虛擬通路的普及，逐漸改變了消費者購物行為及銷售業者營運模式，這樣的情形顯示了虛擬通路購物逐漸蓬勃的發展趨勢，突顯出虛擬通路的重要性及未來性。通路特性會直接影響消費者購物選擇，使消費者產生不同之購物行為，可知通路不只扮演提供產品及資訊的角色，當中更負責服務的重責大任。而產品特性與消費者特性通常也是影響消費者決定購買的重要因素之一，因為在消費者購買行為中，消費者首先會先確認自己的需求，了解本身需求後就會牽涉到產品特性的課題，產品本身若是給消費者很好的感受，進而會影響消費者的認知，而進行購買動作。對於通路與消費者購物通路選擇卻是相關文獻中較少探討之課題，本研究以此為研究動機，試圖由過去學者所提出的理論整理出影響消費者購物通路決策之因素，配合實證的方式來驗證本研究假設，並提出本研究目的爲探討通路特性及與產品特性及消費者特性是否會對通路特性與消費者購物通路選擇之關係有所影響。為了瞭解消費者在通路選擇及滿意度所受外在及本身影響，在母體的選擇採用較常上網的學生，以成功大學管理學院學生為主要普查對象，本研究以便利抽樣方法選定願意協助本研究具有上網經驗之同學進行調查，希望能藉由分析受訪者主觀意見，以瞭解消費者的購物通路選擇之決策。共計發放379份問卷，回收問卷334份，有效問卷332份，整體的有效回收率為87.6﹪。
研究結果發現通路特性會對消費者購物通路選擇傾向有所影響，尤其在通路特性的交運成本與娛樂/安心利益對消費者購物通路選擇傾向產生顯著影響；產品特性的價格與技術變化，與通路特性的娛樂/安心利益對消費者購物通路選擇傾向產生顯著調和影響；消費者特性的創新，與通路特性的娛樂/安心利益對消費者購物通路選擇傾向產生調和影響；而消費者特性的便利重要性，與通路特性的交運成本對消費者購物通路選擇傾向產生顯著調和影響；通路特性、產品特性及消費者特性均會對消費者通路滿意度有所影響，尤其通路特性中的產品選擇及資訊與娛樂/安心利益、產品特性的技術變化及消費者特性中的衝動、便利重要性與價格知覺分別對通路滿意度具有顯著影響；消費者購物通路選擇分別與通路特性中的產品選擇及資訊與交運成本、產品特性中的功能及消費者特性中的創新、衝動與便利重要性三項分別對消費者通路滿意度產生顯著調和影響；消費者通路滿意度分別對通路偏好與通路忠誠度產生顯著影響。鑑於上述結果，通路業者首先若是可以在交運成本方面有好的表現，很容易便可以給予消費者一個好印象，配合上滿足消費者對娛樂/安心的需求會使消費者會認為此購物通路是一個內外兼備的優良購物通路；經營通路業者也必須瞭解到通路特性與產品特性及消費者特性的調和關係，如此在佈建購物通路時，才可以規劃出一個符合目標消費群特性的高品質購物通路，進而讓消費者願意繼續在此通路消費。

