| Summary: | 碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 101 === Since the era of diversification channels, prompting changes in consumption patterns, not only created a virtual channel booming on the market but also changed the current consumer market, consumers have more choices and convenience information search. The needs of the market always changing, we must understand consumer needs and information search behavior in order to provide the exact information to satisfied consumer demand, which is the important topics what manufacturers and retailers'' need to explore. Therefore, we use information search and receive information from different sources to evaluation, analyzing of its impact on the channels choice.The information search in this research covers personal sources, public sources and commercial sources. The choice of evaluation factors, including the perceived risk, product characteristics and channel characteristics three factors, physical and virtual channel for comparison. The results of our research findings, information search would indirectly influence the choice of consumers for the purchase channels, and will use product characteristics and channel characteristics to evaluate the information, but customer in the end still prefer choice physical channel. Because most consumers buy products will be based on the recommendations of people around to, no matter physical or virtual channels all influence based on personal sources.These findings can provide insight into future research on the comparison of shopping value in the physical versus virtual channels and on channel choice. In practice they can help companies to further understand consumers’ perceived shopping value in the physical and virtual channels, which in turn will assist them in formulating effective channel strategies.
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