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研究生：	林欣蓉 Lin, Hsin-Jung
論文名稱：	零售通路整合對消費者價值的影響：以價值共創為中介變數 The Effect of Channel Integration on Consumer Value: Value Co-creation as a Mediator
指導教授：	黃瀞瑩 Huang, Ching-Ying
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2018
畢業學年度：	106
語文別：	英文
論文頁數：	62
中文關鍵詞：	零售通路整合、價值共創、共同參與、使用價值
外文關鍵詞：	Retail channel integration, Value co-creation, Co-production, Value-in-use
相關次數：	點閱：63 下載：11
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查詢本校圖書館目錄查詢臺灣博碩士論文知識加值系統勘誤回報

根據資策會產業情報研究所在 2012 年的調查，臺灣業者同時經營網路商店與實體經營漸成趨勢，然而，儘管臺灣傳統業者了解新零售轉型的重要性，卻有很多業者仍無法掌握轉型方法，零售業者被時勢逼迫，不得不去了解消費者所重視的價值及每個接觸點如何提供該價值給消費者，因此，零售產業需要以全新的觀點去檢視，尤其是以服務的角度。事實上，過去研究通路整合的文獻曾從使用價值(Value-in-use)的角度探討，卻未有相關文獻從完整價值共創(Value co-creation)的模型角度探討。根據上述研究缺口，本研究欲探討臺灣零售產業的通路整合如何創造消費者價值，並以價值共創研究其在通路整合與消費者價值關係上的中介效果。本研究研究對象為同時使用線上與現下通路消費的消費者，研究方法採用網路問卷方式並取得 287 份有效問卷。研究結果指出，資訊品質(Information quality)可提升消費者價值，此外結果也指出服務便利性(Service convenience)效度未達標準。因此，本研究建議，零售業者應多留意整合通路的資訊品質與服務便利性，也確保消費者知曉業者所提供的服務內容。此外，零售業者也應提高消費者參與產品生產流程的機會，及確保消費者能體驗到美好的使用經驗。

Based on the industrial analysis conducted by Market Intelligence and Consulting Institute in 2012, the combination of physical and virtual channels has become dominant stream. However, although the retailers in Taiwan know the inevitability of transformation in retailing, a great number of retailers still haven’t held a main direction yet. The retailers are forced to figure out the value that the consumers put stress on and how every touchpoint can provide such value for them. Hence, it requires a renewed understanding on retailing, especially from service perspective. In fact, there are researches related to value-in-use (ViU) in hybrid commerce system, while there is lack of channel integration research under complete value co-creation (VCC) model. To fill the theoretical gap, the study adopts VCC as the mediator of channel integration on consumer value, especially exploring the retailing in Taiwan. The respondents are used to shop through online and offline channel of a single brand. The survey is conducted online, and it includes 287 valid questionnaires. The results demonstrates that a high degree of information quality will lead to high degree of consumer value. Besides, the mediation effect of value co-creation on channel integration and consumer value is proved. Furthermore, the validity of service convenience, however, fails to meet the criterion. Based on the findings, the study suggests that retailers should pay more attention on the integrated information quality and integrated service convenience, and ensure that the customers are aware of the services. Besides, the retailers had better ensure whether the customers have chances to participate the producing process and whether the customers enjoy the overall memorable experience.

摘要 I
Abstract II
Table of Contents III
List of Tables VI
List of Figures VI

CHAPTER 1 Introduction	1
1 Research Background and Motivations	1

CHAPTER 2 Literature Review 5
1 Identification of Integrated Retail Process	5
1.1 Antecedents of Information Quality 6
1.2 Antecedents of Service Quality 7
2 Information Quality and Service Quality as Drivers of Consumer Value 8
3 Value Co-creation as Mediator 10
3.1 Co-production 11
3.2 Value-in-Use 13

CHAPTER 3 Methodology 16
1 Measurement Development 16
2 Research Model and Hypotheses Testing 19
3 Questionnaire Design 20
4 Data Analysis Procedure 21
4.1 Demographics Analysis 21
4.2 Exploratory Factor Analysis (EFA) 21
4.3 Reliability and Validity Analysis	22
4.4 Confirmatory Factor Analysis (CFA) 22
4.5 Hierarchical Multiple Regression 23

CHAPTER 4 Research Analysis and Results 24
1 Data Collection and Demographics Analysis 24
2 Factor Analysis 26
3 Measurement Model Assessment 30
3.1 Exploratory Factor Analysis (EFA) 30
3.2 Reliability and Validity of the Measurement 32
3.3 Confirmatory Factor Analysis (CFA) 33
4 Hypothesis Test 39
4.1 Regression Analysis for the Complete Mediating Effect of Co-production on Information Quality and Consumer Value 39
4.2 Regression Analysis for the Complete Mediating Effect of Co-production on Service Convenience and Consumer Value 40
4.3 Regression Analysis for the Complete Mediating Effect of Experience on Information Quality and Consumer Value 41
4.4 Regression Analysis for the Complete Mediating Effect of Participation on Information Quality and Consumer Value 41
4.5 Regression Analysis for the Complete Mediating Effect of Experience on Service Convenience and Consumer Value 42
4.6 Regression Analysis for the Partial Mediating Effect of Participation on Service Convenience and Consumer Value 43
4.7 Summary of Hypothesis Testing 43

CHAPTER 5 Conclusion and Recommendations 45
1 Research Findings 45
1.1 Mediating Effect of Co-production on Information Quality and Consumer Value 45
1.2 Mediating Effect of Co-production on Service Convenience and Consumer Value 46
1.3 Mediating Effect of Experience on Information Quality and Consumer Value 46
1.4 Mediating Effect of Participation on Information Quality and Consumer Value 47
1.5 Mediating Effect of Experience on Service Convenience and Consumer Value 47
1.6 Mediating Effect of Participation on Service Convenience and Consumer Value 47
2 Theoretical Implications 48
3 Managerial Implications 49
4 Limitations and Insights for Future Research 51

References 53
Appendix: Questionnaire 58
                                    

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校外：2024-06-30公開

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