The Entry Point of Omni-Channel Business – Taking Books.com.tw and Eslite as Examples.

• Main Authors: Chen, Yu-Han, 陳妤涵
• Other Authors: 白佩玉
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/j7k4jv

碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 107 === With the development of the Internet, e-commerce have expanded rapidly and soon integrated with physical retail stores, in order to gain its irreplaceable advantage. The combination of e-commerce and physical stores has gradually formed a new business model so-called “Omni-channel business”. This new business model emphasizes on doing Click-and-Mortar business and bring the best experience to consumers. In response to the trend, this study aims to find out the most effective entry point of Omni-channel business by searching for and organized the past literature, adopting quantitative analysis method, and take the two leaders of Taiwan’s book retail industry, Books.com.tw and Eslite, as Examples. It is hoped that this research can contribute to future companies’ plan of allocating their resources on the most effective touch point, attract consumers, and lead their consumers into other channels to finish their consumption. The study explores how consumers’ online and offline brand engagement affect brand image and brand trust on the other channel. The research shows: 1.Online consumer engagement has significant and positive impact on offline brand image, offline brand trust and offline purchase intention. 2.Offline consumer engagement has no significant impact on online purchase intention, but can positively affect online brand image and online brand trust. 3.Online brand image has a significant positive impact on online brand trust, so does offline brand image to offline brand trust. Based on the above conclusions, this study has proposed practical recommendations that new ventures can refer to: 1.Online channel is the most effective entry point for Omni-channel business model. 2.Organizations can enhance consumers purchase intention by improving brand image and brand trust. 3.Organizations should leverage the outcome of Halo effect, make perfect plans for each channel, in order to create circular commerce. Key Words: Omni-channel, Customer Engagement, Brand Image, Brand Trust, Purchase Intention.