| Summary: | 碩士 === 南臺科技大學 === 行銷與流通管理系 === 104 === The diversity of shopping channel has changed the consumer shopping patterns as well as the marketing tactics of marketing industry, which not only shows that the competitive cooperative relationship between actual and virtual sales channel has reached the climax, but also highlighted the differences and characteristics of the two.Within the decision making pattern of purchasing behavior, the consumers would need to reconfirm their needs then proceed to following process such as information search, brand comparison of products, and eventually they would make decision from various choices of shopping channel. After deciding the shopping channel, consumer’s following decision might be affected by sales person,product displays Point of purchase advertising as well as advertisement on both traditional and electronic media. Nevertheless, the research regarding the shopping pattern of consumer of fitness equipment is relatively less than other products, and which motivates me to focus on fitness equipment in my research. Using the theories proposed by some scholars, I am going to compile all the key elements that might affect consumer shopping patterns in different shopping channels. A written questionnaire will be used to validate my research hypothesis. The purpose of my study is to investigate the product attributes, consumer characteristics, as well as how the service quality of both physical /virtual shopping channels affect consumer behavior.
This research focuses on fitness equipment products, A convenient sampling method was used to select respondents. 300 questionnaires were asked. 296 responses were received. 288 valid and complete questionnaires were used for the quantitative analysis. The margin of error for a 95% confidence interval for the population mean is plus/minus 5%.
This study applied SPSS for statistical analysis The major finding of this study includes: First, the results of the regression suggest that the product attributes not direct impacts on the consumer’s shopping channel selection.Secondly, the results of the regression suggest that the consumer characteristics not direct impacts on the consumer’s shopping channel selection. Thirdly, the results of the regression suggest that the physical channel Characteristics direct impacts on the consumer’s shopping channel selection. Fourth, the results of the regression suggest that the virtual channel Characteristics not direct impacts on the consumer’s shopping channel selection.fifth, the results of the regression suggest that the physical channel Service Quality direct impacts on the consumer’s shopping channel selection. Finally, the results of the regression suggest that the virtual channel Service Quality direct impacts on the consumer’s shopping channel selection. these results suggest theoretical implications and the direction of future researches.
Key words: Product Attributes, Consumer Characteristics, physical /virtual Channel Characteristics, physical /virtual Channel Service Quality.
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