| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 101 === The virtual channel grows quickly, and reached the level of competing with the physical channel. With the environment and consumer lifestyle changes, it’s hard to predict consumer’s channel choice. This study is to discuss what the factors of channel satisfaction and preference are.
According to the Consumer Decision Process Model, this study aims to the individual differences and developed a conceptual framework. The framework is composed of social shopping, need for touch, to affect physical channel satisfaction and preference. And the shopping orientation as a moderator.
The different type of product will have different channel preference. As a result, this study chooses the apparel goods to be the research sample. This study is analyzed by the Confirmation Factor Analysis, Linear Structural Competing Model, and the Linear Regression.
The result shows that social shopping has a significantly positive effect on physical channel satisfaction, and physical channel satisfaction has a significantly positive effect on physical channel preference. Need for touch has no significantly effect on physical channel satisfaction, neither the physical channel preference. The recreational shopper will increase the effect between need for touch and physical channel satisfaction.
According the result, social shopping has a effect of physical channel satisfaction. Marketers should create a social environment in their store, and teach sellers to have a social relationship with customer to increase their repurchase intention.
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