The analysis of channel choice and customer value
Date Issued
2005
Date
2005
Author(s)
Yang, Hsiang-Ju
DOI
zh-TW
Abstract
Kotler (2003) mentioned that during the "customer-oriented" age, it is full of information and technology is made progress at a tremendous pace, the virtual world is no boundary. When consumers go shopping, how they will choose under multi-channel environment? Relatively, how should the companies build up their channel strategy? This is the reason why our research induced, for discussing the cause and effect of channel choice.
Reorganizes the previous research and through Factor Analysis, our research divides Shopping Motivation into 3 factors: "Social Motivation”, “Entertainment Motivation” and “Contact Motivation". Than separated Formerly Shopping Experience in 4 constructions; "World-of-mouth Experience”, “Satisfaction Experience”, “Promotion Experience”, and “Product Experience". We use "Space, Time, Privacy, Interaction Price and Service” these 6 dimensions for measuring Channel Characteristic. And 5 constructions for Customer Value: “Functional Value, Emotional Value, Social Value, Hedonic Value, and Utilitarian Value"
According to the findings, Shopping Motivation has significant influence on Channel Choice; Formerly Shopping Experience is not revealed the significant influence regarding Channel Choice. Next, Physical Channel and Virtual Channel existed cognition difference in Channel Characteristic (Space, Time, Privacy, Interaction and Service). Channel Characteristic of Virtual Channel produced significant influence on Channel Choice and Customer Value.Finally, there is existed partial cognition difference of Customer Value between Physical Channel and Virtual Channel (Functional Value, Emotional Value, Social Value, and Utilitarian Value), and consumers also obtain 5 items of Customers Values from Virtual Channel.
Based on the above analysis, we suggest it may start from the Motivation at beginning, attracting consumers to go shopping through your channel. Furthermore, take Physical Channel into primarily, and Virtual Channel as subsidiary, combine those two strong parts. Moreover it should discover the channel characteristic which consumers carry on and made them improved, to create the higher Customer Value.
Subjects
通路選擇
虛擬通路
實體通路
通路特性
顧客價值
channel choice
virtual channel
physical channel
channel characteristic
customer value
Type
thesis
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