網路商店現今已成為許多創業者做為起始的平台，因其具有建置成本低、節省人力、資訊流通快速等特性，亦能滿足消費者多樣化的比較心理，另一方面則是能迅速獲得售後的反饋機制，利用數位化的特性來統計修正商業模式，即時反應市場變化；但當消費者只能面對充滿文字敘述的產品時，要何以辨別攸關產品的品質指標是經營者一大挑戰；傳統實體食品零售業者的經營靠著使用者體驗來進行口碑的推廣，但相關電商新創公司如雨後春筍般冒出，同業間也變得更加競爭，素質也良莠不齊，讓部分消費者因不好的體驗而對網路所販售商品退卻，如何讓消費者以品牌本身來辨別產品，提高購物信賴、增進購買意願，拓展實體通路或許是吸引客群的一種方式。本研究藉由源自研究人類居住遷徙行為的Push-Pull-Mooring Theory(PPM)理論，來解釋消費者通路的轉換意圖，探究最終的轉換行為，以台灣地區消費者為調查對象，檢測計有效問卷462份，使用SPSS20、AMOS21統計分析。檢測結果，在推力的部分，驅使原網路消費者轉移至實體商店，網站系統品質、通路多樣化獲得支持；在拉力部分，吸引消費者至實體商店則有消費者信任、消費掠奪、誘餌效應及多樣探詢等拉力獲得支持，進而會正面影響警覺能力與辨識能力。在干擾消費者轉移購物平台，轉換成本會負向影響警覺能力；消費者知識準備度則會負向影響警覺能力及正向影響消費者體驗，對最終轉移實體商店行為造成影響。

Online shops have become a platform on which to initiate business today because of low building costs, economy of the workforce, and rapid information flow. Additionally, the high degree of diversity on these platforms meets the needs of consumers for variety in the marketplace. On the other hand, online shops can quickly receive post-sales feedback and use their digital attributes to generate statistics that support amending business models and reflect the degree of adaptation to market changes. However, when consumers face product descriptions that are only texts, being able to make products stand out has become a challenging quality index for business owners. Promotions in traditional food flavor industries mainly rely on consumer experience and word-of-mouth; yet relevant e-commerce start-ups are quickly sprouting up. The market therefore has become more competitive, and quality has become uneven among shops; hence, some customers are afraid of online shopping due to previous unsatisfactory experiences. Building brand recognition to distinguish among available products further increases shopping reliability and stimulates purchase intention, so developing physical stores might also be an option for attracting more customers. This research uses the Push-Pull-Mooring Theory (PPM). This methodology is typically applied in human residential and migration research to explain the channel switching behavior of consumers and to discuss ultimate switching behavior. This study takes Taiwan as the research target. 462 valid responses are collected, and SPSS20 and AMOS21 software are used as the analytical tools by which to generate results. The push that urges shoppers to migrate from online to offline is related to the quality of the website system and threats of homogeneous shops, while the pull that attracts consumers to shop in physical stores is customer confidence, cannibalization marketing, the decoy effect, and various polling. These factors have positive influences on both alertness ability and identification ability. Interferences that make consumers switch platforms as well as switching costs will negatively affect alertness ability. By contrast, consumer knowledge and readiness will have a negative effect on alertness and a positive effect on consumer experience, which will ultimately affect consumer switching to physical stores.

1.Thesis/Dissertation title
Using PPM Theory to Investigate Transformation Intention of Online and Offline Channels:Taking Food Industries as an Example
2.Author’s name
Lu, Ding-Jia
3.Advisor’s name
Chang, Hsin-Hsin
4.Department and college
Department of Business Administration
5.Summary
This research uses the Push-Pull-Mooring Theory (PPM). This methodology is typically applied in human residential and migration research to explain the channel switching behavior of consumers and to discuss ultimate switching behavior. This study takes Taiwan as the research target.
6.Introduction
Online shops have become a platform on which to initiate business today because of low building costs, economy of the workforce, and rapid information flow. Additionally, the high degree of diversity on these platforms meets the needs of consumers for variety in the marketplace. On the other hand, online shops can quickly receive post-sales feedback and use their digital attributes to generate statistics that support amending business models and reflect the degree of adaptation to market changes. However, when consumers face product descriptions that are only texts, being able to make products stand out has become a challenging quality index for business owners. Promotions in traditional food flavor industries mainly rely on consumer experience and word-of-mouth; yet relevant e-commerce start-ups are quickly sprouting up. The market therefore has become more competitive, and quality has become uneven among shops; hence, some customers are afraid of online shopping due to previous unsatisfactory experiences. Building brand recognition to distinguish among available products further increases shopping reliability and stimulates purchase intention, so developing physical stores might also be an option for attracting more customers.
