應用計畫行為理論探討全通路零售購物意願之研究：以量販店購物為例

Abstract

本研究採計畫行為理論為觀點來探討消費者透過量販店全通路平台購物的意願。新冠肺炎疫情持續延燒， 2021年，全通路的賣家數量提升約90%，同時銷售急劇地成長，締造了整體占比超過 6成營收的佳績。其中，量販店業者採大批量進貨以降低商品價格、販售齊全多元的商品，剛好符合消費者一次購足、對價格的需求。2020年受惠於疫情，進而促使民眾囤貨風潮湧入、量販店業者在線上購物平台的業績大幅增長，當年營業額高達2,287億，年增率為8.9%，為90年後最大增長幅度的一年。本研究以線上問卷的方式進行實證調查，欲瞭解通路整合品質及全通路平台會如何影響消費者對全通路平台的態度、主觀規範及知覺行為控制，進而影響消費者購物意願。研究結果顯示，通路整合品質會正向影響消費者對全通路平台的態度、全通路平台會正向影響知覺行為控制，兩者進而正向影響消費者購物意願，除此之外，主觀規範亦對購物意願有正向影響。The study adopts the perspective of planning behavior theory to explore omnichannel shopping intention and using hypermarket retailing as an example. Since the COVID-19 continue to spread, the number of omnichannel sellers have increased by nearly 90% in 2021, the sales grow rapidly and creating an impressive achievement of more than 60% of the overall revenue. Benefiting from the COVID-19 in 2020, which in turn prompted the influx of people stockpiling goods, the performance of online shopping platforms of retailers increased significantly. That year’s turnover reached 228.7 billion, with an annual growth rate of 8.9%, the largest growth rate after the 1990s. This study will conduct an empirical investigation by means of an online questionnaire to understand how the quality of channel integration and the omnichannel platform affect consumers' attitudes, subjective norms, and perceived behavioral control toward the omnichannel platform, which in turn affects consumers purchase intention. The research results show that the quality of channel integration will positively affect consumers' attitudes towards omni-channel platforms, and omni-channel platforms will positively affect perceived behavioral control, which in turn positively affect consumers' purchase intention. In addition, subjective norms also have a positive impact on purchase intention.