消費者反展示廳行為之探討──當線上資訊成為購物參考

The Study on Consumer Webrooming Behaviors–When Online Information Becomes Shopping Reference

消費者會將網路做為收集購物資訊的來源，之後再前往實體商店體驗，並在店內進行購買決策，稱為「反展示廳行為」。本研究為探討影響消費者進行反展示廳行為意圖之因素，提出線上商品內容、商品特性、不確定性、感官動機、以及服務品質做為前置因素。本研究共回收256 份有效問卷，分析結果顯示，消費者的感官動機與商店服務品質顯著影響消費者的反展示廳行為意圖。進一步將樣本分群，結果發現，高體驗性商品之購買族群，其反展示廳行為意圖會受到購買商品時所感受到的不確定性影響，進而產生前往實體商店體驗的需求並購買；而低體驗性商品的購買族群，則多有可能是出自於對商品體驗活動的興趣，進而產生反展示廳行為意圖。

Due to the development of the Internet, how to enhance the motivation for consumers to go to brick-and-mortar stores and attract them to purchase products in store is an important issue to increase the revenue of physical stores. Therefore, based on the transaction cost theory, this study proposed and investigated a consumer’s webrooming behavioral model. In this study, 256 samples were collected by using online questionnaire. The results show that motivation to sense, service quality will positively affect intention to webrooming. Furthermore, this study divided the samples into two groups based on subjects’ product’s need for touch and made comparisons between groups. The results confirmed that different product’s need for touch will influence different consumers’ intention to webrooming. The results of this study enhance the understanding of consumer webrooming behaviors, which in turn will help online and offline retailers in devising more effective marketing strategies.