| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 102 === Apart from being high replacement products in fashion industry, fashionable accessories also cover the attributes of retail business. Therefore, service convenience is the important factor that influences consumers’ purchasing intention. Recently, the rise of online shopping has affected the business model of physical storefronts as well. The virtual channel is different from the physical one. It can provide online services so as to attract consumers’ purchasing decision. However, whether virtual channel really influences the purchasing intention of fashionable accessories buyer leads to the purpose of this study. The present study took H-Company of fashionable accessories as the research target to explore the impact of service convenience and virtual channel on consumers’ purchasing intention. Firstly, questionnaire is used to survey the cognitive degree of consumers on the five dimensions of service convenience (including decision convenience, access convenience, transaction convenience, interest convenience and post-interest convenience) of H-Company and the virtual channel, as well as consumers’ purchasing intention. There were a total of 250 copies of questionnaire distributed and responded, with 192 valid ones, and the effective response rate is 76.8%. The data was used to conduct difference analysis via t-test and ANOVA aiming at gender, education, age, job and the shopping frequency of using virtual channel. Then, through correlation and regression analysis, this study has explored the impact of five dimensions of service convenience on consumers’ purchasing intention. Moreover, the hierarchical regression analysis is adopted to investigate whether virtual channel possesses moderating effect between service convenience and consumers’ purchasing intention.
The results showed that, the access convenience and interest convenience of service convenience shows positive effect to consumers’ purchasing intention, while the decision convenience, transaction convenience and post-interest convenience has no significant effect. In addition, the virtual channel possesses part moderating effect between service convenience and consumers’ purchasing intention, meaning that the convenience feature of virtual shopping will enhance consumers’ purchasing willingness. Finally, based upon the empirical analysis and results, this study proposes the managerial suggestions to fashionable accessories H-Company and the future researches.
Keywords: Fashionable Accessories Industry, Service Convenience, Virtual Channel, Purchasing Intention.
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