因行動裝置及行動上網的普及化影響，消費者有更多元化的購物通路選擇，其消費路徑亦越趨複雜，據資策會2014年調查指出21.3%消費者會先至實體商店體驗產品，而後再使用行動裝置至網路或行動商店進行產品比價評估與購買。然何種因素會促使消費者由實體商店轉換到行動商店購物乃一值得深思與探討之議題。因此，本研究採「推-拉-繫留（Push-Pull-Mooring；PPM）」理論模型來探討消費者由實體通路轉換至行動通路的轉換意圖。其中推力效果（Push Effect）乃消費者在實體商店利用行動裝置進行資訊搜尋之行為（以知覺搜尋利益與知覺搜尋成本為前置因子)及其所產生之知覺價值（以知覺品質與知覺價格為前置因子）；而拉力效果（Pull Effect）乃消費者臆測未來會在行動商店完成購物因此針對該商店之吸引力進行評估(以行動特色與行動商店服務品質為前置因子）；此外繫留效果（Mooring Effect） 則以行動購物自我效能及轉換成本為阻礙推力與拉力之干擾效果。本研究以結構方程模型（SEM）進行403份有效問卷計量分析及假設檢定，在推力效果顯示，消費者在實體商店內利用行動裝置進行資訊搜尋之行為對行動通路之轉換意圖具正向影響效果，而知覺實體商店價值則負向影響轉換意圖；就拉力效果而言，行動商店吸引力對行動通路之轉換意圖有正向影響效果；此外，干擾作用之繫留效果：行動購物自我效能對推力效果之資訊搜尋行為具顯著影響，在轉換成本方面，關係轉換成本不僅對推力效果之資訊搜尋行為具顯著影響亦對知覺價值具顯著影響，而程序轉換成本則對拉力效果中的行動商店吸引力具干擾效果。綜上所述，本研究建議實體商店業者應投注更多心力建設數位裝置發展數位行銷並加強人員培訓以提升實體商店服務品質及知覺價值，而跨足行動網路購物業者必須提供具吸引力的介面及優化的購物流程來增加消費者行動購物之意願。

The popularity of mobile devices and wireless internet enable consumers to choose channels freely and has a significant impact on the consumer shopping process. According to an MIC (the Institute for Information Industry) survey (2014), 21.3% consumers will first try out products in a physical store and will then use their mobile devices to compare product prices and make a purchase. The phenomenon of consumer switching intention is therefore worth pondering. Therefore, the Push-Pull-Mooring Theory was applied to investigate consumer channel switching intention related to offline and mobile stores. Push effects contain mobile information search behavior (ISB) (perceived benefit of search and perceived cost of search as antecedents) and perceived value (PV) (perceived service quality and perceived price as antecedents) for a physical store. Pull effects are consumers’ evaluations of the mobile store attractiveness (AMS) (mobile characteristics and perceived quality of mobile store as antecedents). Additionally, mobile shopping self-efficacy (MSS) and switching cost are the mooring effects that intervene in the push and pull effects. 403 valid questionnaires were collected using an online survey, and structural equation modeling (SEM) was adopted for quantitative analysis and hypothesis testing. The results indicated that push and pull effects have a direct impact on switching intention with the exception of the perceived cost of the search. Mooring effects (MSS, procedural and relational switch costs) have a varying degree of moderating effect on the ISB, PV, AMS and switch intention. In conclusion, this study suggests that offline businesses should invest in digital devices, digital marketing and employee training to enhance service quality and value. Companies with mobile stores should design appealing interfaces and optimize shopping processes in order to increase mobile shopping intention.

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