7. Materials and Methods
Push-Pull-Mooring Theory(PPM)
8.Results and Discussion、Conclusion.
The push that urges shoppers to migrate from online to offline is related to the quality of the website system and threats of homogeneous shops, while the pull that attracts consumers to shop in physical stores is customer confidence, cannibalization marketing, the decoy effect, and various polling. These factors have positive influences on both alertness ability and identification ability. Interferences that make consumers switch platforms as well as switching costs will negatively affect alertness ability. By contrast, consumer knowledge and readiness will have a negative effect on alertness and a positive effect on consumer experience, which will ultimately affect consumer switching to physical stores.

REFERENCES
英文文獻
Ahmad, A., Rahman, O., Khan, M. N., (2017). Exploring the role of website quality and hedonism in the formation of e-satisfaction and e-loyalty Evidence from internet users in India. Journal of Research In Interactive Marketing. 11(3), 246-267
Alimi, B. A., & Workneh, T. S., (2016). Consumer awareness and willingness to pay for safety of street foods in developing countries: a review, International Journal of Consumer Studies. 40(2), 242-248
Albert, J. B., (2012). Adding uncertainty to the virtual shopping cart: antitrust regulation of internet minimum advertised price policies. Fordham Law Review. 80(4), 1679-1719
Andrew, B., & André van S., (2014). Entry and exit in disequilibrium. Journal of Business Venturing. 29(1), 174–192
Auh, S., Bell, S. J., McLeod, C. S., & Shih, E., (2007).Co-production and customer loyalty in financialservices. Journal of Retailing, 83(3), 359-370.
Bansal, H. S., Taylor, S. F.,& James, Y. S., (2005). "Migrating" to new service providers:toward a unifying framework of consumers' switching behaviors". Journal of the Academy of Marketing Science. 33(1), 96-115
Garrido-Moreno, A., Lockett, N., Garcia-Morales, V., (2015). Exploring the role of knowledge management practices in fostering customer relationship management as a catalyst of marketing innovation. Baltic Journal of Management. 10(4), 393-412
Beneito, P., Coscolla-Girona, P., Rochina-Barrachina, M. E., Sanchis, A., (2015). Competitive pressure and innovation at the firm level.Journal of Industrial Economics. 63(3), 422-457
Bhatnagarn A., &Papatla P., (2016). Increasing online sales by facilitating spillover shopping. Journal of Retailing and Consumer Services. 29(3), 58-69
Borgs, C., Candogan, O., Chayes, J., Lobel, I.,& Nazerzadeh, H., (2013).Optimal multiperiod pricing with service guarantees. Manament Science. 60(7), 1792-1811
Bowena, H. P., Bakerb, H. K., Powella, G. E., (2015).Globalization and diversification strategy:A managerial perspective. Scandinavian Journal of Management. 31(1), 25-39
Büyükkaragöz, A., Bas, M., Sağlam, D., Cengiz, Ş.E. (2016). Consumers’ awareness, acceptance and attitudes towardsfunctional foods in Turkey. International Journal of Consumer Studies. 38(6), 628-635
Campo K., Breugelmans E., (2015). Buying groceries in brick and click stores: category allocation decisions and the moderating effect of online buying experience. Journal of Interactive Marketing. 31(8), 63-78
Chang, I. C., Liu, C. C., Chen, K., (2014). The push, pull and mooring effects in virtual migration for social networking sites.Information Systems Journal. 24(4) 323-346
Chen, J., Liang, L., Yao, D. Q., Sun, S., (2017).Price and quality decisions in dual-channel supply chains.European Journal of Operational Research. 259(3), 935–948.
Chen, X., Wang, X., &Jiang, X ., (2016). The impact of power structure on the retail service supply chain with an O2O mixed channel. Journal Of The Operational Research Society. 67(2) 294-301
Chou, S.Y., Shen, G. C., Chiu, H. C., Chou, Y. T., (2016). Multichannel service providers' strategy: Understanding customers' switching and free-riding behavior. Journal of Business Research. 69(6) 2226-2232
Churchill, G.A. and Iacobucci, D., (2002).Marketing Research: MethodologicalFoundation, 8th Edition, Harcourt CollegePublishers: U.S.A.
