobile O2O. Journal of Inter-disciplinary Mathematics, 18(6), 769e788.
145. Wu,C.H.Lin,C.T.&Lee,C(2010), Optimal marketing strategy: A decision-making with ANP and TOPSIS. International Journal of Production Economics,127(1) 190–196
146. Xiao, L., Mi, C., Zhang, Y., & Ma, J. (2018). Examining Consumers’ Behavioral Intention in O2O Commerce from a Relational Perspective: an Exploratory Study. Information Systems Frontiers, 1-24.
147. Zátori, A. (2016). Exploring the value co-creation process on guided tours (the ‘AIM-model’) and the experience-centric management approach. International journal of culture, tourism and hospitality research, 10(4), 377-395.
148. Zbuchea, A. (2015). Museums as theme parks-a possible marketing approach?. Management Dynamics in the Knowledge Economy, 3(3), 483.
149. Ojasalo, J., & Ojasalo, K. (2018). Service Logic Business Model Canvas. Journal of Research in Marketing and Entrepreneurship.
150. Wilden, R., & Gudergan, S. (2017). Service-dominant orientation, dynamic capabilities and firm performance. Journal of Service Theory and Practice, 27(4), 808-832.


151. Basharat, T., & Ahmad, H. (2017). Applying service dominant logic perspective: Studying Patient Care System of Shaukat Khanum Memorial Cancer Hospital (Lahore) and Shouldice Hospital (Canada). Journal of Service Science Research, 9(1), 31-46.
152. Truong, N., Nisar, T., Knox, D., & Prabhakar, G. (2017). The influences of cleanliness and employee attributes on perceived service quality in restaurants in a developing country. International Journal of Culture, Tourism and Hospitality Research, 11(4), 608-627.
153. Delcourt, C., Gremler, D. D., De Zanet, F., & van Riel, A. C. (2017). An analysis of the interaction effect between employee technical and emotional competencies in emotionally charged service encounters. Journal of Service Management, 28(1), 85-106.
154. Han, J., Kang, H. J., & Kwon, G. (2018). A Systematic Underpinning and Framing of the Servicescape: Reflections on Future Challenges in Healthcare Services. International journal of environmental research and public health, 15(3), 509.
155. Xiao, L., Guo, Z., & D’Ambra, J. (2018). Benefit-based O2O commerce segmentation: a means-end chain approach. Electronic Commerce Research, 1-41.
156. Bovensiepen, G., Schmaus, B., & Maekelburger, B. (2015). The 2015 global ominichannel retail index. http://www.strategyand.pwc.com/reports/2015-global-omnichannel-retail-index. Accessed on November 17, 2015.
157. Groeger, L., & Buttle, F. (2014). Word-of-mouth marketing influence on offline and online com- 
munications: Evidence from case study research. Journal of Marketing Communication, 20(1/2), 
21–41.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2024-02-22公開。
  • 同意授權瀏覽/列印電子全文服務,於2024-02-22起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2486 或 來信