The diffusion of the Virtual channel shopping has changed the consumer’s buying behavior. Recently, the Virtual channel for people is much more important than before. The channel characteristics affected people to choice goods. Channel characteristics is one key factor that may influences the Virtual channel shopping. Product characteristics is another factor that may influences the Virtual channel shopping. Consumers will have good perceived attitudes on products, if products make them feel nice. Although the increasing importance of the Virtual channel shopping, little has been done in the literature in examining the relationships among the internal and external determinants, the channel characteristics, and consumer’s shopping channel selection. Therefore, this study attempts to fill the gap in the literature by providing an integrative research framework through extensive literature review to identify the key determinants and to examine the relationships among these determinants. Based on the extension of literature review, hypotheses were proposed and then examined through an empirical study.
A convenient sampling method was used to select respondents. 379 questionnaires were asked. 334 responses were received. 332 valid and complete questionnaires were used for the quantitative analysis. It represents a useable response rate of 87.6%.
The major finding of this study includes: First, the results of the regression suggest that the channel characteristics have direct impacts on the consumer’s shopping channel selection. Secondly, the result of the channel characteristics with product characteristics and consumer characteristics has interaction effects on consumer’s shopping channel selection. Thirdly, the results of the regression suggest that the channel characteristics、product characteristics and consumer characteristics have direct impacts on the satisfaction of consumer’s shopping channel. Fourth, the results of consumer’s shopping channel selection with channel characteristics、product characteristics and consumer characteristics has interaction effects on the satisfaction of consumer’s shopping channel. Finally, the results of the consumer’s shopping satisfaction have effects on the channel preference and the channel loyalty.

Alexandru M. Degeratu, Arvind Rangaswamy, Jianan Wu, ”Consumer choice behavior in online and traditional supermarkets: the effects of brand name, price, and other search attributes” International Journal of Research in Marketing 17（2000）55-78

Alka V. Citrin, David E. Sprott, Steven N. Silverman, Donald E. Stem, Jr.,”Adoption of Internet shopping: the role of consumer innovativeness” Industrial Management Data Systems 100,7（2000）294

Anthony J. Capraro, Susan Broniarczyk, Rajendra K Srivastava., ”Factors influencing the likelihood of customer defection: The role of consumer knowledge” Academy of Marketing Science. Journal 31,2（2003）164-175

Anthony D. Miyazaki and Ana Fernandez, ”Consumer perceptions of privacy and security risks for online shopping” The Journal of Consumer Affairs 35,1（2001）27-44

Brian T. Ratchford, ”The value of information for selected appliances” Journal of Marketing Research 17（1980）14-25

Carrie M. Heilman, Douglas Bowman, Gordon P. Wright, ”The evolution of brand preferences and choice behaviors of consumers new to a market” Journal of Marketing Research 37, 2（2000）139-156

Croft M. ”Shopping at your convenience” Marketing Week 2,July（1998）

David W. Wallace, Joan L. Giese, Jean L. Johnson, ”Customer retailer loyalty in the context of multiple channel strategies” Journal of retailing 80（2004）249-263

Dhruv Grewal, Gopalkrishnan R. Iyer, R. Krishnan, Arun Sharma, ”The internet and the price-value-loyalty chain” Journal of Business Research 56（2003）391-398

Eun J. Lee and Jeffrey W. Overby, ”Creating value for online shoppers: implications for satisfaction and loyalty” Journal of Consumer Satisfaction, dissatisfaction and complaining behavior 17（2004）54-67

Gerard J. Tellis, ”Advertising exposure, loyalty, and brand purchase: a two-stage model of choice ” Journal of Marketing Research 25, May（1988）134-144

George Stigler, ”The economics of information” Journal of Policy Economy 69（1961）213-225

George S. Day, ”A two-dimensional concept of brand loyalty” Journal of Advertising Research 9,3（1969）29-36

Gordon E. Miracle, ”Product characteristics and marketing strategy” Journal of Marketing 29,1（1965）18-24

Hair, J. F., Anderson, R.E., Tatham, R. L. & Black, W.C. 1998. in Multivariate Data Analysis. 4th, Englewood Cliffs, Prentice-Hall Inc., New Jersey.