Daia, L., Maksimovb V., Gilbertc, B.A., Fernhaberd S.A., (2014). Entrepreneurial orientation and international scope: The differential roles of innovativeness, proactiveness, and risk-taking. Journal of Business Venturing. 29(4) 511-524
David, S., Alexandra, S., (2013).How Pinterest Puts People in Stores (1st ed.), Harvard Business Review.
Evangelidis, I., Levav, J., (2013).Prominenceversus dominance: how relationships between alternatives drive decision strategy and choice.Journal of Marketing Research. 50(6), 753 -766
Feick, L.F., and Price, L.L., (1987).The market maven: a diffuser of marketplace information. Journal of Marketing. 51(1), 83-97
Fornell, C. and Larcker, D. F., (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research. 18(1), 39-50.
Guieford, J. P. (1965). Fundamental Statistics in Psychology and Education (4thed.). New York: McGram-Hill.
Hsieh, J. K., Hsieh, Y. C., Chiu H. C., & Feng, Y. C., (2012). Post-adoption switching behavior for online service substitutes. Computers in Human Behavior. 28(5), 1912-1920
Hair, J.F., Black, B., Babin, B., Anderson, R.E., Tatham, R.L., (2009). Multivariate Data Analysis, 6th Edition, Pearson Education Taiwan Ltd: Taiwan.
Jaakkola, E., Alexander, M., (2014). The role of customer engagement behavior in value co-creation：a service system perspective. Journal of Service Research. 17(3). 247-261
Julander, C-R., Söderlund, M., & Söderberg, R., (2003). Effects of switching barriers onsatisfaction, repurchase intentions and attitudinal loyalty. SSE/EFI Working Paper Series in Business Administration. No. 2003:1.
Kandell, J. J., (2009) Internet Addiction on Campus: The Vulnerability of College Students. CyberPsychology & Behavior. 1(1), 11–17.
Keaveney, S. M., (1995). Customer switching behavior in service industries:an expioratory study.Journal of Marketing. 59(2), 71-82
Gielnik, M. M., Frese, M., &Graf, J. M., & Kampschulte, A., (2012).Creativity in the opportunity identification process and the moderating effect of diversity of information.Journal Of Business Venturing. 27(5) 559-576
Gruber, M., Kim, S.M.,& Brinckmann, J., (2015).What is an attractive business opportunity? an empirical study of opportunity evaluation decisions by technologists, managers, and entrepreneurs. Strategic Entrepreneurship Journal. 9(3) 205-225
H¨olzl, W., (2015). Sunk costs and the speed of market selection. Journal Of Evolutionary Economics. 25(2)323-344
Hubert, M (Hubert, Marco)., Hubert, M (Hubert, Mirja)., Florack, A., Linzmajer, M., Kenning, P., (2013).Neural Correlates of Impulsive Buying Tendencies during Perception of Product Packaging. Psychology & Marketing. 30(10), 861-873
Ilyuk, V., (2018).Like throwing a piece of me away: How online and in-store grocery purchase channels affect consumers' food waste. Journal Of Retailing And Consumer Services. 41(3), 20-30
Kim, H., &Choi, B., (2015). O2O-based social media marketing method for word-of-mouth effect: focused on the analysis of case studies. The Journal of The Korea Contents Association. 15(7) 403-413
Lee, E. S., (1966). A theory of migration. Demography. 3(1), 47-57.
Lee, S., Kim, B. G., (2017).The impact of qualities of social network service on the continuance usage intention. Management Decision. 55(4), 701-729
Leeson, P. T., Boettke P. J., (2009). Two-tiered entrepreneurship and economic development. International Review of Law and Economics. 29(3), 252-259
Li, H., Jiang, J., (2014) Effects of e-service process presentations on customer readiness and adoption. Thirty Fifth International Conference on Information Systems, Auckland. 1-11
Lianga, A. R. D., Leeb, C. L., Tungc, W., (2014). The role of sunk costs in online consumer decision-making. Electronic Commerce Research and Applications. 13(1), 56-68
Lin, T. C., Huang, S. L., (2014). Understanding the determinants of consumers' switching intentions in a standards war.International Journal of Electronic Commerce. 19(1), 163-189
Madjid, T., (2011). Managing adaptability, intervention, and people in enterprise information systems. La Salle University, USA
Mantere, S., Aula, P., Schildt, H., and Vaara, E., (2013). Narrative attributions of entrepreneurial failure. Journal of Business Venturing. 28(4), 459-473
Masatlioglua, Y., Uler, N., (2013). Understanding the reference effect, Games and Economic Behavior. 82(1), 403–423
Masaya T., Nobuo M., (2013). Sequential multi-store location in a duopoly. Regional Science and Urban Economics. 43(3), 491-506
Moon, B., (1995). Paradigms in migration research: exploring moorings' as a schema.Progress in Human Geography. 19(4), 504-524
Nikolaos. P., (2016). Marketing strategies, perceived risks, and consumer trust in online buying behavior. Journal of Retailing and Consumer Services. 29(3), 92-103
Pancras J., Sriram S., Kumar V.,(2012). Empirical Investigation of Retail Expansion and Cannibalization in a Dynamic Environment. Management Science. 58(11), 2001-2018
Pere A. C., Pierre M.,(2015). Sunk costs, extensive R&D subsidies and permanent inducement effects. The Journal of Industrial Economics. 63(3), 458-494
Prahalad, C. K.,& Ramaswamy, V.,(2004). The Future of Competition: Co-Creating Unique Value with Customers. Strategy &Leadership. 32(3), 4-9
Prebensen, N. K.,& Rosengren, S.,(2016). Experience value as a function of hedonic and utilitariandominant services.International Journal of Contemporary Hospitality Management. 28(1), 113 – 135
Ravenstein, E. G., (1885). The laws of migration. Journal of the Statistical Society of London. 167-235.
