資訊來源對於實體通路之影響──以化妝品的O2O行銷模式為例

The Effects of Information Sources on Brick-and-Mortar Stores--A Case of O2O Model on Cosmetics Marketing

網際網路的流行及消費行為的改變，使得仰賴體驗行銷的觀光、餐飲、休閒或美容產業必須結合線上與實體的O2O (On-line to Off-line)行銷模式，才能在激烈競爭的市場中生存；也因為社會結構的改變，女性自我意識的提升，以及女性一直是家庭購物的主要決策者，使得女性對於消費市場的影響力高於男性。本研究將以女性化妝品消費者做為研究對象，探討O2O行銷模式所提供的資訊來源是否會影響她們對於百貨專櫃與開架式藥妝店這兩種實體通路的喜愛與認同。研究方法以實證研究問卷調查進行，以台灣南部地區之女性消費者施測問卷，回收之調查問卷資料，剔除無效問卷後，本研究以SPSS統計軟體整理298份有效回收問卷資料，並以因素分析、信度分析、複迴歸分析等方法進行研究假設之檢驗。研究結果發現：名人推薦與店頭推介，比起平面媒體與線上分享的資訊，更能顯著正向影響消費者對於百貨專櫃與開架式藥妝店這兩種實體通路的喜愛與認同。最後，本研究提出研究建議與結論以供後續研究做為參考。

The prevalence of the internet and the change of consumption make it necessary for enterprises to have both on-line and off-line (O2O) marketing activities in order to survive under a fierce competition. Also, because of changes in social structure, the improvement of women's self-awareness, and women have always been the main decision-makers of family shopping, women's influence on the consumer market is higher than that of men.This study took female cosmetics consumers as the research objects to explore if the information sources provided by O2O marketing model affect their preference for two kinds of brick-and-mortar stores. An empirical research questionnaire was conducted on female consumers in southern Taiwan to collect 298 valid questionnaires. The SPSS statistical software was performed to organize the collected data, and factor analysis, reliability analysis, and regression analysis were used to test the research hypothesis.The results of the study indicate that information sources have a significant impact on brick-and-mortar stores. Finally, the research suggestions and conclusions of this study can be used as reference for the future studies.