品牌知名度和時間壓力對消費者選擇購買通路的影響

Abstract

隨著網路的高普及率和網路商業交易的進步，讓原為實體通路的企業紛紛建立網路商店以獲取廣大的商機。然而，儘管虛擬通路不斷的蓬勃發展，仍存在享受實體通路購物的消費者，因此出現愈來愈多網路商店跨足實體商店的趨勢，虛實通路的經營發展成為現今企業重要的議題。 本研究採用問卷調查的方式蒐集資料，了解連鎖服飾品牌知名度和時間壓力對消費者知覺風險的影響，以及探討品牌知名度、時間壓力與知覺風險是否會對消費者選擇通路會有影響。本研究透過信度效度分析、變異數分析、卡方檢定和迴歸分析等統計方法，並搭配SPSS 18.0統計軟體進行各假設的檢定，研究結果可以發現：(1)品牌知名度在有時間壓力的情況下才會與消費者的知覺風險呈現負相關；(2)時間壓力和消費者知覺風險呈現正向關係；(3)時間壓力對消費者在選擇通路上有顯著的影響。 根據本研究的發現以期望能幫助企業更了解影響消費者於通路選擇上的關鍵因素，並有助於企業在未來擬定有效的通路策略。

Due to the prevalence of the Internet and the network transaction platform, the companies which originally own physical channels have begun to set up virtual channels to gain more market share. Nevertheless, there are still some customers who prefer shopping through physical channels. Therefore, on-line stores build up their own brick-and-mortar stores, so the management of physical and virtual channel is an important issue for nowadays business. We used questionnaire as survey instrument so as to understand the effect of chain apparel brand awareness and time pressure on the consumer’s perceived risk. Furthermore, we also did a research on the relations among three different variables: brand awareness, time pressure and perceived risk. SPSS 18.0 was applied to test the hypotheses, and statistical analyses of the study showed that: (1) Under time pressure, brand awareness had negative effect on consumer’s perceived risk. (2) Time pressure and consumer’s perceived risk had positively related. (3) Time pressure was strongly related to the channel choice. In practice, we hope that the results can be used to formulate the effective channel strategies for future business planning.