Sarantopoulos, P., Theotokis, A., Pramatari, K.,& Doukidis, G., (2016). Shopping missions: An analytical method for the identification ofshopper need states. Journal of Business Research. 69(3), 1043-1052
Shen, K. N., & Khalifa, M., (2012). System design effects on online impulse buying. Internet Research. 22(4), 2012, 396-425
Souitaris, V., Zerbinati, S.,Al-Laham, A., (2007).Do entrepreneurship programs raise entrepreneurial intentions of science and engineering students? The effects of learning, inspiration and resources. Journal of Business Venturing. 22(4), 566-591
Su, W. C., Tsang, E. W. K., (2015). Product diversification and financial performance: the moderating role of secondary stakeholders.Academy of Management Journal. 58(4), 1128-1148.
Tang, D ., Yang, Y .,& Yan, Y ., (2016). What determines online consumers to migrate fromPCs to mobile devices? – An empirical approach onconsumers’internet cross-channel behaviours. Int. J. Services Technology and Management. 22(1-2), 46-62.
Thomas, A., Kevyn, Y., (2016).Invention quality and entrepreneurial earnings: the role of prior employment variety.Entrepreneurship Theory andPractice. 40(2), 381-400
Townsend, C., Kahn, B. E., (2014). The “Visual preference heuristic”: the influence of visual versus verbal depiction on assortment processing, perceived variety, and choice overload.Journal of Consumer Research. 40(5), 993 -1015
Vaghely, IP &Julien, P. A., (2010). Are opportunities recognized or constructed? An information perspective on entrepreneurial opportunity Identification. Journal of Business Venturing. 25(1), 73-86
Valliere, D., (2013). Towards a schematic theory of entrepreneurial alertness. Journal of Business Venturing, 28(3), 430-442
Wenxuan, D.A., Shibo, L., &Patrali, C., (2015).Learning user real-time intent for optimal dynamic webpage transformation. Information Systems Research. 26(2), 339-359
Wu, I. L., Wu, S. M., (2015).A strategy-based model for implementing channel integration in e-commerce an empirical examination. Internet Research. 25(2), 239-261
Xu, (C). Y., Yang, Y., Cheng, Z., Lim, J., (2014). Retaining and attracting users in social networking services: Anempirical investigation of cyber migration. Journal of Strategic Information Systems. 23(3) 239-253
Xu, Y., Huang, J.S., (2015).factors influencing cart abandonment in the online shopping process. Social Behavior and Personality. 43(10), 1617-1628
Yitshaki, R., Kropp, F., (2016).Motivations and opportunity recognition of social entrepreneurs. Journal of Small Business Management. 54(2), 546-565
Zhang, K. Z. K., Cheung, C. M. K., & Lee, M. K.O., (2012).online service switching behavior: the case of blog service providers.Journal of Electronic Commerce Research. 13(3)184-197
Zhineng, Li., (2004).Entrepreneurial alertness an exploratory study. Development Research CenterThe State Council of P.R.CEnterprise Research Institute Tsinghua University Beijing, P.R. China. 117-119.
