台灣寢具市場虛實通路的消費者行為之研究─ 以服務品質觀點作為探討

Abstract

本研究以傳統紡織品之寢具產品為例，台灣傳統的寢具零售業受到電子商務發展的影響，眾多實體零售業者開始轉型電子商務，希望能擺脫營利困境、並為商品拓展銷售管道。面對新零售時代的來臨，本研究想要瞭解用服務品質的觀點來探討台灣寢具市場虛實通路的消費者行為，本研究目的如下： 一、 在台灣實體通路的寢具市場中，消費者所知覺的服務品質（有形性、可靠性及關懷性）是否影響購買意圖之形成；及態度在購買意圖形成過程中，所扮演的中介角色。 二、 在台灣虛擬通路的寢具市場中，消費者所知覺的服務品質（有形性、可靠性及關懷性）是否影響購買意圖之形成；及態度在購買意圖形成過程中，所扮演的中介角色。 三、 在台灣實的寢具市場中，消費者是否會因為虛擬或是實體的通路有所不同，而其所知覺的服務品質（有形性、可靠性及關懷性）會有不同重要考量因素。 本研究使用 SPSS與 LISREL軟體做為資料分析之工具，並透過結構方程模型分析驗證研究假說，得知以下結論： 一、 在台灣寢具市場，無論是虛擬或是實體通路購買過寢具的消費者，顧客態度確實是影響消費者購買意圖的關鍵前因。 二、 在台灣的寢具市場中，無論是虛擬或是實體通路服務品質的有形性、可靠性、關懷性，確實都是顧客滿意態度形成的關鍵前因，並且會進一步經由顧客態度影響消費者對虛擬或是實體通路的購買意圖，其中有形性更對購買意圖，有著直接的影響效果。 三、 台灣的寢具市場中，實體通路服務品質的可靠性對購買意圖的影響最甚，其次為關懷性，再其次為有形性。 四、 台灣的寢具市場中，虛擬通路的服務品質則以有形性影響消費者購買意圖最大，其次為關懷性，最後則為可靠性。

This study utilizes the market of bedding products of traditional textiles as the basis to evaluate consumer behavior in both online and offline sales channels from a service quality perspective. Taiwan’s traditional bedding retail sales are strongly affected by the advancement of electronic commerce (e-commerce). A lot of physical (offline) retailers have started to set up e-commerce (online) business in the hope that they can free themselves from profit difficulties as well as develop new sales channels. Facing the arrival of a new era of retailing, this study aims to examine the effects of service quality on consumer behavior in Taiwan’s bedding market via both online and offline sales channels. The purposes of this study are: (1) to investigate if the service quality in the dimensions of tangibles, reliability, and empathy affects consumers’ purchase intentions in the Taiwanese bedding market; (2) to understand the mediating roles of consumer attitudes in the process of forming consumer purchase intentions; and (3) to explore the factors that affect consumers’ choices due to the perceived distinct service quality (in terms of tangibles, reliability, and empathy) provided by both online and offline sales channels. This study used SPSS and LISREL as analysis tools, and structural equation modeling (SEM) to verify the proposed hypotheses. Results show that in Taiwanese bedding market, regardless of purchases made through online or offline sales channels, consumer attitudes significantly affected the formation of purchase intentions. Results also indicate that all three dimensions of service quality examined (tangibles, reliability and empathy) were factors that led to consumer satisfaction in both online and offline channels. In addition, consumer purchase intentions and choices of purchase channel (online or offline) depended on consumer attitudes, in particular, the dimension of tangibles of service quality directly affected purchase intentions. In terms of offline sales channel, reliability of service quality had the largest effect on purchase intentions, followed by empathy, and last tangibles. As for online sales channel, tangibles had the strongest effect on consumer purchase intentions, followed by empathy, and last reliability. These findings offer novel insights into the effects of service quality on consumer behavior and show their implications on customer satisfaction through both online and offline sales channels in Taiwanese bedding market.