Hyokjin Kwak, Richard J. Fox, George M. Zinkhan, ”What products can be successfully promoted and sold via the Internet? ” Journal of Advertising Research 42,1（2002）23-39

Ilan Salomon, Frank Koppelman, ”A framework for studying teleshopping vs store shopping” Transportation Research A 22（1988）247-255

Inge Geyskens and Jan-Benedict E. M. Steenkamp, ”Economic and social satisfaction: Measurement and relevance to marketing channel relationships” Journal of Retailing 76,1（2000）11-32

Inge Geyskens, Jan-Benedict E. M. Steenkamp, Kumar Nirmalya, ”A meta-analysis of satisfaction un marketing channel relationships” Journal of Marketing Research 36,May（1999）223-238

Isaac Ehrlich and Lawrence Fisher, ”The derived demand for advertising: a theoretical and empirical investigation” American Economic Review 72（1982）366-388

J. F. Rayport and J. J. Sviokla, ”Exploiting the virtual value chain” Harvard Business Review, November（1995）75-85

Jarvenpaa L. Sirkka and Peter A. Todd, ”Is there a future for retailing on the internet？” Electronic Marketing and the Consumer（1997）139-154
Jean C. Darian, ”In-home shopping: are there consumer segments？” Journal of Retailing 63,2（1987）163-186

John R. Hauser and Wernerfelt Birger, ”An evaluation cost model of consideration sets” Journal of Consumer Research 16,March（1990）393-408

Joseph Alba, John Lynch, Barton Weitz, Chris Janiszewski, Richard Lutz, Alan Sawyer, Stacy Wood, ”Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces” Journal of Marketing 61,3（1997）38-53

Khai S. Lee and Soo J. Tan, ”E-retailing versus physical retailing A theoretical model and empirical test of consumer choice” Journal of Business Research 56（2003）877-885

Lincoln E. James and Isabella C. M. Cunningham, ”A profile of direct marketing television shoppers” Journal of Direct Marketing 1,4（1987）12-23

Naveen Donthu and David Gilliland, ”Observations: the infomercial shopper” Journal of Advertising Research 36,2（1996）69-75

Ralph L. Keeney, ”The value of internet commerce to the customer” Management Science 45,april（1999）533-542

Raymond R. Burke, ”Do you see what I see？ the future of virtual shopping” The Journal of the Academy of Marketing Science 25,4（1997）352-360

Richard Oliver, ”Whence consumer loyalty?” Journal of Marketing 63（1999）33-44

Rolph E. Anderson, ”Consumer dissatisfaction: The effect of disconfirmed expectancy on perceived product performance” Journal of Marketing Research 10,1（1973）38-45

Robert A. Peterson, Sridhar Balasubramanian, Bart J.Bronnenberg, ”Exploring the implications of the internet for consumer marketing” Academy of Marketing Science. Journal 25,4（1997）329-346

Sarv Devaraj, Ming Fan, Rajiv Kohli, ”Antecedents of B2C channel satisfaction and preference: Validating e-commerce metrics” Information Systems Research 13,3（2002）316-333
Shim, S., and Drake, M.F, ”Consumer intention to utilize Electronic shopping” Journal of Direct Marketing 4,3（1990）22-52

Stephanie M. Noble, David A. Griffith, Marc G. Weinberger, ”Consumer derived utilitarian value and channel utilization in a multi-channel retail context” Journal of Business Research 58（2005）1643-1651

Tino Fenech and Aron Ocass ”Internet user’s adoption of web retailing: user and product dimensions” Journal of product & brand management 10,6（2001）361-381

Tonita P. Monsuwe, Benedict G. C. Dellaert, Ko D. Ruyter, ”What drives condumers to shop online? A literature review” International Journal of Service Industry Management 15,1（2004）102-121

Waymond Rodgers, Solomon Negash, Kwanho Suk, ”The moderating effect of on-line experience on the antecedents and consequences of on-line satisfaction” Psychology & Marketing（2005）22,（4）：313-331

William R. Swinyard and Scott M. Smith, ”Why people （don’t）shop online: A lifestyle study of the internet consumer” Psychology & Marketing 20,7（2003）567-597

Zhilin Yang and Robin T. Peterson, ”Customer perceived value, satisfaction, and loyalty: the role of switching costs” Psychology & Marketing 21,10（2004）799-822