中文文獻
陳淑美、彭建文(2003)，「網路購物與實體商店購物之競爭分析：以年輕學生的選擇偏好為例」，建築與規劃學報，第四卷第一期，頁1~22
周善瑜、張智勇、蕭櫓(2006)，「網際網路興起對數位產品獨佔廠商產品決策與通路策略之影響」，中山管理評論，第十四卷第四期，頁807-846
蘇柏全(2007)，「通路衝突」，資訊管理學報，第十四卷第一期，頁123~151
尤國任、汪莉芳、李錦忠、王明偉(2011)，「國內C2C拍賣網站顧客滿意與抱怨之內容分析—以奇摩拍賣網站為例」資訊管理展望 ，十三卷第一期，頁21-48
劉宜芬、凌儀玲、鄭巽尹(2011)，「青少年對速食消費之理解層級：基模知識與涉入的干擾效果」，中山管理評論，第十九卷第三期，頁597-631
唐瓔璋，吳敏華，林筱茹(2011)「以單一品類的品牌產品競爭探討消費者選擇之妥協效果」，行銷科學學報，七卷第一期，頁21–50
陳美如、蔡精育、宋鎧、范錚(2012)，「線上口碑對消費者購買意圖之影響－網路論壇的實驗研究」，中山管理評論，第二十卷第二期，頁441-475"
范有寧、黃心惟、陳靜枝(2012)，「以數位口碑為基礎之流行性商品銷售預測模式」，資訊管理學報，第十九卷第一期，頁45-60
周善瑜、陳其美、陳恰如(2012)，「網際網路與消費者結構對廠商通路策略之影響」，管理學報，第二十九卷三期，頁255-278
吳立偉、林灼榮、李奕霖(2013)，「網路服務屬性與共同生產影響虛擬社群持續使用意圖之研究：社會網絡觀點」，商略學報，第五卷第一期，頁19-35
陳振明、谷春芸(2013)，「面對網路商店進入下雙通路競爭之定價策略」，電子商務學報，第十五卷第三期，頁353-366
葉淑瑜(2013)，「網站的合作機制如何增加品牌社群成員購買意圖-消費者習慣的干擾效果」，管理評論，第三十二卷第三期，頁73-100
謝桂芬、邱瀞瑢、顏苡年(2013)，「台灣地區連鎖超市經營策略分析─以全聯福利中心為例」，管理資訊計算，第二卷第二期，頁46-67
黃瑜峰、陳韋婷、郭峰淵(2013)，「正向情緒與誘餌效應對消費者決策行為的影響」，中山管理評論，第二十一卷第四期，頁743-767
謝如梅、劉長勇、方世杰(2013)，「誰能辨識創業機會?知識、網絡、意圖與警覺能力能力之關聯性實證研究」，科技管理學刊，第十八卷第一期，頁1-26
張松山、林錦郎、張可立(2014)，「從網站服務品質觀點探討電子資源使用行為意圖」，全球商業經營管理學報，第六期，頁77–88
樂祖烽、劉芳梅、吳慈耘(2014)，「企業形象、知覺價值和網站品質對旅遊網站忠誠度之影響」，企業管理學報，第一零三期，頁63-89
宋永坤(2014)，「尋求啤酒產品多樣化的干擾效果:探討知覺價值、顧客態度與購買意願之關係」，餐旅暨觀光，第十一卷三期，頁193–218
許麗玲、陳至柔、林子翔(2015)，「以期望確認理論探討背包客對旅遊網站之持續使用意願」，商管科技季刊，第十六卷第一期，頁47-88
姚成彥(2015)，「虛實整合：特力屋電子商務的服務創新」，中山管理評論，二十三卷一期，頁377 - 409
徐達光. (2014)，消費者心理學(初版七刷)，台北市：東華書局股份有限公司
網路資料
Rampell,A(2010). Why Online2Offline Commerce Is A Trillion Dollar Opportunity.
http://techcrunch.com/2010/08/07/why-online2offline-commerce-is-a-trillion-dollar-opportunity/
Global Information, Inc.(2018/5) Global Food Flavor and Enhancer Market - Growth, Trends, and Forecast (2017-2022)
https://www.giichinese.com.tw/report/moi572851-global-food-flavor-enhancer-market-growth-trends.html
財團法人資訊工業策進會(2015)，「我國B2C 電子商店經營調查結論」-經濟部商業司電子商務雲端創新應用與基礎環境建置計畫
http://www.tieataiwan.org/wp-content/uploads/2016/01/2015年我國B2C網路商店經營現況研析報告
尼爾森全球電子商務調查(2017)，http://www.nielsen.com經濟部統計處(2017) ，「批發、零售及餐飲業經營實況調查報告」-頁12-14
https://www.moea.gov.tw/Mns/dos/content/ContentLink.aspx?menu_id=9431
經濟部統計處(2018) ，「產業經濟統計簡訊《306》」-頁1
https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=4972