消費者特性對實體或虛擬通路購物影響之研究──以某音響公司為例

The consumer characteristic research to the physical channel or the virtual channel shopping influence - A Case Study of acoustic company

近年來，隨著網路相關技術蓬勃發展，消費者對於傳統實體通路之購物模式亦隨之改變，網路購物已成為現代人極為流行之商業模式，業者通過在網路上架設虛擬通路商場，迅速將商品銷往全世界消費者的手中，在提升實體通路所不能及之客群上，為企業帶來眾多利益。因此本研究主要目的在於探討消費者購物時之特性是否會對其選擇購買通路造成影響，並研擬建議期能對爾後相關研究提供參考。研究對象以某音響公司為主，採用文獻分析與問卷調查法來探討，所得資料以描述性統計、因素分析、信度分析、T檢定……等統計方法印證各項假設之正確性。

The main purpose of this study is to explore whether the consumer characteristics of consumers will have an impact on the choice of purchase channels, and to develop the proposed period can provide a reference for subsequent research. The research object is mainly based on the audio company, using the literature analysis and the questionnaire survey to explore whether the consumer characteristics of the consumer shopping will affect the purchase path. This study is based on the questionnaire survey, the data obtained by descriptive statistics, factor analysis, reliability analysis and other statistical methods to verify the correctness of the assumptions