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。

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.

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

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