消費者同時運用實體與虛擬通路購物，已成為一種趨勢，傳統的實體購物與新興的網路購物形成一種既競爭又互補的關係(Moynagh & Worsley, 2001)。本研究以「方法目的鏈」的理論為基礎，深入訪談同時具有實虛通路購物經驗之消費者，了解其在選擇不同通路下背後的價值認知結構，以及在不同商品類別下(書籍和服飾商品)，消費者對實體與網路購物價值認知結構的差異，以完整了解消費者在通路選擇行為上的動機，作為實體與網路通路業者擬定策略、進行市場定位的參考。

　　本研究之訪談結果，經內容分析法分類後，繪製成「階層價值圖」(HVM)，共計書籍-實體、書籍-虛擬、服飾-實體、服飾-虛擬四部分。HVM之比較結果發現，在書籍商品方面，實體較注重體驗性之消費者價值，網路則較注重效率性之消費者價值；在服飾商品方面，實體較注重產品之卓越性價值，網路則較注重效率性之價值；在個人價值方面，四部分之HVM皆以「快樂與樂趣」、「自我成就」最為重要。另外，實體商店之價值認知結構較易與商品本身之價值連結。

　　本研究最後為實體與虛擬通路之業者提出策略的建議，在實體通路業者方面：(1)將購物環境與商品所提供之價值結合；(2) 強化「商品本身」之價值；(3) 維持重視「效率」價值的顧客。在網路通路業者方面：(1) 加強與「商品本身」之價值的連結；(2) 加強「體驗價值」；(3) 增加「買到對的商品」之購買線索；(4) 增加「保障」之購買線索；(5) 絕不可忽視網路的便利性；(6) 促銷推廣策略建議。

　　It becomes a trend that consumers go shopping through both traditional and online channels. A rich mixture of these two channels will both complement and compete with each other (Moynagh & Worsley, 2001). The purpose of this article is to understand the motivation of consumers’ channel choice behavior and to suggest some strategies for tradition and online retailers. Means-end theory and laddering methodology were employed in interviews with 48 subjects who have both traditional and online shopping experience, in order to investigate the value structures behind channel choice and the differences of value structures between the two channels in different product category (books vs. apparel).

　　The results of interviews categorized by content analysis were drawn into 4 Hierarchical Value Maps (HVM): books-traditional channels, books-online channel, apparel- traditional channel and apparel-online channel. From these HVMs, we find that book buyers emphasized on experiential values in traditional channel but efficiency values in online channel; apparel buyers emphasized on excellence values in traditional channel but also efficiency values in online channel. The most important personal values in all HVMs are “happiness and pleasure” and “self-achievement”. Moreover, the finding reveals that values from product are more easily perceived in traditional stores.

　　According to the results, we suggest several strategies for traditional and online retailers. For traditional retailers: (1) Link the values from products and shopping environment; (2) Emphasize on the value from products; (3) Maintain the customers who value efficiency. For online retailers: (1) Emphasize on the linkage with values from products; (2) Put stress on experiential values; (3) Add consumption cues for consumers to increase the probability of “buying the right things”; (4) Add consumption cues for “guarantee”; (5) Don’t ignore the convenience of Internet; (6) Suggestions for promotion strategies.

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