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以服務體驗探討O2O模式對品牌形象、滿意度及購買意願之研究-以星巴克為例 / A Study of Service Experience on Brand Image, Satisfaction and Purchase Intention via O2O Model - A case study of Starbucks

Authors
  • HSU, HUI-CHUN
Publication Date
Aug 01, 2017
Source
FirstTech Institutional Repository
Language
Chinese
License
Unknown

Abstract

[[abstract]]隨著資訊科技的快速發展,所崛起的市場競爭激烈,加上行動裝置普及,O2O模式的出現,改變現代人的生活方式與消費型態,O2O是一種將消費者從線上虛擬通路帶往線下實體商店進行實際體驗行為的模式。在現今市場的成熟及服務行業的競爭日益激烈,為了尋求創新的競爭方式,具體的方法就是增強服務體驗,如何去滿足消費者需求,使其滿意進而提高消費意願,並留住客源,是企業經營的主要目標。本研究透過O2O模式三大構面:消費者、線上平台及線下實體商店,以消費者觀點出發,藉由實證研究來瞭解服務體驗在O2O模式下,對於品牌形象及消費者到線下實體商店購買行為的影響,並觀察線上(Online)轉移至線下(Offline)關係,探討是否會受到線上滿意度關係,進而也帶動線下消費者購買意願。本研究主要以星巴克為研究對象,採用問卷調查方式,利用便利抽樣進行問卷蒐集,共計回收225份,經刪除填答不完整及錯誤填答之無效問卷後,有效樣本為204份,回收?91%,並針對資料進行分析。研究結果發現:(1)服務體驗、品牌形象對滿意度及購買意願有正向影響的效果(2)服務體驗對品牌形象有正向影響的效果(3)滿意度對購買意願影響有正向影響的效果。 / [[abstract]]Withtherapiddevelopmentofinformationtechnology,theriseofthemarketisexistingveryhighlycompetitiveenvironment.Additionally,theuniversalityofmobiledevicesandtheadventoftheO2Omodelhasbeenchangedthemodernlifestyleandpeople’sconsumptionpatterns.O2Oisamodelthattakesconsumersfromtheonlinevirtualchanneltotheofflinephysicalstorechannelindoingactualexperiencebehavior.Inordertoseektheinnovativecompetitionwayistostrengthserviceexperiencetofacethematuremarketintheserviceindustry,theconcretemethodistoenhanceexperienceofservice.Buthowtosatisfytheconsumerdemandthatmakesitssatisfiedtoincreasethepurchaseintentionandretainscustomersaremajorpurposesofbusinessmanagement.Inthisresearch,wetriedtouseO2Omodelanddivideditintothreeconstructs:consumers,onlineplatformsandofflinephysicalstores.ThroughtheempiricalstudytounderstandtheserviceexperienceinfluencebetweenbrandimageandconsumerpurchasebehaviorinO2Omodelandobservingtherelationshipbetweenonlineandofflinebehavior,thisresearchalsoexploredwhetheritwillbeaffectedbyonlinesatisfaction,andthenalsotodriveconsumerstopurchaseinofflineenvironment.Inthisstudy,wealsousedacasestudy(Starbucks)toverifyourresearchmodel.Thisresearchdevelopedthequestionnairelargelybasedonexistingmeasuresintheliterature.Wesent225surveyquestionnairesandatotalof204responseswereusedforanalysisafterdiscarding21responseswithmissdata,resultinginaresponserateof91%.Theresearchresultsareshownasfollows:(1)serviceexperienceandbrandimagehavesignificanteffectsonsatisfactionandpurchaseintention;(2)serviceexperiencehavesignificanteffectsonbrandimage;(3)satisfactionhavesignificanteffectsonpurchaseintention.Thisresearchprovidesthetheoreticalandpracticalimplicationsofitsfindings.

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