單一與多通路顧客之通路選擇行為與預測模式

在現今「通路為王」的時代趨勢之下，掌握行銷通路已成為市場競爭的重要關鍵因素，這造成了「掌握通路就是贏家」的現象。故本研究採調查法，針對單一通路及多通路探討通路特性、消費者風險型態及產品型態對其通路態度之影響，並探討不同通路中影響顧客態度之因素的差異；當中再深入瞭解消費者決策過程中，通路選擇的鎖定效果或跨通路綜效的現象；最後再建構一個完整的通路選擇模式。本研究結果發現：
1.在「通路特性」中，通路搜尋因素之搜尋便利性，通路購買因素之服務品質、購買便利性、談判可能性、購買努力性、購買風險，與通路搜尋及購買因素之樂趣、分類、促銷、顧客、價格水準，在單一通路及多通路中對部份通路型態的搜尋態度及購買態度具有顯著影響。而通路搜尋因素之搜尋努力性對單一通路及多通路的搜尋態度及購買態度皆不具有顯著影響。在「消費者風險型態」中，除了對單一通路之型錄通路的搜尋態度具有顯著影響，在其他通路態度中皆不具有顯著影響；對多通路的通路態度皆不具有顯著影響。在「產品型態」中，對單一通路的通路態度皆不具有顯著影響；在多通路中除了對網路通路購買群的購買態度具有顯著影響，在其他通路態度中皆不具有顯著影響。
2.在通路選擇的「鎖定效果」或「跨通路綜效」中，單一通路具有鎖定效果，且多通路中亦具有跨通路綜效的現象。
3.在建構通路選擇模式中，單一通路顧客可以使用談判可能性、搜尋便利性、價格水準、服務品質、購買風險、產品型態、分類、樂趣、顧客及購買便利性共10項通路因素進行預測。多通路顧客可以使用顧客、產品型態、促銷、服務品質、購買風險共5項通路因素進行預測。

Today, as the trend of “Channel is the heart of retail”, control channel marketing is the essential of success in the competitive market. That will explain the why own the retail channel will be the winner of business. This study survey topic on single-channel and multi-channel characteristic for consumers, risk and product type for consumers and the influences on consumer channel attitude. And also discover channel choice “lock in” and “cross-channel synergy” during consumers buying decision make. After that, we try to build up one complete consumer channel choice model. The finding are:
1.In channel characteristic: the key factors for consumers channel choice are search convenient, service quality, purchase convenient, negotiation possibilities, purchase effort, purchase risk, enjoyment, assortment, promotion, clientele, and price level. Single-channel and multi-channel search attitude and purchase attitude have significant impact at particular channel type. The effort did not have significant impact both at single-channel and multi-channel search. Consume risk type have significant impact at single-channel but not multi-channel. Product type did not have significant impact at single-channel, the purchase attitude have significant impact to web purchaser but not in other channel.
2.Single-channel have lock-in, and multi-channel have phenomenon of cross-channel synergy.
3.In this study, our channel choice model can apply for ten channel attribute prediction single-channel, include: negotiation possibilities, search convenience, price level, service quality, purchase risk, product type, assortment, enjoyment, clientele and purchase convenience. And this model also can apply for five channel attribute prediction multi-channel, include: clientele, product type, promotion, service quality and purchase risk.